March 2020

www.insidearchery.com

®

MARCH 2020









INSIDE ARCHERY MARCH 2020 VOLUME 23 NUMBER 2

48 People

82 36 Power of Participation
36 ■ Jason Obermiller, RACKOLOGY LLC
■ Bill Thurman, Trophy Arm
■ Marty Cecil, B3 Archery
■ Blake Goodell, Hurricane
Safety Systems
■ Aaron Ambur, Nexus Outdoors
■ Krista Miller, Kinsey’s Inc.

38 PSE:
50 Years of Innovation
By Daniel Allred

Market Trends

38 48 Bow Report
Athens Archery Summit 6
By Patrick Meitin

66 2020’s Top Compound Bows
Check out a comprehensive guide
for 2020’s top bows.
By Patrick Meitin

74 Talk of the 2020
ATA Trade Show

The newest, trend-setting products

your customers will be asking

for by name in 2020.

By Patrick Meitin

74

INSIDE ARCHERY (Volume 23, #2) ISSN #1940-3879, USPS #024-412 is published 10 times per year (Jan / Feb, Mar, Apr, May, Jun, Jul, Aug, Sep / Oct, Nov, Dec) by Zebra Publishing Inc. PO Box 25007,
Colorado Springs, CO 80936. Periodical postage paid at Colorado Springs, CO 80936 and at additional offices. Postmaster please send address changes to INSIDE ARCHERY, P.O. Box 986, Levittown, PA 19058-9902.

6 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 7

INSIDE ARCHERY MARCH 2020 VOLUME 23 NUMBER 2

IInnsdiudsetrtyhe
12 Inside Track
Knowing Industry’s Customers
is Fun, Fascinating

16 Kinsey’s
Business
Blueprint

50 Reducing Seasonality
18 Inside Retailing

Community-Driven Shop

Discovers Unique Success

By Daniel Allred

22 Your ATA Insights
Convenience is King
By Kurt Smith / ATA

24 Industry News
Information that keeps you up
to speed on news, events and
people in the archery industry.

32 ATA Action
ATA’s ‘Hunting Mentor Guide’

74 66 and ‘Field to Fork’ Curriculum
Now Available
By Cassie Gasaway / ATA

50 2020 ATA Trade
Show Review

A retrospective look at this

74 year’s ATA Trade Show.
By Daniel Allred

82 Industry 5Q
Five Questions on Odin’s
Innovations with Paul Black.

18 74
8 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 9

INSIDE ARCHERY MARCH 2020 VOLUME 23 NUMBER 2

insidearchery.com Online Exclusives

Bowhunting

Spring Time Turkey Tips

Turkey season is on the horizon. Prep in the best
way you can and get yourself ready to bag a Tom
with these simple tips.

By Patrick Meitin

Tournament Archery

2020 Lancaster Classic Highlights

Check out what went down at the 2020 Lancaster
Classic in this brief overview of the results of this
major event.

Industry

Reliable Commercial Tests
for CWD Available

Learn more about a revolutionary test that analyzes
deer urine for CWD-causing prions. It is a highly
reliable method that is being used by most major
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Products

Turkey Bowhunting Products

With turkey hunting season approaching, get
informed on the latest gear and technology
that will help hunters take down massive gobblers
this year.

By Patrick Meitin

WebXtras: In this issue: “Inside Retailing” examines success at Archery

School of the Rockies; “Bow Report” tests the new Athens Archery Summit 6; and
“Industry 5Q” examines Odin’s Innovations.

Inside Archery Digital Edition

Now Inside Archery can be delivered to your door, viewed on your computer,
AND on your smartphone or tablet. VISIT INSIDEARCHERY.COM/DIGITAL

Fresh content daily
on social media!

10 INSIDE ARCHERY MARCH 2020



INSIDE THE INDUSTRY INSIDE TRACK

Knowing Industry’s Customers is Fun, Fascinating

A Awise woman named Christine Thomas noted 25 years ago that recruiting new
hunters won’t be easy because all the “low-hanging fruit” has long been picked.
Thomas, founder of the popular Becoming an Outdoors-Woman program, saw no
shortage of videos, pamphlets, seminars, magazines, newspapers and TV shows to “educate
the public” about hunting and the outdoors. The internet has since boomed, of course, but
inspiring people to get outdoors has only grown harder,
given the continuing growth of urban populations and
everyone’s increasing need to “stay connected.”
Likewise, even though archery manufacturers and
wildlife agencies work hard to recruit archers and bow-
hunters, they can’t change the larger social forces ham-
pering participation in outdoor recreation. A 2017 survey
commissioned by the Archery Trade Association reported
that the biggest limits to bowhunting participation—lack
of time, age/health issues, and proximity to hunting
land—can’t be controlled by agencies and organizations.
That research produced a 253-page report called “Bowhunting in the United States: A Market
Study.” The study’s researchers interviewed 2,632 bowhunters in 10 states: Colorado, Florida,
Georgia, Indiana, New Jersey, Oklahoma, Oregon, Pennsylvania, Virginia and Wisconsin.
The study noted that our industry or wildlife agencies can wield influence on factors
like land access, license fees, season dates, game quantity/quality, and draw odds in quota
hunts. Unfortunately, only 6% or less of bowhunters cited those factors as restrictions on
their outdoor recreation.
In addition, even though manufacturers steadily improve their products through innova-
tions and technology, those factors don’t necessarily boost sales. The survey found the No. 1
factor triggering new bow sales is when the buyer’s current bow is damaged or beyond repair.
The next biggest factor, but only half as important, was capitalizing on a good price. Of “much
less importance” was capitalizing on upgrades and innovations.
Therefore, whether we’re selling products or recruiting hunters, we’ve addressed most of the
challenges we control. Our media, advertising, innovations, engineering and public-outreach
efforts are sophisticated and comprehensive.
To keep archery and bowhunting popular and prosperous, we must become increasingly
efficient addressing the smaller factors we can influence. The good news? The 2017 market
survey found that millennials (born 1981 to 1996)—when compared to baby boomers (1946-1964)
and Gen X-ers (1961-1981)—were most likely to shoot compound bows (92%), most likely to own
treestands and ground blinds (91%), most likely to buy targets (94%), most likely to buy calls
(89%), and most likely to use trail-cams (80%).
In addition, millennials have a robust outlook on hunting. When asked if they could par-
ticipate in only one outdoor recreation the next year, millennials were more likely than baby
boomers and Gen X-ers to say bowhunting (44%) and gun-hunting (19%); and less likely to say
“other activity” (34%). Baby boomers were most likely to say “other” (48%).

That doesn’t mean we must focus all sales and recruitment efforts on millennials, and
forsake baby boomers and Gen X-ers. It simply highlights that each generation has differing
traits and motivations. Those who learn, respect and appreciate such nuances will more
likely enjoy greater prosperity than those who ignore them.

Fortunately, we have fun activities to sell, and their appeal has endured for centuries
across many continents. I like our chances.

Sherry Krenz
Publisher

12 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 13

INSIDE ARCHERY MARCH 2020

Publisher & Founder

Sherry Krenz • [email protected]

Founding Editor

Bill Krenz • 1952–2010

Editor

Daniel Allred • [email protected]

Editor-at-Large

Patrick Durkin • [email protected]

Equipment Editor

Patrick Meitin • [email protected]

Editorial Assistant

Rachael Reginek-Krenz • [email protected]

Contributors

Michaelean Pike | Kurt Smith | Cassie Gasaway

Associate Publisher

Stephen Mack • [email protected]

Art Director

Ed Rother • [email protected]

Associate Art Director

Tara Bondar • [email protected]

Account Executive

David Beckler • [email protected]

Accounting Manager

Pam Ludlam • [email protected]

Circulation Director

Greg Wolfe • [email protected]

Senior Circulation Manager

Mark Rosen • [email protected]

Subscription Services & Change of Address:

Inside Archery® Circulation Department
Inside Archery, PO Box 986, Levittown, PA 19058-9902
Phone: (844) 862-9286 • Fax: (888) 965-9961
[email protected]

Publication Office

Inside Archery® / Zebra Publishing Inc.
P.O. Box 25007, Colorado Springs, CO 80936
Phone: (719) 495-9999 • [email protected]
www.InsideArchery.com

Inside Archery® Copyright © 2020 Zebra Publishing Inc. All rights
reserved. Reproduction in whole or in part without written permission
from the publisher is prohibited. Inside Archery® is a registered U.S.
trademark of Zebra Publishing Inc. Opinions expressed in by-lined
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reflect the views of the publisher, the magazine or its staff.

Submission Guidelines: Zebra Publishing Inc. and Inside Archery® mag-
azine assume no responsibility for unsolicited editorial, photography or
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Archery, hunting and bowhunting are inherently dangerous activities.
Improper use of hunting or archery equipment may cause serious
injury or death. Always follow state and local hunting safety rules, and
get required permits or licenses before hunting. Zebra Publishing Inc.
uses reasonable efforts to include accurate and up-to-date information
in our publications; however, we do not make any warranties or
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omissions in the content of this magazine, or arising from use by any
person of the information in this magazine.

z Inside Archery®
is a publication of
Zebra Publishing Inc.
Printed in the USA.

