November 2019

www.insidearchery.com

®

NOVEMBER 2019





INSIDE ARCHERY NOVEMBER 2019 VOLUME 22 NUMBER 9

14 People
20
36 Power of Participation
■ Ben Stern, Tactacam
■ Chris Cobbett, Xpedition Archery
■ Ryan Heuser, The Outdoor Group
■ Patrick Meitin, Inside Archery
■ Blake Goodell, Hurricane
Safety Systems
■ Theodore Hardmon, Sanislawski

38 Hunter’s Kloak:
A Newcomer that’s Here to Stay
By Daniel Allred

38 Market Trends
14 New & Notable
Archery products with
strong sales potential.

48 Modern Bowhunting Optics,
Electronics and Knives

Check out the top modern

bowhunting optics, electronics

and knives in the industry.

By Patrick Meitin

56 Bow Report
Bear Archery Status EKO
By Patrick Meitin

56 58 Bow Tuning and Arrow
Building Accessories

Don’t miss the latest in bow tuning

and arrow building accessories.

By Inside Archery Sta

58

INSIDE ARCHERY (Volume 22, #9) 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.

4 INSIDE ARCHERY NOVEMBER 2019



INSIDE ARCHERY NOVEMBER 2019 VOLUME 22 NUMBER 9

IInndsiudsetrtyhe
10 Inside Track
Arrows a Vital Investment
in Archery’s Conservation Legacy

18 Kinsey’s
Business
Blueprint

Strategies for Boosting Foot Traffic

20 Inside Retailing
32 Archery in the Big Apple

By Daniel Allred

48 24 ATA Retail Growth Insight
Not So New
By Kurt Smith / ATA

26 Industry News

Information that keeps you up

to speed on news, events and

people in the archery industry.

32 ATA Action
You Could Win a ‘Best
in Show Award’ #ATA2020

By Cassie Gasaway / ATA

66 Industry 5Q

Five Questions on Mrs. Doe Pee
Bucklures with Judi Collora

66 58
36

6 INSIDE ARCHERY NOVEMBER 2019

NOVEMBER 2019 INSIDEARCHERY.COM 7

INSIDE ARCHERY NOVEMBER 2019 VOLUME 22 NUMBER 9

insidearchery.com Online Exclusives

Bowhunting

King Elk and Elk Knowledge

The most majestic animal in North America is the
big bull elk. They are regal. How much do you know
about elk? Take a peek and get inspired for your
next elk hunt.

Tournament Archery

Leagues Around the Country

There are archery leagues that are in full swing
throughout the nation. Get involved in one today
and never let up on your archery skills.

Industry Buyer Day at the
2020 ATA Trade Show
2020 TRADE SHOW
The ATA is now hosting an all-new Buyer Day at
Products the 2020 ATA Trade Show. This day is exclusively
for those who anticipate on buying, allowing
exhibitors to focus on filling out orders.

Early Realease Products

2020 is around the corner and new products are
beginning to drop. Check out what’s out first and
what you can look for at this year’s ATA Show.

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

Archery; “Bow Report” tests the Bear Archery Status EKO; and “Industry 5Q” exam-
ines Mrs. Doe Pee BuckLures.

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!

INSIDE ARCHERY NOVEMBER 2019



INSIDE THE INDUSTRY INSIDE TRACK

Arrows a Vital Investment in Archery’s Conservation Legacy

A Arecent Archery Trade Association press release announced the estimated federal
excise tax on arrow shafts will remain 52 cents per shaft in 2020, the same rate
manufacturers paid in 2019 but 1 cents more than in 2005 when this specific tax
was first levied.
In other words, the arrow-shaft FET has basically
increased a penny annually since the industry worked
with Congress to levy the tax on a per-shaft basis 14 years
ago. The arrow-shaft tax increases annually based on
cost-of-living adjustments tied to the Consumer Price
Index. The only full-size shafts exempt from this F T
are those made of unlaminated wood, which are con-
sidered introductory archery e uipment.
The IRS is expected to make the 52-cent tax rate on
shafts official sometime in November. The industry
works with the Bureau of National Affairs of Bloomberg Tax to obtain the F T estimate
by mid-September, which helps arrow-shaft manufacturers calculate accurate pricing for
the next sales year. The IRS’s official announcement in mid-November comes too late for
manufacturers to adjust pricing for the next calendar year.
Whenever I read an easy-to-understand tax like 52 cents per arrow shaft, I start won-
dering what that totals by the end of each fiscal year or decade. Are you ready Since 2009,
the arrow-shaft F T has generated 105.65 million for the nation’s conservation programs
through the Federal Aid in Wildlife Restoration Act, aka the Pittman-Robertson Act, which
was created in 19 7.

es, arrow shafts alone averaged roughly 10.56 million annually for conservation
funding from 2009 through 2018, which accounted for about 22.2 of all archery-related
F T funding generated by our industry. In real dollars, that means the industry paid
474. 4 million in F T the past decade, or an average of 47.4 million annually.

The industry’s peak F T contributions occurred in 2015 when bows, accessories and
arrow shafts combined to generate 57.04 million for conservation. The arrow-shaft F T
delivered 11.29 million of that 2015 total, down 1.66 million from its record 12.95 million
contribution one year earlier.

I share these numbers with you as a gentle reminder of this industry’s commitment to
hunting, conservation, hunter education, target shooting and public-lands management.
Yes, I know some manufacturers think those taxes are an unfair burden, but the late Fred
Bear and other industry chieftains worked with Congress during the late 1960s and early
1970s to include our industry in the Wildlife Restoration Act. This industry’s generous con-
tributions since then ensure archers and bowhunters can’t be forgotten when Congress
addresses land, water, wildlife and other conservation issues.

All of us should think about those 52-cent contributions each time we buy arrows, shoot
arrows, lose arrows and refletch arrows. Manufacturers pay the IRS 6.24 for each dozen
arrows they sell, and we reimburse part of that tax each time we buy those arrows.

Without those FET contributions from archery-based recreation—whether it occurs on
an indoor range or atop the highest treestand or mountain—our sports wouldn’t enjoy the
mainstream status they’ve achieved the past half-century.

We can’t put a price on such investments.

Sherry Krenz
Publisher

10 INSIDE ARCHERY NOVEMBER 2019

NOVEMBER 2019 INSIDEARCHERY.COM 11

INSIDE ARCHERY NOVEMBER 2019

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]

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 O ce

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 © 2019 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
articles or columns are those of the author and do not necessarily
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
art submissions. Contributors submitting articles, photos or art do so at
their own risk. Material will not be returned without a self-addressed
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Inc. unless it is signed and returned by the Editor.

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
representations as to accuracy or completeness. All information in
this magazine is provided “as is” without warranty of any kind. Zebra
Publishing Inc. is not responsible for researching and investigating
the accuracy of the contents of stories or advertisements published in
this magazine. Readers use the information in this magazine at their
own risk. Zebra Publishing Inc. assumes no liability for any errors or
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.

12 INSIDE ARCHERY NOVEMBER 2019

NOVEMBER 2019 INSIDEARCHERY.COM 13

MARKET TRENDS NEW & NOTABLE Wyld Seasonings New Mexico

SWAT Broadheads Model A4 Hatch Chili Summer Sausage Mix

The advanced Model A4 mechanical broadhead Wyld Seasonings has won two World BB
cuts a devastating 2-inch hole on Championships and hundreds of State
impact, and it has been tested Championships.
at speeds over 460 fps. Upon entry, The New Me ico Hatch
the secondary 1.75-inch cutting blades Chili Summer Sausage
open to create a massive wound channel with a four-blade Mi includes green chili
e it wound. Combined, the chisel-point 440C Stainless pepper avors that are
Steel X-OUT tip and four-a is design causes reliable lightly pungent, similar to
penetration and e treme hemorrhages. The frame is an onion or garlic with a
constructed with 7075-T6 aluminum, ma imi ing dura- subtle sweet, spicy, crisp
bility for multiple kills, and the blades are constructed and smoky taste. The
with hardened 420 Stainless Steel. ■ Learn more at ripened red retains the
swatbroadheads.com. avor and adds earthiness.
Meanwhile, an aging
Rhino Blinds Rhino 300 process mellows the front-
heat and delivers more of
The Rhino 300 has a ve-hub a back-heat. ■
design that maximizes Learn more at
strength, and it also has wyldseasoning.com.
brush loops for natural cover. It
has a 78-inch center height and Delta McKenzie Speed Bag
58-by-58 inches of oor space. 500
It weighs about 21.5 pounds. It
features shoot-through mesh The Speed Bag 500
windows and silent ipper-less is designed to stop high-velocity
entry. This blind can comfortably arrows and crossbow bolts. The 500 features a
hold three hunters and comes generous ll weight, and it stops arrows that reach up
in Mossy Oak Breakup Country to 500 fps. Archers will get long-lasting use from the
pattern. The Rhino 300 comes 24-square-inch target face. The 500 has high-contrast
with a backpack, stakes and tie graphics printed on both sides, and it features up to 48
down ropes. ■ Learn more pounds of shot-stopping ll for longer target life and e tra
at rhinoblinds.com. stopping power. This target also o ers easy one-handed
arrow removal. ■ Learn more at dmtargets.com.
Moore Outdoors
Licking Stick Continued on Page 16

