Inside Archery July 2020

www.insidearchery.com

®

JULY 2020

INSIDE ARCHERY • JULY 2020 THE ARCHERY INDUSTRY AUTHORITY





INSIDE ARCHERY JULY 2020 | VOLUME 23 | NUMBER 6

People

34 Power of Participation
■ Mike Newman |
Old English Outfitters
■ Mike Austin | Treezyn
■ Andy Bourgeois |
The Archery Place
■ Jim Klossner | Athens Archery
■ Chris Berry | Ozark Feather
■ Patrick Meitin | Inside Archery

34 36 BIGshot Archery
Next Generation Solutions

By Daniel Allred

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

44 Bow Report
Bear Archery Divergent EKO
By Patrick Meitin

46 46 The New World of
14
Scent Control and
Game Attractants

The newest products to destroy
human odor and lure game closer

By Inside Archery Staff

56 Capturing Steady Sales
with Cutting-Edge

Trail Cameras

Bowhuters love trail cameras!

Here are the models

that drive sales

56 By Patrick Meitin

INSIDE ARCHERY (Volume 23, #6) 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 19058-9902.

4 INSIDE ARCHERY JULY 2020



INSIDE ARCHERY JULY 2020 | VOLUME 23 | NUMBER 6

IInnsdiudsetrtyhe

10 Inside Track
Passing The Torch

18 Kinsey’s Business
Blueprint

Free Marketing and
Advertising Resources
from Facebook and Google

36 20 Inside Retailing
The Archery Shoppe
24 Your ATA Insights
Giving Up
By Kurt Smith / ATA
26 Industry News

20 Information that keeps you up
to speed on news, events and
people in the archery industry
30 ATA Action
New ATA Members: Read This
By Cassie Gasaway / ATA
66 Industry 5Q
Five Questions on Vapor Trail
Scents with Rex Holmes Jr.

66

14 30 46
6
INSIDE ARCHERY JULY 2020



INSIDE ARCHERY JULY 2020 VOLUME 23 NUMBER 6

insidearchery.com Online Exclusives

Bowhunting Drive Summer Business With
Tournament Archery Off-Season Bowhunting Contests

The dog days of summer can prove especially slow
for the average archery shop. The Inside Archery
staff provides advice on how to use summer con-
tests to drive additional store traffic.

Building Better Target Arrows!

In competitive target archery inches can make the
difference between fourth place and money. Victory
Archery’s Devin O’Dea takes you through the step-
by-step procedures for building the most accurate,
confidence-boosting arrows possible.

Industry

The Preseason Rush is Looming.
Are You Ready?

Patrick Meitin shares some of his experiences in

surviving the preseason rush through improved

efficiency and preparedness.

Products

Gear Up For Hot Summer
Bowfishing Fun

Bowfishing is gaining popularity once again. Here’s

what the average archer will need to gear up for the

most exciting of the summertime archery sports.

WebXtras:

In this issue: “Inside Retailing” talks success with The Archery Shoppe;
“Bow Report” tests the 2020 Bear Archery Divergent EKO; and “Industry 5Q”
examines Vapor Trail Scents.

Inside Archery Digital Edition

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

Fresh content daily
on social media!

INSIDE ARCHERY JULY 2020



INSIDE THE INDUSTRY INSIDE TRACK

Passing The Torch

I t seems we have stepped out on the proverbial limb. Eduardo (Ed) Rother, Ste-
phen Mack and I—all former employees—are now owners of what is inarguably
the industry’s leading archery trade magazine, Inside Archery. The passing of the
torch had been casually discussed whenever co-founder and publisher Sherry Krenz had
expressed a desire to retire, relax and enjoy life to its fullest with her growing family. Ed,
Stephen and I have been intimately involved in this industry for a combined 65 years—
time spent surrounded by wonderfully interesting people who I quite honestly cherish. I
no longer lose sleep prior to impending bowhunts, no matter the destination or potential
prize. But after more ATA Shows than I can accurately count, I still toss and turn the night
before the big show, electrified by the thought of sharing
face to face time with my favorite people on earth. I have
been blessed to be actively engaged in the greatest indus-
try imaginable for more than 33 years, and the purchase
of Inside Archery provides an opportunity to make that ex-
perience even more satisfying.
Stephen Mack adds, “I’m very excited to become an
owner of Inside Archery, with my goal being to continue
the amazing legacy of Inside Archery founded by Bill and
Sherry Krenz.” Mack began working for Zebra Publishing
in 2013 as a part time graphic designer, largely on Inside
Archery magazine. During the intervening seven years, Stephen worked diligently to grow
his involvement in the company, eventually becoming associate publisher in 2017.
Owning your own business is the ultimate American dream. And working for ourselves
all while participating in a sport and industry we truly love is more than we could have
wished for. Granted, there is a natural anxiety involved with being a new owner and
shouldering 100-percent of the responsibility. But this team has such a strong belief in
Inside Archery—and the archery industry in general—that our optimism far outweighs
apprehension.
I have always held the utmost respect for independent archery shop owners, small
businesses and family-owned manufacturing companies. They are willing to work hard,
put in the extra hours and go above and beyond to do what they love most and be part of
the unique community of archers and bowhunters. They are the very fabric of the archery
dodge, the fuel that drives our captivating sport.
The archery community is the epitome of a symbiotic relationship. Manufacturers
large and small create our cherished “toys,” archery media drives demand for new prod-
ucts and informes dealers of safe buying bets, and the independent dealers and large-
store department managers ultimately provide the product consumers seek.
The archery industry is a large, healthy and living organism that transcends religion,
politics, regional quirks, and even COVID-19 scares. It will survive despite these elements.
We will all be all right. We will continue to make a living in the most wholesome and
inherently honest business around by keeping this interdependent relationship positive
and moving forward.

Patrick Meitin, Executive Editor

10 INSIDE ARCHERY JULY 2020



Publisher

Apollo Creative Inc

Executive Editor

Patrick Meitin • [email protected]

Associate Editor

Daniel Allred • [email protected]

Copy Editor

Lauren Molenburg

Contributors

Kurt Smith | Cassie Gasaway

Sales & Marketing Director

Stephen Mack • [email protected]
(814) 341-9313

Design & Production

ER Graphics / Ed Rother • [email protected]

Graphic Designer

Tara Bondar

Website & Social Media

Stephen Mack • [email protected]

Account Manager

Pam Ludlam • [email protected]

Subscription Services & Change of Address:

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

Publication Office

Inside Archery® / 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 © 2020 Apollo Crreative Inc. All rights re-
served. Reproduction in whole or in part without written permis-
sion 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® mag-
azine assume no responsibility for unsolicited editorial, photography
or art submissions. Contributors submitting articles, photos or art
do so at their own risk. Material will not be returned without a self-
addressed 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 activi-
ties. Improper use of hunting or archery equipment may cause se-
rious 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-to-
date information in our publications; however, we do not make any
warranties or representations as to accuracy or completeness. All
information in this magazine is provided “as is” without warranty
of any kind. Apollo Creative Inc is not responsible for researching
and investigating the accuracy of the contents of stories or advertise-
ments published in this magazine. Readers use the information in
this magazine at their own risk. Apollo Creative Inc assumes no li-
ability for any errors or omissions in the content of this magazine, or
arising from use by any person of the information in this magazine.

•—•ative inc Inside Archery®
is a publication of
p•—• ollo crea Apollo Creative Inc
Printed in the USA.

12 INSIDE ARCHERY JULY 2020



MARKET TRENDS NEW & NOTABLE

Tenzing Hangtime Backpack Victory Archery VAP-SS

Tenzing’s Hangtime Backpack is ideal for stand-bound whitetail hunters Victory’s new VAP-SS hunting arrow combines micro
and their specialized gear. The Hangtime combines both hauling and diameter VAP with bone crushing Xtorsion technologies.
quick access capabilities perfect for the field or treestand. It features VAP-SS micro diameter technology (.166-inch inside
a rigid EVA-molded shell that holds its shape, allowing unrestricted access diameter) helps arrows buck crosswinds and reduces friction
without fear of spilling contents, plus six specialized pockets and external during penetration. Xtorsion technology infuses high quality,

MOLLE attachment points. If you hang the Hangtime, its large stainless steel mesh into layers of space-age carbon fibers,
top opening allows one-handed access into the 750-cubic inch finished with proprietary 90-degree carbon fiber weave, to add
compartment via oversized zippers, while a large front zippered maximum hoop strength and momentum-boosting mass.
panel hinges open for access when lying flat. Specialized storage Each VAP-SS arrow is meticulously hand fletched to provide

compartments were added for items like cell phone, game calls, optics pro shop consistency after being subjected to digital spine
and SD cards, extending carrying capacity to 1,600-cubic inches. There are alignment for consistent arrow grouping. This is the first
exterior quiver attachment points and a removable, ambidextrous bow-car- metal/carbon hybrid arrow that resists bending. They are
rier boot. The Hangtime is shelled with ultra soft and quiet material, camouflaged treated with proprietary Ice Nano Ceramic Coating to im-
with Mossy Oak Bottomland. ■ Learn more at tenzingoutdoors.com
prove penetration, easier target removal and quieter draw
Hunter’s Kloak Rut Bundle PRO cycles and come with tough 50-grain Shok TL Aluminum
inserts (75-grain stainless steel inserts available). Each is
Hunter’s Kloak Rut Bundle PRO includes the sorted into +/- .50-grain weight matched batches with
innovative Rut Rouser Dual Mister that is
positioned on the ground where hunters straightness tolerances of .001-, .003-, or .006-inch.
want deer to appear, and two different ■ Learn more at victoryarchery.com
deer-attracting scents dispersed individu-
ally or simultaneously via the included Mathews SCS Kit
remote control. The bundle comes with a
scent dispersal unit and remote, and four With the release of the 2020 Mathews VXR bow series
of both the Doe Estrous and Dominant also came the new Silent Connect System (SCS). The SCS
Buck scent cartridges. Doe Estrous is Kit allows Mathews VXR owners to add exclusive bow
formulated from Hunter’s Kloak’s super pull-up rope and sling attachment posts quickly and easily, afterwards
potent synthetic blend and signals bucks that allowing a fast and silent attachment option for these handy Mathews
a doe is receptive to breeding. Synthetic Dominant Buck scent creates competition, telling area bucks their accessories. SCS threaded attachment taps are found inside the limbs
territory has been invaded. When combined, these lures create a realistic and magnetic mature buck attrac- at the limb pockets and secured with two machine screws. The SCS
tion. The Rut Rouser Dual Mister dispenses scent for up to 8 hours. ■ Learn more at hunterskloak.com Kit includes a SCS post for each limb pocket, four set screws and one
Mathews bow pull-up rope. The pull-up rope is 30-feet long and made
Rhino Blinds R150 from reliable 550-pound paracord. Mathews also offers the Genuine
Bow Sling, manufactured by premium backpack manufacturer
Rhino Blinds’ top selling R150 is now offered in Mystery Ranch. The padded sling uses the
Mossy Oak Bottomlands camouflage. The R150 same attachment system and provides
was designed to stand up to hard use, the harshest hands-free toting of VXR bows.
weather and prolonged exposure to UV rays. The 5-hub ■ Learn more at mathewsinc.com
design comfortably conceals two to three hunters and
requires only minutes to set up. Windows/shooting ports
include large front windows on two sides and three

smaller windows on the back, all including adjustable
and removable mesh. The 180-degree window system in-
cludes silent hook-and-loop closures, with shoot-through mesh
hanging from the top to conceal interior movements. The oversized,
zipper-free door allows silent entry and exit, while generous brush loops allow adding natural camouflaging
materials. Stress points are triple stitched and reinforced to prevent failure, and shells receive durable water
repellent and antimicrobial treatments to eliminate moisture, mold and mildew. The blind comes with its own
backpack, stakes and tie-down ropes. ■ Learn more at rhinoblinds.com

