ScentLok expanded its Ridge Series midseason hunting apparel line with new Women's Ridge Jacket and Pant, featuring Carbon Alloy®, Silver Alloy™, and Precip-X™ technologies. The form-fitting designs combine ultra-quiet micro-tricot fabric with lofted Berber fleece lining, priced at $189.99 each.

Conquest Archery launches the 3K Stabilizer Bar, featuring an innovative SVE vibration elimination system and 15% lighter carbon weave rod. Available in multiple lengths, the stabilizer delivers reduced vibration, improved handling, and refined aesthetics for hunting, 3D, and target applications.

Dead Air Silencers earned the Shoot On 2025 Excellence Award for its Sandman X Suppressor, recognized for innovation, durability, and exceptional sound and recoil reduction. The award validates Dead Air's commitment to engineering excellence and reinforces its position as a leader in suppressor innovation.

Dead Air Silencers received an On Target Magazine Editor's Choice Award for the Mojave45 suppressor, recognizing its performance, versatility, and advanced Triskelion™ Gas Management System. The suppressor features modular configuration, 3D-printed titanium construction, and compatibility with both tilting-barrel and fixed-barrel hosts.

Safari Club International and Texas Trophy Hunters Association honored Congressman August Pfluger with the 2026 Lone Star Wildlife Champion Award for his commitment to hunting, conservation, and outdoor heritage in Texas. The seventh-generation Texan and former Air Force Colonel has championed sportsmen's interests and wildlife management policies throughout his service representing Texas's 11th Congressional District.

Dallas Safari Club announced Jeff Crane as the 2026 recipient of the Peter H. Capstick Hunting Heritage Award, recognizing his decades of conservation leadership and advocacy for hunters and anglers. Crane's career with the Congressional Sportsmen's Foundation has advanced science-based wildlife policies across multiple administrations and all 50 states.

Leupold & Stevens, Inc. has been named Top Optics Brand by Hook & Barrel Magazine's Top Shelf Awards, as voted by the publication's readers across 21 categories. CEO Bruce Pettet expressed pride in the recognition, noting the company's commitment to manufacturing high-performing sporting optics.

Gun Owners Foundation's Empowered 2A announces National Women's Range Day on June 6, 2026, hosted at Sig Sauer Academy in Epping, New Hampshire. The event features live-fire training, Stop the Bleed® training, self-defense instruction, and Second Amendment advocacy education led by instructors and 2A influencers. Participants receive complimentary annual Gun Owners of America memberships.

Yamaha Marine announced six new anglers joining its Pro Fishing Team for 2026: Austin Felix, Andrew Loberg, Beau Browning, Aaron Jagdfeld, Tristan McCormick, and Banks Shaw. These professional anglers will compete across tournament trails nationwide, representing Yamaha's premium brand and serving as ambassadors for competitive fishing.

Evernham & Associates founder Michael Boyd Evernham, 80, died Friday, January 9, 2026 in Fishers, Indiana. A longtime industry figure, Evernham held positions with Simmons Gun Specialties and Winchester-Olin before founding Evernham & Associates in 1983. A renowned shotgunner, Evernham was inducted into the Indiana Trapshooters Hall of Fame in 2020.

Orchid announced Orchid POS Spark, a cloud-based point-of-sale and eCommerce platform for Federal Firearms Licensees at $99 per month. The solution includes integrated POS, eCommerce, ATF compliance tools, FFL bound book, and electronic Form 4473 storage without third-party plugins.

VKTR Industries, an AR-15 rifle and Double Stack 1911 handgun manufacturer, is expanding operations in House Springs, Missouri. The company launched its Vanguard line of Double Stack 1911 handguns and will showcase the VKP Ported model at SHOT Show 2026. VKTR also relaunched White Label Armory to supply AR parts to retailers.

Gearfire announced a new integration with FastBound, the firearm industry's leading compliance platform, allowing independent FFL retailers to synchronize their digital bound books with eCommerce inventory. The integration streamlines operations, reduces overhead, ensures real-time inventory accuracy, and is free for Gearfire eCommerce dealers with active FastBound subscriptions.

Davidson's, Inc., a leading firearms, ammunition, optics, and accessories wholesaler based in Prescott, Arizona, is hiring an Assistant Marketing Director to support dealer-focused marketing strategies and brand initiatives. The role requires 5+ years of progressive marketing experience, preferably in B2B or regulated industries, with experience in the firearms or outdoor goods sector preferred.

Holosun introduces the 507-PROMAX pistol optic designed for competitive and high-tempo shooting. Featuring an enlarged window, forward-leaning sunshade, and Performance Reticle System with selectable 2, 8, 20, and 32 MOA circles, the optic delivers improved sight tracking and visual confidence for performance-driven shooters.