The HODAG Licking Stick is a natural two-step INSIDE ARCHERY NOVEMBER 2019
system that allows hunters to inventory,
pattern and hunt whitetails more e ectively
year-round. The system combines a Fle Plate
Base with scent to emulate the branches deer use
to communicate through scent. AllSeason Scent
stimulates a whitetail’s physical interaction, caus-
ing them to leave a scent mark that refreshes the
Licking Stick naturally. It’s a quick, easy, durable
and e ective way to replicate and bene t from the
way deer communicate naturally. ■ Learn more
at thelickingstick.com.

14



MARKET TRENDS NEW & NOTABLE

Continued from Page 14

Easton Archery 6.5MM Arrows

The 6.5MM arrow features Accu-Carbon TruSpine Technology, which is a continuous-fed, single-
mandrel manufacturing method that creates uniform arrows with consistent spine and weight. Each
arrow comes with equally tight tolerances for increased accuracy. The Microlite Nocks are designed
for high-energy bows and crossbows. These lighter-weight nocks boost F.O.C. for stable arrow ight, less
wind drift and increased penetration. ■ Learn more at eastonarchery.com.

Nose Jammer
Wax Stick

Nose Jammer contains Vanillin and other
natural aromatic compounds that have
the ability to e ectively am an animal’s
sense of smell. The compounds used in Nose
Jammer are not alarming to game because they
are found in lignin, a ma or support structure for
all trees, grasses and shrubs. The Wa Stick has
a time-release formula, and it’s great to use on
boots, stands, blinds, brush and more. It condi-
tions game before and during the season and
comes in a re-sealable pouch to remain fresh.
■ Learn more at nosejammer.com.

Steambow ONYX

The ne t-generation ON X crossbow o ers an incredible
combination of speed, power and ergonomics. It features
One-Push Cocking OPC , and it res arrows at 330 fps.
It’s powered by compressed air in a re llable tank, which allows for a
rapid rate of re and silent operation. Automatically cock the crossbow
with minimal e ort. It has a longer lifespan, improved safety, tool-free string replacement
and easier transport with collapsible limbs. The power stroke is 15.25 inches. It weighs 7.5
pounds and is 28.5-31.5 inches long with a collapsible buttstock. ■ Learn more at steambow.com.

16 INSIDE ARCHERY NOVEMBER 2019



INSIDE THE INDUSTRY BUSINESS BLUEPRINT Sponsored by

St ate ies o oostin oot a fic Kinsey’s is the leading distributor to the outdoors
A s consumer-spending habits tran- and archery industry. Carrying items from your favor-
sition away from traditional brick- talking about your place of business with ite brands, in-stock and ready-to-ship, the company
and-mortar shopping in favor of other potential customers. Contests, with o ers domestic and international retailers a wide
the convenience of e-commerce, one of some effort, tend to grow over time, and array of products and services. Kinsey’s also owns
the challenges shop owners face is iden- that can translate into more store visits. innovative consumer brands including BlackHeart,
tifying ways to drive foot traffic into their Be creative and think about incorporating Fin-Finder, Elevation and October Mountain Products.
stores. Driving foot traffic to your location contests year-round into your store. Have
can be expensive and very difficult to do. fun with it! For more information, please visit KinseysInc.com

A shop’s foot-traffic trends—whether Community Engagement • Partner with leagues, as they tend to drive consistent
positive or negative—indicate many foot traffic through your doors outside of
things, such as: other area businesses to co-brand or peak season.
share resources and customer bases. For
• Marketing and advertising plans example, does the local auto mechan- Bow work • Service work is a valuable
• Service and customer experience ic have a service waiting room? Ask if
• Competition you can stick some sale flyers there for resource to help drive traffic. With every
• Market demand customers to read through while their bow you sell, consider placing a coupon
tires are rotated. In turn, invite them to for a free “inspection” within the first 180
Monitoring foot traffic trends is a good give you some coupons or flyer pieces of days after purchase. This gives every cus-
way to gauge the health of your business. their own that you’ll post in your store. tomer who buys a bow from you incen-
This starts with tracking the number Additionally, seek out your area sporting tive to return, at least one time, and could
of people coming through your doors. clubs and organizations. Offer member- lead to add-on sales. If you sell 50 bows
Consider investing in a traffic counter exclusive discounts or even a member- in that time period, that’s potentially 50
that can be easily installed at your only shopping night in your store. future store visits you can bank on!
entrance. Once you start obtaining these
counts, you can then track trends over Product Giveaway or Free Goods • Mailing Lists • If you haven’t already,
time. This information can be used to
determine the average amount spent per Experiment with offering a “No Purchase build mailing lists of customers who
visit. For example, if store sales are $5K/ Necessary” giveaway in-store. Use your have already spent time in your store.
day and 100 people come in the door, the store gift cards, or build this into a mar- A ualified mailing list is invaluable to a
average spent per customer visit was $50. keting budget. Spread the word through retailer. Leverage those contact lists when
You can then use that to help forecast sales flyers, social media or email blasts. creating events by investing in mailers or
future sales. For example, if your aver- Everyone loves a chance to win, and emails sent to those addresses. You will
age visit over a six-month period is $45, sometimes it’s enough of an incentive for find that those who have signed up to be
then by adding an additional 50 visits per people drive to your location. on your mailing list will re uire the least
month you could potentially add $2,250/ amount of capital and resources to pull
month in sales (50 x $45). It’s easy to real- Range Time and Memberships • Ranges through your doors.
ize that foot traffic e uals sales. et the
customer in the door and the sales will can be a low cost way of generating foot Ideas for driving foot traffic are vir-
follow. traffic. For example, offer free range time tually endless. The process of knowing
to fathers and their children the entire what practices work begins with the
But how exactly do you pull more peo- weekend of Father’s Day. On Veterans ability to track your data. If possible, con-
ple in the door? Day, consider passing along free range sider a foot traffic counter for your store,
time to any and all former or active mili- harness the data and put it to use in
Here are a few simple and cost effec- tary. Shop owners should offer archery establishing trends. You’ll soon learn how
tive strategies that can reap big rewards: lessons. Lessons drive people into your much foot traffic directly impacts your
store often during a season when foot daily and long-term revenue streams.
Store Contests • Contests give people traffic is light, and aid in future recruit-
ment. Consider offering monthly or an-
a reason to travel to your location. For nual membership packages. Members
example, host a “Big Buck” contest and will use their passes repetitively. Consider
re uire your customer bring their deer to a guest pass option too, so they’re incen-
your location for a measurement. Those tivized to bring a friend. Don’t forget about
who are successful will bring their trophy
to you, generating a visit, and it gets them