Continued on Page 16

14 INSIDE ARCHERY JULY 2020



MARKET TRENDS NEW & NOTABLE

Continued from Page 14 Scott Archery Ghost Bohning Complete
Shooter’s Stool
Vapor Trail Gen 7X Scott’s 2020 Ghost is a completely new hook-style/
index-trigger release with a Scott leather and neo- As summer temperatures soar and customers continue
Vapor Trail’s Gen 7X is a further refinement of prene Comfort Strap. It includes a knurled trigger to compete in 3D tournaments, Bohning’s new Com-
the company’s popular limb driven drop-away and solid swivel connector with five length adjustments. plete Shooter’s Stool will come in high demand with
arrow rest. The Gen 7X is available only through The Ghost features trigger sensitivity adjustments. The serious archers. This is a folding stool holding
authorized dealers, so shops aren’t competing with stainless steel roller sear hook provides years of crisp cut- a lower gear bag that is double stitched and
mail order pricing. They are available in 12 colors and aways. The Cam-Lock fold-back strap connector allows reinforced for durability, and includes multiple
include a full capture rubber-over-molded carbon cage. tucking the release head away as needed. The redesigned, storage compartments and even a built-in bev-
The top or bottom limb-activated design includes ergonomic body provides an improved feel and the True- erage/lunch cooler. The aluminum stool frame
micro adjustable windage and elevation, and includes Center hook design has been updated to provide more holds dual arrow tubes and an umbrella holder, to
an integrated bubble level for quick and precise torque reduction. Scott’s exclusive Magnetic Trigger Re- allow sitting in the shade while waiting to shoot.
installation. The rest also comes with a silencing Shag turn System ensures the trigger resets automatically, with Three carry options
Pad, nonslip limb-mounting pad, activation cord and no springs to jam or break. Demand has been so high, so are accommodated,
mounting bolt. The floating V launcher provides maxi- order them now to be available for hunting season. including carrying
mum forgiveness and can be adjusted for drop speed. ■ Learn more at scottarchery.com it by hand, on a
■ Learn more at vaportrailarchery.com shoulder strap or as a
backpack with a steady-
ing chest clip. A simpler
option without arrow
tubes and umbrella
holder is also offered.
■ Learn more at
bohning.com



INSIDE THE INDUSTRY BUSINESS BLUEPRINT Sponsored by

Free Marketing and Advertising Kinsey’s is the leading distributor to the outdoors and
Resources from Facebook and Google archery industry. Carrying items from your favorite
brands, in-stock and ready-to-ship, the company offers
A s a business owner, it’s tough The website provides insights and tools domestic and international retailers a wide array of
to stay up-to-date on the latest to help you better understand who your products and services. Kinsey’s also owns innovative
social media marketing trends customers are with Facebook Audience consumer brands including BlackHeart, Fin-Finder,
and best practices. Facebook, Instagram, Insights. You can also learn how to target Elevation and October Mountain Products.
Google and YouTube are constantly up- and retarget your customers with Face-
dating their algorithms in an attempt to book Ads utilizing Facebook Pixel and look- For more information, please visit KinseysInc.com
make their platforms more user friendly alike audiences to increase both website
and engaging. Unfortunately, those on- and retail traffic, as well as sales. to the Google Skillshop Portal, all you
going algorithm updates affect both your need is a valid Google account to log in
paid and organic marketing and adver- Not trying to reinvent the wheel on and register. Once you’ve registered and
tising efforts. How are you supposed to Facebook? Facebook also provides case logged in you can begin to take advan-
stay abreast of those constant changes studies to show you how other busi- tage of the free online courses. You’ll not
and still know how to properly leverage nesses have used their platforms to grow only learn the ins and outs of the many
these vital platforms? and thrive. To learn more about case Google platforms, but you can also get
Fortunately, there are a ton of free re- studies, how to run highly-targeted ads, officially certified as a Google expert on
sources, courtesy of Google and Facebook. gain customer insights, or to get feedback these subjects. To learn more or to regis-
By taking advantage of these free re- from a Facebook Marketing Expert, visit ter for the Google Skillshop Portal, visit
sources you can stay educated on the best facebook.com/business today. skillshop.exceedlms.com/student/catalog.
paid and organic strategies your business
can use to thrive on social media. I know Grow with Google With so many free marketing and
it may sound too good to be true, but it advertising resources at your disposal,
isn’t. Let’s take a look at the free resourc- Grow with Google offers both live and it can seem a bit overwhelming. Where
es that are available to you today. in-person training courses, as well as do you even start? Our suggestion is to
a vast online library that offers you a browse each site and take notes of the
Facebook For Business wealth of information on any Google top three things you’d like to learn. For
platform including Google Ads, Google example, 1. How to increase both paid
Facebook for Business is a great resource Analytics, Google My Business, YouTube and organic website traffic, 2. How to run
for business owners, whether you’re just and various other Google marketing op- targeted Facebook or YouTube ad cam-
getting started on social media or you’re portunities. If you have a question about paigns, and 3. How to better engage your
a seasoned professional. There is truly a Google product or service, they surely customers online. Next, prioritize the
something for everyone on the Facebook have the answer. For more information most important skill you want to learn
for Business website. on local Grow with Google events, online and start there. Remember, you won’t
learning or anything else Google related, become a Facebook or Google marketing
expert overnight, so be patient and give
visit grow.google.com to yourself time to learn and grow.
get started.
Ultimately, by taking advantage of
Grow with Google Skillshop Portal these free resources, you’ll be on your
Skillshop way to seeing your business thrive with
If Grow with Google wasn’t next-level paid and organic marketing
enough, Google also of- and advertising efforts. IA
fers Google Skillshop Por-
tal. Google describes their
Skillshop Portal as, “The
one-stop-shop for every
kind of learner who wants
to succeed with Google
professional tools and so-
lutions.” To gain access

18 INSIDE ARCHERY JULY 2020



INSIDE THE INDUSTRY INSIDE RETAILING

Dominant Regional Archery Shop Prepares For Bowhunting Season

The Archery Shoppe

Store Profile have done business for 16 years. The new Co-owner Noble Sinclair and operations
location includes 21 20-yard indoor shoot- manager Annette Gonzales check out a pair
■ Headquarters: Albuquerque, New Mexico ing lanes. Sinclair and the Chavezs are avid of customers. Sinclair has been in the archery
bowhunters who have successfully pursued business since 1978, Gonzales for eight years.
■ Owners: Noble Sinclair, Gina & Mark Chavez big game across North America. Gina Chavez
is the first woman to tag a bighorn sheep ■ Bow Lines: Bowtech and Diamond Ar-
■ Store Facts: The Archery Shoppe co-owner in New Mexico with a bow and has tagged chery, Mathews, Hoyt, PSE Archery, Bear Ar-
Noble Sinclair started in the archery busi- more than 20 elk with a bow. The Archery chery and Elite Archery.
ness in the mid-1970s, working out of his Shoppe’s sales and tech manager, Gabe Lo-
parents’ garage, opened Sandia Mountain vato, started at the shop when he was only 14 ■ Arrow Lines: Easton, Gold Tip, PSE Archery,
Archery in 1979 and then The Shooter’s Den in and has been with the company for 18 years. Victory and Carbon Express.
1986. The Shooter’s Den carried firearms and Operations manager Annette Gonzales has
archery equipment. In 2003 Sinclair part- been with the company eight years. ■ Crossbow Lines: Ravin, Mission Archery,
nered with Gina and Mark Chavez to merge PSE Archery and Bear Archery.
The Shooter’s Den’s archery assets with The ■ Years in Business: 18
Archery Shoppe, moving into a 3,500-square ■ Inside Numbers: Estimated annual rev-
foot shop complete with a dozen indoor ■ Square footage: 7,200 (3,600 for store floor, enue is $1.2 million. 70 percent of revenue is
shooting lanes. Two years later, land was 3,600 for shooting lanes. generated by bowhunting, 30 percent by tar-
purchased to build The Archery Shoppe’s cur- get and recreational archery.
rent 7,200-square foot facility, where they ■ Staffing: Full-time: 7; Part-time: 2

The Archery Shoppe, located in Albuquerque, New Mexico, is the regional dealer for Bowtech, Retailing Q & A
Mathews, Hoyt, PSE, Bear Archery, Elite Archery and Diamond bow brands.
Inside Archery: With highly anticipated New
❝ Our regular customers know that if they bring us a Mexico bowhunting seasons right around
❞bow for service work, we will produce quality results. the corner, how do you prepare to meet in-
creased demand and store traffic?

Annette Gonzales: Preparedness is the most
important factor to meeting the demands
of the preseason crush. This begins as early
as ATA Show ordering, scheduling most of
our programmed orders to arrive in May
and June before things get really crazy. This
gives us time to get merchandise organized
and displayed properly when things are
slower. Usually by August, when our first
bowhunting seasons open and customers
really pour in, we will have to add several

20 INSIDE ARCHERY JULY 2020

Sponsored by

Plano Synergy

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

fill-in orders according to what season trends The Archery Shoppe owners and managers work hard to secure the best prices on all the goods they stock,
we are seeing. keeping prices competitive when compared with area big-box stores.

Inside Archery: As a full service archery shop, confidence needed to deal with the rush of Bow servicing is an important part of The
how much does bow setup and tuning, arrow customers just prior to or during archery sea- Archery Shoppe’s stellar customer service.
refletching and other tech work factor into an- sons. It gets pretty hectic once seasons open Here bow tech Chris Lucero gets a customer’s
nual revenue, and how do you prepare for the and you have to be able to work efficiently, bow precisely setup and ready for tuning.
preseason onslaught? while also producing quality work. That takes
practice and confidence. The Archery Shoppe built its 7,200-square foot facility
Annette Gonzales: Bow setup and tuning ac- on Albuquerque’s Carlisle Boulevard in 2005, creating
counts for less than 5 percent of our annual Inside Archery: What key factors make you the largest, most prosperous archery shop in the state.
revenue, but at times it seems to take up most competitive within your service area, and how
of our time! Yet it is vitally important to pro- do you maintain a high degree of customer
vide this kind of expert service because it is loyalty when customers begin making pre-
what separates us from the big box stores that season purchases?
constitute our biggest competition. We also
prepare for the preseason crush by stocking Annette Gonzales: Our regular customers
up heavily on important tuning and fletching know if they bring us a bow for service work,
needs like glue, fletching, string-loop mate- we will produce quick but quality results. The
rial, nocking points, serving and the like. We same goes for new buyers. We don’t just sell a
also hire extra part-time workers and people customer a bow, arrows and accessories and
specifically to deal with fletching arrows, so push them out the door. That bow gets set up
trained techs can stay focused on getting ser- professionally, with carefully considered ar-
vice work completed as quickly as possible. rows and accessories that will make a cus-
tomer as successful as possible in the type of
Inside Archery: Do you have any tips you can archery they’re most interested in.
share that have helped you select and train
bow technicians who can turn out quality Customer service is a huge selling point
work while under the intense pressure of the for us, but we also carry the widest variety
preseason rush? of inventory in the state, and at highly com-
petitive prices. While we are at the ATA Show
Annette Gonzales: Training quality bow techs and talking to manufacturers, if we can’t get a
takes time, as does breaking in employees to 10-percent Show discount, we’ll move on. We
ensure they provide the level of service our attend shows only to save money. Also, if we
customers expect from us. We try to hire see a product we sell at a lower price, we’re
new employees during the winter so we have
the opportunity to train them through the
following summer, helping them build the

JULY 2020 INSIDEARCHERY.COM 21

INSIDE THE INDUSTRY INSIDE RETAILING

The Archery Shoppe includes 21 indoor shooting lanes which help the shop stay busy most weekends.

