www.insidearchery.com APRIL 2024 ®
4 INSIDE ARCHERY APRIL 2024 24 42 10 52 56 40 INSIDE ARCHERY (Volume 27, #3) 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 APRIL 2024 | VOLUME 27 | NUMBER 3 24 52 36 66 People Headhunter Bow Strings Solving Problems By Michaelean Pike Kinsey’s 2024 Dealer Show Review Market Trends New & Notable Archery products with strong sales potential Gear Report Rothco x Bear Archery Collection 2024 Crossbows Your Customers Want The crossbow market continues to evolve, prompting increased interest and continued sales. By Patrick Meitin 2024’s Cutting-Edge Broadheads No matter what style of broadhead your customer is looking for, 2024 has them covered. By Patrick Meitin 42 56
6 INSIDE ARCHERY APRIL 2024 50 14 8 12 66 20 36 INSIDE ARCHERY APRIL 2024 | VOLUME 27 | NUMBER 3 ■ Bow / Crossbow / Gear Report WebXtras ■ insidearchery.com online exclusives ■ Weekly newsfeed of archery news from around the industry We are a new and improved resource for archery news, new gear and more, launching every Friday online and as an E-newsletter. ■ Visit archerynewsfeed.com and contact [email protected] to have content included in Archery Newsfeed. ■ Subscribe for FREE to recieve Archery Newsfeed at insidearchery.com/enews. Smoking-Hot Summertime Hog-Hunting Success The Rally: Celebrating 25 Years of Bowtech and Its Community How To Prepare For a Canadian Black Bear Hunt Start Now For A Successful Rocky Mountain Elk Hunt This September 52 10 Inside the Industry Inside Track Here Come the Millennials Your ATA Insights Selling the Experience Inside Retailing Bow & Reels ATA Action 7 Reasons to Become a Certified Bow Technician Leading Archery Manufacturer Frequently Asked Questions with BIGshot & Delta McKenzie Targets Industry 5Q Five Questions with Jake Walsh from Rutt’s Mini Mounts insidearchery.com 56 40
8 INSIDE ARCHERY APRIL 2024 Here Come the Millennials illennials—born between 1981 and 1996 and becoming the largest generation in the U.S. as of 2023—are now a significant driving force in consumer spending. This reality will only expand as Millennials progress in their careers. Millennials are different from Boomers, not only transforming advertising approaches but responsible for the decline of many business models. In general, Millennials are financially stressed, hit with the 2008 financial crisis just as they were leaving college, many are saddled with student-loan debt and dealing with the increasing cost of living that has soured them to traditional financial systems. While Millennials still spend money, they do not spend it in the same areas as previous generations—their priorities are made largely of experiences versus tangible property. They will spend thousands to see the latest pop sensation or take a vacation, for instance, while claiming they cannot afford a vehicle. The average age of today’s archery/bowhunting customer sits somewhere in the mid-50s, but business success in the years ahead will require adjusting business strategies to appeal to the new Millennial demographic. Online shopping is one challenge, and a major one. A recent study shows that 58 percent of Millennials shop online (versus 52 percent of Gen-Z, 51 percent of Gen-X, and 45 percent of Boomers). Overall, Millennials are less likely to start a family, are not purchasing property, and are less likely to leave their homes to purchase everyday items. This is why many local grocery stores have created pickup spaces and DoorDash orders. It is easy to joke that Millennials are inherently lazy, but the fact remains that they demand more convenience and flexibility. Businesses that will survive are those willing to pivot in their ability to attract and cater to these new attitudes. Millennials will spend money on luxury items they deem important—just look what they are willing to spend on trendy sneakers or the latest smartphone technology—but you must convince them of that importance, while ultimately providing convenience. Millennials are certainly not opposed to brick-and-mortar outlets, but they will only do so when their desires are satisfied. This means prioritizing convenience, personalization, and experiences in tandem with amenable price points. Like Boomers before them, Millennials now drive spending and culture, like it or not. Stereotypes are often rooted in reality, and in general, Millennials prefer to do things in groups, and seem less adventurous than previous generations—meaning they do not like to learn through trial and error. They want to be shown how to do things or have things wrapped up and handed to them with minimal effort. These are only basic statistics and personal observations (from observing a couple of Millennial step kids). I do not claim to have any definitive answers. Yet these are important aspects to keep in mind while engaging with 28 to 43-year-olds, which will become increasingly important to doing business in the next decade. Patrick Meitin, Executive Editor M INSIDE THE INDUSTRY INSIDE TRACK 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.
10 INSIDE ARCHERY APRIL 2024 MARKET TRENDS NEW & NOTABLE Trophy Ridge SWFT Duo T he SWFT Duo side-mount mover sight from Trophy Ridge is what the company labels a refined sight for the discerning archer. This double-pin sight merges classic craftsmanship with modern innovation, delivering unmatched precision on demand. Its tool-less micro click adjustments, adaptable click light, and impressive 20- to 100-yard capabilities give archers and bowhunters incredible versatility to meet any shooting challenge. This sight is crafted from magnesium and aluminum to make it both agile and stout. It holds dual vertical aiming points, each individually adjustable, a side adjustment wheel with lock, and adjustable yardage pointer for pin-point dialing to any range. Learn more at trophyridge.com. Morrell Yellow Jacket MOD Pro T he new Yellow Jacket MOD Pro from Morrell is a modular target measuring 29-by-13-by-31 inches, weighing 55 pounds, and designed to stop arrows/bolts at velocities up to 435 fps. The front face includes several bull’s-eyes for long-range practice, and the back side is designed to attach a modular target face. The Velcro edges accept MOD Pro faces, allowing quick target changes, while grommets are provided to attach pre-existing targets. Seven high-visibility target and hunting faces are offered, including Tuning + Precision, Long Distance 80cm, NFAA 40cm + 60cm, ASA + IBO Scoring, NFAA Redding Bullseyes, Buck + Turkey and Games. These polypropylene faces are long-lasting and self-healing. Learn more at morrelltargets.com. Pro-Tracker Friction Grip Inserts New for 2024, Friction Grip Inserts from Pro-Tracker Archery offer a welcomed boost in arrow performance and durability. Friction Grip Inserts are precision milled from 7075 aluminum and include integrated O-rings to ensure a snug and precise fit of broadhead and field point ferrules. This prevents annoying loosening in flight or while pulling arrows from targets. Friction Grip Inserts are easily glued into arrows without additional tools and allow fine-tuning arrow weight for precision tuning and perfect flight. They also promote arrow integrity and an enhancement to any arrow setup. Learn more at pro-tracker.com Antler King Kitchen Sink K itchen Sink is Antler King’s newest feed blend, an apt name because the company tossed in everything but the kitchen sink to ensure every whitetail will find something appealing in the blend. It is available now, offering an all-inclusive feed mixture that is formulated to provide premium nutrition that was expertly crafted to include only high-quality ingredients representing an all-in-one solution for serious deer managers. The unique blend includes energy-packed oats and corn, staple wheat, protein- and vitamin-rich barley, protein-packed peanuts, carbo-rich milo, fat-filled black oil sunflower seeds, roasted soybeans, shredded sugar beets, protein pellets, and cotton seed. These ingredients promise a healthier deer herd and higher-scoring antlers. Learn more at antlerking.com. Odin’s Innovations Pear Liquid Scent Odin’s Innovations’ Liquid Scents are a natural/nontoxic oil-based scent product that can be used to lay down a scent trail, create a scent-based focal point, or lure game within range of stands and blinds. A multitude of Odin’s popular synthetic scents are now part of this lineup, with the newest including Pear Scent. This universally attractive scent emits a powerfully sweet aroma appealing to not only deer, but bears and especially wild hogs. It is ideal for “spiking” bait such as corn while hunting hogs to greatly extend its drawing power and promote quicker appearances of game. The moisture-resistant, oil-based formula lasts for up to a week. Learn more at odinsinnovations.com. Victory Archery TKX Bolt T he aerospace engineers, hunters, and target shooters at Victory Archery introduce the new TKX Bolt, which was designed to elevate crossbow shooting. It includes advanced 3K carbon weave construction and a stiffer spine that provides faster launch recovery, deeper penetration, and improved accuracy by reducing torsional deflection. TKX Bolts are offered in 20- and 22-inch lengths and Elite (+/- .001-inch straightness tolerances), Gamer (+/- .003-inch), and Sport (.006-inch) models. They are handfletched, hold brass inserts and standard or lighted nocks, bringing finished weight to 325 grains. TKX Bolts include .300-inch inside and .328-inch outside diameters. Learn more at victoryarchery.com.
