April 2020

www.insidearchery.com

®

APRIL 2020





INSIDE ARCHERY APRIL 2020 VOLUME 23 NUMBER 3

People
32 Power of Participation
■ Kendall Card, Crispi US
■ Bryan Child, Bakcou
■ Cassie Gasaway,
Archery Trade Association
■ Tim Neuman, Ani-Logics Outdoors
■ Troy Walters,
Lancaster Archery Supply
■ Morgan Gamble,
2 Mountain Outdoors

44 34 RubLine Marketing:
18 34 Mastering the Art of Growing a Brand

By Daniel Allred

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

44 Bow Report
APA Archery King Cobra MT
By Patrick Meitin

46 2020’s Hard-Hitting
Crossbows

Take a look at this comprehensive

list of 2020’s top crossbows.

By Daniel Allred

58 Cutting-edge Broadhead
Designs That Help

Customers Succeed

Broadheads for every taste, equipment

type and delivered energy level.

By Patrick Meitin

24 58

INSIDE ARCHERY (Volume 23, #3) ISSN #1940-3879, USPS #024-412 is published 10 times per year (Jan / Feb, Mar, Apr, May, Jun, Jul, Aug, Sep / Oct, Nov, Dec) by Zebra Publishing Inc. PO Box 25007,
Colorado Springs, CO 80936. Periodical postage paid at Colorado Springs, CO 80936 and at additional offices. Postmaster please send address changes to INSIDE ARCHERY, P.O. Box 986, Levittown, PA 19058-9902.

4 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 5

INSIDE ARCHERY APRIL 2020 VOLUME 23 NUMBER 3

IInndsiudsetrtyhe
10 Inside Track
Young Adults: A Great Investment
in Hunting’s Future

16 Kinsey’s
Business
Blueprint

Engaging the Youth and

Investing in the Future

52 18 Inside Retailing
46 Advanced Coaching Creates

World-Class Archers

By Daniel Allred

22 Your ATA Insights
Can You Measure Your Success?
By Kurt Smith / ATA

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

30 ATA Action
T Member enefits
You Can Use Year-Round
By Cassie Gasaway / ATA

52 2020 Kinsey’s Dealer Show
A look back at the 2020
Kinsey’s Dealer Show.
By Inside Archery Sta

18 66 Industry 5Q
Five Questions on Athens Archery
with Jim and Tracie Klossner.

12 12
6 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 7

INSIDE ARCHERY APRIL 2020 VOLUME 23 NUMBER 3

insidearchery.com Online Exclusives

Bowhunting Kings of Spring By Bill Krenz
Tournament Archery
“He is a superb bowhunting challenge:
secretive, beautiful and smart.” Check out this
article published by Bill Krenz about the Kings of
prin prin bears and obblin turkeys.

By Bill Krenz

Entertaining Tournament Ideas

Pro-shops across the nation have discovered fun
and unique ways to spice up archery tournaments.
Read about some of the most successful and out-of-
the-box ideas.

Industry Average Hunter’s St. Jude Auction
Products
Average Hunter is holding an auction and bow
raf e to donate money in support of t. ude for
treatment, housing and food to help families in
need. Help save a child’s life by donating to this
incredible cause.

2020’s Bow shing Gear

owfishin can be a year round sport, dependin
on the area you are in. Take a peek at the latest
bowfishin ear to et you started this year.

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

Archery; “Bow Report” tests the APA Archery King Cobra MT; and “Industry 5Q”
examines Athens Archery.