going to talk to manufacturers or distributors Annette Gonzales: In the past, I can think of
about a rebate to make up the difference. We certain products where we got such a good
are always on the lookout for a better deal, so price we ordered way too many of them. We
we can pass that savings on to our customers. ended up losing whatever savings were gained
This keeps us competitive. because we couldn’t sell them all, and they
had to be deeply discounted to move them.
Inside Archery: How do your own bowhunt- You learn from those mistakes and learn to
ing experiences influence what products you keep orders conservative unless we know for
stock and how you do business? Do you field certain a product will move well.
test products personally, or rely on customer
feedback to make buying decisions? Inside Archery: How do you strike a balance
between scheduling bowhunting time for
Annette Gonzales: The Archery Shoppe’s own- yourselves and your employees to help avoid
ers are hardcore bowhunters and serious burnout, hurt feelings and poor morale?
gearheads, so they’re continually field testing
products. This gives them solid insight when Annette Gonzales: You really have to love
making buying decisions and recommenda- what you’re doing, being around archery and
tions to customers. They have a nose for what bowhunters all day. We don’t experience a
works in the field, and that translates into lot of burnout because of that passion for the
steering customers in the right direction. sport. But we also go to extra lengths to ensure
everyone gets to hunt if they want, especially
The Archery Shoppe’s 3,600-square foot indoor Most of our customers are hunters, so they if they have drawn a special tag. An employee
range allows holding regular shooting leagues, also test a lot of our products and provide feed- that knows they are going to get to go hunting
archery tournaments and even hosting special back about their experiences--good and bad. So is usually pretty relaxed.
events like birthday parties. this is really a give-and-take relationship. We
Inside Archery: Any other bit of advice you
take our customers’ input se- can offer dealers or department managers for
riously. We really are inter- dealing with the demands of the preseason
ested in how products per- rush?
form for them, while Noble,
Gina and Mark are respected Annette Gonzales: My advice is pretty straight-
in the local bowhunting forward: make sure you are stocked with the
community as accomplished items you’ll need and that you have enough
bowhunters. They hold a lot staff to cover all the customers coming in to
of sway when customers are buy new equipment or getting their old bows
making buying decisions. tuned. This heads off most issues, but you must
also accept the fact problems will arise and get-
Left to right, sales associate Dale Reid, owner Noble Sinclair, operations Inside Archery: Can you ting stressed out about them doesn’t help any-
manager Annette Gonzales and bow tech Chris Lucero. During the recall any early mistakes one. Roll with it and strive to continue provid-
preseason rush the store employs nine people. made in product selection ing the best customer service possible. IA
or customer relations, and
how did those lessons help WebXtra ■ Learn more about The
you avoid undue stress or
shortfalls during the annual Archery Shoppe and their services at
preseason rush? insidearchery.com/thearcheryshoppe.

22 INSIDE ARCHERY JULY 2020



INSIDE THE INDUSTRY YOUR ATA INSIGHTS

Giving Up

BY KURT SMITH, COURTESY OF THE ATA

N o matter where you live or work, archery’s impending work. No matter the issue, one thing is
certain: If you aren’t talking about it,

peak season for 2020 will differ from 2019. someone else is, and they probably lack

vital information.

Let’s face it: Our 2020 world has trust

It could prove detrimental, including events? If not, what can you change issues. We are inundated with poli-

high unemployment rates, strains on so it doesn’t happen again? cies, information, misinformation and

supply chains and overall uncertainty. guidelines that seem to change weekly.
We don’t know what to believe. When
Other changes will be positive, with re- Give Up Stereotypes

newed focus on outdoor recreation and New customers will contact you or we read online forums where people

supplying one’s family with sustainable enter your business for the discuss how to get around

foods. Both factors could bring new peo- first time during the next problems that manufactur-

ple to archery and bowhunting. few months. Some won’t ers don’t acknowledge, it

No matter which view prevails in look like your typical cus- deepens distrust. Instead,

your world, everyone in the archery tomer. They might talk face such issues head-on.

industry will experience change. Most differently and dress dif- It’s far better for customers

likely you’re keenly aware of changes ferently, but you must give to get the full story from you

already affecting your business. Or them an excellent experi- rather than a distorted por-

those changes might be more subtle. ence. Treat them with respect from tion of it from others.

Adapting to them is essential for busi- the start, and make it obvious that Give Up Your Opinion
nesses to succeed, but to move forward you value their business. To go one

you must also give up. Counter- step further, realize their archery The COVID-19 pandemic continues to

intuitive? Maybe. But let’s goals might differ greatly. be divisive. Whether you believe in the

look at ways you can Hunting might be on policies and guidelines the government

give up to help your their radar, but back- mandates or recommends, your cus-

business finish 2020 yard shooting recre- tomers will appreciate your efforts to

strong. ation might be as make them feel safe. Confidence in you

Give Up Duties far as they hope will bring them back. Keep your conver-
to go. By asking sations positive. Customers are weary

This is an easy probing questions of the pandemic. Discussing your hard-

time to jump head- you’ll be better ships or negative opinions on policies

first into your busi- prepared to provide may resonate with some customers but

ness’s day-to-day op- products or services will turn others away. Stay optimistic

erations. But if you’re an that best fit their needs and focus on how you can meet cus-

owner or a leader, it’s one and keep them coming tomers’ needs while keeping them safe

of the worst things to do. Instead, back to your store or brand. moving forward.

delegate tasks to team members or con- Moving forward for a strong end to
2020 will be challenging, but insisting
sider hiring a professional to help with Give Up Your Secrets

cleaning, bookkeeping or other jobs. By Every brand or store has secrets. They on business as usual will make it even

removing time-intensive tasks from ignore problems or bits of informa- worse. If none of the points above apply

your plate you can devote serious time tion, hoping they’ll go away. For to you, ask yourself what you can give

evaluating and refining your systems. manufacturers, it could be a product up to move forward.

What can you change to give custom- quirk that gives customers difficul- If you need some ideas, check out the

ers better experiences? Did your busi- ties. For retailers, it might be trouble MyATA Learning Center, or contact me
ness react quickly enough to this year’s meeting turnaround times for service at [email protected]. IA

24 INSIDE ARCHERY JULY 2020



INSIDE THE INDUSTRY INDUSTRY NEWS

Martin Archery Purchases quality bows for today’s archers.” force in compound design with sons Dan
Obsession Bows Assets Martin Archery was founded in 1951 by and Terry Martin by the 1970s. Shortly
after the 2013 passing of Gail Martin,
Walla Walla, Washington: Martin Ar- Gail and Eva Martin, becoming a major Martin Archery was purchased by the
chery recently announced the acquisi- current owners.
tion of Obsession Bows assets from Ar-
cus Hunting, LLC. Martin will maintain Joel Miller, Martin Archery’s Director of
a working relationship with the com- Operations, said, “This acquisition will al-
pany’s founders, Dennis and Angela low Martin and Obsession to provide top
Lewis, to continue manufacturing the of the line dealer and customer service
Obsession line of bows. Mark E. Edwards, through the arsenal of machining and
representative for Obsession Bows, said, decorating assets acquired. We are excited
“We believe that we are bringing together to support the growth of both of these great
good people and will continue to provide brands.” | Learn more at martinarchery.com.

Inside Archery and Bowhunt America Now Under New Ownership

Inside Archery, Bowhunt America and associated Publishing legacy. After 42 years in the archery editor of Inside Archery for five years and brings

assets formally owned by Zebra Publishing, Inc. industry and contemplating retirement, Sherry additional skills in video production and market-

have been purchased by the newly-created Apollo struck a deal with Ed Rother, Stephen Mack ing. Apollo Creative Inc’s combined skills

Creative Inc and its partners, Eduardo (Ed) Rother, and Patrick Meitin for the sale of Zebra ensure a seamless transition, continued

Stephen Mack and Patrick Meitin. Publishing assets. industry-best customer service and fresh

Inside Archery was created in 1998 by the late Apollo Creative Inc ••————— creativity moving for-
Bill Krenz and wife Sherry Krenz. The print pub- owners Rother, Mack
lication quickly became the No. 1 archery trade and Meitin bring highly ward for Inside Archery
magazine, and Inside
apollo creative—————••
magazine in the business, backed by Bill’s exten- diverse skillsets to the ——————•• INC ••—————— Archery and Bowhunt
sive marketing background and Sherry’s decades- equation, including 65 America websites.

long experience as a top-selling account executive. years of combined publishing experience. Rother, Apollo Creative Inc’s Ed Rother will manage the

Inside Archery continues to be the dominating who began work with Inside Archery as art direc- design and production while Stephen Mack will

force for independent dealers, archery department tor as early as its fifth issue, has remained Zebra function as Sales & Marketing Director and Patrick

managers and industry insiders to find important Publishing’s key designer. Rother also founded Meitin as Executive Editor, all as equal partners.

breaking industry news, cutting-edge product ER Graphics, a Georgia-based design firm. Mack Former Inside Archery Editor Daniel Allred will stay

coverage, insight into consumer buying trends began working with Inside Archery in 2013, as a on as a regular contributor, past Inside Archery

and business related advice. In 2003 the Krenzs graphic designer, promoted shortly to managing Managing Editor Lauren Molenburg will serve as

launched Bowhunt America, a consumer title, driv- editor, then account executive and finally, for the copy editor, former Inside Archery Associate Art

en by Bill’s highly successful bowhunting exploits past three years, associate publisher. Mack is a tal- Director Tara Bondar will help with design, and

and archery equipment savvy. Since Bill Krenz’s ented graphic designer, website designer and top long-time associate Pam Ludlam will remain as Ac-

passing in 2010, Sherry has continued the Zebra sales associate. Meitin contributed to some of the counting Manager.

very first issues of Inside Ar- Inside Archery will continue to publish 10 issues

chery and Bowhunt America. annually without interruption, the July 2020 is-

A highly prolific freelance writ- sue marking Apollo Creative Inc’s publishing debut.

er, Meitin has published more Apollo Creative Inc will also take over the contract to

than 2,700 magazine articles, produce the Pope & Young Club’s quarterly member

five books and countless blogs publication, Pope & Young Ethics. Apollo Creative

and columns. Meitin served as also plans to expand its Internet presence through

editor of Bowhunt America for insidearchery.com and bowhuntamerica.com. | For

ED ROTHER STEPHEN MACK PATRICK MEITIN three years, senior/equipment more information, visit insidearchery.com.

26 INSIDE ARCHERY JULY 2020

Consuegra Named the memories will live on under Corey’s drop away arrow rests, top quality custom
President of Arcus Hunting leadership.” | For additional information, visit bowstrings, and other archery accessories,
arcushunting.com. announced the launch of a new online
Arcus Hunting LLC, owners and opera- dealer portal. The web portal gives dealers
tors of brands like Tink’s, Dead Down Vapor Trail Archery the option to place orders online outside
Wind, Ramcat, Trophy Taker and Rack Adds New Dealer Portal
One, have appointed Corey Consuegra as
president effective July, 2020. Consuegra Vapor Trail Archery, designers of the best
will take over leadership from Phil Rob- selling, limb-driven Pro-V, GEN7 and GEN7X
inson who has served the organization
since 2004 and served as president and
CEO since 2015.

Consuegra joined Arcus Hunting LLC in
July 2018 to oversee marketing and product
development. Previously, he spent 13 years
with Bridgestone Golf, and more recently,
as head of marketing for the Americas.

“I am thrilled to serve such an incred-
ible organization built on brands that lead

Arcus Hunting new president, Corey Consuegra 27

the way in innovation, partnerships and
listening to the consumer,” Consuegra
said. “Beyond our fast growing brands,
we are built on a foundation of incred-
ible people, and it is a privilege to serve as
their president.”

Beginning in July, Phil Robinson will
shift to an oversight role consulting on
both near and long term strategies as
Chairman of the Board.