18 INSIDE ARCHERY NOVEMBER 2019

NOVEMBER 2019 INSIDEARCHERY.COM 19

INSIDE THE INDUSTRY INSIDE RETAILING

Archery in the Big Apple

Queens Archery Retailing Q & A Al Lizzio, general manager

Sto e ofi e Inside Archery: Tell us about the history and founder of Queens Archery.
of the shop. How did it all start?
■ Headquarters: New York City, New York infectious, and I became addicted to it im-
Al Lizzio: The business actually started mediately. Then I found an archery range
■ General Manager: Al Lizzio in 1962. My wife and I decided that there in the area and it developed over time.
was a need for archery equipment in the Once I progressed, I joined the PAA, and
■ Store Facts: Queens Archery started out area, so we started making strings, which that really got me going. I competed there
as a home-based business in 1962. The were absolutely not available at any of the for about 18 years, and I even became the
business moved into a retail establish- hunting stores or sporting goods stores. president of the organization. Then I got
ment in 1988, where it is still located. The We would also crest custom-made arrows, involved in the NAA, and I shot a lot of
shop occupies a 5,000-square-foot facility. and that’s how it all started. It grew slowly tournaments with the “old-time” archers
The majority of that space is devoted to because I was a professional shooter. like Earl Hoyt and Fred Bear. I still shoot
the range, which holds 20 lanes that go I was on the PAA Tour for 18 years, and that everyday. I also just registered for the
out 18 meters. took a lot of my time. I also coached the Lancaster Classic, so I’ll get to shoot with
Women’s Varsity Archery Team at Columbia all the great archers there, too.
■ taf g The shop employs one full- University for 20 years, and that took a lot
time and five part-time workers. of my time, and on top of that I worked Inside Archery: What makes Queens
full-time in the construction industry. So Archery special?
■ Bow Lines: Hoyt, Mathews, Mission, the archery business grew slowly as a
Elite, Bear, PSE and Galaxy hobby, and after about 25 years we made Al Lizzio: We have always catered to tar-
the decision to create an archery range, get and recreational shooting. Of course,
■ Crossbow Lines: Bear, Mission, PSE and and I quit my job so I could run it. Those during the hunting season, we’ve had a
TenPoint were pretty big decisions, but over the lot of hunters coming in. It’s a good source
years I’ve enjoyed my life because of them. of business during the season, but hunt-
■ Arrow Lines: Easton, Beman, Gold Tip ing generally isn’t a very big priority for
and Carbon Express Inside Archery: How did you fall in love people in New York City. We’ve made up
with archery, and what role has it played for that by focusing on lessons, range
■ Inside Numbers: About 80 percent of the in your life? time and rentals. Bow rentals have actu-
shop’s annual revenue comes from range ally been a huge part of our success. Over
time, lessons and other services. Equipment Al Lizzio: It was just like anything else. I the years, I was told that renting would
sales account for the other 20 percent. was in the wrong place at the right time, not work, but if it weren’t for rentals,
and somebody had brought a bow. They we would be out of business by now. We
This is a business of put up a target, and at the end of the day, also have a very large JOAD program on
even though my arm was ready to fall Fridays, a tournament every Sunday morn-
passion. I can’t wait to get off, I couldn’t wait to shoot more the next ing and a “Fun Shoot” on Tuesday nights.
day. I ended up borrowing that bow so We also stopped doing leagues about 2 years
here, and I love being here. I could shoot more at home. It was very ago. The people in New York City are too

Queens

Archery

carries

bows from

Hoyt,

Mathews,

Mission,

Elite, Bear,

PSE and

Galaxy.

Rentals

also play an

important

role in the

business.

20 INSIDE ARCHERY NOVEMBER 2019

Sponsored by

Plano Synergy

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

committed to their own thing, and they than the recreational shooting, but it’s al- 2
struggled to make the commitment that a ways been the opposite for us. For example,
league actually requires. And you know, we we hooked up with Groupon about 10 years
don’t really miss them. We made up for it ago, and now we do 160 lessons a weekend
with just everyday people coming in. through it, in addition to all our other events.
We only keep a small amount of equipment
Inside Archery: What’s it like having an in stock, and if someone wants something in
archery shop in the heart of a big city? particular, we order it. We have worked with
Kinsey’s and Lancaster for a while. They’re
Al Lizzio: It’s always been different. Right great. They are like our warehouse, and we
from the beginning, it’s been different. I’ve can get anything in two or three days. So we
always had manufacturers representatives
coming in and telling me that I need to have 1 ■ The majority of the shop’s revenue comes from range
more hunting equipment, and I keep telling time, lessons and coaching.
them that there’s no hunting in New York
City. That’s why I have always run my busi- 2 ■ Queens Archery carries arrows from Easton, Beman,
ness with a focus on recreational and com- Gold Tip and Carbon Express.
petitive target shooting. The hunters come in
during the hunting season, which is only a 3 ■ Al Lizzio and Erin Vecino greet a customer at the
month or two a year, and I could never have register.
sustained the business by being dependent
upon that. In any other place, I think hunt- 4 ■ As the name implies, Queens Archery is located in the
ing is what keeps businesses going more New York City Borough of Queens.

43

NOVEMBER 2019 INSIDEARCHERY.COM 21

INSIDE THE INDUSTRY INSIDE RETAILING

still sell equipment, but not a lot. a place to shoot—and more importantly, and I tell them that it takes as long as it has
learn how to shoot properly. We always give to for them to learn how to shoot properly.
Inside Archery: I’m sure you also have a a free lesson with someone’s first rental, The instructor won’t leave until they’re sure
huge potential customer base, right? and that’s extremely important. If they get the customer understands.
that lesson at the beginning of their inter-
Al Lizzio: Absolutely, and that was the est and they shoot well, then they will leave Inside Archery: What have been your key
main reason I officially opened the shop. with a smile on their face and want to come factors to success over the years?
Of course, I was still taking a chance, but back. That’s the whole goal. We want them
I kept telling my wife, “there are 8 million to leave with a feeling of success. Al Lizzio: My key factor to success is not
people in this city. Some of them must want caring about the money. You can’t get into
to try archery.” It turns out we’ve had great Inside Archery: Have you seen a lot casual a business like this to get rich. You have to
success with those people coming in. I was shooters turn into serious competitive do it because you love it and you can’t wait
kind of afraid we’d eventually run out, but archers? to come in and do it every day. If the money
it’s like it renews every few years. We are comes, it comes. When I have to pay the
never going to run out of people, it seems. Al Lizzio: Oh God, all the time. It’s amaz- rent and utilities at the end of the month,
ing because we remember when they came the money has just been there, and I don’t
Inside Archery: What are the most impor- in for their first lesson, and then we get worry about it. I’ve never lost a wink of sleep
tant things you’ve learned about catering to to watch them achieve very high levels of because of this business over the last 31
recreational and target archery? archery skill. It’s really exciting to see them years, so that’s the secret to success for
progress over a short period of time. It me. The other key is just treating custom-
Al Lizzio: People want to learn archery. doesn’t take long to become a good archer. ers right and being 100 percent honest with
That’s what I’ve learned over the years. There In fact, we’ve had people come in to take a them. It’s a small community, and they will
is an underlying interest for shooting a bow. lesson, and within two or three weeks they find out if you mislead someone. We want
They may not realize it, but I think every are shooting competitive scores. It’s based to give them reasons to come back and
human being has a connection with the on what you’re taught at the very beginning, spread the word. That’s the goal.
bow and arrow. They just don’t have a place and that’s why we put so much emphasis
to shoot, so what I tried to do is give them on that first lesson. We have about six certi- WebXtra ■ Learn more about
fied instructors here who are very passion-
ate about teaching archery. They also take Queens Archery and our services at
their time. Sometimes a customer will ask insidearchery.com/queensarchery
me how long an introduction lesson takes,

1 ■ The shop has always been dedicated to recreational
and competitive shooting.

2 ■ The shop’s accommodating range is the perfect place
for New Yorkers to try out archery.

3 ■ Erin Vecino, manager of Queens Archery, works on a
bow in the shop’s service area.

4 ■ Al Lizzio is an accomplished competitive shooter and
coach, and he established his archery business in 1962.

5 ■ The shop’s limited inventory still includes great options
for serious archers.

13

24
5

22 INSIDE ARCHERY NOVEMBER 2019

NOVEMBER 2019 INSIDEARCHERY.COM 23

INSIDE THE INDUSTRY ATA RETAIL GROWTH INSIGHT

Not So New

BY KURT SMITH, COURTESY OF THE ATA

T echnology is only new if you starts when they walk in to buy a prod- Omni-Channel is the Norm. Most
remember the way it was before. uct. Customers want to know you before consumers today don’t buy all of their
they meet you, which means a friendly, archery and hunting gear at one place.

