Inside Archery January 2024

www.insidearchery.com JANUARY 2024 ®

6 INSIDE ARCHERY JANUARY 2024 32 36 132 72 136 94 66 134 92 48 54 140 138 128 70 INSIDE ARCHERY (Volume 27, #1) 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 Apollo Creative Inc. PO Box 15827, Colorado Springs, CO 80935. Periodical postage paid at Colorado Springs, CO 80935 and at additional offices. Postmaster please send address changes to INSIDE ARCHERY, P.O. Box 986, Levittown, PA 19055-9998. INSIDE ARCHERY JANUARY 2024 | VOLUME 27 | NUMBER 1 People Power of Participation ■ Crystal Merrell | Bow Spider ■ Patrick Meitin | Inside Archery ■ Chad Rice | Crüzr Saddles ■ Jonathan Clark | Last Chance Archery Altra Arrows The Pinnacle of Precision and Performance By Michaelean Pike Learning From Success A review and celebration of Inside Archery’s 2023 cover stories By Michaelean Pike Market Trends Gear Report AXCEL Archery Landslyde Tactical Sight Gear Report Pro-Tracker Friction Grip Inserts Gear Report Pnuma Outdoors CAZA OV Camo Pattern Featured Products Crossbow Report Killer Instinct Vital X 430 Elite Gear Report HHA Sports Tetra RYZ X3 Mover Sight Gear Report 30-06 Outdoors Crossbow Sighting Target Gear Report Dead Ringer The Just Nasty 2.0 Broadhead Gear Report FirstString Classic Series Bowstrings Bow Report Obsession Bows X6 Gear Report Power-Stop Targets My First Target Hard-Hitting 2024 Arrows & Bolts By Patrick Meitin 130 36 94 28 70 138

8 INSIDE ARCHERY JANUARY 2024 50 10 22 14 16 148 130 96 28 50 68 INSIDE ARCHERY JANUARY 2024 | VOLUME 27 | NUMBER 1 132 insidearchery.comOnline Exclusives Fresh content daily on social media! WebXtras: • Gear Reports: AXCEL Archery Landslyde Tactical Sight, Pro-Tracker Friction Grip Inserts, Pnuma Outdoors CAZA OV Camo Pattern, HHA Sports Tetra RYZ X3 Mover Sight, 30-06 Outdoors Crossbow Sighting Target, Dead Ringer The Just Nasty 2.0 Broadhead, FirstString Classic Series Bowstrings, Power Stop Targets My First Target. • Bow Report: Obsession Bows X6. • Crossbow Report: Killer Instinct Vital X 430 Elite.. Inside Archery Digital Edition Now Inside Archery can be delivered to your door, viewed on your computer, AND on your smartphone or tablet insidearchery.com/digital Three Worthwhile Bowhunting Goals For 2024 How to Use the Off-Season to Create More Productive Whitetail Hunting Three Component Upgrades to Make Old Bows Shoot Better 66 50 Inside the Industry Inside Track | An ATA Battle Plan Your ATA Insights | Setting Standards Inside Retailing | The Rusty Buck Industry News The latest on news, events, and people in the archery industry. ATA Action Everything you need to know about the 2024 ATA Show. Leading Manufacturer Odin’s Innovations Leading Innovator CamoSpace Archery Manufacturers & Industry Services A comprehensive listing of manufacturers, organizations, and service providers in the industry. Pro Shop Essentials Bonehead Outfitters Industry 5Q Five Questions with James McGovern of Rinehart Targets. 136 48

INSIDE ARCHERY JANUARY 2024 An ATA Battle Plan t’s amusing to recall that I once spent the entirety of the ATA Show’s opening day collecting brochures from every single booth. These were hauled home and filed in a large filing cabinet—my information trove for the year. With this single-minded task completed I could then fully enjoy the Show. Amusing only because it’s difficult to imagine the logistics of this at a current ATA Show. There just wouldn’t be enough time in a day— much less an entire show—to physically collect the information needed for an entire year during one of today’s much larger events. Today there are seemingly endless business meetings, aside from the fact I simply know a lot more people than those early days. Simply getting from one end of the Show floor to another can prove challenging, given all the old friends I’ll run into on the way. This causes me to reluctantly cut conversations short with a promise to return at the first opportunity. Every year requires a higher degree of organization to get the most out of every Show. Aside from the first-day info-gathering campaign, I once spent a lot more time hanging out sharing hunting stories. Now, it seems, every hour of the Show is tightly scheduled. I can only imagine what the Show must be like for mom-and-pop pro shop owners. It costs serious money to attend these events today, and we are all there to make money. And as the old saying goes, time is money. For me, ATA Show preparations begin weeks in advance. I have my meeting schedule, of course. Those are tediously plotted on my “Master List,” hour by hour. Those meetings can easily consume my first day from start to finish. Any gaps available are used to visit friends and acquaintances. That constitutes my first day on the Show floor. I also compile lists of specific companies I want to visit and new products I wish to handle. These are usually leaders in the industry that can be counted on to release something interesting or innovative. Too, I’ve usually already written about most products before the show, but feel the need to investigate further. That is my second day. I spend most of the last day wandering, seeking new companies and products I’ve missed, like the old days, and shooting as many new bow models as possible in the demonstration areas. ATA’s new vendors section becomes a must-see, as I have discovered many intriguing companies and products by doing so. Actually shooting the newest bow models, while chatting up the company reps, really is the best way to gain insight into what makes new bow models special. All the while I steal time to visit old friends and thank the people who have helped me get my work done throughout the previous year. This is perhaps the most important aspect of in-person shows. But even this requires organization, lists and carefully formulated schedules. My, how times have changed… Patrick Meitin, Executive Editor I INSIDE THE INDUSTRY INSIDE TRACK