14 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 15

INSIDE THE INDUSTRY BUSINESS BLUEPRINT Sponsored by

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for ways to increase revenue and reduce time frame. In our business, weather can you will narrow in on the good opportu-
risk. One way this can be achieved is be one of those significant factors. If your nities and sort out the bad ones.
by reducing your seasonality through local area has a prolonged period of rain
category expansion. or unseasonal temperatures, you may Many of your customers don’t only
see that affect customer buying trends. participate in one segment of the out-
Resource Planning One week of bad weather could affect up door industry, and most often they rotate
to 12 percent of your sales opportunities. their participation throughout the sea-
A seasonal sales cycle creates strain on sons. Categories closely related to archery
resources. Sometimes you have to hire Extend Your Selling Season hunting are: target archery, bowfishing,
additional staff to handle the busy sea- gun hunting and muzzleloader hunting.
son, and then you potentially have to So how do you expand your selling sea- Additional categories to consider are:
lay workers off after the season ends. son and reduce your risk? Step one is fishing, camping, ammunition, general
Seasonal workers are often less reliable selecting a smart category to expand into. gun sales, trapping, life-style clothing
and less skilled than permanent staff. This should be a category that your cur- and many more.
This, in turn, can create customer service rent customers cross over into. It will be
much easier to convert current custom- Each shop will have different answers
ers into new categories than it will be to to the three questions above. The correct
go find new customers. category to expand into is unique to each
business. Finding the correct category
Start with asking yourself the follow- starts with knowing your customers.
ing questions:
A good way to obtain this informa-
• What types of items do my custom- tion from your customers is to conduct
ers need/buy that they currently do a short survey. It should be short but
not buy from my store? answer key questions. A good length is
between 3-5 questions. This will allow
• Do the answers to question 1 relate to you to obtain information from your
any categories in my store? You are customers, but make sure it is still easy
looking for similar crossover catego- and quick to answer so customers will
ries to expand into, not necessarily not feel burdened by the questionnaire.
an entirely new category.
Tweak this process to find what works
• Is there anywhere else close-by that best for your business. This outline can
my customers can easily buy the provide you with a starting point to
items from question 1? expand your horizons.

If you can identify a category of items
that your current customers use, it relates
to your current assortment, and there is
no alternative source close by, then you
may have found a great opportunity.
It may be hard to find a category that

16 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 17

INSIDE THE INDUSTRY INSIDE RETAILING

Community-Driven Shop Discovers Unique Success

Archery School ■ Bow Lines (Traditional): Damon Karin Bock, founder of Archery School of the Rockies.
Howett, Ragim, Kuatung, Greatree, Supe-
of the Rockies rior Artistry Assembly and Custom. loving every minute of it.

Store Profile ■ Crossbow Lines: PSE, Darton and Inside Archery: How did that transition
Xpedition. into what Archery School of the Rockies
■ Headquarters: Colorado Springs, Colorado is today?
■ Arrow Lines: Easton, Carbon Express,
■ Founder: Karin Bock Black Eagle, Carbon Force and McKinney. Karin Bock: I was presented with the
opportunity to start an after-school pro-
■ Store Facts: Archery School of the ■ Inside Numbers: About 60 percent of gram, and at first it only had six kids.
Rockies started out as an after-school the shop’s annual revenue comes from It was kind of a makeshift, fly-by-night
program six years ago. It became a full- coaching, lessons, events and range time. sort of thing in the beginning, but word
fledged pro-shop when it moved into Bowhunting gear, recreational gear and of mouth got around and soon those six
its current facility about a year and a target/tournament equipment accounts kids turned to 20, and then they turned
half ago. The shop is currently housed for the other 40 percent. into even more. I would just set up tem-
in a 22,000-square-foot building with porary lanes wherever I could, and with
two floors. About 18,000 square feet are Retailing Q & A the help of a lot of friends and volunteers,
devoted to the ranges, which have 55
lanes that go out 20 yards. There are also Inside Archery: Tell us about your back-
35 of those lanes that can go out to 30 ground with archery—how did it all start
yards, a permanent indoor 3-D range and and what role has it played in your life?
a brand new video range.
Karin Bock: I feel like archery chose
■ Staffing: Archery School of Rockies is me. I first experienced it when I was in
run and operated by volunteers, with high school. Over the years, I shot rec-
only one paid full-time staff member. reationally, and I did some competition
and coaching, but that was a long time
■ Bow Lines (Compounds): PSE, Martin, ago. Then, about six years ago, I started
Elite, Win & Win, Prime, Xpedition, taking my granddaughter to JOAD. The
Darton and Quest. coaches there knew about my back-
ground, and they told me that I should
■ Bow Lines (Olympic Recurves): Win & get involved and start coaching again.
Win, Samick, PSE, Fivics, Spigarelli and Gillo. At first I declined, but they just kept ask-
ing me, and before I knew it, I was there
on the line, working with the kids and

Archery School of the Rockies has 55 standard lanes, a 3-D range and a new Marc Dervaes and Will Bowman work
video range, making it a perfect place to practice for all kinds of archers. on a bow in the shop’s workshop area.

18 INSIDE ARCHERY MARCH 2020

Sponsored by

Plano Synergy

The shop carries compounds from PSE, Martin, Elite, Win & Archery School of the Rockies was presented with
Win, Prime, Xpedition, Darton and Quest. this “Impact Award” at the 2020 ATA Trade Show.

Participating retailers will receive $1,000 in products
generously donated by Plano Synergy.

we were able to do weekly after-school les- Karin Bock (far left) with some of the shop’s many devoted volunteers, including (from left) Will Bowman,
sons. Eventually we got our own building, Marc Dervaes, Chris Palmer, Dennis Hess, Brook Bock, Mark Smith and Will “Taco” Martin.
and then about a year and a half ago we
moved to the building we are in now. I’m doing. I can count on them. They are like a my mistakes along the way. I made a ton of
not sure that I’m really in charge. I think paid staff in terms of dedication, but none mistakes, but fortunately for me the people
archery is in charge, and I am extremely of them—including myself—are receiving who joined in the very beginning had my
blessed to be surrounded by people who a paycheck. We also have a really relaxed, back and are still hanging in, and there
feel the same way I do. I couldn’t have done comfortable atmosphere. Customers don’t are new people coming on board. They
it without all of them. The amazing com- feel tense here, and they definitely don’t feel believe in the mission and they are devoted
munity that has formed is the reason why pressured into buying something because to helping. Again, I can’t stress how much
Archery School of the Rockies exists. that has never been the goal. Our goal is to they all have done. This building was just
get people to enjoy the sport. We just want a shell when we first got here, and every-
❝We love what archery to get people shooting, and we want to body chipped in to make it what it is today.
build the community even more.
does for people, and we just Inside Archery: You just won an “Impact
Inside Archery: How did you manage to Award” at this year’s ATA Trade Show—
❞want to facilitate that. attract all of these like-minded and amaz- what factors do you think contributed to
ing volunteers? you winning this award?
Inside Archery: What are the main
things that make Archery School of the Karin Bock: I guess it’s because I’m not Karin Bock: I think it was because of our
Rockies different from the average archery afraid to say that I need help. I would just outreach programs our partners/volunteers.
pro-shop? say, “I can’t do this by myself, would you We have an Olympic program and
be interested in helping?” And I have made Paralympic program. We have a league for
Karin Bock: One of the key things is that
we thoroughly cater to all aspects of Archery School of the Rockies is housed in a 22,000-square-foot building
archery. We do a lot of Olympic and tradi- with two floors, and it’s located in Colorado Springs, Colorado.
tional archery, and we also have a lot to
offer compound shooters and bowhunt-
ers. High-level training is one of our main
focuses, and we also have a very wide
selection of inventory to suit all those dif-
ferent kinds of archery. The other thing
that makes us different is the amazing
people who have pitched in and the com-
munity that has formed here. There’s only
one paid staff member, but we have over
30 dependable and amazing volunteers
and partners who have regular schedules. I
can’t use the word “amazing” enough. They
are so dedicated to the sport and what we’re

MARCH 2020 INSIDEARCHERY.COM 19

INSIDE THE INDUSTRY INSIDE RETAILING

The shop’s upper floor is equipped with this classroom, which has been What started as an afterschool program for kids has evolved into a
prepared for one of the shop’s unique “build-you-own atlatl” classes. full-fledged pro-shop with a wide selection of inventory and services.