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 APRIL 2020



INSIDE THE INDUSTRY INSIDE TRACK

Young Adults: A Great Investment in Hunting’s Future Publisher & Founder
A s a slightly older woman, I want you to know I have nothing against
aging men. Sherry Krenz • [email protected]
In fact, I hope all the aspiring old men and women I work with at Inside
Archery stay active as archers, bowhunters and industry professionals. I want them Founding Editor
to become old, grizzled archers, bowhunters and industry professionals. We need
their help to ensure our sport’s future. Bill Krenz • 1952–2010

But it’s increasingly clear that our current crop of older folks are fading from Editor
the deer woods, and not enou h of our sons, dau hters and randkids are fillin
in for them. Daniel Allred • [email protected]

Further, after nearly 20 years of countless “take-a-kid-hunting” programs and spe- Editor-at-Large
cial hunts, most state wildlife agencies think those efforts aren’t paying off. I guess
that’s not surprising. When my generation was growing up, many of us lived on Patrick Durkin • [email protected]

farms, in rural villages, and at the edges of midsize towns and cities. Our parents Equipment Editor
gave us basic archery lessons, took us hunting a couple of times to get us started,
and then let us walk or ride our bikes to nearby woods and creek bottoms to in Patrick Meitin • [email protected]

arrows at rabbits, squirrels and occasionally deer. Editorial Assistant
How many of us, however, raised kids within
Rachael Reginek-Krenz • [email protected]
hiking or biking distance of hunting land? And
Contributors
even when they had convenient access, how many
of us let them disappear into the woods on their Michaelean Pike | Kurt Smith | Cassie Gasaway
own for half the day? Like it or not, changes in our
Associate Publisher
society quietly removed many opportunities for
our offspring and grandkids to learn archery and Stephen Mack • [email protected]
bowhunting on their own and with their friends.
Art Director
Therefore, if we didn’t recognize the futility of
most “take-a-kid-hunting” efforts, it’s probably Ed Rother • [email protected]
because we blinded ourselves with wishes for success. We love seeing youngsters get
Associate Art Director
excited when seeing deer, and possibly even shooting one. But who will take them
again next weekend, and the many weekends and years to follow? And even if they Tara Bondar • [email protected]
can somehow get out on their own, how will they bring home any deer they arrow?
Account Executive
That’s why more universities, wildlife agencies and conservation organizations
are focusing on college-age aspiring hunters. They’re often open to hunting and David Beckler • [email protected]
securing their own meat, and some even think it’s cool. Just as important, they can
Accounting Manager

Pam Ludlam • [email protected]

Circulation Director

Greg Wolfe • [email protected]

Senior Circulation Manager

Mark Rosen • [email protected]

Subscription Services & Change of Address:

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

Publication O ce

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

often drive themselves to the woods. Inside Archery® Copyright © 2020 Zebra Publishing Inc. All rights
That’s why the South Carolina Department of Natural Resources has been provid- reserved. Reproduction in whole or in part without written permission
from the publisher is prohibited. Inside Archery® is a registered U.S.
ing one-day deer hunting clinics for Clemson University students since 2015. During trademark of Zebra Publishing Inc. Opinions expressed in by-lined
articles or columns are those of the author and do not necessarily
re ect the views of the publisher, the ma a ine or its staff.

the next three autumns the program groomed 74 students to become hunters. Of Submission Guidelines: Zebra Publishing Inc. and Inside Archery® mag-
that group, 66% had no hunting experience, and 79% said their biggest obstacle was azine assume no responsibility for unsolicited editorial, photography or
their lack of hunting skills and the knowledge to hunt. Coming into the course, art submissions. Contributors submitting articles, photos or art do so at
their own risk. Material will not be returned without a self-addressed
these be inners lacked the confidence to e plore huntin on their own. envelope with sufficient posta e. o contract, a reement, term or con-
dition provided by any contributor shall be binding on Zebra Publishing
nce they completed the ’s course, however, their confidence soared in skills Inc. unless it is signed and returned by the Editor.