I had a lightbulb moment when hearing active online presence. You simply can’t The new norm is for consumers to

Jason Dorsey of the Center for Generational do that any other way. If you create vid- be omni-channel shoppers. That means
Kinetics say that. It’s easy to understand. eos that customers can watch, or social- they do lots of research online, but usu-
media posts that spotlight customer ally buy from many sources based on

Our experiences have direct impacts on our success, they’ll see how your business price, availability, convenience, and oth-

behavior, and not just in our workplace or operates and how you’ll likely treat them. er factors. How can you serve this cus-
home. They affect us everywhere we go and If your online presence is stale, focuses tomer if you’re avoiding e-commerce?
on your history and success, or sounds You must create more of an omni-

in everything we do—including how we buy. politically divisive, you’ll likely attract channel experience! Make customers

few new customers. feel the natural connection between

Many millennials like me struggle to Ignorance is Not a Marketing Tactic. your website, social-media pages, and

remember a time with no internet. You might remember when customers physical store. You can do that by creat-

Computers and the internet have been HAD to come to you for product ing videos about your in-store services,

our most reliable information source for information or advice on squeezing bet- and posting them on social media. You

our entire adult lives. It’s no surprise the ter performance from their equipment. might also create a section on your web-

internet also plays a major role in helping Most of your customers and potential site that lists your in-stock bows and

my generation choose which products to customers don’t share that memory. their prices. Even though you probably

buy and which retailers to buy from. Customers who grew up with the won’t sell those bows online, you give

That means more purchases happen internet know that individual retailers customers a glimpse of your store.

through e-commerce, but there’s so much and manufacturers provide information No matter where we buy in 2019,

more to it. Let’s review how from one viewpoint. When we’re all digital consumers. Many con-

the internet’s not-so-new they search that same topic sumers have never known another

technology affects the retail online, it yields hundreds way. That can make things difficult

space. of comments and reviews. for archery businesses that built their

Relationships Start Sooner. That’s why you must spend foundation through sales and commu-

Many business owners know less time trying to be the nication methods now going obsolete.

it’s much harder to get new customers authority on archery gear and more The good news is that it’s not too late,

than keep the ones they’ve got. Gone are time being helpful. You must personalize and it won’t take much work to move

the days when each customer relationship the experience for each customer. in the right direction. It will, however,

require an attitude shift. You must quit

fighting the internet and online sales,

and start embracing digital platforms

as the essential tool for reaching new

customers and growing your business.

If you look at your business and iden-

tify where you must improve, we’d love

to help you take action. Go to the MyATA

Member Dashboard and check out on-

demand courses in the MyATA Learning

Center to gather ideas. You could also

contact other business owners who

might share their experiences. And, as

always, you can reach out to me directly

at [email protected].

24 INSIDE ARCHERY NOVEMBER 2019



INSIDE THE INDUSTRY INDUSTRY NEWS

GSM Acquires Down & Out Blinds blinds with the greater stability, opti- blinds with the easy set-up and take-
mal visibility and robust feel more typi- down of pop-up blinds.” | FOR MORE
GSM Outdoors, LLC, a multi-brand man- cal of permanent or hard-sided blinds. INFORMATION, OR TO SEE VIDEOS OF THE BLINDS IN
ufacturer and technology innovator of Patented BlindFold technology offers ACTION, VISIT DOWNANDOUTBLINDS.COM.
premium hunting and shooting prod- an accordion-style, multi-panel design
ucts, announced the recent acquisition that allows hunters to set up blinds TCeuapmFinEaasl tCohnamSwpeioenpsshWiposrld
of Down & Out Blinds. This acquisition in just minutes without tools. Blinds
significantly broadens SM’s already manufactured by Down & Out provid- The top archers of the 2019 World Cup
diverse hunting stand and hunting ed 360-degree visibility and shooting, season converged on Moscow for the
blind product line. screwed-to-frame fabric, an all-black 2019 World Cup Final, and Team Easton
interior and aluminum powder-coated shooters once again proved their mettle,
Down & Out blinds feature a hybrid panel frames, and these durable blinds sweeping the gold medals in all four
design that blends the lightweight are designed to be left out all season categories of Men’s and Women’s
and portability of conventional pop-up long. Key features of the Scout and Recurve and Compound Bow Divisions.
Warrior models include magnetic win-
Down and Out dow and door closures, heavy-duty roof Men’s Recurve gold medalist Brady
Scout struts to withstand snow loads, heavy- Ellison (USA) capped an astronomical
duty 600 denier No-Shine Cordura fabric, season with his fifth World Cup Final
full-length panel hinges and DarkOut Championship. Brady adds the title to
black interior, among others. his 2019 World Championships gold
medal in Hertogenbosch, Netherlands,
“All of us at GSM are extremely excit- and complemented the season with a
ed to bring Down & Out Blinds into our
portfolio,” said Ben Smith, vice presi- Continued on Page 28
dent of sales and marketing. “These
groundbreaking hunting blinds will
fall under our Hawk brand and com-
plement our current line of hunting
blinds quite nicely—not only with the
key price points we’ll be hitting but also
with features and benefits, as these
are truly unique blinds that blend the
advantages of permanent, hard-side

TenPoint Announces Rebate Offer on Stealth NXT Crossbow Packages

TenPoint Crossbow Technologies is excited to an- • CB18019-3812 (w/ACUdraw) Consumers will need to mail in a complete
no nce a mai in re ate offer on a en oint • CB18019-3813 (w/ACUdraw PRO) rebate form and the original cash register receipt
Stealth NXT crossbow packages purchased through • CB18019-3493 (w/ACUdraw PRO, with the date and product number circled. | FOR
November 30th, 2019, or while supplies last. EVO-X Marksman Scope & STAG Hard Case) MORE DETAILS OR TO FIND THE REBATE FORM,
All packages include a TenPoint 3-Arrow Instant PLEASE VISIT TENPOINTCROSSBO S.COM SHOP
“Shooting up to 410 feet per second at only Detach Quiver and three EVO-X CenterPunch STEALTH-N T-CROSSBO -PAC AGE.
6 inches wide when cocked, the Stealth NXT is Premium Carbon Arrows with Alpha-Nocks.
one of our best-performing crossbows ever,” said TenPoint Stealth NXT
Rick Bednar, TenPoint CEO. “With a $200 rebate
offer it is an n eata e va e or those oo in or
a high-performance crossbow with nock-splitting
accuracy.”

The rebate applies to the following Stealth
NXT crossbow packages:

• CB18019-3817 (w/ACUdraw 50 SLED)

26 INSIDE ARCHERY NOVEMBER 2019



INSIDE THE INDUSTRY INDUSTRY NEWS

Continued from Page 26 UHnolyitmCiotendtiNnuaetisonasalWShpiotentsaoirls innovative designs and passionate
employees. The company is commit-
new World Record of 702/720 at the Pan Hoyt has renewed its Whitetails ted to building the most innovative
Am Games in Lima, Peru. Ellison used Unlimited national sponsorship. and technically advanced equipment
the Easton X10 arrows throughout the
season. “Hoyt was created by a man who had for the most serious archers and
a genuine love for the industry, and has bowhunters across the globe. |
Matching Ellison with her grown into a premier bow company FOR MORE INFORMATION, VISIT HOYT.COM.
fifth World Cup Final Champion- from very humble beginnings,” said TO LEARN MORE ABOUT WHITETAILS UN-
ship, Sara Lopez of Colombia used Jeff Schinkten, Whitetails Unlimited LIMITED, VISIT WHITETAILSUNLIMITED.COM.
Easton X10 ProTour arrows to president. “Hoyt is a classic American
secure the victory. Lopez, the World success story, and we are very excited FGirroewDiinscgLCiostmedpainniIensc.in50U0.S0. Fastest
Record Holder, was dominant through- continue our relationship with Hoyt.”
out the competition and won the final FireDisc has been listed in Inc. 5000’s
match with a massive 10-point spread. When Earl Hoyt Sr. started his Fastest Growing Companies in the U.S.
archery company in 1931, simple draw for 2019, which highlights the most
Also setting a new world record in knives and wooden billets were the successful companies in America. The
2019 was Korea’s Kang Chae Young, who tools of the trade. Through the years Inc. 5000 list started in 1982 to provide
shoots Easton X10 arrows. “The Destroy- and all the advancements, three things a look at independent small busi-
er” took top honors in Women’s Recurve have remained synonymous with the nesses. To qualify, companies have to
in Moscow after an impressive World Hoyt brand: quality craftsmanship, be U.S.-based, privately held, for profit
Cup season. and independent—not subsidiaries or
divisions of other companies. This is
Claiming his second World Cup Final FireDisc’s second consecutive year on
was Dutch legend Mike “Mr. Perfect” the list, ranking at #886 for the 2019
Schloesser, who won the gold medal in fiscal year.
runaway fashion with his Easton X10
ProTours. | FOR MORE INFORMATION ON EASTON
ARCHERY, PLEASE VISIT EASTONARCHERY.COM.