This community-driven shop has a large Olympic and target archery are major focuses Karin Bock: One of my regular partner/
and well-equipped workshop area. for Archery School of the Rockies, and the shop volunteers, Will, is interested in some
has a wide selection of gear for those pursuits. pretty cool stuff—like the atlatl, which is
veterans and active-duty, and we also have an ancient spear-throwing device. We ran
a league for first responders. Thursday is What was that experience like? a build-you-own atlatl class, and I didn’t
our military day, for example, and we cater think it would be popular, but it filled up so
to them on that day and make it all about Karin Bock: When I go to a shoot with my fast that we had to add another one. Both
them. The Paralympic program is also a athletes, I try to be less of a coach and more of us are also really interested in Asian
big deal for us. It doesn’t matter what an of a cheerleader, for lack of a better word. I bows, horse archery and stuff like that, so
archer’s ability is—we can figure out a way try to reinforce that they can do it. I try to we have done a lot of things to expand in-
for them to shoot. We have a young man calm them down and I remind them that terest in those areas. We bring in people
who has really limited motion. We created they’re doing this for fun. I just want to be who specialize in these other disciplines
a stand for his bow so someone can assist a calming force. That said, my athletes did and we run a free seminar on that subject.
him, and he has a great time. Is that real super at this year’s Vegas Shoot—even the We had a world-champion flight archer,
archery? Well, for him it’s real archery. We first-time athletes who had never been to for instance. That was very interesting
don’t look at how someone is limited. We a shoot that big. Almost everyone at least because a lot of people don’t know that
look at what they’re able to do and build shot their average on the first day, and there is a whole discipline that just shoots
upon that. everybody did better in the following days. for distance, instead of accuracy. We also
It was amazingly gratifying for me as a had a master come in and do a demonstra-
Inside Archery: You recently attended the coach to see that happen. tion on Kyūdō, which is Japanese archery.
Vegas Shoot with some of your archers. There’s a whole world of different types
Inside Archery: What else makes Archery of archery out there, and we love to find
School of Rockies unique? and experiment with them. It’s fun, and
we love sharing new things. All of that
said, we are also still very hunter friendly.
Bowhunters need a place to practice, and
this is the perfect spot for them. With the
static range, the 3-D range and the video
range, training for hunting is a piece of
cake. We have Colorado Parks and Wildlife
run classes here as well, and you can even
purchase your license here.

WebXtra ■ Learn more about

Archery School of the Rockies at
insidearchery.com/archeryschoolrockies

20 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 21

INSIDE THE INDUSTRY YOUR ATA INSIGHTS

Convenience is King

BY KURT SMITH, COURTESY OF THE ATA

C onvenience has disrupted the The same goes for the payment process. and let them pay once arriving. With just
archery market. In fact, con- Do you accept as many payment methods a little effort, you can make this small
as your point-of-sales system allows? It piece of technology boost participation
venience has disrupted all of retail. might seem minor, but helping customers and foot traffic in your store.

Customers nationwide are basing buy- pay with an Apple watch could be that bit Access: This could be the simplest, most
ing decisions on how far they must of convenience that keeps bringing them
stray from their everyday routine to back. This concept isn’t just for retailers. important aspect of convenience. Your
It also holds true for manufacturers. store must be open when your customers

make a purchase. Consider how your retail partners get want to do business. I cringe every time
information, find pricing, and place I see retailers close their store at 5 or 6

Although the internet plays a large role orders. Make your price sheets and p.m. No matter who dominates your cus-

in this change, it’s merely a means to an freight terms easy to understand. It takes tomer base, many of them work or com-

end. Consumers have always desired con- little effort, and could pay off with more mute until 5 p.m. or later. Nothing is more

venience, but technology keeps it evolving. orders and product sales. inconvenient than leaving work early or

Few retailers today probably feel threat- sneaking out at lunch to visit a store. If

ened by mail-order catalogs, but those Use Technology: It’s no longer an option you want to extend your hours, but are

bound pages were once the epitome of to serve customers without using tech- hesitant, you might try closing later two

convenience. Tools change, but goals nology. This relates to the previous point. or three nights each week. Study your

don’t. Whether you sell or manufacture Customers want to interact with your sales reports and traffic counter to see

products, you’ll enjoy more success when business electronically. Beyond email, how much business you do in later hours.

making it convenient for customers to you can do live chats on your website or Convenience is no longer a luxury.

buy your products. social-media messaging. Grabbing your It’s an expectation. Online shopping has

I recently attended a seminar by phone might be instinctive changed our buying habits.

author Shep Hykins, an expert in customer when contacting a company, Some of those habits center on

experiences. Shep covered many topics, but most consumers are more price comparisons, but many

but he really caught my attention when likely to send a quick Facebook others involve the sheer ease

discussing convenience. Let’s review a message than look up your of buying. Smart retailers sell

few highlights making big impacts on the phone number. Retail environ- products and services that

archery market: ments offer many other ways can’t be bought online, and

for technology to improve convenience. smart manufacturers realize their retail

Reduce Friction: Any instance causing Look no further than your winter indoor business partners are in many ways their

customers slight hang-ups when conduct- league, or a workshop you can host. Can consumers. Either way, customers expect

ing business with you could send them your customers sign up for these events sellers to make the experience convenient.

elsewhere. For retailers, something as online? Even if your POS system can’t Today’s marketplace offers too many

simple as clearly marking all prices for handle the task, free tools like Google choices to take chances by making cus-

products and services can go a long way. Forms can sign up your customers online tomers work harder than needed.

Are you seeking ways to make your

business more convenient? Access the

MyATA Learning Center through the

MyATA Member Dashboard to view

on-demand video content that can help

your business. You can also see a list of

current MyATA service providers. These

companies know the industry and can

help you conduct business more easily and

conveniently. You can also contact me at

[email protected] if you have

questions.

22 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 23

INSIDE THE INDUSTRY INDUSTRY NEWS

Team Mathews Wins to hold my aim like normal despite the indoor tournaments started in 2019 and
World Cup In Nimes nerves. I’m looking forward to competing carried into 2020. It began with Keith
with it the rest of this season.” Trail winning the Compound Senior
Team Mathews’ Braden Gellenthien Championship division at the 2019 Vegas
repeated with Gold in Men’s Compound In Women’s Compound, Mathews’ Shoot. Trail was also the first person
at the Indoor World Cup in Nimes. This is Lisell Jaatma of Estonia edged out team-
the fourth time Gellenthien, the current mate Tanja Jensen of Denmark for Gold. Keith Trail
top ranked shooter in World Archery, has
won Nimes. “We’re off to an exciting 2020 tourna-
ment season,” said Mathews Pro Staff
“The pressure is high at Nimes as the Manager Derek Phillips. “I’m looking for-
first major World Archery event of the ward to seeing how our team competes
calendar year,” said Gellenthien. “Fortu- at Lancaster and The Vegas Shoot in the
nately, the new TRX40 has allowed me coming weeks.”

Follow Team Mathews through the
2020 tournament season on Mathews
Facebook, Instagram and Twitter.

Martin Archery Experiences
Continued Tournament Success

Martin Archery’s dominance in 3-D and

Kinsey’s Sales Representative Tim Hanley Signs with PSE to ever shoot a perfect 900 score in the
Senior Pro Class. He continued his success
Kinsey’s storied legacy within the archery industry is securing high-profile amateur trophies across the at the 2019 Indoor Nationals, and since
well documented, from the inspirational perseverance nation including: 2019 Lancaster Classic Men’s 2019, Keith Trail has been undefeated at
of the company’s founder back in the 1940s to the cur- Open Amateur Champion, 2019 NFAA Shooter of indoor events with his Martin AXXON 40.
rent-day accomplished staff. A leading archery distribu- the Year, 2019 NFAA Indoor Nationals Champion, His wins include the 2020 Midwest Open,
tor, Kinsey’s promotes the industry and the success of 2019 NFAA Outdoor Field Nationals Champion, Iowa Pro Am, Lancaster Classic and 2020
its team both in the office and on tour. 2019 NFAA Indoor State Champion, 2019 Outdoor Vegas Shoot, making him a three-time
State Champion. The path has been cleared for the title holder of the Vegas Senior Pro Class.
Another proud moment was announced at the CEO to now take his skills to the next level.
ATA Trade Show earlier this month when Tim Hanley, Martin Archery shooters also competed
a Kinsey’s sales representative, signed with PSE to “The PSE partnership appealed to me because in a shoot-off at each of 2019’s ASA events.
shoot Pro Class. Hanley joined Kinsey’s in March 2019. the bow just pounds,” Hanley explained. “I was Jeff Hopkins led the way as a Senior Open
Nicknamed the CEO, Hanley was on fire this past year, offered the opportunity to shoot one before I Eligible competitor, but he competed at
signed anything. After a few weeks with the bow, I the Open Pro Level. Hopkins finished 4th
Tim Hanley was comfortable committing to shooting it full time. for Shooter of the Year in the Young Adult
Scott and Dee Starnes, longtime PSE shooters, came division. Martin shooters Allen Conner
up to me after the news broke to congratulate me. and Richard Leftwich in the Senior Pro
They are some of the nicest people you will ever Class also had multiple podium finishes
meet in the industry. Joining forces with that caliber and shoot-off appearances.
of teammate feels great. It will be an honor to grow
with them.” Martin Archery also supports its shoot-
ing staff with a “Top Ten Contingency
Justin Gorman, vice president of sales and mar- Plan,” which awards shooters in almost
keting at Kinsey’s, added, “Watching Tim’s success every class when they place anywhere in
on tour has been a real treat. And that work ethic the top ten at ASA and IBO events. | LEARN
doesn’t end there—he’s a true asset to our team at MORE AND CHECK OUT MARTIN’S 2020 TARGET
Kinsey’s. He shares his deep wealth of knowledge LINEUP AT MARTINARCHERY.COM.
with our customers on a daily basis.” | FOR MORE
INFORMATION, VISIT KINSEYSINC.COM. Continued on Page 26