Armasight announced its Gen 4 ArmaCore™ 640 A-SWaP system, a next-generation thermal core featuring a 12-micron thermal sensor and 1.8 GHz quad-core GPU with integrated AI neural processing. The unified architecture delivers enhanced image clarity, extended battery life, true 60 Hz frame rate, and Full HD OLED display for improved thermal imaging performance.

Trijicon, Inc. has expanded its Credo HX riflescope line with four new hunter-focused models featuring LED-illuminated reticles, tool-less elevation adjusters, and rugged durability tested to Military Standards. The scopes range from 2.5-10x56 to 4-16x50 magnifications with MSRPs from $1,408 to $1,799.

Holosun unveiled the AEMS-EVO and AEMS-EVO DUAL compact rifle optics for 2026, featuring expanded viewing windows, forward-facing light sensors, and rugged 7075-T6 aluminum construction. The AEMS-EVO DUAL integrates visible green and infrared lasers for daylight and night-vision applications.

The Wild Sheep Foundation welcomes Interior Secretary Doug Burgum's Secretary Order 3447, which removes barriers to hunting and fishing on Interior public lands and improves coordination with state, tribal, and territorial wildlife agencies. WSF President Gray N. Thornton praised the order as a significant conservation commitment.

Rob Gearing, Founder and CEO of Spartan Precision Equipment, joins Michael Waddell on his podcast to discuss hunting, firearms accessories, and the philosophy behind precision gear design. Gearing, a Scottish entrepreneur, shares insights on hunting culture, the North American Model of Wildlife Conservation, and how mountain climbing influenced his product development.

Beretta and Garmin unveiled the MARQ Commander (Gen 2) Beretta Edition, a limited-edition smartwatch of 500 pieces combining Italian craftsmanship with advanced GPS technology. The luxury timepiece features a Fused Carbon Fiber case, AMOLED display, and tactical capabilities including Applied Ballistics Ultralight calculator and multi-band GPS.

KRISS USA announced the KRISS Vector Gen 3 is now available in Arctic Delta Cerakote pattern, featuring angular delta-inspired shapes in snow whites, pale grays, and slate tones. The Vector SDP G3, CRB G3, and SBR G3 models are available in 9x19, .45 ACP, and 10mm calibers with MSRPs ranging from $1,749.99 to $1,999.99.

Summit Treestands announced two new hunting accessories: a lightweight Mesh Seat made from premium Textilene material with adjustable steel buckle attachment, and a Seat Back Organizer for storing long guns and gear. Both products feature Mossy Oak® Original Bottomland® camouflage.

Mossberg unveiled the 990 SPX Magpul, a 12-gauge semi-auto tactical shotgun featuring gas-operated reliability, Magpul SGA stock, M-LOK accessory compatibility, and optic-ready receiver. Available with 14.75-inch or 18.5-inch barrels at $1,309 MSRP.

Smith & Wesson Brands, Inc. announced the Performance Center M&P10MM M2.0 Carry Comp pistol, chambered in 10MM Auto with 15+1 capacity. The firearm features a Power Port for recoil reduction, ClearSight Cut for optics, Ameriglo Trooper night sights, and includes two magazines and interchangeable grip inserts.

Beretta announces the 694 Black DLC shotgun, an upgraded version featuring Steelium® Pro barrels and Diamond-Like Carbon finish developed with the Beretta Shooting Team. The competition-proven model offers enhanced durability, reduced recoil, and customization through the B-Fast® Balance System, available through authorized dealers at $6,599 MSRP.

Lyman Products launches Sonicore Suppressors, bringing European-designed suppressors to the U.S. market with eleven models across four platforms including Rekkr, Paradox, Skarv 22, and Valor 9, priced from $199 to $299 and available through select distributors beginning in 2026.

Dead Air Silencers introduced the Nomad Ti OTB, an over-the-barrel suppressor rated for cartridges up to .300 RUM and 7mm Backcountry. Built with 6Al4V Grade 9 Titanium via 3D printing, it adds only 4.6 inches to rifle length while weighing 10.5 oz, improving maneuverability and balance for hunters.

CVA announced the new Cascade Rimfire family, featuring three models in .22 Long Rifle with Spanish-designed bolt-action construction, threaded barrels, and Picatinny rails. The Cascade Rimfire, Cascade Rimfire XT, and Cascade Rimfire Classic offer out-of-the-box accuracy and durability, priced from $399 to $499.