HHA Sports, Inc. Continues Support for the Pope and Young Club

The Pope and Young Club is proud to announce the our heritage as archers and hunters, and pro- FireDisc
continued support of HHA Sports, Inc. through the moting conservation and the ethical harvest of Cooker
Corporate Partners Program. The company’s con- animals.”
tinued support illustrates its strong commitment Born and raised in Houston, Texas, co-
to wildlife conservation, the protection and defense The Pope and Young Club Corporate Partners founders and brothers Hunter and Griff
of our bowhunting heritage, and fair-chase ethics. Program allows manufacturers to partner with Jaggard have grown FireDisc through
the Club to help protect and defend bowhunt- strategic leadership and innovative
“HHA is honored and excited to continue their ing, promote fair chase and increase engage- products. In the last three years, FireDisc
partnership and support of the Pope and Young ment with North American conservation efforts. has had a 478% revenue growth and con-
Club,” said Scott Bakken, director of sales and The Pope and Young Club has given over one tinues to grow as one of Houston’s top
marketing at HHA Sports, Inc. “As times continue million dollars to conservation programs across
to change, it’s even more important to have orga- North America. | FOR MORE INFORMATION ON Continued on Page 30
nizations like the Pope and Young Club protecting HHA, VISIT HHASPORTS.COM. TO LEARN MORE

ABOUT THE POPE AND
YOUNG CLUB, VISIT
POPE-YOUNG.ORG.

28 INSIDE ARCHERY NOVEMBER 2019

NOVEMBER 2019 INSIDEARCHERY.COM 29

INSIDE THE INDUSTRY INDUSTRY NEWS

Continued from Page 28 “The Bear Archery Group is com-
mitted to serving its customers at the
companies. The company also received highest level with top-tier brands, and
recognition in the Inc. 5000 Honors and Trophy Treestands is a great fit in
landed at #14 for top Houston companies. our business model,” Parker said. “We’re
looking forward to representing this
“We are thrilled to be listed among fantastic product line through our exten-
other great companies in the U.S,” said sive network of dealers, major retailers
CEO Hunter Jaggard. “We hope to con- and buy groups.” | FOR MORE INFORMATION, VISIT
tinue paving the way for aspiring entre- TROPHYTREESTANDS.COM.
preneurs such as those who inspired us
to create revolutionary quality outdoor Blake Shelby Joins Black Eagle Arrows
cooking products.” | FOR MORE INFORMATION,
VISIT FIREDISCCOOKERS. Black Eagle Arrows is pleased to announce
that Blake Shelby has joined the company
BTreoaprhAyrcThreeerystGarnodusp to Represent
as a marketing consultant. Shelby will
Bear Archery Group, a premier exter- be responsible for conceiving and exe-
nal sales force housed within the Bear cuting marketing strategies and media
Archery organization, welcomed Trophy planning for Black Eagle Arrows and
Treestands to its portfolio of sales repre- Conquest Archery Products.
sentation within the outdoor industry.
“ ou just don’t find people like Blake
Trophy Treestands is a new treestand Shelby every day,” said Randy Kitts, presi-
company based in Roanoke, Virginia, dent of Black Eagle Arrows. “Not only does
that offers innovative, high-quality he understand our brand and share our
products with a safety-first approach. values, but his wealth of experience and
The company manufactures a full line of proven track record in building brands
stands, including ladder stands, hang- will allow Black Eagle to continue our
on stands, ground seats, a tri-pod stand record growth.”
and climbing accessories.
Shelby has more than 25 years of
“We’re looking forward to working industry experience. His roles include
with the Bear Archery Group to help marketing director for Mossy Oak Brand
introduce our treestands to new mar- Camouflage and Remington Arms Com-
kets and retailers,” said Tony Overbaugh, pany and, most recently, vice president
Trophy Treestands president. “Combining of sales and marketing for Precision
our high-quality line of products with Shooting Equipment. He has also served
on multiple industry boards, including
the experience and expertise of the Bear multiple terms as an elected board mem-
Archery Group makes this relationship ber of the Archery Trade Association.
a perfect fit.”
“Not only have I used Black Eagle
Dave Parker, Bear Archery general Arrows products for years, I have watched
manager, said the Bear Archery Group the company grow and become a domi-
is excited to be working with Trophy nate force in arrow market,” Shelby said.
Treestands. “I admire the way that they conduct

30 INSIDE ARCHERY NOVEMBER 2019

business and support the archery indus- president and owner. “Our new website,
try. I am excited to work with such an with faster load times and a full gamut
innovative brand.” | FOR MORE INFORMATION, of recipes and pictures, does just that. We
VISIT BLACKEAGLEARROWS.COM. will continue to look for new and innova-
tive ways to better serve our existing and
LHaiuMnocuhnetsaNinewSeWaseobnsiintegs new customers now and in the future.” |
TO VIEW THE NEW SITE, VISIT HIMTNJERKY.COM.
Hi Mountain Seasonings, home of some
of the world’s best sausage and jerky HMailnlegn&niHuumntTrCeoensstuamndesr ORfefbearste2019
making kits, invites visitors to explore
its newly designed website. The new Until December 1, Millennium customers
website has been optimized for mobile can earn up to $30 cash back when they
and tablet devices and features a newly purchase a qualifying treestand.
organized presentation of its product
lines that creates an easier, more user- The 2019 Hang & Hunt Rebate program
friendly experience, allowing consumers includes the following Millennium stands:
to discover the many different Hi Moun-
tain Seasonings offerings. • M-150 Monster Hang-On ($30 rebate)
• M-100U Ultralite Hang-On ($30 rebate)
Many new features help users quickly • M-360 Revolution ($30 rebate)
and easily navigate the site. New fea- • M-60U Ultralite Hang-On ($25 rebate)
tures include: • M-7 Microlite Hang-On ($25 rebate)
• M-50 Hang-On ($20 rebate)
• A recipe library with beautiful im- • M-25 Hang-On ($20 rebate)
ages of prepared dishes to demon- Only purchases made through autho-
strate the versatility and value of Hi rized Millennium Treestands dealers
Mountain products. are eligible. | FOR MORE INFORMATION, VISIT
MILLENNIUMTREESTANDS.COM.
• An updated dealer locator.
• A new design emphasizing the west-

ern traditions behind the Hi Moun-
tain Seasonings brand.
• Optimized image processing for quick-
er load time on all devices (desktop,
mobile and tablet.)
“At Hi Mountain Seasonings, we are
always looking to improve our services
to our customers,” said Hans Hummel,

NOVEMBER 2019 INSIDEARCHERY.COM 31

INSIDE THE INDUSTRY ATA ACTION

You Could Win a ‘Best in Show Award’ #ATA2020

BY CASSIE GASAWAY

A recently created awards pro- provide an opportunity to recognize consider any impact made through
gram will debut at the 2020 exhibitors, and highlight their latest service, creativity or technology, or by
improving the industry’s longevity, sus-
ATA Trade Show to recognize product innovation or their product’s suc- tainability or awareness. The ATA will
also consider those who make impacts
members’ achievements and products cess in the market,” Lewis said. “They also by overcoming adversity or increasing
engagement in archery.
that exemplify value, innovation or give the industry, specifically retailers,
If you or someone you know is mak-
uniqueness. the chance to provide direct feedback to ing a difference in the industry, please
submit your nomination online through
The “Best in Show Awards” program manufacturers.” your MyATA member dashboard by Nov.
5. (It’s free!)
features three award groups, including Let’s review the awards and how to
Winners will be announced at the ATA
the Impact Awards, Featured Product enter the program: Trade Show in Indianapolis, Jan. 9-11, by
Matt Kormann, ATA’s president/CEO. Win-
Showcase, and New Product Launch ners will be notified before the Show so
they can arrange to attend the ceremony.
Showcase. Each award group has differ- Impact Awards ■ Those who use their
Featured Product Showcase Awards ■
ent categories, which means members voice or platform to inspire others to enjoy
Exhibitors have displayed products in the
have multiple chances to win. and participate in archery and bowhunt- Featured Product Showcase for years to
increase product exposure and promote
Maria Lewis, ATA’s senior director of ing are eligible for an Impact Award. One sales. Exhibitors can now also enter their
products to receive a Featured Product
Trade Show and membership, said the winner will be selected from five catego- Showcase Award.

program brings attention and excitement ries: youth, retailer, individual, nonprofit After buying a space in the Featured
Product Showcase through the “Mer-
to companies and hot products. and manufacturer. chandise Product Purchase” in their
MyATA member dashboard, exhibi-
“The Featured Product Showcase and “Impact” means having a strong effect tors can enter their product in one of
five award categories, including youth,
New Product Launch Showcase awards on someone or something. The ATA will women, archery accessory, bowhunting
accessory, and breakthrough innovation.
PHOTO © ATA Exhibitors are not required to enter their
products for an award. Entries must be
New products will have submitted by Dec. 10.
their own category.
Submitted products will be marked
accordingly on the Show’s first day,
allowing buyers to vote for their favorite
product in each category. Voting will open
on the Show’s first day at 8: 0 a.m. and
conclude at 5 p.m.