12 INSIDE ARCHERY APRIL 2024 Selling the Experience hat are you selling? Bows, arrows, and accessories, right? Maybe coaching and expert archery services? The ATA has long believed archery is about more than “stuff.” Our Bow Technician Certification programs are built on the premise of getting top-notch training so you can confidently and consistently charge for the services offered. But beyond selling “stuff” and services, there’s something else you’re selling that you may not be aware of—experiences. What is the experience you’re selling? It’s the journey your customer takes from the time they consider buying your product or service through the sale and beyond. As consumers, we have become more aware of how we are treated by a retailer or brand while buying. Did they have a good website? Do they respond to messages? Are the staff friendly? How will they respond if I have an issue with the product? If a retailer or brand overlooks any of these aspects your customer’s experience may be less than satisfactory. And though you might have the best product or the most knowledge, you could risk losing that customer permanently. To get a better idea of what it looks like to sell the experience, let’s look at a few organizations from vastly different industries: Chick-fil-A ■ Chick-fil-A is one of my kids’ favorite eateries. While I concede that the food is pretty good, I always find myself wondering why the drive-thru line is so long every time I pass at lunchtime. Is it really worth the wait? I’ve concluded that the attraction is its people. Everyone is genuinely pleasant, even when standing outside in 90-degree heat taking orders. They also listen to customers’ requests and make every effort to get orders filled correctly and efficiently. Does that sound like your employees? Product assortment aside, think about how powerful that type of experience is when a potential customer thinks about INSIDE THE INDUSTRY YOUR ATA INSIGHTS W BY KURT SMITH, COURTESY OF THE ATA where they want to spend time and money. If you’ve got room to improve, start talking about the little things like greeting customers, service with a smile and putting customer needs above all else. If you and your staff can adopt some of those simple strategies, you’ll create an awesome experience that you can sell your customers on. Harbor Freight ■ A store full of foreignmade tools with questionable quality control may not be an ideal example, but there’s something to learn from their warranty/exchange experience. Associates are straightforward on the warranty period for each item, and if a product does need to be returned, there are no forms or complicated questions— just bring it in and get a new item. The products carried by this retailer are similar in quality and price to those sold on internet marketplaces, but Harbor Freight’s ability to “sell” the ease of warranty exchanges gives them a tremendous advantage with customers who want to get back to work quickly. There probably aren’t many archery products with no-questions-asked warranties, but you can sell a better experience by making your warranty process as simple and streamlined as possible. Better yet, think of ways you can help customers get back in the field more quickly. Several retailers I’ve spoken to offer a loaner bow program for customers who wait for warranty work completed during hunting season. Others use their POS or CRM system to send customers a notification anytime there is a change in the status of a work order. Sell the experience of hassle-free warranty or repair work and you will gain an advantage over the competition. Disney World ■ Disney World might be billed as the “Most Magical Place on Earth,” but what creates this magic? One reason is the tremendous attention to detail. From incorporating countless Mickey shapes into the park’s design to pumping pleasant aromas into the fictitious Main Street U.S.A., no detail is too small. Walt Disney management understands a guest’s experience is shaped during every moment at the park. That experience could be ruined by simple trash on the ground, so they make sure people are never more than 30 feet from a trash can, while also employing an army of maintenance staff to keep the park spotless. How much attention to detail is part of your customer’s experience? Think of ways you can let your customer know you’ve thought through every scenario. It could be as simple as having bows set at various draw lengths so customers can test-shoot a bow that fits them, or including a QR code on product packaging for videos that show exactly how it’s set up and used. For bigger retail sales, you could take some time to call or text customers to see how they are doing and if they need any follow-up service. Each of these small details adds up to an experience customers are not likely to forget. No matter if it’s before, during, or after the sale, you are creating experiences for your customers. Your ability to provide that experience is something you can and should talk about with current and prospective customers so they think of your business as not just a brand or a place to get products, but somewhere they feel valued. Pay attention to the experiences you have with your favorite businesses and look for ways to replicate them. To learn how you can improve your business practices and start selling a topnotch customer experience, you can check out content on our ATA Learning Center. As always, if you have questions or are looking for feedback on ideas, you can contact me at [email protected]. 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 14 INSIDE ARCHERY APRIL 2024 Ohio Sporting Goods Store Thrives by Offering Something for All ■ Revenue percentage generated by target and recreational archery: Less than 1 percent ■ Store History: Bow & Reels started as a small business about two years ago. The owners are hunters themselves and saw a market for what they were doing and expanded from there, getting into everything from fishing to firearms. Bow & Reels is now a four-season outdoor shop. Their current facility is a remodeled barn constructed in the early 1900s with all the outdoor supplies outdoorsmen need for fishing, archery hunting and shooting. Owner Ray Miller jokes that initial work on the facility was anything but fun, as nothing was square or straight. Today they have fixed the place up very nicely, including the beautiful exposed beams, a great feel, and an outstanding inventory of outdoor products. Inside Archery: How has archery and bowhunting gear shaped your business, and how did fishing, hunting equipment, and firearms eventually become part of your business model? ■ Staffing: Full-time: 3 (looking for one more); Part-time: 2 ■ Bow Lines: Darton Archery, Bear Archery, Prime ■ Arrow Lines: Easton, Victory Archery, Gold Tip ■ Crossbow Lines: Ravin, TenPoint, CenterPoint, Killer Instinct, Barnett, and others. ■ Revenue percentage generated by bowhunting: 70 percent ■ Headquarters: Middlefield, OH ■ Owner: Ray Miller ■ Years in Business: One year in new location ■ Square footage, store floor: 5,000 ■ Shooting lanes: One, mainly for tuning ■ Total business square footage: 5,000 Store Profile Retailing Q & A Bow & Reels Continued on Page 16
INSIDE THE INDUSTRY INSIDE RETAILING 16 INSIDE ARCHERY APRIL 2024 Miller: Bowhunting has shaped our business to a great extent. It has been excellent. Customer feedback showed us that there was quite a market for all sorts of hunting, fishing, and outdoor products. Inside Archery: How are purchasing/stocking decisions made at Bow & Reels? How do regional outdoor activities, customer demand, and demographic influences such as disposable income play into this? Miller: It all comes back to customer demand and our local sportsmen. We constantly get feedback and have a good idea of what folks are looking for and willing to spend money on. Inside Archery: In terms of merchandise categories, do you find archery equipment and related hunting gear Bow & Reels is well-stocked to meet the needs of archery and crossbow shooters. (including crossbows), general hunting gear, fishing tackle, or firearms to be the most profitable? Miller: Archery is the most profitable by a long shot. Inside Archery: For a dealer or shop owner contemplating expanding into items outside the archery sphere, what outdoor product categories do you view as the safest bet for increasing store profits? Miller: Fishing products, because it’s one of the most inexpensive outdoor activities you can go out and enjoy. Lots of customers can afford to do it and love to fish. Inside Archery: How much crossover sales between various sportsman’s groups—archers, bowhunters, fishermen and gun hunters—do you see? Are such groups fairly segregated, or is there considerable seasonal crossover? Miller: Lots of crossover. Most of the outdoorsmen in our area buying bows will also buy ammo or guns, and they also fish. Inside Archery: Do you find that stocking such a wide variety of equipment helps your shop avoid slow periods between, say, archery and gun seasons and summer months? Miller: Yes, during the summer months fishing is big. If we didn’t have fishing products to sell between the hunting seasons we’d definitely take a big hit. Inside Archery: How has bringing firearms into your store changed the way you do business? Miller: Many of the hunters coming into our store were also looking for guns and previously had to go elsewhere. Now those clients can get all of their outdoor needs met in one place. Continued on Page 18 Continued from Page 14
INSIDE THE INDUSTRY INSIDE RETAILING Inside Archery: How do distributors such as Kinsey’s help you manage such a wide variety of product categories, and remain well organized and well stocked seasonally? Miller: Kinsey’s always does a great job of keeping in touch, calling with new arrivals, and being responsive and timely. Great customer service all around. Inside Archery: Any other bits of advice you can offer dealers or department managers for expanding into non-archery sales? Miller: Listen to what your customers are looking for. All of the expansion we’ve done has been 100 percent based Bow & Reels has successfully expanded beyond archery into the hunting and outdoors areas of fishing and firearms. on customer feedback. IA Continued from Page 16