24 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 25

INSIDE THE INDUSTRY INDUSTRY NEWS

Continued from Page 24 Trophy Tournament. contingencies and door prizes this year.
This was the 17th year for the Classic, The top prize of $20,000 was paid to Men’s
2020 Lancaster Archery Classic Draws Open Pro Champion Mike Schloesser of the
Archers from All Over the World which has grown into the largest indoor Netherlands. It was Schloesser’s second
archery tournament on the East Coast. Like win in that division at the Classic, with his
Nearly 2,200 archers from 28 countries the previous three Classics, this year’s was first coming in 2017.
turned out for the 2020 Lancaster Archery held at the massive Spooky Nook Sports
Classic held on January 23-26 in Manheim, Complex, which boasts 750,000 square Sarah Prieels of United Kingdom won
Pennsylvania. That number includes a feet—nearly 17 acres. the Women’s Open Pro title for the second
record 540 young archers who partici- time as well. Her first win came in 2018.
pated in the Easton Youth and Collegiate More than $400,000 was paid out to
competitors in the form of prize money, Casey Kaufhold, 15, won her first title in
the Women’s Recurve division, after taking
Velocity Outdoor Appoints Nick Andrews Vice President of Marketing and second three times previously. Casey is the
Kelly Grindle as President/Co-Chief Executive Officer current points leader among women in the
U.S. Olympic Team Trials heading toward
Velocity Outdoor announced that Nick Andrews has today’s modern retail spaces.” the 2020 Summer Olympics in Tokyo.
joined the company as vice president of marketing. In In addition, Velocity Outdoor announced that Kelly
this role, Andrews will lead the development and imple- Brady Ellison won his third Classic title
mentation of the company’s overall marketing plans Grindle has been appointed president and co-chief in the Men’s Recurve division. He previous-
and strategies to support its objectives, ensuring its executive officer. Grindle will be working alongside ly won in 2017 and 2018. Ellison is currently
continued success in the outdoor industry. Tom McGann, executive chairman and co-chief execu- the number-one ranked recurve archer
tive officer. in the world according to World Archery
“Nick has deep roots and an excellent track record in rankings.
the hunting and outdoor industry,” said Steve Upham, With more than 20 years of leadership experience
senior vice president of sales and marketing. “We are building outdoor brands, Grindle brings significant As usual, a rowdy group of 245 barebow
looking forward to having Nick join the team where he will expertise in defining market-focused and competitive archers turned out for the 2020 Classic.
be a key enabler in growing the Velocity Outdoor brands.” positioning and aligning businesses to deliver growth. That number included 60 women who
Grindle most recently served as president and chief competed for the first time in the Women’s
Prior to joining Velocity Outdoor, Andrews was the executive officer of Hatteras/Cabo Yachts, a builder Barebow division. Previously, the Barebow
vice president of marketing at the Nexus Outdoors of luxury motor and sportfishing yachts, where he led Division was a combined class for both
family of brands, including ScentLok, Scent Blocker, OZ, the company’s go-to-market strategy, developed and men and women. Tournament organiz-
Hardcore Clothing and Tree Spider Safety. launched new models, and improved overall operat- ers recognized the fast-growing numbers
ing efficiency. Before his time at Hatteras, Mr. Grindle in the Barebow Division warranted the
“I’ve had the pleasure of working with some of the held various senior executive positions in the outdoor creation of separate Men’s and Women’s
most innovative brands in the industry and helped industry, including over 16 years of senior roles at classes for 2020.
them forge a successful path in a converged retail mar- Johnson Outdoors Inc., a producer of outdoor recre-
ketplace,” Andrews said. “I’m excited to apply those ational products, where he ultimately became president. The Easton Youth and Collegiate Tourna-
concepts to Velocity Outdoor for sustained growth in ment allowed young archers to compete on
“I’m extremely excited to welcome Kelly to the Classic field for a fraction of the Classic
Nick Velocity Outdoor,” said McGann. “Kelly is a passion- cost and for a fraction of the Classic time.
Andrews ate outdoorsman with an outstanding track-record
of transforming and growing outdoor businesses. We Continued on Page 28
are fortunate to attract someone of Kelly’s stature
and experience, and I am very much looking forward
to working with him to grow the Velocity Outdoor
platform.”

“Velocity Outdoor has an impressive team,
strong brands and a supportive parent company,”
said Grindle. “This is an exciting time for the com-
pany and I am thrilled to partner with Tom to take
Velocity to new heights.” | FOR MORE INFORMA-
TION, VISIT VELOCITY-OUTDOOR.COM.

26 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 27

INSIDE THE INDUSTRY INDUSTRY NEWS

Continued from Page 26 GSM Outdoors Announces Acquisition common hunting needs. From camo make-
of Hunters Specialties up and scent-delivery systems to treestand
In the full Classic, an archer might have to gear and its own HS Strut turkey calls and
commit three days between qualification, Multi-brand shooting and hunting manu- accessories, Hunters Specialties has been
and the elimination and finals matches, facturer GSM Outdoors announced that the reliable go-to for generations of hunters.
but the Youth and Collegiate event was the company has acquired leading outdoor
confined to one day. | For more information, accessory and gear manufacturer Hunters The company eventually incorporated
visit lancasterarchery.com. Specialties. This acquisition represents one
of the largest merging of brands ever in the some of the biggest names in game calls
hunting industry. into its portfolio, such as Johnny Stewart
predator calls and Carlton’s Calls elk calls.
“For over 40 years, Hunters Specialties Other hallmark brands include Scent-A-
has been a mainstay in the hunting ac- Way scent-management products, Buck
cessories category,” said GSM Outdoors Bomb attractant scents and Fish-A-Way
President and CEO Eddie Castro. “Hunters odor-elimination solutions.
Specialties has grown from being a man-
ufacturer of camo tape and face paint to Continued on Page 30
producing many of the ‘support essentials’
relied on by the modern hunter. Bringing
Hunters Specialties into the GSM Outdoors
family of brands is a big deal for us and for
the hunting industry at large.”

Hunters Specialties made its mark on
the hunting world by providing solutions to

Easton President Mark Pezzoni to Retire in 2020

Greg Easton, CEO of Jas. D. Easton, Inc., has dedicated service and wish him the best as he
announced the upcoming retirement of Easton enjoys his much-deserved retirement.”
president, Mark Pezzoni. In the spring of 2020,
Mark Pezzoni will complete an outstanding career Pezzoni assumed the position of Easton presi-
that includes over 40 years of leadership in manu- dent in 2014 and since has applied his skills and
facturing and operations. experience to build upon the success of his pre-
decessors. Under his direction, Easton’s priorities
“The Easton Technical Products division of Jas. have continued to focus on achieving excellence
D. Easton and our customers have benefitted through high-quality products, exceptional service
greatly from the hard work and expert guidance and lean manufacturing with safety as the overrid-
of Mark Pezzoni over the last six years,” said Greg ing top importance in all aspects of the business. In
Easton. “Mark’s influence will be long lasting as addition to his expertise in manufacturing leader-
we continue to seek excellence in all aspects of ship, Pezzoni is a lifelong archery enthusiast and
the business. We thank Mark for his unwavering, bowhunter. He has combined these passions to
instill the values needed to position Easton for
Mark more success in the years to come.
Pezzoni
“This is the greatest company I’ve ever worked
for, and I always wanted to leave at a high point,”
Pezzoni said. “The company is doing great, and it
just feels like it’s the perfect timing.”

Over the coming months as Easton seeks a new
president, Pezzoni will continue his duties and will as-
sist in the leadership transition process. | For more
information, visit eastonarchery.com.