UNITING THE INDUSTRY ARCHERY TRADE ASSOCIATION
archerytrade.org

32 INSIDE ARCHERY NOVEMBER 2019

ATA staff will tally the votes at 5 p.m., and Products in each category are eligible to win program information.
give gold, silver and bronze award to prod- a gold, silver or bronze award. Questions? Please contact Sarah Haala,
ucts in each category. Lewis will announce
and present the awards at the ATA Buzz Cen- Exhibitors can enter their products for ATA’s Trade Show coordinator, at (866) 266-2776,
ter stage on Friday, Jan. 10. Media will be the New Product Launch Showcase Awards ext. 101, or [email protected].
invited to take pictures and interview repre- for free through the Exhibitor Service Center
sentatives of the winning products. by Dec. 10. These awards are for innovative products. PHOTO © ATA

Winning products will be identified by A display case near Main Registration
placards and moved to a special location will hold and feature the products through-
in the Featured Product Showcase for Day 2 out the Show to ensure attendees see them.
and 3 of the Show.
A panel of six industry experts will vote
New Product Launch Showcase Awards ■ on the products at noon Friday, Jan. 10, after
they’ve had time to learn about the products
The ATA is recognizing recently and newly and weigh reactions from Show attendees.
released products at the ATA Trade Show. Lewis will announce the winners and pres-
The New Product Launch Showcase Awards ent the awards at the ATA Buzz Center stage.
includes two categories. The first category Media will be invited to photograph and in-
is for New Product Introduced at ATA Trade terview the winners.
Show, which is for products that debut at
the ATA Show. The second category is for Learn More ■ Visit archerytrade.org/trade-
New Product Introduced after Oct. 1, 2019.
show/attendee-toolkit/ for entry details,
product requirements, and other award

DON’T MISS THE #1 PRINT TRADE OPPORTUNITY

i 23Ourrd
YEAR

Inside Archery January ATA Show Issue

ADDITIONAL ATA SHOW DISTRIBUTION

■ Arrives in mailboxes before the ATA Show
■ Distributed on the ATA Show Floor
■ Distributed at Outtech Innovations Pre-Show Event
■ Digital Edition available before the ATA Show

Space Close: 11/27/19
Mail Date: 12/13/19

3 BIG DAYS WITH 620 EXHIBITORS & BRANDS

THATS ONLY 2.6 MINUTES PER EXHIBITOR!

INCREASE BUYER TRAFFIC TO YOUR BOOTH BY ADVERTISING
IN THE BIG JANAUARY ATA SHOW ISSUE OF INSIDE ARCHERY!

INSIDEARCHERY.COM

SURROUNDING THE 2020 ATA TRADE SHOW!

FREE FEATURED
PRODUCT PROMO
WITH ANY SIZE
PRINT AD

1/6 page write-up in a
special tabbed section to
promote your new product.

INCLUDES YOUR
ATA BOOTH NUMBER!

2020 TRADE SHOW Contact Us Today!
JANUARY 9-11 2020
Sherry Krenz, Publisher & Founder
INDIANAOLIS, IN Office: (719) 495-9999 x 3
Mobile: (719) 238-3201

Email: [email protected]

Steve Mack, Associate Publisher
Office: (719) 495-9999 x 4
Mobile: (814) 341-9313

Email: [email protected]

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.

Theodore Hardmon • African Warthog

tanis aws i ro taff

Chris Cobbett • Canadian Black Bear Bow: Obsession FXL Rest: Trophy Taker

Xpedition Archery, Executive VP Arrow: Black Eagle Renegade Smackdown Pro Click

Bow: Xpedition Mountaineer X Broadhead: Dead Ringer Sight: HHA King Pin Release: Stanislawski Perfex Thumb

Arrow: Victory Extortion er rea

36 INSIDE ARCHERY NOVEMBER 2019

Blake Goodell • Michigan Whitetail Ryan Heuser • Montana Pronghorn

Hurricane Safety Systems, VP Marketing & Sales The Outdoor Group, Assistant Producer

Bow: Elite Archery Ritual 35 Sight: CBE TEK Hybrid Pro

Bow: Mathews Drenalin Other: Gravity Forward Climbing Arrow: Victory RIP TKO Rest: QAD

Broadhead: Rage Hypodermic Stick, Treestand PowerGrab Broadhead: Slick Trick RaptorTrick Release: Scott Archery Pursuit

Patrick Meitin • Idaho Whitetail

Inside Archery, Equipment Editor

Bow: Mathews VERTIX Sight: G5 Outdoors Ben Stern • Louisiana Whitetail

Arrow: Bloodsport Justice Stabilizer: Doinker Tactacam, Co-Owner

Broadhead: Musacchia Broadheads Release: Spot Hogg Whipper Crossbow: Barnett Other: Tactacam 5.0 Camera

NBS100 4-Blade Snapper Safety Harness: Hunter Safety System System with multiple units,

Rest: QAD Ultrarest Integrate MX Camo: Realtree Edge Nock: Lumenok including an FTS mount on the scope

NOVEMBER 2019 INSIDEARCHERY.COM 37

38 INSIDE ARCHERY NOVEMBER 2019

A Newcomer
that’s

HERE
TO

STAY
By Daniel Allred

Hunter’s Kloak is a relative
newcomer in the archery
industry. Established in 2017,
the company is still in the
early stages of building its
reputation, but it also hit

the ground running.

PHOTO © BUCK COMMANDER

NOVEMBER 2019 INSIDEARCHERY.COM 39

R oughly 3 years later, Hunter’s Kloak named Berry Jones. Like every serious craft his first prototype. The concept was
has started to garner some serious bowhunter, Jones was always looking for simple: A wooden box housed a wick with
attention. The company’s attractant and ways to get game closer and improve his a pungent smell, and an electric fan was
scent-concealment products are unique success in the field. Unlike the average behind the wick, pushing the scent into
and highly effective, and they have clicked hunter, though, Jones eventually created the air.
with bowhunters simply because they get his own unique solution to this common
the job done. problem. Over the years, Berry Jones continued to
refine and improve his invention, making
Like every successful archery manufac- “I’m one of those guys who has tried it smaller and more effective. After seeing
turer, Hunter’s Kloak is the result of pas- everything,” Jones said. “I bought every
sion for the sport and inventive thinking. product on the market because I was
The company’s leaders took great ideas, looking for any edge I could get, just like
turned them into great products, and they every golfer is looking for a way to shave
kept their customers in mind throughout a stroke off their game. I kept thinking
the whole process. All together, Hunter’s to myself, ‘there has to be a better way,’
Kloak is a prime example of how one and with the way my mind is wired, I’m
should go about establishing a successful always tinkering and building things. At
brand. The company has the team, men- first, I started creating different food-based
tality and products to leave a lasting mark products to use as an attractant. I tried all
on the industry that it so recently entered. kinds of crazy things to get deer into range,
but eventually I started focusing just on the
An Idea is Born scent in the air, rather than the actual food
source.”
The story behind Hunter’s Kloak begins
with a passionate hunter and tinkerer With this in mind, Jones went on to

Jodie Daniels Gabrielle Bartlett

President General Manager

40 INSIDE ARCHERY NOVEMBER 2019

it work first-hand, ones eventually decided that Brad Whaley enjoys
he had to share his creation. using Hunter’s Kloak
products to gain an
“I was using it in the field one day and a buck
came through,” ones said. “ e wasn’t a shooter, edge in the field.
so I didn’t take the shot, but I watched him come
right up to the unit to investigate the smell. It 41
worked exactly like I had hoped, so I decided that I
had to show it to someone. A good friend of mine,
Rodney Redman, did product development for a
living. e got really excited about it when I showed
him, and he said I was definitely on to something.”

ones had spent his career in the construction
industry, and instead of abandoning that career to
build his own company around his product, ones
enlisted help from experts. is friend, Rodney
Redman, worked for a company called The yde

roup, which specializes in helping inventors bring
their ideas to life. ones turned his concept over to
them, and unter’s loak was officially born.