20 INSIDE ARCHERY APRIL 2024 7 Reasons to Become a Certified Bow Technician (Even If You Have 20 Years of Experience) INSIDE THE INDUSTRY ATA ACTION ARCHERY TRADE ASSOCIATION archerytrade.org D iscover how an ATA Bow Technician certification can help your business, as one student shares her experience taking the course. Sarah Pfister, owner of Badger Archery in Dillon, Montana, has worked in an archery shop since she was 14. Now 35, she has 20 years of bow technician experience, owns her shop, and took the ATA’s Bow Technician Certification course to validate her skills and show customers she’s qualified and capable of providing excellent service. “Because of my experience and background, I didn’t go into the course expecting major breakthroughs in learning,” she said. “I took the course to earn a certification that I can hang on the wall to quickly break down barriers with new customers who don’t know me and aren’t familiar with my work or background. I also did it for the experience. Whatever your trade, you should strive to continue learning. I’m always absorbing information and this was a good opportunity to do that from trusted experts.” Even as a confident, well-established bow technician, Pfister was glad she took the course and encourages other technicians, regardless of their experience level, to take it. “Even if you have 20 years of experience, I still think that as an industry, it’s important we do these sorts of things because you have to hold yourself accountable for the work you do and ensure you’re meeting industry standards. No matter how long you’ve been a bow technician if you go into BY CASSIE GASAWAY, COURTESY OF THE ATA Continued on Page 22 An industry certification tells customers the technician is both qualified and capable of providing exceptional service while giving the technician information and a support system they can trust and rely on. PHOTO © ATA. this with an open mind, you’ll pick up a few things, grow your network, and earn a certificate that proves you know what you’re doing.” What You’ll Gain from Taking the ATA’s Bow Technician Certification Course ■ Validation of skills: The course can teach you proper techniques or help you identify areas of improvement to ensure you’re producing quality work without unintentionally cutting corners. ■ Confidence in your abilities: The course can provide reassurance and give you confidence that you’re doing things correctly. ■ Access to a network of technicians and instructors: You’ll meet other dedicated bow technicians and several skilled instructors who can provide support and feedback even after the course ends. ■ Opportunity to ask questions and get tailored advice: During the in-person practical assessment, you’ll have the chance to connect one-on-one with an instructor to get personalized assistance. ■ A certification and materials to show customers you’re qualified: After graduating, you’ll receive an ATA Certified Bow Technician certificate, poster, counter mat, banner, patches, sticker, and magnet to display at your shop. ■ Ways to teach and describe tasks to your employees: Pick up strategies on how to explain bow technician processes from instructors so you can more efficiently teach your employees. UNITING THE INDUSTRY
INSIDE ARCHERY APRIL 2024 Become a Certified Bow Technician The ATA has both Bow and Crossbow Technician certification courses. Pfister plans to sign up for the crossbow course to learn more about the increasingly popular archery option and have a dual certification to make her shop more marketable. To enroll, sign up for the ATA’s Bow and Crossbow Technician Certification courses online through the ATA’s Learning Center at www.pathlms.com/ archery-trade-association/courses. Each certification course costs $600. Individuals can sign up for both courses at a discounted price of $995, a savings of more than $200. Use code “BOWCOMBO” to receive the special price. The compound bow technician certification course content is available now, and the on-demand video content for the crossbow technician certification went live on April 1, 2024. Just visit www.archerytrade.org/ bow-technician-certification to learn more about these courses. If you have questions, please contact Kurt Smith, ATA’s director of industry relations, at [email protected]. IA Continued from Page 20 ■ An overview on all types of equipment: The course covers bows and accessories from all brands, giving participants a comprehensive equipment rundown. Pfister was surprisingly nervous taking the course but said she’s better because of it, since she had to use equipment she wasn’t as familiar with while instructors analyzed her process and technique. “It gave me confidence in my skills because if I can pass under those circumstances, I know what I’m doing in my shop is correct,” she said. Pfister believes the certification will become mainstream, and she’s glad she got certified early. She sees extreme value in the certification for her shop and the entire industry. “As a woman bow technician, I think I get questions most male bow technicians don’t,” she said. “I can always answer the questions and build customer confidence and trust through conversations, but I think the certification will speak for me. I hope to see more certified bow technicians, including women, who can better advance and improve our industry.” After a year of success with the Archery Trade Association’s Bow Technician Certification course, the ATA launched the Crossbow Technician Certification course to help bow technicians advance their technician knowledge base and framework. PHOTO © ATA. INSIDE THE INDUSTRY ATA ACTION
24 INSIDE ARCHERY APRIL 2024 You might have never heard of Headhunter Strings. That is not an accident. Until January 2024 the company didn’t want you to hear about them. Despite the fact that Headhunter was the largest bowstring manufacturer in the world, it didn’t sell strings to dealers or to consumers. Instead, the company focused its efforts on producing bowstrings for bow manufacturers. This means Headhunter strings are already hanging in your shop. Although Jeff, Brad and Brian Adee, the three brothers who own and operate Headhunter Strings, were content with their business model, they recently decided they could not ignore the problems dealers were facing when it comes to bowstring replacement. Not when they had a way to solve those problems. So as of 2024, Headhunter now offers its high-quality bowstrings to dealers—as well as to manufacturers. And that is great news for everyone. The Right Opportunity Before Headhunter, Brad and Brian owned an excavation company, while Jeff was chief operating officer for a medical packaging company working with Fortune 500 companies and traveling all over the world. All three were ready for a change. “Brad and Brian were getting beat up in the construction industry—knees, elbows and shoulders—running backhoes and bulldozers,” Jeff said. “And I was getting tired of working 70 hours a week for somebody else. So, we decided to look for a manufacturing company that excited us.” They had been looking for five years when, in 2010, they stumbled across Headhunter online. The company, founded in 1991, was located in Meeker, Colorado. By Michaelean Pike
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26 INSIDE ARCHERY APRIL 2024 “Ted Gillis was the previous owner,” Jeff said. “He’d had the company for 20 years and was ready to retire. I was going to Denmark to open another new facility for my company, so Brad flew out to meet with Ted. When I got home a week later he said I should go out there and look at it. So, I flew out, and over a weekend we had a handshake deal.” Headhunter was an ideal opportunity for two reasons. First, the idea of working in the outdoor industry was immensely appealing for the Adee brothers, all of whom were avid archers and outdoorsmen. “Our parents and grandparents were always active in the outdoors,” Jeff said. “Dad hunted and fished. My mom hunted and fished. We camped, canoed, hiked, biked—anything in the outdoors. We grew up rifle hunting, but then as we got older, we all started bowhunting, including my mom. She bowhunts more than all of us boys put together.” “We were doing a lot of duck hunting,” Brad said. “Then when our youngest brother was about to start duck hunting, Dad said, ‘I can’t afford buying these idiot kids shotgun shells anymore.’ So he bought bows for everybody and we started bowhunting.” learn the business. Jeff quit his job a few years later to join the company full-time. There were two areas in which the brothers felt they could make immediate improvements: customer relations and the equipment. “Ted had the company for 20 years and had never visited any of his customers,” Jeff said. “Before we took it over, we bought Ted a plane ticket and he and Brad flew out to see a customer.” “It was the biggest customer he had, and there was a problem that needed to be fixed,” Brad added. “I told Ted we needed to go there. He didn’t see the need, but I told him if it wasn’t fixed, I would only give him half of what he was asking for the company. So, we took a red eye and had a meeting the next day. I think Ted understood the gravity of it at the time. Later, we discussed what he needed to do to fix the problem before we even bought the company. And he did. “Four months after we took over, he brought me an envelope full of money to pay for his flight to that meeting. He said it was the best money he ever spent.” That focus on customer service has been a major part of Headhunter’s success since then. “That’s something we pride ourselves But Headhunter also fits nicely with the brothers’ various skill sets. At the time, the company was small, with just eight part-time employees. But the Adee brothers saw a lot of potential for growth. “At the time we bought the company it was maybe the 12th or 15th largest string maker,” Jeff said. “When Brad went out and looked at the equipment he saw an opportunity. He knew he could make some improvements on the equipment Ted had. “I came more from the manufacturing side, how to process efficiencies. I knew what a highly efficient world-class manufacturing operation looked like. We figured between Brad’s engineering abilities to build better equipment and my abilities to work with customers and put in good processes, we could do something with it. Did we have any idea that it would turn out like it is today? No, not at all. We didn’t look that far out. But we knew we could come in and make some nice improvements and build on what Ted had started.” Making Improvements Once the decision was made to buy Headhunter, Brad and Brian sold their excavation equipment and moved to Colorado to