12 INSIDE ARCHERY JANUARY 2024 Inside Archery® is a publication of Apollo Creative Inc Printed in the USA. Publisher Apollo Creative Inc Executive Editor Patrick Meitin • [email protected] Associate Editor Michaelean Pike • [email protected] Contributors Cassie Gasaway | Michaelean Pike | Kurt Smith Sales & Marketing Director Stephen Mack • [email protected] (814) 341-9313 Design & Production ER Graphics / Ed Rother • [email protected] Graphic Designer Tara Bondar Social Media Manager Jason Ashe Video Editor Marc Balistreri Account Manager Pam Ludlam • [email protected] Subscription Services & Change of Address: Inside Archery® Circulation Department Inside Archery, PO Box 986, Levittown, PA 19055-9998 Phone: (844) 862-9286 • Fax: (888) 965-9961 [email protected] Publication Office Inside Archery® / Apollo Creative Inc P.O. Box 15827, Colorado Springs, CO 80935 Phone: (719) 495-9999 • www.InsideArchery.com Inside Archery founded in 1998 by Bill and Sherry Krenz Inside Archery® Copyright © 2024 Apollo Crreative 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 Apollo Creative 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: Apollo Creative Inc and Inside Archery® magazine 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 selfaddressed envelope with sufficient postage. No contract, agreement, term or condition provided by any contributor shall be binding on Apollo Creative 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. Apollo Creative Inc uses reasonable efforts to include accurate and up-todate 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. Apollo Creative 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. Apollo Creative 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.

14 INSIDE ARCHERY JANUARY 2024 Setting Standards ach time another group of technicians successfully completes the ATA Bow Technician Certification program, I learn something new. Looking for these learning opportunities not only helps us improve the program, but also gives insights into how successful technicians are able to serve customers with a consistently positive experience and train new employees in an efficient manner. While the ATA has set standards for our certification program, it’s just as important for your shop to set standards that all technicians follow. This ensures customers recognize your entire shop as one with highly trained and efficient technicians, not just one or two people. Maintain Your Signature ■ Everyone puts their own unique spin on common technician’s tasks. In fact, when conducting the practical assessment for our certification, instructors look for methods that achieve the desired outcome, even if the technician arrives at that outcome in a slightly different fashion from what is covered in our online course. The reason? There are many correct ways to do most bow work. Having your own “signature” for the way you tie in a peep sight or install a drop-away rest cord is a good thing. It allows your technicians and customers to recognize work that was done in your shop, even without an invoice or record of the service. Having said that, INSIDE THE INDUSTRY YOUR ATA INSIGHTS E BY KURT SMITH, COURTESY OF THE ATA if you have more than one or two technicians who work on bows, you probably need to discuss standardizing methods to make sure customers are getting a great final product and that you won’t be left questioning whether a bow setup was completed in your store. Step-by-Step ■ What process does your shop follow to set up a new bow? Or to do a string and cable replacement? You might know it like the back of your hand, but if it’s not written down and displayed in your work areas, your staff might be susceptible to making unnecessary mistakes. We include a sequential list of common tasks in our Bow Technician Certification online course for this reason. While some tasks can be done in any order, for others, it is imperative that a proper order of operations is followed. For instance, setting the timing on a dropaway rest before the bow is set to the proper draw length is an oversight that isn’t easily noticed but could be catastrophic if a customer sends an arrow into their brandnew rest on the first shot. When things are slow, these types of oversights may be easily avoided, but when the store is busy and bows are piling up for service, having a checklist could save some serious headaches. Pass It On ■ Experienced techs can usually look at a bow and quickly determine if the center-shot and nock height are correct (or very close at least). But how long did it take the technician to acquire that skill? And how often do they get it exactly right? Through our development of the ATA Bow Technician Certification, we came to realize that while those subjective methods can be effective, they are extremely difficult to teach. For the sake of consistency, and the ability to efficiently train new technicians, consider using methods with concrete points of reference, like measuring off the riser to set centershot and a bow square or levels to set nock height. Having these consistent reference points doesn’t mean adjustments won’t be made in the tuning process, but they will help all technicians have a consistent starting point, which should lead to more efficient work. As an added bonus, having customers see you setting up their equipment with precise measurements and methods gives them increased confidence in the value of your work. Training and continuing education are vital to the success of your archery pro shop. And so is the ability to share knowledge among everyone working behind the bow counter, so customers know they will get the same great service no matter who handles their equipment. Having consistent methods, following set procedures, and using measurable reference points will let them know you take your technician services seriously. Becoming an ATA Certified Bow Technician is a great way to start establishing this culture in your pro shop. Visit our website at archerytrade.org or better yet, come see us in the ATA Programs & Services area at the 2024 ATA Show to learn more and get signed up. You can also contact me at kurtsmith@ archerytrade.org. IA

Kinsey’s is the leading distributor to the archery and outdoors industry. Carrying items from your favorite brands, in-stock and ready-to-ship, the well-established company offers domestic and international retailers a wide array of products and services. Kinsey’s also owns innovative consumer brands including Alpine Archery, BlackHeart, Fin-Finder, Elevation, and October Mountain Products. For more information, please visit KinseysInc.com Presented by INSIDE THE INDUSTRY INSIDE RETAILING 16 INSIDE ARCHERY JANUARY 2024 Successfully Expanding Your Business hunting and outdoorsmen in Southeastern Indiana. Southeastern Indiana has a lot of rural country that may only span 20 to 60 miles apart as a crow flies, but that can take hours to travel due to no major interstates. In order to reach more customers, there needed to be two locations. This is why we decided to add the second store in Batesville. Inside Archery: What are the pros and cons of expanding an existing business by adding a second location? Nobbe: The pros are reaching more customers, and having higher annual income, which allows The Rusty Buck to be in buying groups that improves the overall margin, sharing inventory with both stores in order to supply customers quicker with their demands. The cons are having to have enough staff for both stores, all overhead costs were unable to rent. So, with Aaron’s hobby and passion of hunting, he decided to start a hunting and outdoors store. On April 9, 2020, at 10 p.m., the store was destroyed by a tornado. Aaron and Becky received a phone call that The Rusty Buck’s roof was laying in the parking lot. Twenty to 30 local Versailles citizens gathered in the parking lot at midnight to help salvage as much inventory as possible. Aaron and Becky had serious discussions about closing due to all the damage and lost merchandise. However, they decided to go all in and rebuild the store even better than it began. In February 2023 Aaron and Becky decided to buy another building in Batesville, Indiana, and open a second The Rusty Buck location. Inside Archery: What threshold do you believe must be reached to consider opening a second location, as opposed to simply expanding on an existing location or moving into a larger building? Nobbe: We decided to start a second store versus expanding on our existing location to reach a larger population of ■ Headquarters: Versailles, IN, with a second location in Batesville, IN ■ Owners: Aaron and Becky Nobbe ■ Years in Business: 5 years, 10 months ■ Square footage, store floor: Store One - 5,400; Store Two - 6,400 ■ Square footage, shooting lanes: 600 in each store ■ Total business square footage: Store One - 6,000; Store Two - 7,000 ■ Staffing: Full-time: 6. Part-time: 8 ■ Bow Lines: Mathews, Mission, Elite, Bowtech, PSE, Bear, Darton and Athens ■ Arrow Lines: GoldTip, Victory, Easton ■ Crossbow Lines: TenPoint, Ravin, PSE ■ Inside Numbers: Estimated annual revenues: $2,500,000. Percentage (estimate) of store’s revenue generated by bowhunting: 45%; by target and recreational archery: 5%. ■ Store History: The Rusty Buck was established in February 2018. Aaron and Becky owned a strip mall in Versailles, Indiana, and found themselves with 6,000 square feet of space they Store Profile Retailing Q & A The Rusty Buck The Rusty Buck overcame adversity by not only rebuilding their Versailles location (right) after a tornado, but by also opeining a new location in Batesville (below). Continued on Page 18