Today, the key team members of unter’s loak
are odie Daniels, president abrielle Bartlett,
general manager Brad Whaley, sales manager
and Whitney Schacherbauer, brand manager.

As the inventor, Berry ones receives royalties
for the products he created, but this specialized
team handles the more technical aspects of the
business. Together, they combine decades of expe-
rience, and their efforts have been essential to the
company’s rapid success.

“Most of us have known each other and worked
together for about 20 years,” odie Daniels said.
“We were brought together for unter’s loak,
but we’ve done other projects in the past. We all
have a background in consumer packaged goods—
everything from product development, to brand-
ing, supply chain management and retail analysis.
So unter’s loak is only years old, but the expe-
rience and relationships we have go a lot deeper.”

As long-time colleagues, the unter’s loak
team has grown pretty close over the years. In fact,
they’ve become good friends, and even part of the
same family.

“As friends, odie and I have been hunting
together for a long time,” Brad Whaley explained.
“I actually met him through my family, which

NOVEMBER 2019 INSIDEARCHERY.COM

he married into. I’ve known Gabrielle for developing and commercializing his con- Whitney
about the same amount of time, and her cept. We had experience in commercializ- Schacherbauer
sister actually married into my family as ing, selling and growing a brand, and we
well. Now we are just waiting for Whitney also had a passion for hunting, so it was Brand Manager
to marry into the family,” he said with great to put those two things together. ”
a laugh. to the hunting public.
Bringing the Concept “I would describe the first prototype as
As product development experts, the to Market
Hunter’s Kloak team saw a lot of potential crude, but that’s just part of the process,”
in Jones’ idea. As fellow hunters, they Like any fresh invention, Jones’ concept Daniels said. “We went through three more
appreciated the idea even more. had to be refined and updated before prototypes before it was ready for produc-
it could be mass-produced. Luckily, the tion. The first one worked, but we tweaked
“Berry’s concept was perfectly address- Hunter’s Kloak team had been through things like the buttons, delays and internal
ing a need in the scent category of the the whole process before, and they worked circuitry. All together, we shipped our first
hunting market,” Jodie Daniels said. “It diligently to bring the product to life. generation of the product about 1 year after
was actively forcing the scent into the air we initially discussed the idea with Berry.”
so it would travel on the breeze, rather “The process started in 2016,” Jodie
than passively placing the scent in a fixed Daniels said. “The first realization was That product was called the Kloak
location. We all know that scent naturally that a fan wouldn’t work. We couldn’t have Mister, and it performed exactly like the
travels in the air, but the concept of active- something that might make sound, so we team hoped and expected it would. But
ly dispersing the scent to a broader area started looking at other ways to force the there is another important aspect behind
was an exciting opportunity. At the time, scent into the air. The solution eventually the effectiveness of the product, and that is
it was not the first active scent device,’ became a transducer, which functions the actual scent. Much like the development
but every other device we were aware of similarly to the technology that’s used in of the Mister itself, this process required
made noise. In some cases, they made a e-cigarettes. It converts liquid scent into a expertise and careful consideration.
lot of noise, so we saw a lot of possibility in mist without heat and without noise. That
development was inspirational, and it was “We found the right technology for the
Brad Whaley about a 6-month process—from the time job, but figuring out the actual scents was
the engineers started to the point that we another challenge,” Daniels said. “We had
Sales Manager had a working prototype.” to capture those scents perfectly, and we
are not chemists, so we ended up working
The wise decision to use a transducer with the world’s second largest fragrance
instead of a fan was a defining moment
for the future of Hunter’s Kloak. This
unique technology achieves the same goal
as Jones’ creation, but it does so with an
even greater effect.

“There’s other technology out there that
puts out vapor, which goes into the air and
travels down wind like ours, but our prod-
uct offers something more like misty rain,”
Brad Whaley said. “That mist grabs hold of
whatever it lands on—whether it’s a limb,
your stand or you. It grabs onto it, and it
stays there.”

Even with an incredible prototype, there
was still some more work that needed to be
done before the product could be unveiled

42 INSIDE ARCHERY NOVEMBER 2019

company to develop them. Some of the 43
scents were pretty straightforward, like
Apple and Acorn. Earth, on the other hand,
was more difficult to nail down. We are
very proud of our arth scent today, but
we went through about 10 iterations of it
before we found the perfect one. It smells
exactly like dirt on the floor of the woods.
Part of the challenge came from helping
non-hunters understand what we were
ultimately trying to produce, but we put
a lot of time into the scents because we
knew that’s what really matters.”

Expanding the Lineup

The loak Mister was launched in 2017,
but there was still much more work to be
done by the unter’s loak team. Following
the development of the Kloak Mister was
another product called the Rut Rouser,
which makes use of the same technology,
but fulfills a slightly different purpose.

NOVEMBER 2019 INSIDEARCHERY.COM

You see, Berry Jones actually developed when you see a buck enter the area, you products, the company has continued to
two concepts, rather than just one. can use the remote to blast that scent to expand its scent offerings.
draw him into range. The Kloak Mister was
“The Kloak Mister and Rut Rouser func- made to be worn on your person or hung “When we launched in 2017, the only
tion in a very similar manner, but they near your stand. You can use a conceal- scents we had were Earth, Apple, Acorn
were designed to do two different things,” ing scent like Earth or Pine, and the mist and Sugar Beet,” Daniels said. “We have
Jones said. “The Rut Rouser is meant to be gathers around your body to conceal your added a lot of new options since then, and
placed on a game trail. It’s activated by a scent.” two of the most important are our Doe
remote control, and it has two different Estrus and Dominant Buck lures. We actu-
ports so you can use two different scents at The Kloak Mister and Rut Rouser provide ally sent deer urine to the fragrance com-
the same time. You could use an attractant hunters with an effective one-two punch pany and asked them to reproduce it. They
like the Doe Estrus scent, for example, and of odor, and to further strengthen these did it, and they actually did a phenomenal
job, but we will put it this way: It was not
Whitney the most pleasant experience, and they
Schacherbauer said they don’t want to produce any more
demonstrates the urine scents. So thank goodness we got
Kloak Mister’s those two. They perform extremely well.”
signature cloud
of scented mist. Today, the company’s effective scents
also include Pine, Cedar, Vanilla, Sweet
Corn, Peanut Butter and Citronella Insect
Repellent.

In the meantime, Hunter’s Kloak has
also continued to update and improve its
products. The Kloak Mister, for instance,
has undergone refinements each year,
and these refinements came largely from
interactions with consumers.

“Pretty much all of our improvements
have been driven by consumer feedback,”
Daniels said. “We came out with the Kloak
Mister Gen 2 in 2018. We updated the
buttons to make it more user friendly, im-
proved the battery life, and we upgraded
the connection between the transducer and
scent cartridge to produce a finer mist.”

For 2019, the team streamlined the Kloak
Mister once again to produce the Kloak
Mister Pro, which represents the pinnacle
of the company’s design expertise.

“There were a lot more upgrades be-
tween the Gen 2 and the Pro,” said Gabrielle
Bartlett. “We made it more durable, and
improved its water resistance. The battery
in the Pro is permanent rather than re-
movable, and you can get a full 8 hours out
of one charge. That was really important

44 INSIDE ARCHERY NOVEMBER 2019

for our customers because it increases the what the Hunter’s Kloak team has known that deer to stop. Eventually he used a
longevity of the unit. We know it will last all along. Namely, that the products work Kloak Mister to attract it, and the scent on
many years, and that is top consideration and improve success in the field. the air was enough to hold that buck there
for us and our customers.” long enough to get a shot off. e finally
“One gentleman shared a story with harvested the deer he had been watching
Adapting to the Industry us about a buck that he patterned,” for some time, and he felt that wouldn’t
Daniels said. “He was hunting on a rela- have happened without our product.”
Hunter’s Kloak clearly has some amaz- tively small piece of property, and that
ing products, but new companies with buck was doing nothing more than just The many success stories that the com-
amazing products still face another chal- passing through. He knew when it was pany has received show how Hunter’s
lenge: skepticism. The Hunter’s Kloak team passing through, but he just couldn’t get Kloak products provide an extra edge that
knows that their devices work, but they’ve
had to continually prove that to others. Berry Jones’ The First Prototype Developed
Original Prototype by the Hunter’s Kloak Team
“I would say our largest challenge has
been acceptance,” Daniels said. “Everyone
involved in hunting, fishing and the out-
doors in general always has skepticism
about something new, and time has to
pass before you can prove yourself. We
had a few long-term industry folks tell us
that it takes about 3 years to start gaining
that acceptance, and I think that’s pretty
accurate. You have to let seasons pass, so
users can experience their own success
and share their stories. We have received
more of those stories each year, and they
have really started to roll in lately.”