28 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 29

INSIDE THE INDUSTRY INDUSTRY NEWS

Continued from Page 28 her new role, Jordan will spearhead the education in graphic design, photography
brand’s overall creative marketing, adver- and web design, having recently served
“The acquisition of Hunters Specialties, tising and social media efforts. as a graphic and web designer at Vortex
with its problem-solving, broad-usage Optics and the Wisconsin Dells Visitor &
products, helps bridge many of our cur- “We’re more than excited to welcome Kate Convention Bureau. In these positions,
rent hunting product categories,” said to the Rinehart Targets team,” said Rinehart Jordan delivered proven results in a wide
Ben Smith, GSM Outdoors vice president President James McGovern. “She brings valu- variety of creative marketing duties, from
of sales and marketing. “Whether you’re able skills and experience in graphic design, directing and executing digital marketing
a dedicated predator hunter, whitetail social media and creative marketing. This, campaigns and managing web assets to
hunter, turkey hunter or western big-game combined with her personal passion for the photographing lifestyle imagery and creat-
hunter, Hunters Specialties and its associ- outdoors, makes her an ideal candidate for ing social media content.
ated brands complement our current port- the position, and we look forward to having
folio to give hunters of all persuasions one- her as part of the Rinehart family.” “I have personally used Rinehart Targets
stop accessory shopping within the GSM for a long time, and I’m excited to be a part
family of brands.” | For more information, Jordan has a strong background and of a company that creates such innovative,
visit gsmoutdoors.com. high-quality products,” said Jordan. “I’m
grateful to be able to work in an industry
Rinehart Targets Announces Addition I’m passionate about, and I look forward
to Marketing Team to helping grow the business through new
creative and effective marketing initiatives
Rinehart Targets announced the hiring of in 2020 and beyond.” | For more information,
Kate Jordan, who will serve as the com- visit rinehart3d.com.
pany’s new marketing coordinator. In

30 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM 31

INSIDE THE INDUSTRY ATA ACTION

ATA’s ‘Hunting Mentor Guide’ and ‘Field to Fork’ Curriculum Now Available

BY CASSIE GASAWAY

U se the latest ATA resources hunting’s individual benefits and its structured, and holds your hand as you
to learn the best ways to many contributions to conservation. hold someone else’s hand throughout
the hunting process.”
The ATA also worked with the GWF,
The “Hunting Mentor Guide” -
mentor hunters and offer ‘Field to QDMA and Kentucky Department of discusses …

Fork’ programs. Fish and Wildlife Resources to create • Why it’s important to mentor
the “Field to Fork: A Curriculum for and create new hunters;

Hunting participation has declined Mentored Hunts” guidebook, which • How to find potential
new hunters;
since the 1980s, which concerns the gives step-by-step directions for host-
• Steps to start mentoring someone;
archery industry, conservation orga- ing mentorship programs. The guide • Topics to teach a hunting mentee;
• What to do during
nizations, and state wildlife agencies explains how “Field to Fork” programs
a mentored hunt;
because hunters are vital to conserva- support and build participants’ confi- • Case studies that highlight

tion. To reverse that trend, the hunting dence as they learn how to hunt and successful mentoring programs;
• How to communicate with and
community must recruit and mentor obtain their own meat.
continuously support beginners.
new hunters. Both guides were created through
Field to Fork: A Curriculum
That’s why the Archery Trade the ATA’s 2019 strategic planning ini- for Mentored Hunts

Association worked with the Georgia tiative, and debuted at the 2020 ATA The KDFWR developed the “Field to
Fork” program, which was later adapt-
Wildlife Federation and Quality Deer Trade Show. Mark Copeland, an ATA ed by the GWF and QDMA. This pro-
gram and others like it introduce new
Management Association to create the Board member and director of Jay’s audiences to hunting and its skillsets.
Those groups include people who want
“Hunting Mentor Guide.” This guide Sporting Goods Inc. in Michigan, said to obtain organic, free-range, ethically
sourced meat. As demand grew for the
helps mentors educate others about the guides will help ATA members program, the organizations worked
with the ATA to create an easy-to-use
grow bowhunting for generations to version of the program. The partners
created a curriculum to help mentors
Bring a new hunter come. introduce beginners to hunting, and
offer more hunting opportunities.
with you on your next ‘Hunting Mentor Guide’
hunt and help them Copeland encourages ATA members
develop their skills. Mentors help beginners learn safe, re- already mentoring individuals to host a
“Field to Fork” program, or partner with
sponsible bowhunting skills and tactics organizations to hold similar events.

so they can hunt confidently and inde- Continued on Page 34

PHOTO © ATA pendently. Teaching someone to hunt

might seem overwhelming, but men-

tors don’t have to be experts. If you’re

nervous or uncomfortable introducing

others to bowhunting, the guide offers

great resources and knowledge to help

nonhunters become hunters.

“The ‘Hunting Mentor Guide’ is a

must-use tool to grow the industry,”

Copeland said. “If we continue going to

our treestands alone, the industry will

die with us as we age. We need to take

someone hunting. The guide is well

UNITING THE INDUSTRY ARCHERY TRADE ASSOCIATION
archerytrade.org

32 INSIDE ARCHERY MARCH 2020



INSIDE THE INDUSTRY ATA ACTION

Continued from Page 32 • Skills and lessons to under the “Downloads” tab in the menu
teach new hunters; bar to get the free documents. If you’ve
“If you’re ‘the man’ or ‘the woman’ never used the ATA’s Resource Website
who’s already mentoring, try to create • How to provide follow-up and you need help logging in, please
formal mentoring programs that teach opportunities; email [email protected].
others how to mentor,” Copeland said.
“Either that or host a ‘Field to Fork’ pro- • How the program supports Then, mentor someone!
gram using the ATA’s curriculum book. everyone involved.
Large-group classes and programs recruit “Get outside and take someone with
more people into bowhunting. They also Get the Free Guides you,” Copeland said. “Share your pas-
provide a social network for beginners, sion, and share the sport to grow the
which helps them connect and feel more To download free digital versions industry. It’s simple multiplication. If we
comfortable with the activity.” of these resources, please visit all take someone hunting, our participa-
www.archerytrade.org/mentoring. tion numbers will double. And if they all
The “Field to Fork” take someone hunting, our numbers will
curriculum discusses … You’ll also find helpful mentoring quadruple. We need mentors as much as
and recruitment resources, including we need new hunters. The process for
• Why it’s important to mentor recipe cards, PowerPoint presentations, creating both groups starts with you.”
and create new hunters; a field-guide journal, and event flier
templates on the ATA’s Resource Web- Questions? Contact Josh Gold, ATA’s
• How to obtain local food sources site. Log into your MyATA member senior manager of R3 and state rela-
and secure their benefits; dashboard on archerytrade.org and tions, at [email protected] or
click “Download Free ATA Resources” (866) 266-2776, ext. 107.
• Ways to plan, market and host to access the documents in the ATA’s
a formal “Field to Fork” program; Resource Website. Then click “Mentoring”

34 INSIDE ARCHERY MARCH 2020



PEOPLE

PowerTheofParticipation
Archery Industry Members Participating in the Sport

SUBMIT YOUR PHOTO: Visit insidearchery.com/pop or mail a color image with your name,
address, where the animal was taken, and archery gear used—both manufacturer and model—
to Inside Archery Power of Participation, P.O. Box 25007, Colorado Springs, CO 80936.

Marty Cecil • Iowa Whitetail

B3 Archery, Sight Production Manager

Aaron Ambur • Iowa Whitetail Bow: Mathews Traverse Sight: B3 Hunter

Nexus Outdoors, President Arrow: Easton Hexx Rest: Trophy Taker

Bow: Mathews Broadhead: Rage Rest: QAD Broadhead: B3 Exoskeletal Release: B3 Versa
Release: Scott
Arrow: Carbon Express Sight: IQ Bowsights

36 INSIDE ARCHERY MARCH 2020

Krista Miller • Pennsylvania Whitetail

Kinsey’s Inc., Sales Manager

Bill Thurman • Montana Elk Bow: Mathews Triax Rest: Mathews

Trophy Arm, President Arrow: Easton 6mm FMJ UltraRest HDX

Bow: PSE DNA Broadhead: Rage Rest: QAD Broadhead: Wac’Em 4-Blade Release: T.R.U Ball Blade Pro
Release: TRU-FIRE
Arrow: Gold Tip Sight: Trophy Ridge Sight: HHA Optimizer Tetra Other: Nomad Apparel

Jason Obermiller • Nebraska Whitetail

RACKOLOGY LLC, Co-Owner Sight: HHA King Pin Blake Goodell • Kansas Whitetail

Bow: Mathews VERTIX Rest: Mathews UltraRest HDX Hurricane Safety Systems, VP Marketing & Sales

Arrow: Easton Axis Other: RACKOLOGY Bow: Mathews Drenalin Broadhead: Rage Hypodermic

Broadhead: Rage Hypodermic Kill Zone Food Plot Arrow: Easton FMJ Other: Gravity Forward Climbing stick

MARCH 2020 INSIDEARCHERY.COM 37

BY DANIEL ALLRED
There’s no easy way to sum up a com-
pany as legendary as PSE. After all, his team continue to deliver the engineering exper-
tise and industry knowledge that served them well
in the past, and the company has also made modern
updates that will ensure its continued success for the

the history of PSE goes hand in hand next 50 years and beyond.

with the history of the compound bow itself. A Blueprint for the Modern Bow:
From Then to Now
Established in 1970, PSE was one of the five original
companies that developed and manufactured com- Pete Shepley’s relationship with archery and bow
pound bows. Today, half a century later, it is the only building began long before he was making com-
one of those five original companies that’s still de- pound bows with PSE. Here’s how he described the
veloping products and pushing the limits of archery beginning in his own words:
technology.
“Archery started for me in the mid 1940s,” Shepley
Much of PSE’s enduring success is thanks to its said. “I spent summers on a farm in Rockford, Illi-
renowned founder and CEO, Pete Shepley. Under the nois, with my grandpa, and he was a real outdoors-
guidance of this industry pioneer, PSE has evolved man. We fished and hunted and everything else,
into a definitive leader of compound bow technol- but more importantly, we made bows out of Osage
ogy. Shepley has continually elevated his products orange. Those bows would dry out and break every
and improved his manufacturing techniques to stay 30 days or so, so we were always making new ones.
ahead of the curve. He didn’t just adapt to the chang- He also bought me a new wooden arrow every week
ing bow market—he helped define it. when I was working on the farm, and I deeply trea-
sured each one of those arrows.”
Now, with 50 years of growth and innovation be-
hind it, PSE is entering a new era. Pete Shepley and From this early introduction to the sport, Shepley
went on to compete in archery tournaments in his

38 INSIDE ARCHERY MARCH 2020

Pete Shepley has made 39
countless contributions to
the archery industry. Some
of the contributions were technical
advancements, and others were for
the betterment of archery in general.
Today, Shepley remains the leader of
his company, and he is as dedicated as
ever to improving archery technology
and supporting the industry at large.