INSIDE THE INDUSTRY INSIDE RETAILING 18 INSIDE ARCHERY JANUARY 2024 to have two buildings, and supplying both stores with enough merchandise, Inside Archery: How difficult was it to find knowledgeable and dependable staff to operate a second location, and how did you go about this? Nobbe: We can’t say enough about the great staff that we have. We would not be able to do any of this without them. Aaron owned a construction business that he sold in January of 2023 and knew people that shared the same passion as him and who helped us open the second location. One of Aaron’s employees from his construction company became the manager of the second location and Becky quit her full time job to start helping manage both stores. Several family members and guys that share the hunting passion also came on board. Inside Archery: Is it feasible to open a second store in the same city, given enough population, or is it best to launch a new store in a neighboring town? Nobbe: Geographically our stores are 30 minutes apart, which gives us enough population for two stores Inside Archery: From a management standpoint, what logistical difficulties have been encountered by opening a second location? Nobbe: Our second location is closer The Rusty Buck owners, Becky and Aaron Nobbe Both Rusty Buck locations cater to all archery needs, including hunitng, traditional, recreational, and crossbows. The Rusty Buck offers a wide selection of outdoor and hunting merchandise, be it for firearms, archery, or fishing. to another archery retail store, which doesn’t allow us to carry all the brand names that we carry in our Versailles location. Having two locations also makes it difficult to manage staff, in addition to keeping special orders and inventory organized. Inside Archery: Have you found that you are able to secure better pricing on product due to the increased volume of having two stores, and how has this helped offset the cost of initial start-up of the second location? Nobbe: By having higher volume and higher annual sales you are able to enter into more buy groups, which gives you more benefits and discounts to improve profit margin. By buying larger quantities you also get more things shipped for free. All of these aspects helped with initial start-up. Inside Archery: How do distributors like Kinsey’s help make a two-location business model easier to manage and stock? Nobbe: It is hard to predict what you are going to sell when opening a new store, and places like Kinseys help you figure out what you sold at your first store, therefore helping you figure out and manage what needs to be ordered and stocked in a second location. They also help with special orders. A distributor Continued on Page 20 Continued from Page 16

INSIDE THE INDUSTRY INSIDE RETAILING like Kinseys makes it easier to get your supplies quickly and help with supplyand-demand issues. Inside Archery: How important is it to find and cultivate an assistant or general manager in a two-store business model to help take some of the pressure off of the owner? Nobbe: It is very important to find someone who can serve as an assistant or general manager, because there is a lot to keeping inventory in stock, knowing what you have, as well as having employees scheduled to work in order to keep your doors open. If you do not have a reliable and knowledgeable manager all responsibilities lie on the store owner, which means the owner never gets time away. Inside Archery: What other advice would you offer shop owners who might be considering expanding into a second location? customers as possible at your first location and get good customer opinions on a second location. Also, start looking for good people and hard workers to create your staff well before opening a second location. IA Nobbe: If you expand into a second location make sure you have a great community around you that supports your business and make sure you research all similar businesses nearby to know your competition. Be sure to satisfy as many Archery ranges at both locations are available for all archers young or old, novice to experienced. Continued from Page 18