Wiley X launched its Custom Eyewear Program, allowing customers to design select models including the WX Founder, WX Ovation, and WX Jakl frames with customizable colors and options. The program maintains Wiley X's advanced protection technology, ANSI Z87.1+ safety standards, and CAPTIVATE™ lens technology for enhanced clarity across all light conditions.

Otis Technology and Shooter's Choice are launching new firearm maintenance products at the 2026 SHOT Show, including muzzleloader cleaning kits, expanded Ripcord bore cleaners for additional shotgun gauges, O85 wipes, Gun Oil, and CLP patches. Vice President Kenda Campbell emphasized the companies' commitment to expanding their product offerings to protect and extend firearm life.

Beretta and Langdon Tactical Technology launch two variants of the 80X Cheetah Tactical in .32 ACP, featuring suppressor-ready threaded barrels, optics-ready slides, and enhanced ergonomics. Available exclusively through Langdon Tactical Technology, both models offer refined performance and modern defensive capability with 12-round magazine capacity.

1791 Outdoor Lifestyle Group announced the RVH-5.3 holster for N-Frame revolvers with 3" barrels, handcrafted from American steerhide. Available for S&W 329 Night Guard, S&W 29 & 629 Models, and Ruger Super Redhawk Alaskan, the holsters feature level 1 passive retention and range from $58.99–$63.99.

Lipsey's, a nationally renowned firearms distributor, announced a new partnership with Magpul Industries to bring the manufacturer's full line of premium firearm accessories to Lipsey's extensive nationwide dealer network. The collaboration strengthens both companies' commitment to providing best-in-class solutions to America's firearms retailers and enthusiasts.

FN America, LLC launches the FN 309 MRD, a lightweight 9mm pistol designed for personal protection with optics-ready capability, easy-to-rack slide, and accessible pricing around $500. The pistol will debut at the 2026 SHOT Show in Las Vegas.

Federal Ammunition announced limited-edition America 250th commemorative ammunition across American Eagle, Top Gun, and Champion product lines to honor the country's 250th birthday. The target-friendly loads span rifle, handgun, rimfire, and shotshell categories with special anniversary packaging, debuting at the 2026 SHOT Show in Las Vegas.

Remington announced its new We The People limited-edition ammunition line to commemorate America's 250th anniversary. The collection features rifle, handgun, rimfire, and shotshell categories in 250-count boxes and commemorative buckets, available at the 2026 SHOT Show in Las Vegas.

NSSF awarded Mission94 Firearms Education Center in Kenosha, Wisconsin its Five-Star rating for range excellence. The facility, which opened in October 2024, features state-of-the-art training bays, comprehensive education programs including NSSF First Shots courses, and partnerships with the Pritzker Military Museum & Library.

APEX Ammunition will showcase its newest shotgun ammunition products at the 2026 SHOT Show in Las Vegas, January 20-23, at booth #71104 in Caesars Forum. President and CEO Jason Lonsberry highlighted the company's investment in production capabilities and announced several exciting new product introductions planned for 2026.

The Range Network will exhibit at the 2026 NSSF SHOT Show in Las Vegas at Booth #40811, offering partnership opportunities for B2B vendors, B2C brands, and membership organizations. Vice President Paul Irwin highlighted the company's mission to increase range participation through its mycalibercard.com membership program and ecosystem of shooting facilities.

Kinetic Development Group announced its attendance at SHOT Show 2026 in Las Vegas following a successful Q4 marked by increased demand for its modular mounting and rail solutions. Director of Sales & Marketing Chris Bardugone stated the company will strengthen existing relationships and explore new partnerships with dealers, distributors, and OEM partners.

Brigade Tactical Corp, a firearm suppressor company based in Manchester, NH, will exhibit at SHOT Show 2026 January 20-23 at the Venetian Expo Center in Las Vegas. Visit Booth 40312 to learn about their 2026 products featuring the Monocore suppressor system.

Bear & Son Cutlery, Alabama's largest knife manufacturer, will exhibit at the 2026 SHOT Show in Las Vegas to celebrate 40 years of production. The company will debut over a dozen new products including Locking Farmhand pocketknives, Executive stainless steel series, Piranha folders, and expanded kitchen cutlery at booth #12865.

Liberty Ammunition, a leading self-defense ammunition innovator based in Bradenton, Florida, will showcase new products at SHOT 2026, including the Pro Series™ for law enforcement and military. CEO Gary Ramey highlighted the company's focus on stopping power and advanced ammunition designs at booth #10265.

Traditions Performance Firearms will exhibit at the 2026 SHOT Show January 20–23 in Las Vegas at Booth #14638. The company will showcase its NitroFire® and NitroBolt® platforms, Outfitter G3 centerfire rifle, and muzzleloaders, with Marketing Manager Alison Hall highlighting the brand's continued innovation in the muzzleloading industry.