MARCH 2020 INSIDEARCHERY.COM

teens. Shepley’s first tournament was in 1949, and PSE became an internationally acclaimed manufacturer,
he has remained a diehard competitor ever since. In and it has remained a top player in the industry until the
fact, Shepley was recently a competitor in the 2020 modern day.
Vegas Shoot.
Under One Big Roof
An avid tinkerer by nature, Shepley graduated
from high school and then earned a mechanical engineering But Shepley is also the first to admit that he didn’t do it all
degree. From there, Shepley took a job at Magnavox, where alone. As his company grew, so did his staff, and after so
he developed missiles and other weapon systems for the U.S. many years in business, his staff has become incredibly
government for 10 years. His passion for archery never faded gifted. Today, PSE employs around 175 employees at the
during this early stage of his career, though. With cutting- company’s 150,000-square-foot manufacturing facility in
edge tools and materials at his disposal, Shepley used his Tucson, Arizona, and an increasing number of these em-
knowledge of engineering and archery to create a handful of ployees have been with the company for decades.
revolutionary items that we take for granted today.
Shepley has also assembled a dedicated leadership team
“I worked on a lot of military projects at Magnavox, but all with the same values, work ethic and passion for archery
of that time I was also making archery products,” Shepley as him. Two prime examples are David Kronengold, general
said. “There was a machine shop set up for us engineering manager; and Lonnie Workman, vice president of sales and
guys, and when everyone else went to lunch I would build marketing. Much like Pete Shepley, David Kronengold and
things. I made arrow rests and sights, and that’s also where Lonnie Workman fell in love with archery at a young age.
plastic vanes came from. I also made one of the first release Also much like Shepley, their passion eventually led them
aids in those days, and a lot of other little toys.” to a career in the archery industry.

All of these “toys” were developed in the days of recurve David Kronengold was born and raised in New Jersey, where
bows, and as history has clearly shown, everything changed he first tried archery at a summer camp. This taste of the sport
for Shepley with the advent of the compound bow. prompted Kronengold to seek professional coaching and pur-
sue Olympic-style shooting. Intent on working in the archery
Shepley left Magnavox to establish his own business, and industry, Kronengold then earned a mechanical engineering
soon PSE became the fifth company to lease Holless Wilbur degree at MIT and was hired by PSE shortly after graduation.
Allen’s patent for the compound bow. PSE’s first compound
bow design was an almost instant hit. Shepley, along with Lonnie Workman took a different path, but he arrived at a
two of his friends, unveiled the first PSE compound at an very similar location. Born and raised in West Virginia, Work-
archery tournament in Indiana. The three of them placed man considered bowhunting as a rite of passage. He went
first, second and third, and Shepley sold 200 bows in that on to earn an economics degree and work in banking for 10
weekend alone. In the following months, archers all over the years, but bowhunting remained his true passion. One day,
country were trying to get their hands on a PSE compound. he sent an application to PSE out of the blue, and he was hired
24 hours later.
Over the years, Shepley continued to prove again and
again that he was a brilliant engineer of archery products. For Pete Shepley, a passionate workforce has been a key
part of his company’s lasting success.
“They know bows and arrows as
well as I do, and they also just love
archery and want to be involved,”
Shepley said. “They aren’t just looking
for a dollar—they’re in it for the long
haul. They want to make the sport
grow, and they want to make truly

Lonnie Workman (left) and David Kronengold
are key players in PSE’s senior leadership
team. Much like Pete Shepley, they both fell
in love with archery at a young age and went
on to pursue it professionally.

40 INSIDE ARCHERY MARCH 2020

great equipment. If they don’t enjoy it, then 41
we will find out. Manufacturing is difficult.
They won’t last long, and they will just move
on and find something else that’s easier.”

As a fellow mechanical engineer and die-
hard archer, David Kronengold has a deep
appreciation for the many technical mile-
stones that Shepley and PSE have achieved
over the years. For him, PSE’s legacy is a
point of pride and proof of the company’s
highly innovative approach.

“The fact that PSE has been making com-
pound bows since the early days is a ma-
jor achievement on its own,” Kronengold
said. “But then PSE stayed on the forefront
of technology in the 80s, 90s and 2000s. We
weren’t the first, but we were one of the first
to have CNC-machined aluminum risers. Af-
ter that, we developed our patented extruded
aluminum riser, which brought our tech-
nology down to a lower price point. In the
mid-1990s, PSE had the first commercially
available mass-manufactured carbon riser.
Although we were not the first, we were on
the front line of bringing single cams to the
market, and we were also one of the first to
use highly pre-loaded limbs, which are now
very common in the market. On top of all
that, we have regularly led the speed game.
We’ve always had—if not the fastest bow—
the most shootable fast bow in the industry.”

As PSE’s bows have improved, so has
the company’s manufacturing facility. PSE

Pete Shepley has remained an avid completive shoot-
er since his teens. This deep passion for the sport has

been a major factor behind PSE’s enduring success.
But in addition to being a devoted target shooter,
Pete Shepley is also a diehard and prolific bowhunter.
His bowhunting adventures have taken him around
the world many times to pursue unique game, and
these experiences have also served as important

inspiration for PSE’s many innovations.

This humble building (bottom image) in Mahomet,
Illinois, was PSE’s original facility. After steady

growth, the company relocated to Tucson, Arizona,
in 1982, where it remains to this day.

MARCH 2020 INSIDEARCHERY.COM

remains dedicated to U.S. manufacturing, and the customer service here in house, too. Pretty much everything
facility has grown over the last five decades to fulfill we do takes place under one roof.”
a wide variety of needs. Today, PSE’s Tucson facility
has everything required to build a modern bow from The fact that the company is making its own carbon ris-
scratch. ers is particularly important to PSE’s leadership team. It
“We’ve always been pushing the limits of our manufac- serves as a testament to the company’s dedicated staff and
turing technologies,” Kronengold explained. “We started us- manufacturing expertise.
ing CNC machines in the early days, and now we have a very
large CNC department. In the mid-2000s, we started cutting “We have an incredibly engaged workforce that is will-
fiberglass and manufacturing pultruded limbs. Just this last ing to go the extra mile,” Kronengold said. “Last year they
year, we brought our carbon riser manufacturing in house. proved that when we asked them to do something that
We also manufacture our Livewire bowstrings here, and seemed impossible: to start manufacturing carbon risers
we do injection molding, anodizing, powder coating, dye- here in the building. It took a while to learn the process, but
sublimation and hydrographic decoration—pretty much we are now the only domestic manufacturer of carbon ris-
everything that’s involved in the process. We bring the raw ers in the industry, and by bringing that process in-house,
materials in, and we do everything here.” we have even more control over it. We’ve been doing it for
Other key aspects of the company are also found here, al- about five months, and now we are just keeping up with the
lowing PSE to operate as a truly streamlined machine. demand. We just hired a second shift and we are still hiring
“Pete has always promoted vertical integration,” Kronen- for a third shift, so we will be making carbon risers 24 hours
gold said. “All of these manufacturing technologies give us a day, 7 days a week.”
the ability to quickly and precisely manufacture the designs
that are coming from our advanced engineering depart- For 2020, PSE is using its state-of-the-art facility to bring
ment. All of our marketing is also done here in house, and some powerful new innovations to the market. In addition to
we have sales reps who work for the company. They are not a cutting-edge lineup of compound bows, PSE also unveiled
independent reps; they are PSE employees. We handle our its new Warhammer crossbow.