“My time at Arcus Hunting LLC and
Tink’s is truly time I will cherish,” Robinson
remarked. “The success we have experi-
enced, the relationships we have built, and

JULY 2020 INSIDEARCHERY.COM

INSIDE THE INDUSTRY INDUSTRY NEWS

normal business hours, and on weekends ed to allow authorized dealers to maximize that we will rally as an industry and be
and holidays to assure an uninterrupted sales opportunities through the hunting prepared for 2021 as a year of growth and
flow of merchandise. The Vapor Trail staff season and the holidays. prosperity in archery.”
will still be available during
established business hours Hoyt president Randy Hoyt is renowned for continually raising
to serve its valuable cus- Walk said, “We realize the bar in archery technology and product
tomers, but the new portal that the past few months design, producing some of the most sought
brings more convenience to have been a challenge for after archery products by the world’s most
busy dealers when the need all of us. Our evaluation of serious bowhunters and competitive target
to place after-hours orders current market conditions archers. | Learn more at hoyt.com.
arises. | For more information, and the need for retailers
visit vaportrailarchery.com. to maximize sales oppor- Veteran Innovative Products
tunities during this next Teams with RubLine Marketing
Hoyt Premier Hunting Bow hunting season is the key
Launch Date Adjustment driver behind this change, and we believe RubLine Marketing has been named the
this is the best decision in our effort to Agency of Record for Veteran Innovative
To better facilitate the needs of its deal- support retailers and the entire archery Products. With a history of developing
ers, Hoyt Archery announced the annual industry. Rest assured that we will con- some of the most unique brands in hunt-
launch of the company’s premier hunting tinue our relentless efforts to design and ing and the outdoors, Veteran Innovative
bows will be moved from October 2020 to produce superior archery products and Products has signed with RubLine Market-
January 2021. The revision was initiated to I am excited to get through the summer ing to lead strategic brand development
benefit Hoyt dealers, as the move is expect- and fall selling seasons and finish 2020 and oversee the marketing efforts for their
as strong as we can. I am also confident organization.

“There’s nothing their customers. Whether it’s large scale social media channels, supporting retail,
better than part- media planning, brand launch, public re- creative planning, or graphic design and
nering with an orga- lations, growing a presence on digital and promotions, RubLine Marketing has what
nization that dedicates is needed to take your company’s market-
itself to incredibly high ing efforts to the next level. | Learn more at
standards and made-in-America prod- rublinemarketing.com. IA
ucts,” says Chad Billick, marketing strate-
gist at RubLine Marketing. “We’re thrilled
to combine our team of marketing veter-
ans with the real heroes and military vet-
erans at VIP. It’s a deadly combination, just
like their products.”
Veteran Innovative Products produces
some of the highest quality hunting prod-
ucts in their categories, including surgical
grade broadheads and the wildly effective
HogLog Boar Feeder. Every component on
VIP Broadheads is sourced and manufac-
tured right here in the USA. VIP Broadheads
are the first and only scalpel sharp broad-
heads with multi-patented and patent-
pending Momentum Management Tech-
nology including automatic-adjusting-
variable-cutting-width broadheads.
CEO, Matthew Futtere says, “Never go
to war unprepared. We realized quickly
that in the competitive broadhead market
we needed warrior-level expert help. The
RubLine team has demonstrated repeat-
edly that they are true marketing warriors
that win.”
Founded and operated by an American
military veteran, VIP is committed to pro-
ducing top quality hunting equipment and
developing all of their products at home in
the United States.
VIP is proudly veteran owned and Ameri-
can made. Learn more at veteranip.com.
RubLine Marketing is a strategic mar-
keting agency with roots deep in the out-
doors. The agency helps organizations
design, develop and execute marketing
plans tailored for the results individual
clients seek. Combining the most modern
marketing tactics with years of strategic
business development, RubLine Marketing
is able to offer something truly unique to

JULY 2020 INSIDEARCHERY.COM 29

INSIDE THE INDUSTRY ATA ACTION

New ATA Members: Read This

BY CASSIE GASAWAY

H ello and welcome to your ATA! The New members have much
ATA serves manufacturers, retail- to discover, so here’s a quick
rundown of ATA efforts and

ers, distributors, sales representatives and how to make the most of

others in the archery and bowhunting in- your membership.

dustry. Regardless of your membership type The ATA in Brief ■ The ATA

we’ll happily help you! is the official trade group for
the archery and bowhunting

Check your email for a message from industry. Its mission is to in-

Wendy Lang, ATA’s senior membership spire growth, increase partici-

manager. Lang emails all new members a pation and promote archery Your ATA staff members can assist you with questions about the industry. PHOTO © ATA
welcome that explains how to log into the and bowhunting. The ATA

MyATA Login, aka your member dashboard. works to recruit and retain

If you missed that email, visit archerytrade. new, current and once-active archers and some membership perks that will help you

org/myata-login for instructions. The MyA- bowhunters. ATA staff develop programs, cre- succeed.

TA member dashboard is a practical tool for ate resources and organize and operate the

receiving and obtaining most ATA-member industry’s longest-running trade show. The Top 4 Member Benefits ■ The ATA and

benefits. ATA strives to help members navigate busi- its staff have served their members since

That email is the first of many emails ness challenges and cultural shifts. 1953. They’ve created hundreds of resources

you’ll receive year-round as part of the ATA’s In other words, if you joined the ATA to and member benefits to help your business

“onboarding” process. These communica- increase your profits and customer base, flourish, including:

tions provide crucial information about ATA build your brand and business, and pre-

programs, resources, partnerships, advocacy serve archery and bowhunting for future 1. FREE EDUCATIONAL VIDEO COURSES

work and member benefits. generations, you chose wisely. Let’s review • Take an educational course in the MyATA

Learning Center to improve your business.

The ATA offers hundreds of free downloadable resources, a team that’s ready to help, These courses help members learn more
and tools that help you attract new customers and improve your business. PHOTO © ATA skills and business strategies through in-
teractive videos, follow-up questions and

other resources. The video courses cover

coaching, marketing, conservation, archery

tech, business operations and maximizing

ATA memberships. You’ll also find record-

ings of popular ATA seminars, ATA Trade

Show events and other industry happen-

ings. Log into your member dashboard and

click “MyATA Learning Center” to explore

your options.

2. ACCESS TO A COMPREHENSIVE MEMBER-
SHIP DIRECTORY • The ATA helps businesses
make connections by providing contact in-

UNITING THE INDUSTRY ARCHERY TRADE ASSOCIATION
archerytrade.org

30 INSIDE ARCHERY JULY 2020

formation in its free membership directory. Boost Your Business with Help from ATA’s Resource Website
Members must electronically “sign” a confi-
dentiality agreement to view the document. ATA members have free access to industry-generated information that helps grow their business.
Search for members by name, category, mem-
bership type or other filters. The dynamic di- BY TAYLOR WALSTON
rectory updates nightly, so check often for
updates. Log into your member dashboard and The ATA Resource Website offers extensive free mar- created a business snapshot to help everyone—new or
click “Membership Directory” to access the list, keting and business resources for ATA members. You’ll experienced—calculate operating and labor expenses
which is only available to ATA members. enjoy 24/7 access to archery and bowhunting marketing and net profits in one handy table. By reviewing all costs
images, information that boosts business operations and profits in one place you’ll keep better track of your
3. DISCOUNTED PROGRAMS AND SERVIC- daily, insightful details on shop maintenance and advice spending and where you must adjust or expand.
ES • The MyATA Service Provider program for ensuring a positive environment for employees and
has ATA-vetted companies to help members customers. The ATA updates those resources regularly Retailers new to the industry can use our business
navigate issues with insurance, bookkeeping, to provide relevant material for members. Start brows- plan template to break ideas into key assumptions with
brand protection, federal excise taxes, supply- ing to maximize your ATA-member benefits. 9 basic building blocks.
chain strategies and product risk and liabil-
ity. Visit archerytrade.org/myata-service-pro- Marketing Materials ■ Photos are powerful marketing Your ATA also offers information for employees.
viders to review your MyATA service providers tools. The right image evokes emotions, connects with Download checklists and guidelines on how to keep
and learn how they can help. prospective customers and boosts in-person and website your employees involved and your store clean and orga-
traction. Members can download photos from the Re- nized. It’s much easier to keep your shop looking sharp
Additionally, the Savings4Members group source Website collection and use them on social media, when all employees know their roles and responsibilities
gives ATA members access to more than 20 dis- inside their shops or in their marketing materials. Update in the upkeep. Members seeking to hire employees can
count programs. Receive special prices on ne- your marketing efforts regularly with fresh options. download examples of job descriptions for bow techni-
cessities like office supplies, wireless services, cians or archery program coordinators.
consumer financing, payroll and HR, credit- Videos are also vital business tools. Members can
card processing, uniforms and facility services download educational videos to share on social media A Valuable Resource ■ Members also can download
and waste and recycling services. Contact your or review with staff. Each video breaks down the ele- federal excise tax documents and other vital industry
savings consultant at (844) 346-3746. ments of archery and bowhunting for easy learning. data. You can read and download reports and studies
They’re great resources for training staff, creating so- about sales, bowhunting reactivation and archery par-
4. ATA TRADE SHOW ACCESS • The ATA Trade cial-media content or teaching customers the benefits ticipation.
Show is the archery and bowhunting indus- of various products.
try’s largest and longest-running trade show. The Resource Website offers lots of materials to help
About 10,000 industry members worldwide Each customer has unique interests and engages ATA members grow their shop or strengthen their busi-
gather for the 3-day event. Only ATA members differently with your store in person or online. Review ness. Every document on the site benefits ATA members
can attend, which ensures exhibitors and at- these five consistent consumer profiles, youth, sports- because ATA staff regularly upload new or updated con-
tendees can focus on writing orders, business men, harvesters, trailblazers and target archers, and tent. Learn about the industry and discover its market-
planning and new-product evaluations. then learn how to tailor their experiences. Each target ing trends.
audience looks for different gear and features at archery
The Show provides an ideal place to meet shops. Your marketing material should reflect those Visit ATA’s YouTube Channel and search for the video
needs and highlight information about your shop that titled “Using the Resource Website” by Wendy Lang, se-
appeals to each group. nior manager of ATA memberships. The video explains
how to use the Resource Website to gather valuable
Business Advice ■ Members will find information to information.
help deal with their business’ daily operations. We’ve
Contact the ATA’s membership office at (866) 266-
2776 or  [email protected] with questions, com-
ments or suggestions for more material.

Members can review business documents and download 31
checklists you can post in your office or in the break room.
Members can also share any of our educational videos on
their social media. PHOTO © ATA

JULY 2020 INSIDEARCHERY.COM

INSIDE THE INDUSTRY ATA ACTION

Should I Sell Products Online?