Chiappa Firearms and Charles Daly announce their return to the 2026 NSSF SHOT Show in Las Vegas, January 20–23. Both brands will showcase diverse firearm lineups at Booths #12853 and #14430, featuring replica firearms, 1911 pistols, shotguns, lever-action rifles, and the RHINO revolver line.

Outdoor Sportsman Group invites attendees to a Happy Hour at SHOT Show 2026 on January 21 at booth #13060, featuring Joe Mantegna, live music, and a meet-and-greet. Michael Waddell will conduct live interviews with industry partners and manufacturers at the adjacent booth.

TAG Precision, a precision manufacturing partner in firearm accessory technology, will exhibit at the Supplier Showcase during SHOT Show 2026 in Las Vegas. The company will showcase its S&W Shield TSH TAC and patented FiberLok™ technology at booth #52609, January 19–20, 2026.

Patriot Ordnance Factory Inc. (POF-USA) will exhibit at the 2026 SHOT Show in Las Vegas from January 20-23 at booth 70443 in Caesars Forum. The company will showcase new products including the PST-7 suppressor and Limited Edition Goldberg Rogue rifle, along with its full product lineup.

WATCHTOWER Defense will exhibit at the 2026 SHOT Show in Las Vegas, January 20–23, showcasing new double-stack 1911 pistols including the Tactical Commander and APACHE MK2, plus RAIDER15 rifles. Exclusive show-only specials will be available at Booth #72226 in Caesars Forum.

SLG2, Inc.'s Shoot Like A Girl and Safe LivinG will partner with NSSF's Project ChildSafe at SHOT Show booth #40148, demonstrating safe firearm storage through hands-on demonstrations and conversations with attendees throughout the event.

Luth-AR will showcase new firearm components at the 2025 SHOT Show in Las Vegas, including a .22LR Bull Barrel, AR Globe Charging Handle, Black Licorice by Luth-AR, and a Gas Block & Gas Tube Alignment Fixture. Visitors can experience these innovations at Booth #42804.

Viridian Weapon Technologies will celebrate 20 years of innovation at SHOT Show 2026 in Las Vegas, January 20–23, featuring new technology showcases, live product demos at Booth #10167, and anniversary happy hours. CEO Brian Hedeen highlighted the company's commitment to advancing weapon-mounted optics, lights, and lasers for civilian, military, and law enforcement sectors.

The DSC Convention & Sporting Expo will be held February 6-8, 2026, in Atlanta at the Georgia World Congress Center. Media members can pre-register for credentials and access a dedicated pressroom with amenities. The event features over 600 exhibitors and raises millions for conservation, education, and advocacy initiatives.

Kovix, a premium titanium suppressor manufacturer based in Kalispell, Montana, will exhibit at the Wild Sheep Foundation's Sheep Show 2026 in Reno, Nevada, January 22-24. CEO Luke Hanson and company representatives will showcase Kovix's Timberline and new Badlands suppressor lineups designed for demanding sheep hunters.

Hornady has been named an Official Sponsor of the 2026 National Rifle League Hunter Series. As sponsor, Hornady will provide match donations and promotional support for the precision rifle competition focused on hunting scenarios.

Wildcro Wildlife Consulting and Hunting Tourism has been named the official Life Member Breakfast Sponsor for the 2026 HSCF Worldwide Hunting Expo & Convention, scheduled for January 23–25, 2026, in The Woodlands, Texas. The European-based organization specializes in wildlife management consulting and hunting tourism experiences.

The Sportsmen's Alliance will sponsor the Professional Outdoor Media Association (POMA) Basecamp Meet-Up on January 21 at SHOT Show. The free event features speakers including Rob Sexton from Sportsmen's Alliance, Justin Morrissey from NSSF, Tony Schoonen from Boone and Crockett Club, and Kevin Reese from Pulsar, with networking opportunities and door prizes.

Darton Archery, Black Eagle Arrows, and Conquest Archery announced a partnership with Small Town Hunting TV. The collaboration will feature the brands' products in upcoming episodes and digital content, uniting trusted archery companies with the respected hunting show.

Shooting USA features the Daisy BB Gun Nationals 2025 from Rogers, Arkansas, showcasing over 600 elite young marksmen ages eight to fifteen competing in five meter BB gun competition. The episode also includes a segment with World Champion Jalise Williams demonstrating a new Colt ProTip and her four dot drill.