22 INSIDE ARCHERY JANUARY 2024 In a bold move that amplifies our service offerings and enhances our client experience, we at RubLine Marketing are thrilled to announce our acquisition by the renowned marketing and development firm, ‘corePHP’. Established in 2008, RubLine Marketing has carved a niche for itself as the frontrunner in omni-channel marketing, specializing in branding, social media, influencer campaigns, INSIDE THE INDUSTRY INDUSTRY NEWS photography, videography and graphic design. Our award-winning agency has collaborated with more than 100 industry-leading brands, including Rock Ridge Outdoors, Victory Archery, Tactacam, Scent Crusher, and many more, driving phenomenal long-term results. Hailing from Battle Creek, Michigan, ‘corePHP’ was founded in 2000 by coCEO Steven Pignataro, one of the original co-founders of Joomla!, and his Continued on Page 24 identical twin brother, co-CEO Michael Pignataro. ‘corePHP’ has grown into a full-service software development and digital marketing firm. ‘corePHP’ excels in search engine optimization, web development, app development, and hosting, thereby augmenting the value proposition for existing RubLine clients. This acquisition empowers RubLine Marketing to double its tactical capabilities and human resources capital. We will continue to operate under the same name, preserving our client-centric culture and the leadership of our president and founder, Chase Rohlfsen. “I’ve witnessed RubLine’s evolution from a small, specialized agency to a dominant force in the outdoor industry over the past 15 years. This acquisition is a significant milestone in our journey,” Buck Baits, LLC/DEER CAMP® Coffee Roasting Company & Outfitters Receives Awards Women-owned DEER CAMP® Coffee Roasting Company & Outfitters of Sterling Heights, Michigan, is a made-in-Michigan specialty retail store, café, and coffee roaster where you find outdoor themed products like Buck Baits™ with a unique outdoor themed space and feel. Buck Baits LLC is excited to announce they have executed a licensing agreement for use of trademarks with RNB Ventures, LLC. In May 2023,  DEER CAMP® Mio in Mio, Michigan, was opened, serving in Oscodo County and northern Michigan. The company is a 2023 two-time-in-a-row NBC WDIV Best of Best Consumer Choice Award Winner: COFFEE SHOPS In Metro Detroit, Michigan. In addition, they are a 2023 Northern Michigan Award Winner For Best Coffee In Northern Michigan (Oscodo News). Also in 2023, they were nominated “50 Companies to Watch In Small Business” (MCSBA), and they received United State Congressional Recognition presented by U.S. Representative John James for service To community. | LEARN MORE AT DEERCAMPCOFFEE.COM. ‘corePHP’ Acquires RubLine Marketing BOW SPIDER The ingenious Bow Spider provides a more streamlined, reliable and efficient way to stash a bow when a bowhunter needs their hands free, as well as a means to hang a bow safely and securely from a pack, vehicle seatback, or even a shop wall. Yet while the Bow Spider holds bows reliably, it also leaves them instantly available, whether hung from a belt or on the back of a daypack. A crossbow kit is now also available. David Merrell, Bow Spider owner, says, “Could Bow Spider make more profit by offshoring the manufacturing process? Certainly, but we are committed to made-in-America. Our machining and injection molding are sourced from U.S. suppliers, which costs more money up front, but saves us in long run. This was especially pointed during the pandemic, when we experienced minimal interruptions. By utilizing American suppliers, we support local jobs and companies. Made in America is something we truly believe in.” BOWJAX INC. BowJax has made its mark on archery and bowhunting world by providing some of the most effective bow and crossbow silencing accessories in the business. From taming bowstring strum, to soaking up residual vibrations from limbs, string stops, and risers, BowJax offers a solution for making any bow or crossbow hunting silent, and in a multitude of subtle to colorful options. Stuart D. Wright, owner of BowJax Inc., says, “All of our tooling is made in house and parts are molded on our Arburg Injection Molding Machines from American made elastomers. We have complete control over production from design to manufacturing.”

INSIDE THE INDUSTRY INDUSTRY NEWS said Rohlfsen. “I’m excited to collaborate with the brilliant team at ‘corePHP’ to offer our clients an expanded suite of toptier services to achieve their objectives.” Michael Pignataro said, “RubLine Marketing is not only a perfect complimentary service fit for us but also a cultural fit. The RubLine team has changed how marketing is handled at an agency level by investing themselves into every aspect of their client’s needs and becoming a true extension of that client’s team. We could not be more excited to join forces!” RubLine Marketing is a strategic marketing agency deeply rooted in the outdoors. We assist organizations in designing, developing, and executing marketing plans tailored to achieve specific client outcomes. By blending modern marketing tactics with years of strategic business development, RubLine Marketing offers a unique value proposition to its customers. Whether it’s largescale media planning, brand launch, public relations, expanding a digital and social media presence, supporting retail, creative planning, or graphic design and promotions, RubLine Marketing has the expertise to elevate your company’s marketing efforts. ‘corePHP’ believes in building technology solutions that positively impact lives. They are a people-first company dedicated to exceptional web and technology solutions. Their core values drive them to deliver high-quality work, exceeding client expectations. They prioritize customer satisfaction by listening to unique challenges and goals and providing tailored solutions that meet specific requirements. They specialize in creating solutions through technology that result in the desired positive impact businesses need. | FOR ANY MEDIA OR PRESS INQUIRIES, PLEASE CONTACT INFO@RUBLINEMARKETINGCORP. COM. TO LEARN MORE ABOUT ‘COREPHP’ AND ITS SERVICES, VISIT COREPHP.COM. NASP & S3DA To Raise Funds for St. Jude Children’s Research Hospital Passion for archery and passion to help others are both attributes shared by National Archery in the Schools Program (NASP) and Scholastic 3D Archery (S3DA). These two popular youth archery organizations teamed up in the spring of 2023 to help the children of St. Jude Children’s Research Hospital. NASP and S3DA collaborated on a joint fundraiser during April 2023, giving program participants the Continued from Page 22 Continued on Page 26

INSIDE THE INDUSTRY INDUSTRY NEWS opportunity to help others by donating. Archers in both NASP and S3DA raised a total of $6,544 for the children of St. Jude! As both NASP and S3DA look to the year ahead, another collaborative fundraising commitment is in the works. NASP and S3DA are both grateful for all the participating schools and programs that made 2023 possible. Both organizations are now issuing a challenge to any and all youth shooting sports organizations to get on board and help the kids of St. Jude in the month of January, 2024. NASP President Dr. Tommy Floyd said, “NASP and S3DA are both passionate about introducing students to the lifelong sport of archery. While we do it differently, we both enjoy seeing the sport grow and flourish. We are committed to work together and I cannot think of a better charity for NASP and S3DA archers to support than the kids of St. Jude. I know that in this collaboration and others to come, we can and will do some great work for those in need.” S3DA Executive Director, Holly Helton said, “Archery is indeed a lifelong sport and we believe children introduced to NASP and S3DA at a young age will carry that passion with them throughout their childhoods, eventually transitioning into other archery disciplines, and a love for the outdoors. We’re proud to combine the fundraising efforts of both organizations to help St. Jude continue its research for children all over the world. We can’t wait to see what the 2024 fundraiser garners for the St. Jude Children’s Research Hospital and encourage all S3DA teams to participate and have fun in the process!” There will be no cost for entering the January virtual tournament event, and donations via the tournament website will again be encouraged. Information will soon go out to all NASP and S3DA participants on how to help. Tommy Floyd continued, “NASP and S3DA want to challenge all youth shooting sports organizations to join us and make the St. Jude Children’s Hospital spring fundraiser an annual event. We think this joint effort proves what we already knew, that our people are not only passionate about archery, but they really enjoy helping others that are going through difficult times. We understand the positive power of the shooting sports to help others! We want to show the world what kind of supportive people participate in archery and the shooting sports!” | FOR ANY ORGANIZATION THAT WOULD LIKE TO BECOME INVOLVED PLEASE CONTACT [email protected] OR [email protected]. IA Continued from Page 24