APRIL 2024 27 INSIDEARCHERY.COM on,” Jeff said. “We visit our customers multiple times a year, and that’s the reason we built Headhunter into the world’s largest bowstring manufacturer. The reality is, we’ve never had a salesman and, until the last few months, we never did any marketing at all. No advertising. We never had booths at the Archery Trade Association. We didn’t do that. It was all word of mouth and getting in front of customers, getting in front of the engineers, getting in front of their product people, and helping them solve their problems. That was the biggest change in the company. “The second biggest change was in the equipment. When you buy a company, you spend all this money and buy their assets, right? We bought the string-making equipment, and then after a few months, Brad built a prototype of a brand-new machine. It was so good that our customers immediately noticed the strings were way better. Basically, we took our five-year plan to slowly build new equipment and work out all those assets we’d just paid big money for and tore it into little pieces.” It wasn’t a total loss, Brad said. “I got $60 in scrap iron for all the stuff we’d spent money on,” he laughed. “And it cost me $30 to drive there and back.” It may have hurt to scrap the equipment they’d paid good money for, but in the long-run, Brad’s ingenuity and engineering experience paid off in a big way. “Brad came up with phenomenal equipment,” Jeff said. “Even today, there are no other string makers out there that have equipment anywhere near what we have. With our skilled workforce and the new equipment that Brad designed, our product is excellent. The OEMs pretty quickly realized that it was a superior product.” As bow manufacturers saw what Headhunter could do for them, the company grew rapidly. “We quadrupled, quintupled in size in the first five years without spending one dollar on any sales effort at all,” Jeff said. “It was all the quality of our product, word of mouth between the engineers and us helping them solve their problems—that’s what helped Headhunter to really grow quickly.”
28 INSIDE ARCHERY APRIL 2024 A Second Location Currently, Brian runs the facility in Meeker, Colorado. Brad and Jeff are in Milton, Wisconsin, where the brothers opened a second facility. “When I first started making the equipment, I was making it in the garage,” Brad said. “Then I needed too much of it, too fast. So, we bought a building up here in Milton, and that way I could make dozens of pieces of equipment at once. Then I’d haul them out to Colorado and haul the old equipment—what was left of it—back here as it was easier for me to dispose of it in Milton. The next thing you know, we still couldn’t build fast enough. We started hiring people and putting them in the building that we’d bought.” The company soon needed even more space to house its equipment and workforce. “The first time our UPS guy walked in here, it was a big, empty building,” Brad said. “Four years later, we were practically falling out the door because we were so crowded. He told me there was a building on the other side of the street that was twice as big as ours and it was about to go up for sale. So I drove around the block and bought the bigger building.” “Now we’re in both buildings here,” Jeff added. “The original building is still where we build all the new equipment, and we’re getting pretty tight here in this building, too. We actually built a brandnew facility out in Meeker two years ago. It was about three times the size of the first building because we outgrew that building as well.” The Secret to Premium Strings When asked what makes their bowstrings so good, Jeff and Brad were quick to credit their employees, their equipment, and their processes. “We have a highly skilled workforce,” Jeff said. “It is really hard to make strings. We’ve always said it takes three years for somebody to get good at it, and it takes five years for someone to get excellent. I still can’t make strings like our folks can. Even after 10 years, it’s very challenging to do. You have to be very coordinated and have really fine motor skills. We have the best, most experienced team. We’ve got people that have been making strings for literally 30 years, and they’re magical. They can make excellent strings so fast it’d make your head spin. I mean, we’ve done what we’ve done because our quality is excellent, and our quality is excellent because of the men and women that we have out on the production floor. “And our workforce works well together. They help cross-train each other. We send our supervisors back and forth between the two plants to ensure that everyone is using the best practices and building strings the exact same way.” For Headhunter, that consistency is critical. “Being an OEM supplier, we can’t just make one string good,” Brad explained. “We have to make every string for that model identical.” “That might be 30,000 pieces,” Jeff said. “They all have to be exactly the same, and they all have to be superb. And that comes from having great equipment and great people, and then having processes so we’re consistent from plant to plant. We need to be able to build the same string in both our facilities so that the customer cannot tell the difference. And that’s certainly what we can do.” Jeff’s background in the medical industry helped him develop that laser focus on quality control. “Before I was in operations, I was in quality control for the medical industry,”
APRIL 2024 INSIDEARCHERY.COM 29 he said. “We were building products like pacemakers and hips, things that go in the body. Quality has to be outstanding. That’s my background, and I was able to come in and put world-class quality processes in place at both our facilities to ensure that all the product going out the door is going to meet the customer’s specifications every single time.” A Problem Worth Solving For years, Headhunter Strings supplied bowstrings only to their OEM customers. But then dealers began hearing about their strings. “Dealers were having problems getting replacement strings,” Jeff said. “They would call us and tell us they knew we made these strings, and they couldn’t get good replacements. Terrible lead times, terrible prices, and strings that weren’t made correctly. They would ask us to sell them replacement strings. And for five years, we told them no. We were growing like crazy and we were focused on our core market, which was the OEMs. But in the last couple of years, we just started feeling worse and worse because we were getting more calls from dealers that were struggling with the options that they had on the market.” They started doing research. “Brad and I drove around the country, walking into shops to see what they were doing for replacement strings,” Jeff said. “We’d talk to 15 different dealers, and we’d get 15 different solutions. Some were making them themselves, some had a guy in town that would make them on weekends in his basement for them. Others were trying to buy them from some of the string makers out there, but lead times were long. We talked to them about the problems they were facing.” The brothers knew they had the answer to those problems. What’s more, they wanted to do what they could to support the dealers. “It was really about what can we do to help the industry, and this is an area that really needs help,” Brad said. “We really need to keep our dealers going. We need to help them be profitable because that’s always an issue. And we need to support our dealer network because that’s the future. They’re the ones holding the kids’ classes in 4-H and the S3DA and all those other programs. So we had to do something to help them. From our
30 INSIDE ARCHERY APRIL 2024 end, that’s really what it’s about.” “We had a nice business model for the OEMs,” Jeff said. “This is a whole new business model for us, and we’ve had to learn all kinds of stuff we never knew before. But like Brad said, we knew we had a solution. We knew we could do better than what was out there. And we wanted problem. “We’ve been building all these OEM strings for 15 years,” Brad said. “When we manufacture strings, we always have extras. So not only can we give the dealers great margins, but we have almost everything in stock.” “If you call in and want a new string for your bow, most string makers are going to go to their machine and make it,” Jeff said. “They don’t have it sitting around. The last couple of years, that would take anywhere from four weeks to two months, and sometimes even longer. Making one string at a time is really inefficient, right? Our people make 100 to 200 or more strings a day. We’re making over a million strings a year, every single year. So for us to make an extra 25 strings in a production run and put them on the shelf for the dealers to be able to call in and get, that’s not a big deal. We can ship the same day.” Some dealers worried about long lead times have resorted to purchasing strings they think they might need ahead of time. “A lot of the bow shops have had to carry inventory of high-priced replacement strings,” Brad said. “They try to anticipate what they might need, and they might have this money invested for three or four years before they get rid of those strings. With our program, they don’t have to keep anything in stock.” “Bowstrings aren’t like treestands,” Jeff said. “They’re not like sights or arrows that you know people are going to buy. This string is special. It fits only one model of a bow built six years ago, but you’re sitting there hoping somebody’s going to need it. They had to do that because they got sick of waiting six weeks for replacement stuff. But with us, you can take that money you would have used for strings and get a new camera line. Get some new product on your floor that you know is going to turn over quickly.” Strings Built Right In addition, Headhunter strings are identical to the strings that come factory-installed on the bow—because they’re built by the same people. to help the dealers because they are the ones really growing the industry.” Shorter Lead Times “The last thing a guy wants three weeks before hunting season is to be told he can’t get a new string for five weeks,” Jeff said. Thanks to Headhunter, that’s not a Continued on Page 32