Consider these pros and cons to decide if an ecommerce business is worth your time.

peers face to face, talk products and pric- The COVID-19 pandemic prompted many brick-and-mortar retail- Therefore, you’ll likely need separate teams, websites and poli-
ing and build personal and professional ers to consider selling products online. To help you weigh your op- cies to manage an ecommerce business. People will also contact
relationships. The Show also features give- tions and make an informed decision we spoke to David Wilkins, you with questions day, night and on holidays. Wilkins said he only
aways, networking events, an awards pro- owner of Wyvern Creations LLC, an online-only crossbow dealer. hunted 5½ hours during the 2019 deer season and still responded
gram and educational opportunities, in- Wilkins launched his business 12 years ago and offers insights to emails from the stand.
cluding seminars, demonstrations, Coffee about ecommerce to teach others what to expect.
Talks and instructor certification courses. Google rankings matter. ■ Competitors flood online mar-
Visit archerytrade.org/trade-show to learn Wilkins likes to debunk an ecommerce myth he often hears, kets. Wilkins said the competition is “nightmarish.” To succeed, you
about the annual event. “People think they can put a product online and then kick back and must have a good online ranking. Google and other search engines
watch the sales flow in, but that’s not how it works,” he said. “It’s rank websites based on relevancy. The higher a website’s ranking,
Learn About More Benefits■The four top- actually really tough and labor-intensive to succeed.” the easier people find it online. Wilkins thinks about it like this: “If
your website appears on Page 7, no one will find you [or your of-
ics above are but a few of the ATA’s member Wilkins said ecommerce involves far more than many people ferings.]”
benefits. Watch the ATA’s “New Member” think, including overhead costs, marketing, packing and shipping
playlist on YouTube for a quick overview of and dealing with returned items that have been broken or damaged. Your website must contain good links, content and keywords
other ATA-member benefits and important “It’s a real business,” he said. “It doesn’t run itself. You have to run it.” to improve your ranking. You can also improve your search engine
ATA programs and initiatives. Take notes optimization strategies, including publishing content regularly,
as you watch. We also hope you’ll visit the Let’s review some claims to determine if online sales would creating good product titles and descriptions and checking your
ATA’s member-benefits webpage for more help your business. internal links and checkout process for errors.
details. It can be found by clicking “mem-
bership” in the toolbar on archerytrade.org. PROS You’ll introduce large audiences to your Online buyers have high expectations. ■ Wilkins said
products. ■ Ecommerce sites allow you to consumers want quick, easy online buying. They also want free
It’s a lot to process because the ATA offers reach a worldwide audience. You’re not limited to a geographic shipping and expect to receive their product within days. A Fisher
our members so much. Every business is area like you are with a storefront. It’s also easy for people to share study found 90 percent of online shoppers said high shipping
unique, so you’ll find some benefits more links of your website with friends and family, thus having the po- fees and home delivery that takes longer than two days will likely
helpful than others. If you have a member- tential to be seen by hundreds or thousands of people daily. abort their purchase. If you can’t meet those demands, you’ll likely
benefits idea or request let Lang know. And struggle online.
if you have questions about a benefit the You can make lots of money fast. ■ Most ecommerce busi-
ATA has 19 full-time staff members willing nesses have low setup costs, compared to physical storefronts. FINAL THOUGHTS
to help. Once you establish an ecommerce site you could make lots of
money quickly because multiple people can check out simultane- If you’re excited about creating an ecommerce site and business,
Staff are Ready to Serve ■ An ATA mem- ously. You might envision Black Friday or other sales events, but Wilkins suggests doing more research before committing. You
that usually only happens with a well-established customer base. must have manpower, inventory, a specific ecommerce website,
bership gives you access to a team of pas- an organized packing and shipping process and time to market
sionate archery and bowhunting enthu- You don’t have to stock shelves or advertise products. ■ products and answer consumer questions. “[Retailers] can do it,
siasts. Each staff member is an archer, Ecommerce retailers display products on a webpage, not a store but it’s a time commitment,” he said.
bowhunter or both and wants the industry shelf, so they don’t need to stock shelves or create eye-catching
and your business to succeed. They’ll share displays. Wilkins said products can arrive in boxes and stay in Wilkins also said to focus on your strengths. “People try to be
advice and insights, and help you and your boxes until you ship them. An added benefit is that you don’t have everything to everyone,” he said. “They need a focus. They should
business any way possible. to dress up or look polished, because you don’t work face to face concentrate on selling 20 individual items really well, rather than
with customers. 200 items inadequately.”
Matt Kormann, ATA’s president/CEO, leads
the team. He oversees four departments, in- CONS It’s a 24/7/365 business. ■ Online and brick- Visit Score.org for advice, resources and information about
cluding government relations, outreach and and-mortar businesses differ significantly, ecommerce. The site has recorded webinars, local mentoring and
education, Trade Show and membership including operations, customers and selling processes. Brick-and- insightful blogs to help you start. For more information, read these
and marketing and communications. ATA mortar retailers must maintain shelves and a physical location, articles on Score.org: “Ready to Start an Online Store?,” “What to
staff run the Trade Show, create business- whereas online retailers must have contracts with shipping com- Consider Before Starting an Ecommerce Site,’ “Building an Ecom-
boosting resources, coordinate range and panies. Brick-and-mortar retailers also cater to service- merce Based Small Business” and “3 Areas to
retail programs, work with state and na- driven customers, whereas online retailers must
tional legislators and wildlife agencies and cater to price-driven customers. Improve Customer Experience on Your
promote archery and bowhunting through Ecommerce Website.”
outreach and education nationwide.

Questions? Contact Wendy Lang at wen-
[email protected] or (866) 266-2776,
ext. 103. IA

32 INSIDE ARCHERY JULY 2020



PEOPLE

PowerTheofParticipation
Archery Industry Members Participating in the Sport

SUBMIT YOUR PHOTO: Visit insidearchery.com/pop or mail a color image with your name,
address, where the animal was taken, and archery gear used—both manufacturer and model—
to Inside Archery Power of Participation, P.O. Box 15827, Colorado Springs, CO 80935.

Mike Newman • Ohio Whitetail Mike Austin • South Africa Sable

President / CEO, Treezyn

Bow Tech / Sales, Olde English Outfitters Bow ■ Darton Sight ■ Spot-Hogg XL
Archery Maverick Rest ■ Axion
Bow ■ Bowtech Sight ■ HHA Optimizer Lite

Arrow ■ Easton Rest ■ Quality Archery Designs HDX Arrow ■ Black Eagle Spartan Release ■ T.R.U. Ball

Broadhead ■ Slick Trick Release ■ Sportek Innovations Overkill Broadhead ■ Thorn Other ■ No Scent Field Spray

34 INSIDE ARCHERY JULY 2020

Andy Bourgeois • South African Impala

Owner, The Archery Place

Bow ■ Hoyt RX3 Sight ■ HHA Optimizer Single Pin Jim Klossner • Texas Blackbuck

Arrow ■ Easton Axis Rest ■ Hamskea Owner, Athens Archery

Broadhead ■ Rage Release ■ T.R.U. Ball Sweet Spot Pro Bow ■ Athens Archery Summit 7 Sight ■ Garmin Xero A1I
Arrow ■ Killin Stix Micro Ventilator Release ■ Stan Shoot Off
Broadhead ■ Annihilator Broadheads 100 Other ■ Ozonics

Chris Berry • Missouri Turkey Patrick Meitin • Texas Whitetail

Marketing & Sales Manager, OZARK Feather Owner / Executive Editor, Inside Archery

Bow ■ PSE Archery Broadhead ■ Wasp Archery Bow ■ Bowtech Revolt Sight ■ Viper Archery Venom

Carbon Air 34 Release ■ Spot-Hogg Arrow ■ Bloodsport Rest ■ New Archery Products Apache
Arrow ■ Gold Tip Whipper Snapper Archery Justice Stabilizer ■ TRUGLO Carbon XS

Hunter GT Decoy ■ Target Maxx Broadhead ■ Rocky Quiver ■ Rancho Safari CatQuiver

Sight ■ Spot-Hogg 3D feathers Mountain SwitchBlade

JULY 2020 INSIDEARCHERY.COM 35

BY DANIEL ALLRED

36 INSIDE ARCHERY JULY 2020

Al Perelli, owner of BIGshot Archery, has al in the digital side of the publishing industry, where he man-
ways taken a slow-and-steady approach aged networks and provided digital hosting services for pub-
lishing giants like Time Magazine and People Magazine.
since he founded his company in 2005. Accord-
Perelli’s background in technology eventually motivated
ing to Perelli, the goal is to thoughtfully grow him to get involved in the internet as an industry as it gained
popularity in the 1990s. Perelli and a partner created an inter-
the company, one satisfied customer at a time. net service provider (ISP) which supplied services to the city
of Philadelphia.
Looking back, this approach has certainly paid off. BIGshot
Archery has enjoyed the steady growth Perelli sought to cre- Throughout his technology-focused career, Al Perelli re-
ate, and the company is now a respected international sup- mained an avid archer and bowhunter. His father was the
plier of highly effective and affordable archery targets. one who introduced him to the sport, and he was hooked on
bowhunting for life by age 13.
Like many successful industry leaders,
Perelli didn’t get into the archery busi- After having two sons of his own, Perelli knew he wanted
ness for money or recognition. He did to pass the tradition on to them, just as
it because archery was his passion, and his father had passed it on to him. He in-
in the course of pursuing that passion, troduced his sons to archery at a young
he encountered a problem that he could age, and this is the spark that ultimately
uniquely solve. created BIGshot Archery.
“My sons really started the whole pro-
The problem, simply put, was that ar- cess,” Perelli remembers. “When they
chery targets were overpriced for their started to shoot with me, we ended up
size and level of performance. Perelli ad- searching for arrows more than we were
dressed this problem by creating larger, more durable targets shooting arrows. We had this little block
that didn’t cost an arm and a leg.
target, and it was hard for them to hit it. I wanted to get them
Today, BIGshot Archery has a solution for a multitude of a big 4-by-4-foot range target, but I went to my local pro shop
other problems. The company’s products benefit archers of and saw that it would cost around $1,000. That wasn’t in my
all ages and inclinations, from diehard bowhunters who budget, so I decided to just make one for myself.”
want to practice with broadheads, to young shooters who are
trying 3D archery for the first time. Perelli worked with friends at his local sportsman’s club
to get in touch with suppliers of the materials he needed,
And BIGshot Archery is just getting started. It’s continuing and after a few weeks of tinkering he had created his first
to grow “slowly and steadily,” with one satisfied customer BIGshot target.
at a time.
“I had some material left over after I made the first [tar-
Solving a Problem get], so I made a second one for my buddy,” Perelli said. “I
brought his target to a 3D shoot, and I left it out in the open
Perelli was no newcomer to the business world when he es- where other people could see it. When I came back, there
tablished BIGshot Archery in 2005. In fact, he had an exten- were seven guys standing there looking at it, and they asked
sive background in a variety of fast-moving and high-profile if I could make them one, too. So I made seven more for
companies. He started in the publishing industry where he them, and I brought them to the next month’s shoot. There
sold typesetting equipment. From there, Perelli got involved were some guys from other clubs there, and they wanted me
to come to their shoots and bring more targets. That’s exactly

JULY 2020 INSIDEARCHERY.COM 37

■ One of the company’s what I did, and after that I kept hauling
primary goals is to introduce targets around to local shoots with a snow-
mobile trailer.”
young shooters to archery.
It achieves that goal with fun It’s fair to say there was a clear demand
for Perelli’s creation. Archers admired the
and affordable products. large size and affordable price of these
unique targets, and they were also tough
enough to handle broadhead use.

“It all started with my desire to make
something that wasn’t available,” Perelli
said. “I just wanted a target that was large
and also durable enough for broadheads,
and that’s actually where the name BIGshot
came from. It was big, and it could take a lot
of shots. It was a simple problem I wanted
to solve, but it turned out that a lot of other
people had the same problem. People loved
the size, and they loved how affordable it
was. We were selling them for only about
$40. It was insane. It filled a need, and there
was nothing else out there like it.”

Perelli knew he had a winning product,
and he steadily built a company around
it. “At first, it was just something I could
use to pay for all my archery stuff,” Perelli
said with a laugh. “My wife didn’t mind if
I bought a new bow or arrows, and it was
also a great excuse to go to a 3D shoot on
the weekends, instead of staying home and
painting the house or something. But at a
certain point, we knew these targets were
something that people really wanted. We
sort of backed into the business accidently,

clockwise from bottom left: ■ Just as the tradition
was passed on to him by his father, Al Perelli passed his
love of archery and bowhunting on to his sons, Brandon
and Jarred. ■ BIGshot Targets grew slowly and steadily af-
ter it was founded in 2005. At one point, the company op-
erated out of this barn in the family’s backyard. With help
from his sons, Al Perelli would haul his targets to regional
shoots with a snowmobile trailer. ■ Al Perelli arrowed his
first buck early on in life. He’s been an avid bowhunter ever
since. ■ The early days of personally delivering trailer-
loads of targets were hard work but enjoyable.