28 INSIDE ARCHERY JANUARY 2024 Everything You Need to Know About the 2024 ATA Show INSIDE THE INDUSTRY ATA ACTION ARCHERY TRADE ASSOCIATION archerytrade.org to get a preview of products at the Show. You can browse tables with products and pamphlets to touch and inspect products before heading to exhibitors’ booths. Attendee Promotions ■ We brought back fan favorites and added new ones! Take advantage of these deals and freebies at the 2024 Show. • Big Buck Tags: Page through this exclusive Show-only coupon book to find giveaways, Show specials, BOGO deals and more ways to save big bucks. • Super Deal Pass: New for 2024! Find Super Deals being offered by participating exhibitors and redeem the one-time-use Super Deal Pass to get the best Super Deal offer. • Goody Bag, sponsored by Trophy Treestands: Pick up your goody bag to get free gifts, product samples, and promotional items from exhibitors. • Free Show T-shirt: The ATA is giving one free T-shirt to each retailer account at the Show. Check your Big Buck Tags coupon book for details. Extra T-shirts are available for purchase. Educational Opportunities ■ The ATA Show is the best place to increase your business knowledge. • Archery Industry Masterclass: Take a free Masterclass session on January 12 and 13 to learn about business, coaching, marketing and archery tech. All masterclass courses are free to attend at the Show and will be available online after the Show for a small fee. • Coffee Talks: Attend Coffee Talks to participate in interactive discussions and gather archery industry-specific intel to help you improve your operation. Coffee Talks are held on the Show floor all three days of the Show. • ATA’s Bow Technician Certification: The ATA launched its Bow Technician Certification course at the 2023 Show. This year, many participants signed up to take their in-person practical assessment at the Show. The slots are full, but you can visit the ATA Programs & Services area to register for the course, sign up for an upcoming assessment opportunity or get more information. • Archery Instructor Certifications: USA Archery Levels 1, 2 and 3 archery instructor certifications are available at the Show, but attendees needed to register in advance. If you’re interested in beK now what’s available at the 2024 ATA Show so you don’t miss a thing! The 2024 ATA Show is finally here! Enjoy every opportunity to connect with old friends, discover new manufacturers, meet with company leaders face to face, get up-to-date product information and capitalize on Show-only specials and deals. The ATA Show only happens once a year so take advantage of everything the Show has to offer. Here’s a quick preview of what to expect so you can make the most of your time in St. Louis. New Products ■ The ATA Show is the best—and only—place to see, touch, examine and test hundreds of archery and bowhunting products in one convenient location. • New Product Launch Showcase: Visit the NPLS located in the Plaza Lobby to see all the new products launching at the Show. These products are new to the market and have never been seen before. • Bonus—Featured Products Showcase: Check out this specific area on the Show floor BY CASSIE GASAWAY Continued on Page 30 UNITING THE INDUSTRY

INSIDE ARCHERY JANUARY 2024 coming a certified archery instructor, head to the ATA Programs & Services area to find an upcoming opportunity. Evening Events ■ Fill your schedule with fun evening events that offer food, drinks, entertainment and networking opportunities. • Outtech Innovations: January 10 from 6 to 9 p.m. in the America’s Center Ballroom. • ATA’s Industry Celebration, presented by Mossy Oak: January 11 from 6 to 9 p.m. in the America’s Center Ballroom. Join your fellow peers for the archery and bowhunting industry’s networking event of the year. Head to the Ballroom to enjoy a free dinner, free drinks and entertainment by country music artist Jon Langston. All you need is your Show badge to enter. While you’re there, you will discover who won an award through ATA’s award program and potentially win a cool raffle prize from an ATA Show exhibitor. • Badlands Film Festival: January 12 from 7 to 10 p.m. in the Ferrara Theatre View the Show Schedule of Events for all Show happenings and specific event dates and times, including booth events and educational sessions. Attendee Planner ■ Use the ATA’s online planner tool to find exhibitors, booth events, the Show floor plan and a schedule of events, including educational sessions and speakers. You can also create a free account to customize your ATA Show experience using the “My Show Planner” feature. Visit ATAShow.com to access the online planner. Click “Attend” in the grey menu bar at the top of the page, and select “Attendee Dashboard” from the dropdown menu to be redirected to the online planner webpage. Save the link and use it on your phone throughout the Show. Other Show Specifics ■ • ATA Programs & Services Area: Head to this special area on the Show floor to talk to ATA staff, buy something from the ATA store and discover ATA-member benefits and programs to improve your business. • Shooting Lanes: Touch, feel and test drive one of the many bows, or targets and arrows, in the shooting lanes located on the Show floor perimeter. Companies reserve shooting lanes and each brand has a representative available to share product specs and answer questions. • Buyer Group Shows: ARRO members can attend the ARRO Hot Show on Tuesday, January 9, from 10 a.m. to 5 p.m. in Rooms 100 to 105. NABA and NBS members can attend the Archery & Outdoor Alliance event on Thursday, January 11, from 8:30 a.m. to 6 p.m. in Rooms 100 to 105. Need Assistance? ■ If you have questions or need help with anything while you’re in St. Louis, please visit a registration desk or the ATA Programs & Services area on the Show floor to talk to an ATA staff member. We hope you have a positive and productive 2024 ATA Show! IA Continued from Page 28 INSIDE THE INDUSTRY ATA ACTION