Many who sell tackle, boats, marine electronics, and other outdoor gear are sensing a shift in sales across the country. Recreational fishing and boating haven’t collapsed, but the pandemic-era lift has disappeared. Participation is slipping, older anglers and boaters are aging out faster than young people are stepping in, spending is tighter, and some prior assumptions about the market may no longer hold.

Recent U.S. Fish and Wildlife Service estimates show licensed angler numbers down more than 8.5 percent between 2021 and 2023. Reported U.S. tackle sales were off about 8% from 2023 to 2024. That doesn’t mean fishing is in existential trouble, but it does signal a return to a market where growth is a challenge and just staying even is a success.

On the boating side, the National Marine Manufacturers Association (NMMA) reports new powerboat unit sales down roughly 8–10 percent in 2025 versus 2024, with pre-owned sales off about 6.5 percent in 2024 compared with 2023. These declines probably reflect consumer caution under economic pressures rather than abandonment, but they definitely draw the attention of those in the business.

Southwick Associates’ Angler Monitor, a quarterly snapshot relied on by many in the industry, shows that anglers are fishing less often and buying more selectively. Inflation, higher costs for imported goods, fuel, and unpredictable weather all influence participation and spending decisions, per Southwick.

The core customer remains: anglers and boaters who fish regularly, own boats, and upgrade gear haven’t disappeared. Many spend more deliberately, but they haven’t left. Softness is most pronounced in casual participants—those who fished a few times during COVID and now face work, family, and cost constraints—or those who use their boats for pursuits other than fishing.

Demographics add complexity. Anglers and boaters continue to skew older, especially in freshwater. Recruitment programs may attract younger participants, but retention is the real challenge. Access limits opportunities in some areas: ramps are crowded or in disrepair, and water can feel farther away in fast-growing metro regions.

Environmental factors also influence participation. Southern anglers face extended heat in summer, cold-killed fish in winter. Some Western reservoirs are shrinking, and coastal waters contend with habitat loss, water quality issues, and infrastructure damage from hurricanes and rising seas. These conditions directly affect trips, purchases, and engagement with retailers.

Despite these challenges, there are clear bright spots.

Kayaks remain strong. Sales have held up better than many traditional boat categories, particularly for new or lapsed anglers. They offer lower cost, minimal storage, no fuel, and access to waters that larger boats can’t reach. For retailers, kayaks often serve as entry points, generating follow-on sales in electronics, paddles, safety gear, and tackle.

Forward-facing sonar is another high-dollar growth driver. Once a tournament novelty, it has quickly become mainstream among serious anglers. Upgrading electronics often triggers cascading purchases—new graphs, transducers, mounts, batteries, wiring, and trolling motors. A single electronics upgrade can represent thousands of dollars in retail revenue, offsetting softness elsewhere and reinforcing dependence on committed, gear-intensive customers.

Online influencers and social media now play a measurable role in sales. YouTube, Instagram, TikTok, and podcast-driven anglers affect product discovery and purchase decisions, particularly for electronics, rods, lures, and kayak accessories. Viral demos or reviews can drive weekend spikes in sales. For retailers, the takeaway is that many buyers arrive pre-informed, opinionated, and price-conscious. Aligning inventory, training staff, and supporting credible creators can turn attention into actual sales. So can getting likely customers out in a boat for an hour or two—especially if you want to demo forward-facing sonar.

Fishing and boating remain flexible activities. Entry-level sonar, safer, more versatile kayaks, electric propulsion, and smaller boats have lowered barriers that previously kept people off the water. Spending hasn’t disappeared—it has become selective. Anglers are less interested in owning everything and more interested in owning the right gear. Companies that understand how, where, and why customers fish and boat are positioned to succeed.

So what might thriving look like in this climate? Here’s what some of my more successful industry friends tell me: 

• Focus on core customers. Build assortments, messaging, and services around frequent anglers and boaters who upgrade thoughtfully, rather than chasing casual participants.
• Reduce friction at the point of sale. Financing, bundled rigging packages, trade-ins, and turnkey kayak setups help hesitant buyers move forward without surprises.
• Sell confidence, not just gear. Demo days, electronics training, rigging clinics, and local partnerships give customers confidence to buy and reasons to engage beyond a single transaction.
• Localize inventory and access strategies. Support ramps and access projects, local stocking where appropriate and conservation efforts. When participants see as part of their community, they’re more likely to deal with you rather than a distant online marketer.

Fishing and boating have always moved in cycles, shaped by economics, weather, and culture. This moment may feel challenging, but it is also clarifying. The businesses that succeed will be those that understand who their customers are today and adapt with precision. Opportunity is still out there ready to strike—it’s just a bit harder to land now.

– Frank Sargeant