38 INSIDE ARCHERY JULY 2020

which is how a lot of good things start. We just keep improving our processes, and of ours called me right after he tested one
Eventually we knew we could really turn things have really started to escalate.” of the first crossbows that reached 400
this into a business, so that’s what we did.” fps. He told me that the bolt went into his
Branching Out wall, and he needed something to stop it.
Perelli quit his day job and began dedi- Initially, we developed something just for
cating full-time hours to BIGshot Archery Al Perelli’s straightforward strategy ended his range, but then we scaled it down so
in 2007 where his extensive background in up working out for him. BIGshot Archery customers could use it in their backyards.
business served him well. He had a clear has seen substantial growth in the last 15 Again, it all came down to solving a prob-
philosophy behind his company and a years, and the company has drastically ex- lem that no one else had solved at the time.
clear plan for its growth. panded its product offerings to solve other The Ballistic 450 worked great and had a
archery-related problems. super easy pull, and that’s what helped put
“I learned a lot of important lessons us on the national map.”
throughout my career,” Perelli said. “For One such problem came from the
instance, when I helped create that ISP next generation of high-speed bows and Well aware that bows and crossbows
business, we received a large amount of crossbows. would only keep getting faster, Perelli went
venture capital, and that ended up being a on to develop the Iron Man target, which
generally terrible experience. If you take in “The next real phase of the company can stop even faster projectiles.
venture capital, then you serve a different started with our high-speed bag target,
master and your focus changes. You are no the Ballistic 450,” Al Perelli said. “A dealer above: ■ The company’s
longer trying to solve a problem and take Video Range trailer demonstrates
care of the customer. Your new customer BIGshot’s advanced target technology,
becomes the person who gave you all the and it also helps archers of all ages
money. That’s why I swore to never have a have a good time.
partner in this business. It’s been entirely
customer-funded and customer-driven. If left: ■ This is the original BIGshot
we run the business correctly and solve our Target that started the whole
customers’ problems, then the money and company. Its durability, large
satisfaction will come later. And the sat- size and affordable price were
isfaction doesn’t come from the money. It all appealing qualities to the
comes from building an organization, see- archers who saw it.
ing archers be successful and helping other
businesses be successful, too.”

Meanwhile, Perelli’s sons, Brandon and
Jarred, have grown up immersed in the
family business. Today they are active and
passionate members of the BIGshot team,
but they remember the company’s humble
beginnings.

“I watched the company grow basically
through word of mouth,” Brandon Perelli
said. “We started in the garage, and then
we had a barn with a dirt floor, and we just
kept growing into larger spaces. We spent
a lot of time loading up trailers and doing
deliveries, and it wasn’t easy to grow the
company, but we always enjoyed it. Even-
tually we stopped doing the trailer gig and
started shipping pallets, and now we are
shipping a tractor-trailer worth of prod-
ucts every day when we are at full capacity.

JULY 2020 INSIDEARCHERY.COM 39

■ Here you can see Another problem that BIGshot Archery
the BIGshot team at the addressed was in the 3D target market.
annual ATA Trade Show.
The company has certainly “I’ve always been involved with archery
grown from its humble clubs, so I saw the prices for 3D targets get-
beginnings, and it’s even ting way out of hand,” Perelli said. “Some
become a major presence clubs shot their targets so much that their
in the industry. arrows went right through them, and
they couldn’t afford new ones. We knew
this was another opportunity, and then
we learned about a company called R&W,
which was owned by a man named Rus-
sell Wyatt. He had been doing it since 1991,
but he was one of the best kept secrets in
the industry. His 3D targets had the perfect
combination of durability, affordability
and realism. I was an avid customer of his
for years, and he eventually sold the busi-
ness to me when he decided to retire. To-
day we call them our Real Wild Targets. We
updated the foam a little to make it easier
to pull arrows, but we made a promise to
keep them affordable. The price is about
half compared to the competition, and
they hold up. A lot of clubs and large shoots
have seen that value and started using
them almost exclusively.”

■ Many notable archery shoots have begun using “We knew that the next big milestone The Next Big Thing
BIGshot targets for competitions. Considering the would be 500 fps, and that’s why we made
the Iron Man,” Perelli said. “We started Taken together, BIGshot Archery currently
large size and durable nature of the company’s working on it about five years ago, so we has a huge selection of different products
targets, this is no surprise. were even a little ahead of the curve. Like for various needs. The company helps
our other products, it’s an affordable target bowhunters prepare for the hunt with
that retails for less than $100, and it’s super broadhead-friendly targets. It helps cross-
easy to pull arrows out of it. You could shoot bow shooters practice without straining
one of today’s fastest crossbows at it, and a themselves to remove high velocity bolts.
3-year-old kid could pull the bolt out with- It helps 3D shooters affordably enjoy shoot-
out any problems. Since crossbows keep ing in their backyard or at an event. In
getting faster, the Iron Man has grown a lot recent years, the company also unveiled
in popularity. Sales have gone up by about the Perelli Mat Target, which has become
40 percent each year, and right now we ac- extremely popular at field archery shoots.
tually can’t even make them fast enough.”
The reason that BIGshot Archery con-
tinues to grow and expand is simple: The

40 INSIDE ARCHERY JULY 2020

■ The Video Wall is one of BIGshot’s newest and most im-
pressive innovations. It provides a new level of entertain-
ment for archers of all varieties, and its unique construc-
tion makes it hassle-free to install. The Video Wall is a great
new option for pro shops, archery clubs, shooting events,
and some archers have even put them in their homes.

company delivers value-driven products to customers to continue updating and im- vitals. Then they told us they wanted more
that exceed customer expectations. proving the Video Wall. videos and they wanted to use their own
trail camera footage, so we have incorpo-
One of the newest and most exciting “Everything we do is driven by the rated that into the system as well. We have
products from BIGshot Archery is the com- feedback we hear from consumers and an open-source platform, so you can go out
pany’s Video Wall, which combines all the dealers,” Perelli said. “They wanted a big- and take some pronghorn videos and cre-
great characteristics of BIGshots’ other of- ger screen, and the Video Wall can be as big ate your own set of pronghorn shots, for
ferings and adds a twist. as they want. They wanted more interac- instance. We have content creators who
tivity, so we added the scoring system and are making some great videos for the sys-
“The Video Wall is sort of based on our tem, like dangerous game in Africa. It’s all
Mat Target,” Perelli said. “The Mat Target open-source, so everyone can contribute
has this replicable, square-shaped foam their own content.”
insert, and we realized that we could basi-
cally build a wall out of them. I was talking The Video Wall also serves as a great in-
to a lot of dealers about their video target troduction tool for young shooters.
systems and I knew we could make an al-
ternative that costs way less. Unlike the old “The next generation is all about video,”
video target systems, the Video Wall has no
fixed size. You can build one that’s 15-feet
high and 20-feet long if you want, and then
you use a projector to put the image on it.
We figured out how to put sensors in the
foam, so the score shows up when you take
a shot. As a bowhunter, I also wanted to be
able to see vitals on the animal, and we fig-
ured that out, too. We managed to put all of
this in an entry-level system that currently
costs less than $2,900.”

Perelli and his team have listened closely

JULY 2020 INSIDEARCHERY.COM 41

■ BIGshot’s Video Wall can be as large as a user they are being educated. They’re just hav- ourselves going a lot further with this
wants it to be, and customers also have the ing fun, but they’re learning about the out- technology. It’s going to keep getting better,
ability to project their own image on it. doors and wildlife. I think that’s how the and people will never run out of content to
younger generation learns today.” choose from.”
Perelli said. “One of the things that in-
spired us to create the Video Wall was The The team at BIGshot Archery under- Sticking to Your Principles
Hunger Games. I saw all those younger stands the incredible potential the Video
shooters getting involved, and I was con- Wall has. Al Perelli built his company the right way.
vinced that video was the way to reach He listened closely to archers and solved
them, not dots on a piece of paper. The Vid- “The Video Wall is an incredible new their problems. He listened again to con-
eo Wall does something we call the three product that’s really starting to get the rec- sumer feedback and improved his cre-
Es: engage, entertain and educate. A young ognition it deserves,” Brandon Perelli said. ations accordingly. Looking ahead, this
shooter might not be interested in shoot- “We saw people who had invested heavily simple formula will surely continue to
ing on a range, but if they walk by a Video in the older proprietary video systems, and serve BIGshot Archery well.
Wall, their heads turn and they might sud- sometimes it ended up biting them. They
denly be interested in giving it a try. After just weren’t as practical as they could be, “We will never lose our customer-driven
they are engaged, they are entertained by and we were able to combine features from focus,” Perelli said. “We will always investi-
shooting, and without even realizing it, our other products to create a much sim- gate the issues our customers have and fig-
pler system. It’s cheaper, but I wouldn’t say ure out how to solve them. You might look
we cheapened it because it accomplishes at the target market and think, what else
the same goals. In the future, we foresee is there to do? Well, I would say there is so

42 INSIDE ARCHERY JULY 2020

■ BIGshot ships truckloads of made-in-the-USA products BIGshot Archery has also remained
every day from its facility in Elverston, Pennsylvania. dedicated to American manufacturing.
The company’s wide selection of target
brands are all manufactured, assem-
bled and shipped from BIGshot Archery’s
41,000-square-foot facility in Elverson,
Pennsylvania. For Perelli, this is another
principle that he will not falter on.

“I’m a big proponent of manufacturing
in the United States,” Perelli said. “I’ve seen
the good things that manufacturing can
bring to a region, and I’m passionate about
building everything here. It brings money
to the area and fuels the local and regional
economy. Bringing more jobs to Pennsyl-
vania has been a major focus of ours, and
that will also never change.”

much more to do. We have so many more Conclusion
ideas, and we are sticking to the principles
that helped us succeed. We’re still making After years of slow but steady growth, BIG-
durable, affordable, easy-to-pull targets, shot Archery is beginning to receive the
and we’re still serving the grassroots of the recognition it truly deserves. After all, the
industry.” company has branched out to nearly every
category in the target market, and it has
BIGshot Archery is also determined to impressed archers of all varieties with its
work closely with independent pro shops thoughtful and value-driven products.
to help foster their success.
Meanwhile, Perelli is just enjoying the
“If you have a town without an archery ride. He made this company because he
pro shop, then you have a town without was passionate about archery, and that
archery,” Perelli said. “Dealers are serving passion is what will drive BIGshot Archery
the community and forwarding the sport into the future.
with their passion. They’re creating the
next generation of archers, and we sup- “Passion is the reason we’re in this for
port them by providing unique, high-per- the long haul,” Perelli said. “Passion is
formance products with good margins that what inspires us to solve our customers’
outperform lower-end targets. Sometimes problems, and passion is what helps us
I question my judgment, but we are still translate their problems into solutions.
a dealer-only company, and this strategy We’re not some corporation that’s out to
has rewarded us with strong and continu- make tons of money. We’re entirely con-
ous growth. We want to work closely with sumer-driven, and our satisfaction comes
dealers and solve their problems, whether from doing the job right. There is no end-
it’s a product problem or a business prob- game or destination we are trying to reach.
lem. We have the best terms, for example. In the immortal words of Steve Jobs, ‘The
Dealers can receive targets in March and journey is the reward.’” IA
not pay for them until October. We know
what they go through, and we’re commit- ■ Installing the Video Wall is a simple,
ted to helping them.” straightforward process.