32 INSIDE ARCHERY JANUARY 2024 PEOPLE Power Participation Theof 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 15827, Colorado Springs, CO 80935. Crystal Merrell • Wyoming Pronghorn Office Manager/Customer Service Specialist, Bow Spider Bow: Mission Archery Menac Arrow: Easton Broadhead: Muzzy Patrick Meitin • Idaho Rocky Mountain Elk Executive Editor, Inside Archery Bow: PSE Archery Mach 34 Arrow: Victory Archery VAP-TKO Broadhead: Helix FJ4 Chad Rice • Tennessee Whitetail Owner/Founder, CRUZR SADDLES Bow: Elite Archery Era Broadhead: G5 MegaMeat Sight: Black Gold Pro Hunter Rest: Hamskea Epsilon Other: CRÜZR Solution Stick, Escape Pack, Mini-Seeker and Saddle Model CRÜZR XC. Sight: TRUGLO Carbon-Hybrid Rest: QAD Integrate Release: Scott Archery Talon Sight: TRUGLO Arrow Rest: Ripcord Stabilizer: LimbSaver Jonathan Clark • Missouri Whitetail Media/Marketing Director Last Chance Archery Bow: Mathews Phase4 33 Arrow: Black Eagle Rampage Broadhead: Sevr 1.5-inch Titanium Sight: AXCEL AccuTouch Other: Last Chance Archery Tuning Tools

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36 INSIDE ARCHERY JANUARY 2024 The Outdoor Group has an impressive family of brands, including Elite Archery, Scott Archery, Custom Bow Equipment (CBE) and Slick Trick. And in 2023, the company added a new brand to its lineup: Altra Arrows. Like the other brands under The Outdoor Group umbrella, Altra Arrows prides itself on producing premium products that inspire confidence in consumers and deliver exceptional margins for dealers. Thanks to sophisticated engineering processes, ground-breaking technology and exciting new partnerships, Altra has made quite the splash already. And they’re just getting started. A Brand Three Years in the Making To outsiders, Altra Arrows might seem to have appeared overnight, but it took The Outdoor Group nearly three years to develop products and processes that satisfied their quality requirements. The push to get into arrows actually came from the company’s customers. “This was something that customers brought up with us,” said Josh Sidebottom, chief operating officer of The Outdoor Group. “People said, ‘You guys have everything, but you don’t have arrows. Have you ever thought about doing arrows?’ We heard that over and over again. We want to continue to grow, and we felt like there was an opportunity in this market to deliver a quality product that had some features and benefits that not everyone had available. It was a good fit with our existing brands.” As with all of The Outdoor Group’s brands, Altra Arrows began with intensive engineering, a commitment to developing purposeful technology and the goal of offering products that better serve the needs of both consumers and dealers. “Any time we take on a project like this, it starts out with a discovery phase,” Sidebottom said. “We ask ourselves, ‘What’s the feasibility of doing this? What do the margins look like? What are the challenges?’ BY MICHAELEAN PIKE

37 JANUARY 2024 INSIDEARCHERY.COM

38 INSIDE ARCHERY JANUARY 2024 We just kept crossing those benchmarks and continued to push forward. It really fit with our product assortment and was a good fit with our dealer channel business.” Once the decision to establish Altra was made, the engineering team dove into the process of creating arrows that lived up to their standards. “The biggest part was getting the arrows where we wanted them from a quality, reliability and consistency standpoint,” Sidebottom explained. “We went through multiple iterations of what we call pilot runs, where we test and approve samples—then we see if we could accomplish the same consistency with 3,000 shafts. If we couldn’t, we’d go back to the drawing board until we were confident in the quality. We went through that iterative process multiple times over that three-year period until we got arrows that were of the standard we wanted to set for Altra.” The Altra team is confident that they hit the mark. “In the process of developing this arrow brand, one of the first things we did was benchmark competitors’ products,” Sidebottom said. “In order to know how to make a better product, we had to know how good our competitors’ products are. The results of that varied across brands, and there were definitely some surprising results. We feel confident that you’re going to get a more consistent arrow from Altra than from many of the competitors out there. The straightness is a big one. We feel as though some people may not be providing the specifications that they’re advertising. We’re committed to accurate and transparent marketing when it comes to our arrows. We’re proud that the feedback we’ve received from our dealers reflects this. “Within each arrow model, we have two straightness classifications: our Limited and our Premier. Our Premier is a .001-inch straightness arrow and our Limited is .003. And many of our dealers have already commented that the Limited arrows are straighter than most of

JANUARY 2024 INSIDEARCHERY.COM 39 the .001 they have from other manufacturers. We pride ourselves on delivering a quality product that is what we say it is.” Innovative Technology “One of the challenges people see with arrows on the market is the variation from batch to batch, even arrow to arrow within the pack,” Sidebottom said. “We wanted to eliminate as much of that as we could with Altra. All of our arrows are weight-sorted within a grain in the pack. We also hold the spine very consistent, which is much easier to accomplish with Altra’s NO SPINE technology.” That NO SPINE technology is a big reason for the consistency and accuracy of the brand’s arrows. “Obviously every arrow has spine deflection, which is how stiff the arrow is,” Daniel Karcher, product manager for The Outdoor Group, explained. “But every arrow also has a spine that runs down the axis, which is the stiff point of the arrow. Our manufacturing processes have essentially allowed us to eliminate that stiff axis of the arrow. And what that does is it makes a much more consistent arrow group.” “What you generally see on some arrows is you check the spine measurement and you may get variation across the diameter of the arrow as you rotate it,” Sidebottom said. “Why is that important? It would almost be like trying to sight in your bow with one 300 spine arrow and one 350 spine arrow. It’s going to be really challenging. The arrows are going to tune differently, and they’re going to have a different point of impact. To some people, that may feel like they’re just not a very consistent shooter. That may be the case, or maybe the equipment is letting you down. When you get a pack of Altra arrows, those shooters might see a significant improvement in their groups and not know why. It’s related to the consistency of the arrows they’re shooting.” That feat is the result of Altra’s attention to detail in developing better manufacturing processes.