These success stories have confirmed

An Updated Prototype Developed Hunter’s Kloak A Member of the Third Generation of
by the Hunter’s Kloak Team Gen 1 Mister the Kloak Mister, called the Ghost Mister.

NOVEMBER 2019 INSIDEARCHERY.COM 45

can make or break a successful hunt. do that out of curiosity was really neat— other things like no minimum order.
As the inventor, Berry Jones gets a lot of especially since it was caused by a product If they just want to order two units, then we
enjoyment from these stories. I helped develop.” will open up a case and just send them two.
Ultimately, we just want to be easy to work
“I’ve heard about so many great stories,” The Hunter’s Kloak team also recognized with. We understand the skepticism, but
Jones said. “Lots of people send pictures. It’s that archery dealers are naturally skepti- we also encourage them to just give us a
just them and the deer they killed, but they cal of new products, and they have made chance. We know they won’t regret it.”
will say how they used one of the products extra efforts to appeal to this aspect of the
to cover their scent or attract the game to a industry. Conclusion
spot right in front of them. I love the videos
the most, though. There’s one that showed “We learned pretty quickly that inde- The relatively brief amount of time that
a Kloak Mister hanging from a tree limb, pendent pro-shops are an important and Hunter’s Kloak has spent in the archery
and it was releasing one of the attractant unique aspect of the archery industry,” industry has been successful and enlight-
scents. A buck came through and lifted his Brad Whaley said. “We understand that ening for the company’s team, and all con-
nose up, and then he went closer and actu- they are naturally skeptical about bringing sidered, the industry can certainly expect
ally reared up on his hind legs to get his in something new, so we do everything more big things from this passionate and
nose right up to the unit. As a hunter, you we can to be easy to work with and help inventive company.
don’t see that very often, and seeing a deer them try out our brand. We offer extended
terms to help them financially, and we do In the meantime, though, Hunter’s Kloak

The larger Hunter’s Kloak
family gathered at the
company’s booth during

the 2019 ATA Trade Show.

46

hopes to simply keep fulfilling the goal that
Berry ones set out to accomplish: increas-
ing success in the field.

“People assume that everyone is out to
just make some money with a gimmick,”
ones said. “I want to encourage people
who are skeptical to do a little research,
look at the online reviews, and read about
all the success stories that have taken
place. These products really do work,
and they have the potential to help every
hunter out there. Most hunters are just
like me. They work hard and don’t have
the time to spend a whole month in a
stand during the hunting season. There
are so many other things that demand
time—whether it’s work, travel or family.
If you only have a small handful of oppor-
tunities, wouldn’t you want to make the
most of them ”

The Hunter’s Kloak team builds camaraderie
through their mutual love for the sport.

Justin Roach, president of QuietKat, 47
used two Rut Rouser units with Doe
Estrus scent to attract this Illinois

buck from downwind.

NOVEMBER 2019 INSIDEARCHERY.COM

Modern Bowhunting

Optics,

Electronics

& Knives

By Patrick Meitin

Bowhunters have a lot to choose from in terms of hunts for posterity has also become extremely popular. New
game-finding optics. More recently, other electron- electronics allow bowhunters to photograph distant game
ics have made hunters’ pursuits more productive, through standard spotting scopes, or create a PO video of
enjoyable and memorable. I have always considered bin- the moment of truth.
oculars vital to hunting, no matter the uarry—from
treestand whitetails to spot-and-stalk alpine game. There The array of such e uipment has reaching dizzying propor-
is an old joke amongst serious bowhunters that it is bet- tions, making it difficult for the average dealer to stay abreast
ter to forget your bow than your binoculars, because then of important developments and stock the products customers
you’d at least see something. To the bowhunter’s must- are currently looking for. Inside Archery has done the legwork
have gear list we can now add a uality laser rangefind- for you, highlighting here some of the hottest names and most
er. After all, despite ever-faster arrow speeds, modern up-to-date products the industry has to offer. So come along as
compounds still produce rainbow trajectories. Recording we explore some of the hottest optics and bowhunting-friendly
electronics for the coming sales season.

48 INSIDE ARCHERY NOVEMBER 2019

NOVEMBER 2019 INSIDEARCHERY.COM 49

Optics, Electronics & Knives

Styrka S5 Series Binoculars step eyecups are compatible with eyeglass-
Tract Optics Toric es. A locking diopter eliminates accidental
Styrka movement in the field. ens coatings are
Vanguard Endeavor oil-phobic, scratch- and smudge-proof for
ED IV Styrka has become synonymous with high- longer life. TORIC 12.5x50mm ships with a
quality, warranty-backed optics at a rea- neoprene neck strap, eyepiece rain guard,
Zeiss Sports Optics Terra ED sonable price. The refined version of their tethered/removable objective lens covers
S5 Series is now part of that reputation. The and micro cleaning cloth. TORIC are also
new version includes upgraded multi coat- offered in 8x42mm and 10x42mm models,
ings—S -MA —a broadband coating that all covered by Tracts’s TRACT TRUT Assur-
maximizes transmission across the entire ance ifetime Warranty. Learn more at
visible spectrum, with no peaks in trans- tractoptics.com.
mission like older coatings. This improves
overall quality and color reproduction— Vanguard
while maintaining a street price of around
$400. They also include phase and dielectric A global power player in the optics world,
coated BaK-4 prisms to further enhance Vanguard introduced the Endeavor ED IV
viewing quality. Rubber armor adds dura- binocular. Vanguard combined balanced
bility. A sure-grip surface and twist-up eye- ergonomics with a crisp, clear near focus
cups allow use with or without eyeglasses. design for hunters and archers. The En-
They are compatible with standard tripod deavor ED IV includes SK15 prisms for new
adaptors for steady glassing in the field or heights of resolution, brilliance and color
from a truck window. New to the series is reproduction. Premium HOYA ED (Extra
a 8x42mm 6.5-degree field of view, 5.25mm ow Dispersion glass with edge-to-edge
exit pupil, 19.5mm eye relief, 22.6 ounces clarity enhances light transmission by
and 10x42mm (6 degrees, 4.2mm exit pupil, eliminating undesirable internal reflec-
16mm eye relief, 22.4 ounces . They are 100 tions. The Endeavor ED IV features magne-
percent waterproof and nitrogen purged sium construction that keeps mass down
to prevent internal fogging. “Styrka Pride” to just 22.7 ounces, and newly designed
warranty covers any problem whatsoever, ergonomics allow for hours of fatigue-free
forever, and allows users to send their viewing. These top-end, open-bridge binoc-
binoculars in once a year for a thorough ulars are offered in 8x42mm and 10x42mm
cleaning, free of charge. Learn more at models. They are nitrogen purged to pre-
styrkastrong.com. vent fogging and 100 percent water- and
shock-proof. Three-position, twist-up eye-
Tract Optics cups allow use while wearing eyeglasses.
They are backed by an industry-leading
Relative newcomer Tract continues to ex- premium lifetime warranty, and they
pand its hunting-optics lineup, which now retail for less than $500. Learn more at
includes the all-new Toric 12.5x50mm bin- vanguardworld.com.
ocular. This is a high-end, feature-packed
optic with excellent SCHOTT HT (high trans- Zeiss Sports Optics
mission glass for superior image ual-
ity, optical clarity and color fidelity. The World-renowned eiss Sports Optics offers a
12.5x magnification is ideal for long-range more affordable option for those who want
viewing and game searching in Western German quality without the price tag of
settings, especially when mounted atop the company’s flagship models. The Terra
a tripod mount. Fully multicoated lenses
and prisms, dielectric prism coatings and D 10x42 gives users added magnification
phase correction coatings maximize light without extra weight. For bowhunting situ-
transmission over a larger portion of the ations where game is discovered at greater
visible light spectrum, and flat multicoat- distance or when a closer look is need while
ings enhance color brilliance and light determining scores, this 10x42 delivers
transmission in low light. A magnesium- bright, crisp images, even in poor light. They
alloy chassis makes them light and tough, include a stunning 5.25-foot close focus and
and Argon purging ensures they are water- a generous wide field of view to help pick up
proof and fog free. Its round-edge, multi- more game while glassing. They are avail-
able in black and black/grey. Learn more at
zeiss.com.

50 INSIDE ARCHERY NOVEMBER 2019