JULY 2020 INSIDEARCHERY.COM 43

MARKET TRENDS BOW REPORT

Bear Archery Divergent EKO
BY PATRICK MEITIN

I ’m always thrilled when an- designs wholly practical bows for hard- accuracy erosion. The EKO Cam uses a
core bowhunters. Bear Archery bows are rotating module to accommodate draw
other Bear Archery bow shows highly shootable, easy to tune and main- lengths from 26 to 30 inches, but no mat-
up for evaluation. I like Bear bows. tain and always bowhunting quiet. In ter the draw length, draw weight or let-
the big picture, they are also some of the off setting, the EKO is designed to provide
maximum performance at every conceiv-
I enjoy shooting Bear bows. I hunt with a most affordable high-performance com- able setting. The EKO system utilizes a
small, sleek string stop to eliminate string
Bear bow almost every year. A small part pounds in the business today. noise and vibration.

of this is the Fred Bear mystic itself, as The 2020 Divergent EKO hits all of those Divergent Riser

Papa Bear was a huge influence in my notes, particularly the latter. The Diver- The Divergent EKO is based on a long 23
½-inch forged/milled-aluminum riser.
early bowhunting efforts, his “The Ar- gent EKO--as the Bear ad-line goes--is, The riser includes generous cutouts that
give the Divergent EKO a balanced feel
cher’s Bible” living up to that name in my “Big on performance. Easy on the wallet.” in the hand. Weight was minimized by
recessing the structural cross struts and
youthful mind. But the larger part, which Like all top-tier Bear models the Diver- hollowed sight window, the front and
rear edges deeply fluted and even the
is part of that legacy, is that the company gent EKO is packed with industry leading arrow shelf cross-channeled. The limb
pivot points sit just a touch ahead of the
technologies, many of these newly intro- grip throat to provide a good compromise
between maximum forgiveness and a
duced for 2020. Bear touts this 4.1-pound, speed boosting 6.5-inch brace height.

30-inch bow as the ideal whitetail hunt- The riser includes a single set of sight
taps, twin arrow-rest bolt taps and a di-
ing outfit, and I would have to agree. rect threaded stabilizer mount. The sta-
bilizer tap runs through the riser, provid-
Though it would be just as welcomed ing a common tap for the rear mounted
string stop bracket. Loosening a hex-head
strapped to the backcountry bowhunt- bolt allows adjusting the string stop atti-
tude, while dual set screws in the mount-
er’s backpack or chasing bugling bulls ing bracket allow adjusting bowstring
contact pressure on the bumper. The ma-
through lung-busting topography. chined aluminum Hinged Cable Guard
bracket is swaged into the rear riser flat,
The 2020 Divergent EKO is based on the requiring no set screws. Limb Pockets are
cast aluminum and lined with silencing
2019 Divergent, but it has been length- material that helps both align and lock
limb butts into place.
ened a couple inches and upgraded with
The new Slim Grip is integrated into
the latest Bear Archery technologies and the riser through precise inletting. This

customization capabilities.

Bear Archery’s 2020 Divergent EKO includes an EKO Cam
aggressively styled riser with large side cutouts.
Strategically placed cross struts and fluted edges The most obvious change for 2020 is the ad-
minimize weight while maximizing riser stiffness. dition of the much applauded Bear Archery
EKO Cam System. This cam ushers in the
Bear Archery’s EKO Cam System was introduced highest let-off system Bear has devised yet
in 2019 and is now part of the 2020 Divergent which allows customizing let-off to 75, 80,
EKO package. The system allows draw lengths 85, or 90 percent, with a minimal sacrifice
from 26 to 30 inches via a rotating module, and of performance between lower and higher
let-off settings of 75, 80, 85 and 90 percent. settings. The EKO Cam System provides a
buttery smooth transition through peak
and into a deep valley before hitting a rock
solid rear wall. The entire draw cycle is free
of surprises or jarring bumps, even at the
highest 90-percent let-off mark. The higher
let-off ranges sacrifice only the tiniest bit
of velocity to 75-percent settings, but allow
more comfortable holds should an animal
hang up behind brush or make the shooter
wait for the perfect shot angle at full draw.

The system was also engineered to pro-
vide precision cam synchronization for
level, accuracy enhancing nock travel,
while eliminating cam lean through-
out the entire draw cycle/cam rotation.
This destroys torque, limb stress and

44 INSIDE ARCHERY JULY 2020

Specifications Arrow Speed

–––––––––––––––––––––––––––––––––––– Bear Archery Divergent EKO set at 70.0 pounds at 30 inches.

Axle-to-Axle Length 29-inch Arrows/ Shaft *Finished Kinetic Arrow
30 inches
100-Grain Tips gpi Arrow Wt. Energy Speed
––––––––––––––––––––––––––––––––––––
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Brace Height
6.5 inches Victory Xtorsion 300 12.9 532 grains 98.9 ft. lbs. 289.3fps

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

Mass Weight Bloodsport Evidence 300 11.7 518 grains 98.9 ft. lbs. 293.2 fps

4.1 pounds –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

–––––––––––––––––––––––––––––––––––– Easton 4mm FMJ 330 11.0 *502 grains 97.3 ft. lbs. 295.4 fps

Let-Off –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

75, 80, 85 or 90 percent CX Max RED SD 350 9.4 *465 grains 96.1 ft. lbs. 305.0 fps

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

Available Draw Lengths GT Kinetic Kaos 340 9.9 453 grains 95.6 ft. lbs. 308.3 fps
26 to 30 inches
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
––––––––––––––––––––––––––––––––––––
Bloodsport Justice 300 9.8 443 grains 96.5 ft. lbs. 313.1 fps
Available Draw Weights
45-60 or 55-70 pounds –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

Bear Archery’s EKO Cam System includes a rotating –––––––––––––––––––––––––––––––––––– Black Eagle Spartan 300 9.0 *439 grains 96.1 ft. lbs. 313.9 fps
module for draw length settings between 26 and 30
inches. Settings are straightforward and clearly Available Colors –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
marked with corresponding numbers on the module Realtree Edge, Veil Alpine or
side of the cam. Beman White Out 340 8.8 416 grains 94.6 ft. lbs. 320.0 fps
Stoke, TrueTimber Strata,
grip includes a marked centerline and of- One Nation Midnight, –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
fers comfortable and highly repeatable
hand placement. The synthetic grip should Fred Bear Camo and Iron GT Velocity Pro 340 8.2 387 grains 93.2 ft. lbs. 329.2 fps
also help insulate against a frozen riser
during cold sits. –––––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

Shock Treatment MSRP Black Eagle Carnivore 350 7.5 363 grains 91.2 ft. lbs. 336.4 fps

Because Bear Archery is a bowhunter’s bow $699.99 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
manufacturer, the Divergent EKO holds
a full complement of silencing features. Victory RIP XV 300 7.0 355 grains 90.8 ft. lbs. 339.3 fps
Some of these I’ve already touched on, like
the adjustable string stop and Hinge Cable –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Guard, an industry exclusive. The Hinge
Guard pulls double duty, carrying the buss Liberty Archery 320 5.9 292 grains 86.4 ft. lbs. 365.0 fps
cables to eliminate excess vibrations af- –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
ter release, but they also swing inward at
full draw to eliminate lateral riser torque Arrow speeds established using a Caldwell Shooting Supplies Chronograph G2. *Denotes steel inserts
which promotes more relaxed aiming and
kills riser twist on release. FOR MORE INFORMATION CALL (800) 694-9494, OR VISIT BEARARCHERY.COM.

Other silencing features include twin double as speed buttons and bowstring si-
ShockWave limb dampeners top and bot- lencers. I’ve always liked this approach, kill-
tom and Sonic Stops on the bowstring that ing two birds with one stone. The molded
quad limbs are heavily preloaded and include
The 2020 Divergent EKO from Bear Archery past-parallel geometry, another silencing
includes compression-molded quad limbs, the enhancement. The preloaded limbs enhance
EKO Cam System an interior spiral cable track, energy delivery and bow efficiency. They also
both working together to eliminate cam lean work to cancel the jump and vibration of the
and accuracy-robbing torque. opposing limb set following release, allowing
the bow to settle much faster.

If my various stints working in archery
retail tell me anything, it is that the Bear Ar-
chery Divergent EKO should prove a brisk sell-
er. It sits in that price point sweet spot where
blue collar bowhunters can swing a “90 days
same as cash” or layaway deal, but those with
fat wallets feel they are getting a deal instead
of something less than top-notch.
The Divergent EKO is practically hunt
ready out of the box, or at least it is quiet
enough that no further work is required to
avoid string jumping critters. The bow is
inherently maneuverable and highly forgiv-
ing, and the smooth drawing EKO Cam is
ideal for shots made after long stints on cold
treestands. For the harried dealer, the Diver-
gent EKO gets just about any customer setup
with their preferred draw length, and even
let-off preferences, with minimum inven-
tory investment and minimal time behind
the bow press. This makes the Divergent EKO
the perfect model for all involved. IA

WebXtra ■ Take a look at the

Bear Archery Divergent EKO in action at
insidearchery.com/beardivergenteko

JUNE 2020 INSIDEARCHERY.COM 45

The newest products to destroy
human odor and lure game closer.

Scent-control technologies have ad-
vanced at a meteoric pace since
the advent of magic potion “scent-
killer” sprays and the first
activated carbon filtering garments
of the late ‘80s and early ‘90s.
Today’s scent destroying com-
pounds eliminate a broader spec-
trum of organic and chemical odors
through absorption, molecular alter-
ation or oxidization of the odor mol-
ecules that send wary game animals
into orbit. The newest scent-control
garments use literal space-age tech-
nologies to neutralize or filter human
scent while also using more athletic tai-
loring and cutting edge materials. Portable
field units emit search-and-destroy ozone
or highly charged ion particles to attack and
neutralize human and organic odors, now with
greater output, less noise and longer battery life.

While some of the oldest “buck-lure” for-
mulas continue to produce, as whitetail biol-
ogy remains the same despite the passing of
time, the rules have begun to change in many
states. Concerns over CWD have brought on
a new age of certified CWD-free urine-based
products, as well as urine-free synthetics.
Scent companies have also devised cleverer

The New World of

By Inside Archery Staff

46 INSIDE ARCHERY JULY 2020

ways to deliver buck-attracting scents. shell and inner micro-fleece construction.
Bowhunters continue to buy these con- Jackets include stretch-fit cuffs, three out-
coctions by the millions of gallons annu- er and two inner pockets, a safety harness
ally, making this one of the most lucra- access opening and abrasion-resistant
tive product categories in retailing. shoulder panels to limit wear while car-
rying packs. Pants include similar styl-
To follow are some of the odor-destroy- ing and material, plus eight pockets, side
ing and scent-attraction products your waistband elastic for a secure fit, articu-
customers will seek for the 2020 bowhunt- lated knees and 18-inch leg zippers. Mid-
ing season. season Forefront jackets and pants include
warm, quiet fabrics and components and
Scent-Elimination Clothing are available in an unprecedented range
of sizes and camouflage patterns. Carbon
•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• Alloy and exclusive Precip-X technologies
offer unmatched odor absorption while
SCENTLOK TECHNOLOGIES aggressively repelling precipitation. The

ScentLok’s new Forefront Jackets and Pants pieces pair perfectly with ScentLok Bas-
for men and women were engineered for eSlayers AMP or BE:1 Reactor Series
superior thermal regulation, tailored for thermal-on-demand layering pieces.
Order from men’s regular sizes
mobility and offer silent SM-3X (in True Timber Kana-
micro-tricot ti, Mossy Oak Break-
Up Country and