40 INSIDE ARCHERY JANUARY 2024 “Imagine you took a piece of paper and you rolled it up into a tube,” Sidebottom said. “The two ends of that piece of paper are going to create a thicker part of the tube. Through the process of finishing our arrows, we eliminate those thicker sections to create a more uniform cross-section throughout the whole arrow. It’s all about working with the manufacturing process to eliminate it as much as possible. “What we’ve targeted with Altra is consistency across the arrows and within the brand. To the end consumer, it will be an arrow that just shoots better than what they shot before. They may not know why, but it may be a combination of factors: the weight consistency, the spine consistency, the fit of the components. All of those things add up to a more repeatable shot. It’s one thing if you’re shooting the same arrow over and over again. But you may have a dozen and you want them all to hit the same point. The steps in our process that we take to create that consistency in a pack of arrows you’re buying from Altra should elevate your performance. I’m sure some people who are dealers and high-end shooters take four dozen arrows and go through them to do the sorting themselves. They come up with the 12 most consistent arrows out of the four dozen. You shouldn’t have to do that as a consumer to get the best performance. We wanted to take that out of the hands of the consumer and dealer and deliver that to them when they buy a pack of Altra arrows.” Getting the Details Right Many companies have great arrow shafts. At Altra, the team wanted to ensure that everything about the arrows met their demands. “It’s like our tagline says: We’re the Pinnacle of Precision and Performance,” said Karcher. “We set out to accomplish this level of quality with all of our brands, and it is instrumental that Altra follows suit. Our goal was to produce a premium arrow brand, and I think we are doing a great job of that, not only with the arrows, but the components as well. There are other brands in the segment that have great arrows, but they fall a little short on the components. We wanted to improve upon that.” That meant bringing same engineering tenacity to a line of anodized aluminum and polished steel components. “One of the arrows that we offer is a 166, which a .166 diameter,” Sidebottom said. “It’s similar to a 4mm. It’s a popular micro-diameter arrow size for hunting and target shooting. One of the challenges with that is the outsert system. We spent a lot of time developing our A.R.C.O.S. system, which stands for Altra Reinforced Concentric Outsert System. The arrow is so small that your components and your point have to be out in front of the arrow shaft because there’s not enough room

41 JANUARY 2024 INSIDEARCHERY.COM in the inside diameter of the arrow to fit a standard broadhead thread. One of the challenges with that kind of system is—depending on how you approach it— you create a weak point. If you just do an outsert, the shaft becomes the weak point. If you do an insert, you could potentially split the shaft in a hard contact. We wanted to develop a system that prevents that, that protects the arrow shaft and keeps it together during any hard impact. “The A.R.C.O.S. is a three-piece system. There’s an insert that’s going into the shaft. There’s an outsert that screws onto the insert, which captures the end of the shaft. And we also have an O-ring in-between that helps tighten everything up as you tighten the outsert on. You screw your broadhead or field point into the outsert. So that gives us structural integrity on the inside of the shaft and the outside of the shaft, and creates a very durable system of components. “Other arrow companies offer multiple-piece component systems as well. A lot of them sell it as an upgradeable item for their micro-diameter shaft. Their shafts may come with an outsert system—a one-piece—but then you can buy the other one in addition. All of ours come with that system. So if you buy any 166 arrows from Altra, you’re getting the A.R.C.O.S. with those shafts.” The Right Lineup Developing the technology and establishing the manufacturing processes were just the first steps in preparing to launch Altra. Next came carefully selecting the right mix of products. “We wanted to come to market at full steam and not just have one arrow SKU or one arrow size with multiple spines,” said Karcher. “We wanted to have a full spectrum and be able to offer product to 95 percent of what the market currently needs and shoots. That was the goal with the initial launch.” Meet the Altra Centrum line of arrows, which offers, as mentioned before, two straightness ratings: the Limited and the Premier. “For arrow sizes, we have our micro-

42 INSIDE ARCHERY JANUARY 2024 diameter .166, we have our standard diameter .246, and then have a 23 and a 27 target 3D arrow,” Karcher said. “And we also offer a full spectrum of components, from inserts, outserts, glue-in points, nock bushings and nocks, both standard-sized and micro nocks. We’ve included Q2i RAPT-X vanes as our vane of choice.” “There’s a large barrier to entry in the arrow market from a SKU complexity standpoint,” said Sidebottom. “There are a lot of SKUs to develop and get right before you go to market. We weren’t looking to be a boutique arrow company that has a single SKU or a single arrow. We want to be a full-service arrow company for our dealers and consumers. It meant multiple sizes of hunting shafts and spines and component offerings, from target points to inserts to nocks and an adjustable arrow weight system. We want to serve target archers as well. For them, we have two arrow sizes and four SKUs of target arrows, and those also need a variety of components.” “We’re looking to expand in 2024,” said Karcher. “We’ll be adding arrow sizes to the Centrum line. We plan on adding a .204 diameter and a target/3D size. We’ll also be adding a new line of arrows that will be more entry level that will be .006 straightness.” The response from the industry has been incredibly positive. “Dealers were excited to see something new on the market with some new technologies, like the NO SPINE technology,” Karcher said. “We had a great launch. We’ve got a dealer base established with our other brands, so it’s been organic growth initially to get our product in the marketplace. We’ve seen a lot of growth.” “We’re extremely pleased with how Altra has been received to date,” Sidebottom said. “We have a great relationship with our dealer network from our existing brands under The Outdoor Group, so that’s definitely given us an advantage in initial placement and getting some arrows to the dealers. The

JANUARY 2024 INSIDEARCHERY.COM 43 feedback has been great across the board. People love the consistency and the quality. That sets a good foundation for the brand. Going into buy group season and show season, we’ll have a chance to get in front of other dealers that aren’t currently a part of The Outdoor Group network and show them what we have to offer.” Taking Care of Dealers For the Altra team, ensuring the profitability of their products for their dealers is every bit as important as delivering a consistent, accurate arrow to the consumer. “Margins are obviously a big driver in the minds of all dealers,” Sidebottom said. “We want to offer industry-leading margins in the arrow category to our dealers. I think that will become very apparent when they see our programs and how they’re structured. If a dealer isn’t carrying any of the other brands and they want to be an Altra dealer, that’s fine. There are additional benefits to Altra dealers who are core Outdoor Group dealers, but even without them, they’ll still get margins better than what they’re getting from anyone else. “For our Outdoor Group dealers buying across the brands, one of the huge benefits we offer is we’re a one-stop shop. For those that are already buying Scott, Slick Trick and CBE from us, it’s a lot easier to get their arrows added on to that program or that order at the same time versus having to go through a different rep or a different group. Dealers can also save on shipping. For a core dealer, it’s pretty easy to get free shipping across the brands from us. Then it all comes in one box. You need some arrows, some releases, some broadheads—it’s all coming from one facility and shipping to their door.” Dealers can also depend on Altra to create demand for their arrows. “We believe when they see the investment we’re making with marketing for this brand, it’s going to bring attention to it. There are going to be consumers