32 INSIDE ARCHERY APRIL 2024 “A big complaint the dealers had is they get a lot of strings in that are built wrong,” Jeff said. “The reason is other string makers don’t have the blueprints. They don’t know what the exact materials are. They don’t always know what the correct dimensions are. Twenty years ago, the bows weren’t as technical, so the strings didn’t need to be as technical. Today, all of our stuff is tested by the OEMs. They literally test the samples we send them tens of thousands of times to make sure the string design is optimal. We know what the right design is. We know what the right materials are. So, when a dealer puts our replacement strings on their bows, they fit the first time, they tune really fast, and they don’t have to cut off or move servings. “And that saves time. When the dealers get the wrong string, it takes them a lot longer to do the switch-out right and then it doesn’t tune well. Instead of it being a 30-minute changeover to put a replacement set of strings on, it’s taking a lot longer. We can help the dealers be more efficient. Because we know it’s the right string and that means your techs are going to be able to swap that string out very quickly. Dealers don’t have time to get strings that are built wrong.” Headhunter does not offer different levels of bowstrings. “We only sell premium strings,” Jeff said. “We don’t have a low-end silver model or anything like that. The reality is there is not one string design or raw material that works best in all the bows and crossbows in the world.” “Through R&D, all the bow manufacturers have figured out what works,” Brad added. “They want the best possible string on their product when it goes out the door. That’s what they’re getting, and that’s what we’re selling in this Headhunter Strings program. Bow manufacturers don’t want to put materials on their bows that don’t work or don’t optimize the performance.” “Twenty years ago, there might have been a best model,” Jeff said. “But now they’re so highly engineered that there is no best raw material. There’s no best serving. Some servings work on some designs. Some don’t. The only way you know that is by testing. And because of our relationship Continued from Page 30 Continued on Page 34
34 INSIDE ARCHERY APRIL 2024 with the OEMs, we know what worked best on that model. “We were at the ATA Show talking to a dealer about this. He asked us about a particular bow model and why, when he ordered replacement strings, they didn’t last very long. Brad and I started laughing because that model has one serving on it that is made with a different material than the other servings. In testing, it was proved that was necessary because of the design of the bow. We’re the only ones who know that because we were involved in the testing.” Simplified Ordering “We want to keep things easy for the dealers,” Brad said. And that goes for the ordering process, too. “A lot of other string makers are focused on custom strings,” Jeff said. “You go to their websites, and they’re great. But they’re also much more complicated than ours. Which two or three colors do you want on the strands? What color do you want your loops? What color do you want your servings? How long does it have to be? It takes you half an hour. If you’re a bow junkie and you want a custom string, it’s fun to go through and click on different colors. But that’s not what dealers want. That’s time they can better spend on doing other things. So, on our website, you put in what bow you have and that string shows up—as designed by the manufacturer. In six clicks, you can have a complete order in and be done. “It’s set up to help the dealers run their shops the best they can. They don’t need to spend a lot of time with all those questions. They want an exact replacement, and it’s what we offer. It’s all we offer.” Exceptional Service It was important for the Headhunter team to be able to offer exceptional customer service to the dealers. And that means standing behind their products. “If for some reason you get something that’s a problem, you send it back to us,” Jeff said. “We’ll get you the right product right away.” “It doesn’t matter whether it’s our fault or theirs,” Brad added. “If they click the wrong box—even though our system is really easy, if they get the shakes like half of us do when we get over 50 and the mouse clicks on the wrong box—just send the strings back. We’ll send you the other ones anyway. It’s not a problem. It’s all about helping people.” Treating People Like Family Today, Headhunter employs around 50 people, including Greg Adee, the third-inline Adee brother. “Greg’s our tech guy and can fix anything. He also helps us build production machines,” Jeff said, then joked, “Mom’s proud that the four of us get along and don’t beat each other.” That family feeling extends to everyone at Headhunter. “We treat everybody like family, whether they’re our employees or our customers,” Brad said. And that means helping dealers solve problems. “The only way we would agree to sell to dealers is if we knew we could do things differently and solve their problems,” Jeff said. “And we are. Our model for the dealers is not like anyone else’s out there. Our position in the industry has allowed us to do things differently. And that’s what we’re leveraging to take care of the dealers.” To learn more, please visit them at www.headhunterbowstrings.com. IA Continued from Page 32
INSIDE ARCHERY APRIL 2024 INSIDE THE INDUSTRY LEADING ARCHERY MANUFACTURERS 36 marriage and really felt this was more of a merger than an acquisition. We knew we would be learning a lot about manufacturing, process, and design engineering from Delta McKenzie, and BIGshot would bring a bit more market and product focus to the team. What did you like most about Delta McKenzie Targets? ■ Most of all, we felt comfortable with the Iowa plant management team and the folks in the facility. They filled some weaknesses we had and we added some capabilities they needed…we really complimented each other. And the people were a critical addition to us. We believe in building great teams and we felt really good about that after our visit. In addition, we knew we could learn a lot about production efficiency, which is important to a fast-growing company like BIGshot. The design center was also world-class, with some great talent. How did the acquisition of Delta McKenze Targets by BIGshot Archery Targets come about? ■ We were one of several companies contacted by Easton as a candidate to acquire Delta McKenzie. After several phone calls, my son and I offered to go to Salt Lake to meet with Easton in person and review Delta McKenzie’s capabilities, as well as provide more information on BIGshot and our background. It was during that meeting that we felt there was a pretty good match from a cultural standpoint and we agreed to do a plant visit and meet the leadership team in Iowa. Once we met the Iowa team, we were convinced this would be a good B BY INSIDE ARHCERY STAFF Will you be merging Delta McKenzie and BIGshot Targets into one company? ■ The two will remain standalone companies for the foreseeable future as separate LLCs. We think it will help maintain the brand images and there are some structural issues we feel make sense for each. Plus, it will allow each company to stay focused on the future and not waste time dealing with integration problems. That doesn’t help anybody. Will BIGshot and Delta McKenzie be maintained as separate factories? ■ Yes, we plan to maintain an East Coast Factory and a Midwest Factory. This configuration offers our customers the best service option from a freight cost and time standpoint. Redundant factories also provide major retailers with easier access from distribution centers and a backup plan in case of plant interruption from weather, fire, or transportation problems. Our goal is to offer our customers the most reliable and flexible production capacity of any target manufacturer in the world. How do the BIGshot and Delta McKenzie brands complement each other? ■ When I looked at Delta McKenzie and BIGshot Targets, I really saw three brands. McKenzie is the premier competition and pro archer 3D line and will focus even more on range and competition-level targets for 3D, field, and indoor sport archery. When you think podium, think McKenzie. Delta really provides the broadest selection for major retailers with a breadth of products and price points for 3D, layered targets and bag targets. Delta is positioned well to provide profit and capacity to FAQs with BIGshot & Delta McKenzie Targets y now most archery dealers are aware of the purchase of iconic target company Delta McKenzie by archery target giant BIGshot Targets. This now makes BIGshot/ Delta McKenzie the largest archery target manufacturer in the world. This also has raised concerns with dealers who have long purchasing histories with Delta McKenzie and/or BIGshot Targets about how they will interact with both companies moving forward, and what changes may be coming. Inside Archery talked to Al Perelli, president and owner of BIGshot/Delta McKenzie Targets, to answer these questions.