“Pete actually invented the compound crossbow in 1978,
and we’ve made crossbows ever since,” Workman said.
“Some years we have been more innovative than others,

but we are really getting back into it with
the new Warhammer. It is a 100 percent
domestic-manufactured high-end crossbow.
It’s compact—with a 6.125-inch axle-to-axle
measurement at full draw. It’s lightweight,
balanced and extremely maneuverable. It’s
also very accurate and easy to shoot. A lot of

Continued on Page 44

PSE’s manufacturing facility is also equipped with
a spacious event center (left) and outdoor range
(below). The company uses these areas to host
events and offer advanced coaching.

42 INSIDE ARCHERY MARCH 2020



Continued from Page 42 more archers to show up and play the game, and we want to
make sure that PSE is an obvious choice when they buy their
testing has been done on this crossbow. It first bow or next bow.”
is truly top-of-the-line, and it’s made from
scratch right here in Tucson.” PSE’s robust collection of partnerships also gives the com-
pany ample access to industry experts.
An Industry Advocate
“All of our partners bring value to the team, and everyone
Excellent engineering has clearly been central to brings different value,” Kronengold said. “Some of our pro-
PSE’s lasting success, but behind the scenes, Pete staff members are incredibly technical, and they engage in
Shepley has also always been a devoted advocate for a lot of conversations with our product development team.
the industry. Others are not as technical, but they are tremendous influ-
encers, and they understand that their job is to spread the
This is only fitting for one of the archery’s great- word by going to events and winning, or showing up to a
est pioneers. Shepley has dedicated his life to ar- hunt and killing the biggest animal. We are constantly hav-
chery, and he wants archery to grow and succeed ing conversations with the best hunters and the best shoot-
in all of its forms. ers, and we make them actual members of our team. We
don’t just sponsor them and give away products. We speak
To that end, PSE acknowledges that both bow- with them on a daily basis. They are our eyes, ears and
hunting and target shooting play their own vital mouth. They give us critical feedback, and they also get the
roles. For Pete Shepley, PSE’s recent investment in message out and drive consumer demand.”
target archery has been a full-circle experience.
With 50 years in the business, PSE also understands that
“In the beginning, we focused pretty much exclu- a thriving industry requires thriving dealers. Accordingly,
sively on target archery, because that’s just what I PSE considers its dealers as essential partners.
was really interested in,” Shepley explained. “I used
to have a lot of conversations with Fred Bear. He “I still talk with dealers on a daily basis,” Workman said.
would call me in his later days, and we would talk “That’s extremely important to me. I want to know what
about what I was up to. He always said, ‘Pete, target they are seeing in the industry, and I want to know what
archery is a lot of fun, but you’re not going to get
anyone recognizing you until you start shooting some big
animals.’ That kind of changed my direction, and we started
focusing a lot more on hunting.

“Recently, though, target archery has come back to
the forefront for PSE,” Shepley continued. “I have always
thought that target archery was great for pro-shops and the
industry. I think if you start ten people in target archery,
nine of them will go bowhunting. But if you start ten people
in bowhunting, very few of them will get into target shoot-
ing. We like customers who do both, because then they are
in shops all year—instead of just during hunting season.
Today we are focused on tournament shooting every bit as
much as hunting.”

In addition to developing revolutionary target bows, PSE
has also partnered with top professional shooters and sup-
ported important organizations like S3DA and World Archery.

“We realized that PSE could have a lot more presence in
target archery, so we have made some transitions in the last
18 months or so,” Kronengold said. “We are pushing prod-
ucts in that direction. We are pushing marketing efforts in
that direction. We are also doing promotional events and
even partnerships in that direction. We recently partnered
with S3DA, and we just signed a partnership with World Ar-
chery while we were at the Vegas Shoot. It’s very important
for us to seek out and support these organizations. We want

44 INSIDE ARCHERY MARCH 2020

MARCH 2020 INSIDEARCHERY.COM A proud U.S. manufacturer, PSE creates its bows from scratch at the company’s 150,000-square-foot
manufacturing facility in Tucson, Arizona. Pete Shepley has long valued U.S. manufacturing and verti-
cal integration. Today, the company’s facility has a robust collection of manufacturing technologies
and capabilities, including a large CNC department, carbon riser manufacturing, string building, injec-
tion molding, anodizing, powder coating, dye-sublimation, hydrographic decoration and much more.
PSE recently started manufacturing carbon risers in its facility, making it the only domestic manu-
facturer of carbon risers in the industry. The company currently employs about 175 employees, and
many of these workers have been with the company for decades. These veteran PSE employees bring
a high level of dedication, and their attention to detail is one of the keys to PSE’s continued success.

45

they are looking for. I want to know what As a vertically integrated manufacturer, PSE creates, assembles,
PSE is doing right, and I want to know packages and ships its products after starting out with raw materials.
what we can do better. That’s why I talk to
dealers personally on a daily basis. They’re Conclusion
our main customers, and they are para-
mount to our success. We are always listening, You can’t argue with 50 years of success. Pete Shepley and his
and they have a ton of influence on our buying dedicated team clearly know something that others do not.
programs, products and everything else we do.”
Altogether, PSE has a long list of benefits for its Perhaps PSE’s lasting success is the product of excellent
pro-shop partners. engineering, or perhaps it is the company’s ability to con-
“We make a bow at every price point, from entry-level bows stantly stay ahead of the curve. Maybe it’s the company’s
all the way up to high-end target bows and carbon bows,” veteran employees and commitment to American manufac-
Workman said. “At every price point, we offer very shootable, turing, or maybe it’s because industry legend Pete Shepley
high-quality bows, and they provide the best value for the remains at the helm.
money. Our lower-price bows have less bells and whistles,
but they are extremely good products. We are also focused on The obvious answer is that PSE’s success is a combina-
providing our dealers with the best margins possible in the tion of all these factors, but there is something else at play.
industry. We need to help them make money, so we are very Beneath all the company’s engineering breakthroughs and
aggressive with our pricing and buying programs. We need industry-focused decisions, there is a deep sense of love for
shops out there with ranges, classes, JOAD, S3DA, etc. Those archery.
shops are truly the lifeblood and future of the industry, and
we’re doing everything we can to support them.” “Archery has been my whole life,” Shepley said. “It’s been
Ultimately, PSE’s partnership efforts play into the com- David’s whole life and Lonnie’s whole life, too. Everyone here
pany’s big-picture strategy of protecting and growing the in- loves the sport and loves the people in it. It’s fun to make the
dustry itself. equipment and introduce it, but all we want to do is grow
“We acknowledge that the industry has challenges, the sport. We figure that we will get our piece of the pie if we
and we make it our day-to-day mission to find solutions,” succeed. We are going to keep working hard every day, and
Kronengold said. “Some of those solutions are straightfor- we are going to stick together with the rest of the industry to
ward, and others are incredibly challenging, but we are not grow the sport. I want to see more hunters getting into tar-
and we have never been the type of organization that sits get archery and more target shooters getting into hunting. I
and waits for other people to do something for us. That’s want to see families shooting together, and I want to see a
why our manufacturing is vertically integrated, and that’s lot more kids doing it. The industry can support thousands of
why we take an aggressive stance on the things that we feel new archers. We need more participation, and we are going
passionately about. The industry is in a hard place, but we to keep doing everything we can to grow participation.”
are not going to wait for anyone else to fix it for us. We are
going to make it part of PSE’s business strategy to drive im-
provements and fix everything we can. And we are doing all
of this while fully acknowledging that if we are successful,

then we are also benefiting our
competitors.”

46 INSIDE ARCHERY MARCH 2020



MARKET TRENDS BOW REPORT

Athens Archery Summit 6
BY PATRICK MEITIN
A lthough Athens Archery
has been around awhile, it obviously highly competitive, and Athens weighs only 4.2 pounds stripped, and this
has been working hard to gain a firmer is made possible by skeletonized riser cut-
foothold in a crowded arena. The com- outs and recessed structural cross-braces.
remained one of a handful of pany is designing solid, sweet-shooting
The new MT Modular Cam is extremely
bows I had not shot outside of an hunting and target bows at affordable efficient and highly adjustable. Overall, it
prices, and they also have a business is engineered to have reduced rotational
ATA Show demonstration lane. model that is archer friendly. One ex- mass, and this directly translates into
elevated kinetic energy delivery. The
I really can’t offer any reasonable excuse ample of this is their “Lifetime, Fully cams hold dual limb stops backed up
by dual string stops for a rock-solid rear
for this situation. The company has been Transferrable Warranty,” which covers wall. The Summit 6 delivered dead-even
arrow speeds with every arrow tested.
making quality, 100-percent American- all Athens Archery bows, safeguarding The abbreviated let-off valley encourages
proper back-tension at full draw—
made bows since 2009 (under current them when they are purchased new or without being obnoxious and jerking
your bow arm down if you relax just a bit.
ownership since 2018). The bow market is used. It covers against defects in material
The quick-change module system
and workmanship on everything but the allows you to set up customers with
draw lengths from 23.5 to 29 inches in
bowstring, buss cables and finish—for ½-inch increments (the 2020 Summit 7,
with 7-inch brace, accommodates draw
the lifetime of the bow. lengths from 24.5 to 30 inches). The bow
offers an IBO rating of 345 fps, and the MT
Another example is the Athens “Save Cam provides a dead-even, surprise-free
draw cycle. Cams are also strung with
Your Hunt Program,” which is new for GAS Premium High Octane bowstring and
buss cables for excellent stability and
2020. If an archer is on a paid hunt and consistent peep rotation during break-in
and after months of hard shooting.
experiences a bow failure of any kind,
Peak Shootability
regardless of which manufacturer or
The Summit 6’s pleasant draw cycle
model they currently shoot, then help provides a truly enjoyable shooting expe-
rience. Unlike many high-performance
is only a toll-free telephone call away. bows, it is not rough and challenging to
tug into anchor. A combination of long
Athens will supply a fully tuned loaner riser and past-parallel solid limbs lends
the Summit 6 excellent balance and
bow (including rest, sight and peep

installed) in specified specs to help com-

plete the hunt. If you need arrows, Athens

can help with that as well. Loaner bows

are shipped to your outfitter by the fast-

est means possible and include a pre-paid

shipping label for return after the hunt.