44 INSIDE ARCHERY JANUARY 2024 asking for these arrows, and we’re committed to driving consumers toward this brand. Then when they see the margins they can get by selling the product, it makes it a no-brainer to bring it into the store.” Bringing Levi Morgan Onboard Choosing the right influencers can make a huge difference for a brand, especially a new one. And there are no influencers more right for an arrow company than Levi Morgan. After all, he’s won 13 Shooter of the Year awards, 16 World Championships and more than 78 national titles. “When we initially started our process of who we were interested in, we weren’t sure if it would be possible, or if he’d be interested in leaving a legacy brand. But the more we discussed it, the more it became a reality. We believe his partnership will provide a big boost for Altra, not only in sales but in consumer confidence in the brand as well.” “It’s definitely a big validation of the brand,” Sidebottom said. “Obviously, Levi hunts and shoots target archery for a living. He’s not going to do that with a product that he doesn’t feel confident in and he doesn’t feel he can win with. There are a lot of eyeballs on Levi and the content he’s producing. It’s a big and worthwhile investment to Altra to bring him onboard and partner with him, so it shows our commitment to it. We’ve entered into a long term commitment because we have big plans for growing Altra. The eyeballs on him will definitely help get the brand in front of people. Hopefully he goes out and wins a bunch of tournaments with them. He’s not going to do this if he doesn’t think he can be successful with it, and that’s a big deal for us. Morgan is switching to Altra after 18 years with another arrow brand.” “I’m thankful for the time and relationships with my previous arrow brand, but one thing I’ve learned in

JANUARY 2024 INSIDEARCHERY.COM 45 this game is when it’s time to adjust,” Morgan said. “I have to shoot the best, or there’s no point in doing it. I really feel like this is where I need to be.” Morgan plans to shoot the Centrum Premier 166 for hunting and the Centrum Premier 27 for target archery. “I really like the energy with the team here at Altra,” he said. “Being an already great arrow system, I know that there will be an extreme dedication to excellence all the way around. “Every product in my arsenal must demonstrate the ability to perform when it matters most—every single time. Whether I’m shooting for the top podium spot, or settling my pin on the hunt, that arrow must fly true and I am confident that Altra arrows will perform at the highest level. I am blown away by the ease of tuning each arrow out of the box, and have marked consistency in all of my setups, from indoor to 3-D and my hunting rig. I can’t wait to put this growing system to the test in 2024.” Other Big Names Levi Morgan isn’t the only big-name archer switching to Altra arrows. Among a large talent pool, Darrin Christenberry, who also has an impressive tournament archery resume, will be shooting Altra arrows in 2024 as well. “After years shooting the same brand with success, I felt a great level of curiosity,” he said. “Could there be something as good or better? Having a chance to be a part of a company from its inception is pretty cool. Altra is fresh and new, but I feel like the sky is the limit with this brand.” Christenberry shoots the Centrum Premier 246 for hunting. For indoor and ASA, he chose the Centrum Premier 27, while for IBO he’s planning on using the Centrum Premier 23. He’s also excited about the plans Altra has for future growth. “The current plan is to have around 215 SKUs by mid-2024,” he said. “New sizes, new spines, new components— we are constantly evaluating the arrow market and will continue to bring new products that appeal to the entire consumer base.” Looking Ahead Although the Altra team is thrilled by the brand’s initial reception, they’re not slowing down in the slightest. The company has big plans for the future, and fortunately it has exceptional employees behind it that are passionate about archery. “That’s critical,” said Sidebottom. “Everyone who’s touched this project along the way falls into that category. Imagine taking a mechanical engineer right out of school that doesn’t have any archery experience and saying, ‘Hey, let’s create an arrow brand.’ They’re going to have to learn all the things that an experienced archer already understands. You’re so much further ahead with someone who can take a sample, put it on their bow, shoot it and figure out immediately what’s good and what’s not good about the product. Understanding what the consumer wants, what the consumer’s looking for. Daniel has been in the industry for a long time and has a great feel for what the consumer wants and what they’re looking for. That, combined with our engineering resources— who are all avid archers—ensures everyone’s on the same page when it comes to our goals for the project. We encourage

46 INSIDE ARCHERY JANUARY 2024 all of our employees to be as involved in archery as they can be. From a product development standpoint, it’s critical to what we do.” Sidebottom credits the brand’s success to the hard work of the engineering team, led by Karcher, Product Development Engineer Dustin Nickerson and Director of Operations Tommy Gomez. “Our whole engineering team had a hand in it,” he said. “When we would get a pilot run completed, they’d all be in the lab measuring. We’d measure every single arrow—thousands of arrows, every specification—and documented it. Our engineering team was really driving the process.” In addition to new products, the company also opted to offer an impressive contingency program. “To show how committed we are to Altra, we are offering what I would say is an industry-leading contingency program going into the 2024 season,” said Sidebottom. “We’re offering a $5,000 contingency for the Vegas Shoot, which I believe is multiple times higher than any of the competitors are going to offer. Across the board, from amateur to professional, we’re going to have contingency programs set up. There will be more information on our website on how to sign up for the contingency program, but right out of the gate we’re putting our money where our mouth is. We’ll have that available for all the tournaments starting in 2024. So, from the Lancaster Shoot and on through the ASAs and IBOs and everything else. You’ll also see us at the TAC events as well.” Through it all, Altra will continue to offer the kinds of products and programs you would expect from The Outdoor Group. “We’re offering a product that we’re going to stand behind and promote for dealers to grow their business,” said Sidebottom. “It’s definitely worth them taking a look and seeing what kind of margins they can gain and the power behind this brand.” IA