APRIL 2024 37 INSIDEARCHERY.COM demanding multi-store customers who need reliable, on-time delivery of quality targets. BIGshot, on the other hand, offers the most advanced target solutions for crossbow shooters with the IRON Man, plus affordable and super durable 3D targets from the RealWild Line, and the most advanced simulator in the industry. How does Delta McKenzie and BIGshot Targets coming together help archers and retailers? ■ Both archers and archery retailers will benefit from being able to access more solutions for their target requirements, such as range products from both companies. Our combined range clockwise from top right: ■ Al, left, and Brandon Perelli make up the father-son team of BIGshot Targets/Delta McKenzie. ■ The Appalachian Bowmen were the first 3D club to receive the Delta McKenzie Bigfoot target, which quickly became a hit with archers. ■ BIGshot Targets recently expanded production abilities by purchasing a new 20-acre production facility. ■ BIGshot Targets and Delta McKenzie service outdoor archery ranges across the nation with a mega selection of engaging targets. ■ BIGshot Targets and Delta McKenzie are proud sponsors of the Break the Barriers NFAA annual shoot.
INSIDE THE INDUSTRY LEADING ARCHERY MANUFACTURERS product line has the most durable and flexible offerings. From the long-lasting BIGshot IRON Man Range or Vegas range targets, to the customizable McKenzie layered wall or the flexible BIGshot Mat Wall, we have it all! Add the Simulator and we can provide every range with a perfect solution, top to bottom. No need to go anywhere else. By bundling their purchases, retailers and archery ranges can also achieve greater discounts and increase their purchasing power. What’s next for Delta McKenzie and BIGshot Targets? ■ What you will see next is a benefit from the two companies leveraging each other’s strengths. Over the coming months, you will see improved quality on the Delta McKenzie side, improved production on the BIGshot side, and some amazing solutions from the combined companies. Our first introduction is the Giant Bigfoot from Delta McKenzie that stands nearly 7 feet tall, yet is extremely affordable. Next, we will be unveiling new features on our Simulator, which will involve combining McKenzie ASA targets with the BIGshot Simulator for an unequaled digital practice capability for ASA and S3DA shooters. Now you can practice on the new animals indoors as well as outdoors to get that much-needed edge to get to the podium. And soon we will be releasing technology that will usher in the next generation of 3D targets for hunters and pro shooters alike. We are just getting started—we have more ideas on the horizon that will solve real range problems and provide more fun for shooters everywhere, so stay tuned to “What’s Next” from BIGshot and Delta McKenzie! IA ■ BIGshot Targets supplied and built the Monster Wall for a recent NFAA tournament using the company’s flexible Interchangeable Range Wall system.
INSIDE ARCHERY APRIL 2024 MARKET TRENDS GEAR REPORT 40 C BY PATRICK MEITIN Rothco x Bear Archery Collection WebXtra ■ For a closer look at this product and many others, check them out at insidearchery.com. panying many modern camo patterns. It appeals to the old-school bowhunters who make up a larger percentage of today’s retail archery/bowhunting demographic, but also the younger set who are fast becoming a larger portion of today’s consumer base, who see it as a hip retro option, like Ray Ban Aviator sunglasses or vinyl records. It should also appeal to a newly rebellious cadre of bowhunters who have begun to reject the aspects of modern camouflage hype hinted at above… That iconic and proven camouflage pattern is now available in the highly anticipated Rothco X Bear Archery collection of hunting attire and accessories. This collaboration brings together two iconic brands—Bear Archery, celebrating its 90th anniversary in 2024, and Rothco, which has been in business for 70 years. Bear Archery needs no introductions to anyone who regularly reads this magazine, being America’s oldest archery company, and founded by who many consider to be the father of modern archery and our most enduring bowhunting legend, Papa Bear. Rothco has long been heralded as a leader in military, tactical, work, and outdoor wear and gear, providing timetested designs and superior quality cusamouflage, of course, is as integral to bowhunting as bows and arrows, with multimillion-dollar companies built on the foundation of providing their vision of the ultimate cloaking pattern. But if we were being completely honest, many of these big-name camo patterns are conceived not so much to fool wildlife, but the consumers who buy it; sometimes by offering snazzy shelf appeal, other times with questionable claims backed by fancy-sounding pseudoscience, or by simply promoting a particular culture. This has long been the appeal of the classic Fred Bear Camouflage pattern— it’s straightforward yet wholly effective, but free of all the hyperbole often accomtomers find appealing. This collaboration amplifies both Rothco and Bear Archery’s presence in the archery/bowhunting marketplace, and will undoubtedly become must-have gear in the coming sales season. When I started bowhunting in the mid1970s, the only camouflage clothing available were flimsy togs printed with basic WWII camo resembling Fred Bear Camo. These outfits proved universally ill fitting and not very durable. Rothco’s long history of uncompromising quality promises to infuse this throwback camouflage pattern with the modern touches found in many of the company’s most popular items, from rugged BDUs to storage bags to meet every archery pro shop’s customer needs. Perhaps more importantly, Rothco offers its products at highly competitive prices, eliminating the sticker shock frequently associated with trendy “boutique” camouflage brands. While Rothco may have formally remained out of the purview of the traditional archery pro shop, retailers can rest assured they are in good hands with this company. The Rothco X Bear Archery collaboration provides the perfect opportunity to become acquainted with Rothco’s quality products, second-to-none customer service, and ability to fill orders quickly. Just ask the active-duty and public safety professionals, adventurers, and outdoor enthusiasts who have trusted the Rothco brand for 70 years and counting. To learn more, go to rothco.com IA X clockwise from bottom left: Concealed Carry Advanced Tactical Bag, Tactical Operator's Cap, Tactical BDU Pants.
