Investing in Success
Attending SHOT Show is one of the savviest ways to assure the success of your business.
By Slaton L. White
You might think SHOT Show is just another venue for introducing new products. You couldn’t be more wrong. Although new product introductions are a key element of the annual SHOT Show, the show is far more than that. 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 Melissa Schilling, NSSF Vice President of Exhibitions and Events. “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.”
Schilling also notes that there is also more room to maneuver. “You can say goodbye to crowded, can’t-move-in aisles that may have prevented you from accessing high-demand exhibits,” she 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.”
Seasoned SHOT Show attendees know full well the value of the personal interaction that occurs at SHOT Show. “I’ve attended SHOT Show for the past two decades as part of my work in the firearms industry,” says Mike Humphries, media relations manager for Springfield Armory. “Over all those years, I've always appreciated the opportunity to meet face-to-face with writers, publishers, and other manufacturers at the show.”
“Technology moves quickly, but personal relationships still drive this industry,” says Angelo Brewer, director of operations at iRAYUSA. “SHOT Show gives us the opportunity to bring together customers, dealers, manufacturers, and industry partners in one place. Those face-to-face conversations are invaluable, and they're something you simply can't replace.”
“SHOT Show is more than a trade show—it’s where our industry comes together to strengthen the future of the shooting sports,” says Claudia Chisolm, president of Gun Tote’n Mamas.
“For Gun Tote’n Mamas, it provides an invaluable opportunity to introduce our products, connect face-to-face with dealers and retailers, and better understand what our customers need. Every year, we leave with valuable insights, stronger partnerships, and fresh ideas that help move GTM forward. There is simply no substitute for being on the show floor, which is why SHOT Show continues to be one of the most important investments we make in the growth of our business and our industry. Its impact serves GTM long after the show ends.”
Expanded Reach
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.
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 who attended knew NSSF was onto something. If your business is centered on the OEM market segment, you need to be here. Last year one manufacturer explained the two key benefits of having a booth at the Supplier Showcase: exposure to new contacts and reconnecting with current customers, both of which are important components of a successful business. 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, ATF/NICS compliance, operations, marketing, workforce development, and more.
For example, marketing in the firearms industry is more complex than ever. Traditional media is shrinking, social platforms are tightening restrictions, and paid advertising is often off the table. To cut through the noise and build real connections, brands need to own their narrative and tell stories that educate, resonate, and build trust over time. “Smarter Marketing for Regulated Brands: Storytelling, Strategy and the Power of AI” will explore how to combine authentic brand storytelling with modern tools like AI and AI search to create marketing strategies that are both effective and compliant. You will learn how to design content that reflects your values, reaches your audience directly, and scales through automation.
Key takeaways will include how to use storytelling to build loyalty, trust, and long-term brand equity; ways to collect and use first-party data to personalize your message; how AI tools can support content creation, campaign optimization, and audience insights; why owned media like email, podcasting, and education hubs matter more than ever; and strategies for staying visible in a digital landscape that increasingly limits regulated brands. The seminar is scheduled for 10 a.m. to 11 a.m. Tuesday January 20, 2027 in the Murano Ballroom.
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 from 5:30 p.m. to 6:30 p.m. For more information on SHOT Show 2027, go to shotshow.org.