Athens Archery provides this service

because they say they believe in treating

The 2020 Summit 6 from Athens Archery has an all archers like family.

eye-grabbing reflexed riser that boosts arrow speeds. Athens has introduced several improve-

The long-riser/past-parallel-limb design sits in the ments to its lineup for the New Year,
hand well and proves shock free on release. including the 2020 Summit 6 under dis-

cussion here. This flagship model retails

The Summit 6 has an adjustable string stop for only $824, but it includes all the raw
that eliminates the need for string silencers. performance and bells and whistles of
The LimbSaver string decelerator and cable much pricier bow brands. Let’s jump
guard dampener ensure hunting silence. right in.

Peak Performance

The 2020 Athens Summit 6 is made for
speed. It sports an all-new MT Modular
Cam system and a velocity-boosting
6-inch brace height. The Summit series
was completely refined from axle to axle
to improve Athens’ most popular solid-
limb bows. The riser was carefully engi-
neered to provide a structurally sound,
ultra-stiff launch platform. The Summit 6

48 INSIDE ARCHERY MARCH 2020

Specifications Arrow Speed

–––––––––––––––––––––––––––––––––––– 2020 Athens Archery Summit 6 set at 73.7 pounds at 29 inches

Axle-to-Axle Length 29-INCH ARROWS/ SHAFT *FINISHED KINETIC ARROW

30.5 inches 100-GRAIN TIPS GPI ARROW WT. ENERGY SPEED

–––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

Brace Height VICTORY XTORSION 300 12.9 532 GRS. 83.4 FT. LBS. 265.6 FPS

6 inches –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

–––––––––––––––––––––––––––––––––––– BLOODSPORT EVIDENCE 300 11.7 518 GRS. 85.8 FT. LBS. 273.1 FPS

Mass Weight –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

4.2 pounds EASTON 4MM FMJ 330 11 *502 GRS. 83.4 FT. LBS. 273.5 FPS

–––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

Let-Off CX MAX RED SD 350 9.4 *465 GRS. 83.1 FT. LBS. 283.6 FPS

80-90 percent –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

–––––––––––––––––––––––––––––––––––– GT KINETIC KAOS 340 9.9 453 GRS. 82.6 FT. LBS. 286.6 FPS

Available Draw Lengths –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

23.5 to 29 inches, in ½-inch increments BLOODSPORT JUSTICE 300 9.8 443 GRS. 82.7 FT. LBS. 290.0 FPS

–––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

The 2020 Summit 6 is fueled by the company’s new Available Draw Weights BLACK EAGLE SPARTAN 300 9.0 *439 GRS. 82.4 FT. LBS. 290.7 FPS
two-track MT Modular Cam. It accommodates draw
lengths from 23.5 to 29 inches, and dual limb/string 30, 40, 50, 60, 65 and 70 pounds –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
stops provide dead-even arrow velocities with
heavy to light arrows. –––––––––––––––––––––––––––––––––––– BEMAN WHITE OUT 340 8.8 416 GRS. 81.6 FT. LBS. 297.1 FPS

stability at full draw. Dual stabilizer taps— Available Colors –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
one in the standard forward position and
a second behind the lower limb pocket— Realtree Edge and Edge Snow, Kuiu Verde GT VELOCITY PRO 340 8.2 387 GRS. 81.3 FT. LBS. 307.5 FPS
provide shooters with further custom- 2.0 and Vias, Mucket Brown, Flat Dark
ization for feel and balance in the hand. Earth, Textured Black, Anthracite Grey, –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Dual sight-mounting taps ensure added Titan Red, Pearl White, Flag Blue, Majesty
versatility with any shooter’s favorite sight BLACK EAGLE CARNIVORE 350 7.5 363 GRS. 80.3 FT. LBS. 315.5 FPS
or preferred anchor point. Purple, Grassland Green and Old Glory
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Quite honestly, shooting the Summit 6 ––––––––––––––––––––––––––––––––––––
surprised me. The Summit 6’s short, reflexed VICTORY RIP XV 300 7.0 355 GRS. 80.2 FT. LBS. 319.0 FPS
geometry had convinced me that it would MSRP
prove somewhat challenging to shoot well, –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
especially at longer ranges. But that just $824
wasn’t the case. The bow sat well in the LIBERTY ARCHERY 320 5.9 292 GRS. 78.4 FT. LBS. 347.6 FPS
hand, at rest and especially at full draw. It
remained steady and remarkably shock free –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
upon release. The integrated grip is narrow
and comfortable to promote repeatable Arrow speeds established using a Caldwell Shooting Supplies Chronograph G2. *Denotes steel inserts
hand placement, and the new adjustable
cable guard provides fine-tuning to remove FOR MORE INFORMATION CALL (866) ATHENS-5, OR VISIT ATHENSARCHERY.COM.
torque and allow fletchings to pass cleanly.
out of the box. Solid limb pockets have a
Peak Stealth rotational pivot design to keep limb butts
“bottomed” at any draw weight, and this
The 2020 Athens Summit 6 also offers creates a precise fit for improved limb sta-
exceptional bowhunting stealth. The flex- bility during arrow launch.
free riser and past-parallel solid limbs cer-
tainly contribute much to its quiet nature, The Summit 6 has an adjustable string
but the Summit 6 includes added stealth stop with a LimbSaver string decelerator
features to make it essentially hunt ready and a factory-installed cable guard damp-
ener on the cable string stop. Each limb
Athens Archery’s Summit 6 has solid limb pockets holds LimbSaver Broadband Solid Limb
milled from a single piece of high-grade aluminum. dampeners, installed at the factory for
The rotational pivot system provides “bottomed-out” convenience. The LimbSaver slide (which
limb anchoring at any draw weight. includes drop-away rest activation-cord
holes) ensures silent draw cycles—even
in wet weather or when the anodized-
aluminum slide rod becomes dusty.

The Summit 6 is a solid bowhunter’s
bow. It is compact (30.5 inches between the
axles) and maneuverable without feeling
unstable or touchy. It provides ample speed,
pushing our heaviest test arrow (532 grains)
to 265-plus fps and a lighter IBO-rated shaft
(292 grains) to a barn-burning 347 fps—all
without a challenging draw cycle. Finally,
even with all this performance, the Summit
6 is free of game-alerting buzzes and vibra-
tions that can ruin an opportunity after the
shooter has done everything right. Athens
Archery has produced a true winner, and
this has convinced me that I need to pay
more attention to this New York bow com-
pany in the future.

WebXtra ■ Take a look at the

Athens Archery Summit 6 in action at

insidearchery.com/athenssummit6

MARCH 2020 INSIDEARCHERY.COM 49

2020 ATA TRADE SHOW

REVIEW

BY DANIEL ALLRED T he ATA Trade Show is like a reflection of the
archery industry at large. The conversations that
50
take place at the Show echo the conversations

that took place in hunting camps, archery pro-shops

and manufacturing facilities throughout the past year.

The products that are unveiled and the deals that are

made define the year of business ahead.

In other words, you can learn a lot about the archery industry by
examining each year’s ATA Trade Show. You can get a sense of the in-
dustry’s general mood, and you can see which products are grabbing
the attention of experts. You can hear all about the plans and predic-
tions for the coming year, and you can witness the friendships and
connections between people that make this industry truly special.

For many in the industry, 2020 signals not just a new decade, but a

Pete Shepley (left) Continued on Page ??
reconnects with his long-
time friend Sherry Krenz INSIDE ARCHERY MARCH 2020
(center), founder and
publisher of Inside Archery.
The two also discussed
business with Lynda
LeCompte, owner of X10
Archery in Houston, Texas.

Ashley Moultrie of
Moultrie Feeders and Game
Cameras catches up and
discusses the recent Moultrie
cover story with its author,
Daniel Allred, editor of Inside
Archery.

Caleb Parry,
communications manager
for Mathews Archery,
proudly displays some of
the company’s latest and
greatest bows.