42 INSIDE ARCHERY APRIL 2024 I am old enough to remember when crossbows were a fringe novelty few of us in the archery industry paid serious attention to. I tested my first “modern” crossbow for an archery magazine twenty-something years ago and things really took off from there, with technology and bolt velocities improving annually. Today, obviously, crossbows have gone mainstream, with an increasingly long list of states now allowing full access to archery seasons and many dealers admitting that this product category has become an increasingly important aspect of remaining in the black. While crossbows may be highly important to healthy sales in your region, it is important to understand crossbow customers are not like your traditional archery/bowhunting crowd. Let’s be honest and admit that in most cases crossbow customers are simply rifle hunters looking to take advantage of better seasons, without the year-round dedication and engagement of your usual archery clientele and the larger volume of purchases they normally entail. Crossbows are often a one-and-done deal, with customers easily broken into two groups—those who want the very best in performance to take away the most success possible from the additional hunting opportunity provided, or those looking for the very best deal to partake in the additional hunting opportunity as affordably as possible. Counter to most compound shooters, crossbow shooters are more likely to shoot a crossbow until the wheels fall off before seeking an upgrade, so you have to make the most of each sale. To follow are the latest crossbow models available for 2024, and in classes to fit every budget and commitment level—from the fastest top-end wares to slightly slower but still deadly options more likely to appeal to customers on a tighter budget. None are lemons, even at the lower price points, and all will serve the vast majority of hunters pursuing popular and widely available white-tailed deer. Barnett Crossbows ● The Barnett Hyper Raptor BCX is new for 2024, offering premium features, cutting-edge technology, and a pleasant shooting experience. The Hyper Raptor BCX includes a 14-inch power stroke and 215-pound draw weight to launch 380-grain HyperFlite bolts to 425 fps. These bolts’ 21 percent increase in F.O.C. and 61 percent greater ballistic coefficient reduces wind drift, producing deadly results and passthrough penetration at longer ranges. The self-timing Infinity Cams were engineered for consistency and accuracy, aided by durable pivoting limb pockets and including an innovative Halo System that balances string travel. The light and crisp TriggerTech trigger further boosts accuracy potential, while added anti-dry fire technology ensures safety. The crossbow weighs only 6.9 pounds, measuring 32.5 inches long and 7.25 inches wide while cocked. An adjustable buttstock allows customizing the length of pull for any shooter. Other features include a custom step-through riser, advanced limbs, Soft-Lok Bristle Retainer System, integrated string and vibration dampeners, and a fold-down vertical grip. It comes in three optics-mounted packages, including the Buk Ops Cycloptic-X crossbow scope with Primetime Color Vision ~ BY PATRICK MEITIN ~ 2024 Crossbows Your Customers Want The crossbow market continues to evolve, prompting increased interest and continued sales. 2024 Crossbows Your Customers Want
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44 INSIDE ARCHERY APRIL 2024 using digital technology to enhance the sight picture; Buk Ops X-Factor LRF crossbow scope with a built-in angle compensating laser range finder; or the Barnett 2-7x36mm Precision Reticle scope. Package items include a new quick-detach sidemount quiver bracket, premium three-bolt quiver, and three HyperFlite 20-inch/.204-diameter bolts holding field points. Barnett’s revamped XP405 crossbow is a compact and lightweight design that includes a side-mount quiver. The five-position, quick-adjust buttstock accommodates shooters large and small. The design sends bolts downrange at 405 fps, triggered by a 3-pound TriggerTech Frictionless Release Technology trigger. It holds an ambidextrous safety, anti-dry-fire mechanism, and pass-through palm rest with finger reminders. The XP405 package includes two 20-inch Headhunter bolts with 100-grain target points, 4x32mm illuminated red/ green multi-reticle scope, side-mount three-bolt quiver, rope cocking device and string/rail lube. The Rope-Hold Rope Cocking Device Groove Mechanism makes cocking easier. Rounding off the package are pre-installed string dampeners, three Picatinny rails, CNC machined aluminum flight track and Veil Stroke camo. Draw weight is 200 pounds, axle-to-axle width 13 inched while cocked and the crossbow weighs 6.2 pounds. Visit barnettcrossbows.com for more information. Excalibur Crossbows ● Excalibur’s new REV X Crossbow offers a leap forward in performance, safety, and user experience via cutting-edge technology and advanced design. At the heart of the REV X lies a refined ChargerX Integrated Crank, a seamless integration boosting convenience and safety in the field. The lightweight, user-friendly system offers effortless cocking and decocking for a more enjoyable shooting experience. The REV X includes a lightweight and streamlined stock combining form and function without sacrificing durability. Advanced construction reduces weight, while reliability comes through high output recurve limbs providing maximum efficiency, reliability, and durability. The premium trigger is precise and consistent and the design includes Ceasefire Technology that prevents firing unless a bolt is loaded, the safety is off, and the trigger is pulled. Excalibur’s 2024 Suppressor Extreme was designed for serious crossbow hunters who demand precision, power, and stealth. It was engineered to be lighter, more maneuverable and quieter, without sacrificing power. In fact, the Suppressor Extreme pushes bolts to 400 fps via its recurve-style High-Output Express Limbs with Armor Tips. The company’s Ceasefire Technology and smooth trigger sets it apart. Excalibur’s Charger EXT silent mechanical crank is integrated for effortless cocking and decocking of the TwinStrike limbs. Visit excaliburcrossbow.com for more information. Ravin Crossbows ● The Ravin R18 is the most compact model from the company yet, ideal for hunters seeking a small but deadly crossbow option. The R18 is only 25 inches long 2024 Crossbows BARNETT HYPER RAPTOR BCX BARNETT XP405 EXCALIBUR REV X EXCALIBUR SUPPRESSOR EXTREME RAVIN R18 Continued on Page 46
46 INSIDE ARCHERY APRIL 2024 (18 inches without the stock), and the VertiCoil Cam System promotes extreme compactness. The takedown-style vertical limbs, a detachable stock with an integrated removable quiver system, Ravin 3-Dot Reflex Sight and a built-in cocking mechanism are part of the package. The VertiCoil Cam System rotates the ultra-small eccentrics 720 degrees, coiling the strings and cables around the cam and axle and allowing an axle-to-axle height of just 1.3 inches cocked or 4.1 inches at rest, and with a static overall width of 4.75 inches. Visit ravincrossbows.com for more information. CenterPoint Crossbows ● CenterPoint’s flagship Sinister 430 is versatile and fast, while also holding the company’s first fully integrated silent crank system. The auto-retracting sled creates a worry-free cable management system and allows for seamless cocking. The Sinister 430 is based on an adjustable bullpup-style stock and comes with an upgraded dual-illuminating 1.5-5x32mm speed-ring scope. The compact and maneuverable crossbow weighs 8.6 pounds and measures 9 inches between the axles when cocked. The powerful 225-pound draw weight and 14 5/8-inch power stroke generate bolt speeds of 430 fps while firing a 400-grain bolt. Other important features include a roller-retention spring and adjustable foregrip, and the package contains three +/- .003-inch straightness carbon bolts and a quiver. For all this, the Sinister 430 retails for just $799.99. Visit centerpointarchery.com for more information. Bear-X ● Bear-X’s all-new Impact Crossbow features a narrow 8 1/8-inch-wide frame while cocked (12-1/16 inches uncocked) and propels bolts to 415 fps with a draw weight of 180 pounds. It comes with a new detachable silent cocking crank, which can also be used to decock the crossbow due to its anti-reverse mechanism that allows the crank handle to be safely released during operation. The ready-to-hunt package includes three Bear-X TrueX bolts, illuminated scope, four-arrow quiver, shoulder sling and rail lube/string wax. Look for them in TrueTimber Strata or Veil Stoke camo. The Constrictor Pro from Bear-X was redesigned to deliver greater power on a markedly more compact frame—measuring just 8.125 inches wide while cocked and about 12 inches wide while at rest. The Constrictor Pro includes an ambidextrous top-mount quiver that rides on a 360-degree pivot, allowing customers to position bolts to their preferences. This ready-tohunt package comes with an illuminated reticle/speed adjustable scope, three Bear-X TrueX bolts, a four-arrow quiver, sling, manual cocking sled, arrow lube/string wax and is finished in Stone/Veil Whitetail or Stone/TrueTimber Strata. MSRP is only $699.99. Visit beararchery.com for more information. Killer Instinct Crossbows ● Killer Instinct Crossbows’ Vital X 430 Elite uses a fully synchronized, 50-percent let-off X Cam system, efficient reverse-draw geometry, 195-pound draw weight, and 15-inch power stroke to launch bolts to 430 fps. 2024 Crossbows CENTERPOINT SINISTER 430 BEAR-X IMPACT AXE AXE400 KILLER INSTINCT VITAL X 430 ELITE BEAR-X CONSTRICTOR PRO Continued from Page 44 Continued on Page 48