JULY 2020 INSIDEARCHERY.COM 47

ScentLok Thinsulate insulation (100g upper front the body. Whether stalking, scouting or
Forefront and back, 150g lower front and back, hanging summer treestands this whisper
Men’s & 70g in sleeves, hood and collar) for quiet, cooling Tee provides comfort and
Women’s maximum warmth combined with long wear. The 100-percent polyester Tee in-
Jacket mobility needed to draw a bow or cludes 2-way stretch for comfort, mesh back
climb into a treestand. The Parka and under sleeves for improved venting, in-
Terra Gila and Realtree Edge and Excape) or also features a three-piece adjust- ternal cooling fibers, a highly durable an-
men’s tall sizes LT-3XT (in Mossy Oak Break- able hood, articulated elbows and timicrobial treatment, sound-killing tech-
Up Country or Realtree Edge). Women’s sizes tapered sleeves. The Insulated Bib nology and integral stain release agents.
are offered in XS-2X (in Mossy Oak Break-Up includes identical construction Learn more by visiting nomadoutdoor.com.
and Realtree Edge). Learn more by visiting with 100g Thinsulate insulation
scentlok.com. throughout, adjustable suspend- Scent Eliminating Magic Potions
ers, four pocket design and leg
SCENTBLOCKER zippers for easy on/off. They are ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••
available in sizes from medium
ScentBlocker’s Whitetail Pursuit Insulated to 3X, in Mossy Oak Break-Up HUNTER SAFETY SYSTEMS
Parka and Bib keep hunters warm in nasty, Country, True Timber Strata
cold weather or while on the stand. They in- ElimiShield X10D Concentrate from Hunter
clude Cold Fusion Catalyst technology or Realtree Edge. Learn more by visiting
and combine odor absorption, blockeroutdoors.com. Safety Systems is made to provide hunting
temperature regulation, real
world bowhunting features Nomad Icon Long Sleeve Tee attire with a long term
and the comfort neces-
sary to survive the harsh- NOMAD treatment that prevents
est conditions. Polyester
and wool blended shells Nomad’s Icon Tee was the formation of human
are DWR treated to shed designed to be the
moisture, and interiors ultimate lightweight, body odors, while costing
are body-mapped with loose fitting hunting
shirt. It serves as only pennies per item of
ScentBlocker a stand-alone dur-
Whitetail Pursuit ing warm early clothing. X10D bonds to
Insulated Parka seasons or as a
base layer when it clothing fibers, creating
grows colder. It in-
cludes SilverZ scent atom chains rendering
suppression tech-
nology and moisture a surface uninhabitable
wicking properties to
move sweat away from to odor-causing bacte-

ria. Each 10-ounce bottle

treats 10 pounds of cloth-

ing and/or soft gear in

only 10 minutes. Just ElimiShield
add one ounce of X10D X10D
to three gallons of hot Concentrate
water per 10 pounds of

garments to be treated.

Then soak, wring out and allow to hang un-

til just damp before placing in a clothes dry-

er. Thereafter the treatment lasts up

to 50 commercial-grade washings,

or about five years. It is most effec-

tive on base layers that contact

the skin, including gloves, socks

and hats. Learn more by visiting

elimishieldhunt.com.

WILDLIFE RESEARCH CENTER

Scent Killer Forest Edge Air &
Space Deodorizer with NO ZONE
Technology from Wildlife Re-
search Center includes the

Wildlife Research Center
Scent Killer Spray

48 INSIDE ARCHERY JULY 2020

appealing scents of freshly cut wood and olfactory epithelium is a specialized tis- cloth that is durable yet soft to
forest aromas deer are attracted to while
eliminating unwanted human odors. Cut- sue inside the nasal cavity that pro- the skin. Each package of 7- by
ting edge NO ZONE Technology employs a
unique formula that works differently than cesses molecules that create scents 8-inch towelettes is hypoallergen-
clothing sprays, attacking odors at the mo-
lecular level and in open spaces. It’s perfect and odors. With the olfactory epithe- ic, free from chlorine and alcohol
for a wide range of applications, including
rooms, closets, backpacks, sports bags, lock- lium relaxed an animal can no longer and safe to use on your entire
ers, storage containers, cabins, or vehicles
and RVs. Scent Killer NO ZONE Technology is detect odors of any kind. Scent Thief em- body. They are ideal for removing
free of ozone, so will not damage clothing.
It is offered in 16-ounce spray bottles. Learn ploys patented “No Smell” technology the scent and stickiness from
more by visiting wildlife.com.
and comes in 24-ounce Field Spray, perspiration, blood and urine

Hair and Body Wash and Laundry after field dressing or everyday

Detergent. Scent Thief Laundry smells such as smoke, food, fuel

Detergent is phosphate free and and even skunk. Learn more by

safe for technical fibers, carbon visiting lethalproducts.com.

apparel and wool. Learn more by

visiting scentthief.com. BUCK BAITS

NOSE JAMMER CODE BLUE Code Blue Buck Baits Scent Breaker Un-
scented Odor Elimination fights
Nose Jammer Wax Sticks are Code Blue’s new scent elim- Earth Scent and neutralizes odor-causing

designed to overwhelm big ination product, Earth Scent Field Spray bacteria. It can also be

game animals’ and predators’ Spray, adds another highly used in combination

sense of smell. Nose Jammer is effective option to the scent elimina- with  Buck Baits Cover Food and

formulated to overwhelm any tion program. New Earth Scent Spray Masking Scents, and is available

animal’s sense of smell with with D/CODE by Code Blue provides in Earth Scent. It is offered in a

100-percent natural ingredi- excellent scent control while provid- 16-ounce spray bottle. Its all-

ents such as vanillin and lig- ing the natural cover scent of fresh natural ingredients are gentle

nin, a major support structure earth. Earth Scent Spray includes an to the skin and formulated

for trees, grasses and Nose Jammer all-natural formula with the same to eliminate odors caused by
shrubs. These com- Wax Sticks
pounds won’t alarm proven scent eliminating elements of perspiration. Buck Baits rec-

D/CODE. The highly effective odor fighting ommends thoroughly spray-

game animals, but in- formula removes human and foreign odor ing the outside layer of your

stead jam the olfactory system. This occurs while the fresh earth scent is a time tested clothing, boots (inside and

when those compounds are delivered at cover scent that works well out), bags, blinds and

concentrated levels, overloading the olfac- in whitetail country every- other hunting acces-

tory gland found in an animal’s nose and where. Earth Scent Spray is sories, while concen-

helping hunters remain concealed. Nose offered in 24-ounce bottles trating on body

Jammer Wax Sticks provide a longer-last- to apply to clothing, boots areas where Buck Baits
and gear. Learn more by vis- odor elimina- Scent Breaker
ing option that is highly weather resistant. iting codebluescents.com. tion is needed,

Learn more by visiting nosejammer.com.

such as sweat

SCENT THIEF LETHAL PRODUCTS glands. Scent Breaker won’t stain or

Scent Thief is an all-natural Improved Field Body Wipes fade clothing. Learn more by visiting
product that operates by
temporarily blocking an ani- by Lethal Products in- buckbaits.com.
mal’s ability to smell. It has
been field tested, studied and clude effective Odoban, a
proven effective by two major uni-
versities, so the science is sound. leading solution for safe, en- MOHICAN SNEAK
When an animal (or human)
smells Scent Thief, they can’t vironmentally friendly Smoke from Mohican Sneak is
smell anything else because
it temporarily relaxes the odor elimination and Lethal a highly concentrated smoke-
olfactory epithelium. The disinfecting world- Products infused masking scent. Woodsmoke has
wide. When a shower Field Body been used for millennia by native hunters
to mask their human scent. Woodsmoke
or running water are

out of reach, Lethal’s Wipes smells are a natural element of the aver-

improved human age deer woods and Mohican Sneak Smoke

scent eliminating Field Body Wipes is a blend of hardwoods that provides a

prove convenient and effective. They natural smoke scent that will not spook

Scent Thief Field Spray are made from environmentally sus- deer. The concentrated formula provides

tainable, biodegradable bamboo fiber all day scent protection. It is recommended

JULY 2020 INSIDEARCHERY.COM 49

customers apply Smoke P&oArtttarbalcetSiocnent Elimination ozone free product is safe to use with all
to boots, clothing and types of materials and requires no batter-
hunting gear. Spraying
Smoke around treestand ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• ies. Tote Tamers begin fighting and absorb-
areas and downwind ev-
ery 30 minutes provides WILDLIFE RESEARCH CENTER ing odors and moisture as soon as they are
an added layer of protec-
tion, as a little goes a long Wildlife Research Center’s new Scent removed from the package and continue
way. Smoke is delivered
in 4-ounce spray bottles. Killer Tote Tamers Boot and Tote
Learn more by visiting
mohicansneak.com. Deodorizers offer a convenient way

Mohican Sneak Smoke to absorb and fight odors and mois-

ture. The Tote Tamer is perfect for

small, enclosed spaces like plastic

totes and sports bags used to protect

hunting clothes and equip- Wildlife Research Center
ment from exposure to outside Scent Killer Tote Tamers
odors, or inside boots to help

deodorize accumulated stink. This

Game Attractants Hunter’s Kloak synthetic scents in apple, acorn, doe-in-estrus and dominant

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• buck. Hunters can pour contents of a single 4-ounce package over a 2- to

INVENTIVE OUTDOORS ■ Inventive Outdoors’ CWD-Free deer attractant 3-square-foot area where they want target animals to stop and return. Deer

is legal in all states that allow scent attractants. As CWD fears continued to and other pesky varmints do not eat it, so it remains active longer. Odin’s is

spread, companies creating buck lures from deer urine re- also perfect for capturing better trail camera images, as it en-

sponded by introducing synthetic deer attrac- Scents courages animals to hold still longer. Learn
by Odin’s more by visiting odinsinnovations.com.
tants. Unfortunately, non-urine synthetic

lures do not contain the same effective

components as real urine. CWD-Free Innovations TINK’S ■ Tink’s Doe-P and Trophy Buck

provides all the benefits of genuine Foggers expand on the highly-successful

urine but without the risk of CWD. In- #69 Doe-in-Rut Fogger, providing more options for bowhunt-

ventive Outdoors used their patent- ers deploying strategic scent during rut dates. The spray design

pending urine neutralization and con- allows short bursts or a lock-down mode for

version system, creating a true urine- maximum scent dispersal lasting

based “hybrid” deer attractant. This three times longer than the com-

neutralization and conversion process petition. The latter mode allows

targets unwanted compounds found hunters to throw a “scent gre-

in urine, leaving the desired compounds in place. nade” to upwind areas to direct buck approaches

Inventive Outdooors Their system targets uric acid and neutralizes so they will not walk to your downwind side and
CWD-Free Deer urine pH, prohibiting the generation of am-
Attractant monia. When neutralized urine is combined be alerted to your presence. The 5-ounce cans are
with proprietary scent additives containing the
offered in Natural and Synthetic blends. Learn

more by visiting tinks.com.

synthesized natural compounds, the result is a

urine-based product completely free of potential CWD. Inventive Outdoors’ WILDLIFE RESEARCH CENTER ■ Wildlife Re-

attractants are not Cervidae-urine based, so pose no risk of spreading CWD search Center (WRC) introduces two new Micro

prions. The patented process assures positive reactions from deer. Inventive Brew Craft Scents, including Trapper John’s Ulti-

Outdoors also offers patented Gutcheck, a pH indicator that provides insight mate Buck Lure and Chainsaw Brian’s Premium Doe

into shot placement after the shot, plus ScentRelief, a system that converts Estrus. The high-performance, all-season/rut and Tink’s Doe-P
concentrated estrus lures are part of WRC’s premi- and Trophy
human urine into useful deer lure. Learn more at inventiveoutdoors.com. um series of Micro Brew Craft Scents, each a unique Buck Foggers
blend of superior ingredients to bring deer beneath
ODIN’S INNOVATIONS ■ Scents by Odin’s Innovations feature a unique bio-
degradable, time release formula with natural color and scent that maintains stands. Trapper John’s Ultimate Buck Lure is a tribute
its powerful attractant properties even after heavy dew or rain, for up to a
month. For 2020, Odin’s applied new technologies to provide better results. to WRC’s late founder and is made from a secret recipe locked away for 30
Scents include ATA-certified natural doe-in-estrus scent, as well as proven
years. This complex lure combines forgotten secrets from old-time trappers,
50
highly attractive oils and premium doe urine with estrus secretions for full sea-

INSIDE ARCHERY JULY 2020