48 INSIDE ARCHERY APRIL 2024 The X Cam minimizes vibrations and shot noise, in addition to the extra-large, rubberized foot stirrup. Axle-to-axle specs are just 6.75 inches while cocked and 10.375 inches while at rest. The smooth-pulling trigger breaks at 3.5 pounds. A bolt retaining brush is incorporated to keep bolts safely in place and eliminate post-shot tuning-fork hums and an anti-dryfire mechanism is included. The safety automatically engages when the crossbow is cocked. Further silence comes from generous limb silencers, rubber string stops and parallel split limbs held in precision limb pockets cast as part of the aluminum riser. The Vital X 430 Elite weighs just 7.8 pounds bare. The click-stop adjustable AR-style stock, interchangeable AR-style pistol grip and forward bridge grip with finger grooves enhance ergonomics. A forward grip and vented polymer finger guards ensure safety and the lower Picatinny rail allows moving the forward grip forward or back to find a preferred balance point. The Vital X 430 Elite ships as a ready-to-shoot package, including an upgraded Lumix Speed Ring 1.5-5x32mm IR-E scope with speed-calibrated reticle, sturdy 30mm four-hole rings, quickdetach quiver, three premium 20-inch/390-grain Hypr bolts with field tips, rope cocker and rail lube. Killer Instinct also offers a padded case/backpack with ample storage pockets. Visit killerinstinctcrossbows.com for more information. Axe Crossbows ● The AXE400 from AXE Crossbows is new for 2024 and offers an affordable option with plenty of speed and accuracy for serious hunting. As the name suggests, the AXE400 sends crossbolts downrange at 400 fps. This model is lightweight, compact, ambidextrous, and extremely adjustable for fit. The ambidextrous safety mechanism and patented Anti-Dry Fire trigger keep customers safe. Other features include a multi-position buttstock, step-through foot stirrup and an ergonomic/adjustable foregrip, extruded aluminum rail and durable 200-pound compression-molded limbs. The quiver mounting system sits snug to the stock for great balance and streamlined carrying, while the 4x multireticle scope offers precision windage/elevation adjustments. Dual string suppressors and limb dampeners minimize shot noise and vibrations. The AXE400 package provides a quality 4x32mm scope, rope cocking device, Quiet Crank, quick-detach three-bolt quiver, three 380-grain Carbon Express PileDriver380 crossbolts holding practice points, and rail lube. This crossbow weighs just 7.2 pounds bare. MSRP is only $699.99. Visit feradyne.com/axe-crossbows/ for more information. Mission Crossbows ● Mission Crossbows’ Sub-1 XR is a proven model renowned for extreme accuracy. It includes the company’s Benchmark Fire Control technology, meaning it is built like a long-range, precision rifle. Mission’s Benchmark Fire Control technology features a two-stage, match-grade trigger, Easy-Load bolt-retention arm, and unique decocking button allowing shooters to safely decock this crossbow without disengaging the safety or firing a bolt. The Sub-1 XR was designed for hard-hitting accuracy and superior stealth. 2024 Crossbows MISSION SUB-1 XR DARTON OUTLAW 420 BALLISTA BAT REVERSE BALLISTA MEGABAT STEAMBOW AR-6 STINGER II TACTICAL Continued from Page 46
APRIL 2024 INSIDEARCHERY.COM 49 The crossbow is based on a compact frame made to the highest possible tolerances. Starting MSRP is $2,199, and the 7.6-pound model provides bolt speeds of up to 410 fps through a 14.625- inch power stroke. Trigger pull is a crisp 3 pounds, length is 30.5 inches, and axle-to-axle width 9.1 inches cocked and 12.5 inches while uncocked. The synchronized cam system includes an 80 percent let-off and Tech Controlled Acceleration that eliminates horizontal nock travel. The patented flight deck accentuates accuracy, precision CNC machining eliminating vertical nock travel. The precision stock allows six different length of pull adjustments and the comb includes 1.25 inches of vertical adjustment. The pistol grip is contoured for a positive grip and the crossbow can be configured with any non-beavertail AR-style grip. Visit missioncrossbows.com for more information. Darton Archery ● The Outlaw 420 by Darton promises nickelsized groups at 50 yards through a manufacturing emphasis on precision, while also delivering velocity and longevity. This crossbow shoots at a true 420-plus fps with a 400-grain bolt. Despite this level of speed, the Outlaw 420 is remarkably quiet. It is built on an AR platform stock, a Picatinny rail grip, and an incredibly robust Picatinny scope rail. A silent crank is included. It features high-energy reverse draw Dual Sync Cams, a machined aluminum barrel design, AR-style butt stock and foregrip, silencing LimbSaver technology—including a patented barrel dampener—patent-pending foot plate to aid in cocking, sling studs and a 3.5-pound trigger. It comes with a rope cocker and Darton Silent Crank. Important specs include a 15.5-inch power stroke, 205-pound draw weight, 9-pound mass, 9 ¾-inch TENPOINT TRX515 WICKED RIDGE RDX 410
INSIDE ARCHERY APRIL 2024 cocked/13 1/8-inch uncocked axle-to-axle span and 33.5-inch overall length. Several accessory packages are offered at deeply discounted prices compared to buying these accessories individually. For example, the RO Package comes with a Conquest Talon 5 Matte Quiver, six Black Eagle Executioner 22-inch +/- .001- inch straightness bolts, six 100-grain field points, BEA 2.5-10x50mm Crossbow Scope with speed dial, scope rings, Toxin Crossbow Case and rail/string lube—a $650 value for just $400 extra. The Hunter Package ($200 upgrade for $400 worth of products) includes a four-bolt Darton quiver, six Black Eagle Executioner 22- inch +/- .001-inch bolts, six 100-grain field points, a BEA 1.5-5x32mm illuminated crossbow scope with speed dial, rings and rail/string lube. Visit dartonarchery.com for more information. Ballista ● Ballista’s compact BAT Reverse mini crossbow has the power to hunt most game at less than 30 to 35 yards, including deer, bear, and hogs, in a package weighing just 3 pounds and compact enough to carry in a backpack. It uses a BAT Reverse system that is easy to load in seconds via the pull of a special handle requiring no more than 50 pounds of effort despite its 150-pound limbs. The system is also easily decocked. The BAT Reverse measures 16 inches long, and 5 inches wide while cocked (9 inches when at rest). It includes an 8.25-inch power stroke. Shooting the 320-grain/13-inch Ballista Sting bolt produces 55.03 footpounds of kinetic energy, the 143-grain/11- inch Ballista Bolt 47.31 foot pounds and the 153-grain/13-inch Ballista Bolt 46.76 foot-pounds of KE. Ballista’s Megabat is the only full-sized crossbow with a built-in, self-retracting cord tensioner, offering the stability of a crossbow and the ease of handling and loading of a conventional bow. The Megabat sends bolts at speeds of up to 420 fps while offering incredible stability and accuracy. It includes a 330-pound draw weight, measures 29 inches long (33 inches with stirrup), and weighs 8.92 pounds. Axle-to-axle specs are 9.1 inches while cocked (12.9 inches uncocked) and it includes a 10.6-inch power stroke. The pullrod requires 110 pounds of drawing effort. Visit ballista.co for more information. Steambow ● Steambow’s AR-6 Stinger II Tactical is one of the lightest and easiest to handle crossbows on the market, while also delivering impressive speed and performance. With an added AR-15 stock, this tactical version of the popular Stinger II is incredibly comfortable to shoulder and easy to cock. The magazine design, which features a spring integrated into the lid, aids in quick reloading and can accommodate broadheads and broadhead-tipped bolts. Built-in safety measures make the AR-6 Stinger II Tactical safe to shoot and store, and the design boasts toolless string changing. It boasts a fast rate of fire, offers enough power for short-range hunting, and can reach speeds of 190 fps. It is constructed of shock/UV-resistant polymer, and the built-in fiber-optic front sight allows for fast target acquisition. It comes complete with a magazine including an integrated accessory holder, vertical foregrip, adjustable stock with commercial spec AR-15 buffer tube, six target arrows, two strings, and a string mounting set. Visit steambow.com for more information. TenPoint Crossbows ● TenPoint’s 2024 TRX 515 is now one of the fastest crossbows on the market, hitting 515 fps while maintaining 29-inch long (without stirrup) and 6-inch wide dimensions. It features new Twin-Riser Technology (TRT) that reduces riser flex by 70 percent, as well as a new and lighter rail-less ZERO-Trac Barrel for greater accuracy. Twin-Riser Technology makes it 41 percent lighter and two times stiffer. Another accuracy enhancer is the TriggerTech trigger with Zero-Creep Technology and Dry-Fire-Preventor (DFP). The TRX 515 is packaged with three new CenterPunch HPX carbon bolts holding Alpha-Nock HPX with a nock retention groove that produces an audible and tactile click when engaged. The design also reduces serving wear. These bolts weigh 445 grains, include a 15.5 percent F.O.C., +/- .001-inch straightness tolerance, and 1-grain matched weight. A new 2024 Crossbows