like trailin findin what they shot, and field dressin it. In fact, one year after they Archery, hunting and bowhunting are inherently dangerous activities.
Improper use of hunting or archery equipment may cause serious
took the course, half of the students had bought a hunting license and 28% more still injury or death. Always follow state and local hunting safety rules, and
wanted to buy one. get required permits or licenses before hunting. Zebra Publishing Inc.
uses reasonable efforts to include accurate and up-to-date information
With results like those, it seems we’re findin better ways to hook be inners on in our publications; however, we do not make any warranties or
representations as to accuracy or completeness. All information in
archery and bowhunting. this magazine is provided “as is” without warranty of any kind. Zebra
Publishing Inc. is not responsible for researching and investigating
the accuracy of the contents of stories or advertisements published in
this magazine. Readers use the information in this magazine at their
own risk. Zebra Publishing Inc. assumes no liability for any errors or
omissions in the content of this magazine, or arising from use by any
person of the information in this magazine.

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

10 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 11

MARKET TRENDS NEW & NOTABLE

Vapor Trail Gen 7X Bear
Status EKO
The new Gen 7X is packed
with incredible technol- Bear’s 2020 Status EKO has a
ogy and features. The completely redesigned cam
Gen 7X uses Vapor Trail’s proven system. The company’s
limb-driven system for reliable per- Align Lok Technology is imbedded
formance, and it also incorporates in a superbly balanced, “hollowed”
the company’s free- oating head riser, along with other proven tech-
for extreme accuracy. It features a nologies available only from Bear.
side-loading arrow gate and a The EKO Cam System allows users
full-capture Carbon Core contain- to customi e the let-o to 75, 80, 85
ment cage. Other important upgrades include or 90 percent, without sacri cing
micro-adjust windage/elevation and a built-in bubble level for quicker and easier setup. performance and while also main-
■ Learn more at vaportrailarchery.com. taining consistent draw length.
The Status EKO propels
Rackology arrows to IBO speeds of up
Plot 365 to 344 fps with a 6-inch
brace height, and it has
Plot 365 has the highest quality clover forgiving and steady 33-inch
and chicory seed that will give your axle-to-axle specs. ■ Learn more
herd a high-energy food source with at beararchery.com.
maximum nutrition. It is rich with antler-
building protein and is also highly attractive Easton Match Grade Arrow
to pollinating insects, ma ing it bene cial to
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It lasts up to ve years, and it’s e tremely Match Grade Arrow, which features groundbreaking
heat, drought and disease tolerant. It o ers structural uni-
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of simplicity, strength and accuracy. consistent de ection
Patent-pending “Pinch-to-Close” technology and weight tolerances.
allows users to close calipers by pinching This process ensures
them together from front or rear, or they that these arrows
can be closed conventionally. The pinch will have the same
feature transforms calipers into an exten- point-of-impact
sion of the ngers for faster release hoo up. performance from
The innovative spring lanyard creates one arrow to the next to
a e ible, durable and versatile provide archers with the
connection. ■ Learn more at highest level of accuracy
cobraarchery.com. and consistency.
■ Learn more at
eastonarchery.com.

Continued on Page 14

12 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 13

MARKET TRENDS NEW & NOTABLE

Continued from Page 12

.30.06 Black Ice Dry Glide

.30-06 Outdoors has introduced the Black Ice Dry Glide Crossbow Rail Lubricant. Black Ice Dry Glide
is the rst of its ind. It’s applied wet to any crossbow rail and dries in only 10 seconds. nli e
typical silicone- or petroleum-based rail lubes, Blac Ice Dry Glide won’t collect dirt and debris
or gather in the trigger assembly to cause premature wear on bowstring serving and interior bers.
It is also completely odorless, so it won’t alert game. ■ Learn more at 30-06outdoors.com.

Morrell Vital Signs 2 Combo Foam Target

The Vital Signs 2 Combo Foam
Target is crossbow and compound
approved. It has 15 bull’s-eyes, and
it also features life-si ed vital targets for
a whitetail, bear and tur ey. The target is
made with Fle -Bac Self- ealing solid
foam, and its color is fade resistant. It is
durable and weather resistant, and it will
stop eld points, ed blades and mechanical
broadheads that reach speeds up to 450 fps
with ease. The Vital Signs 2 Combo Foam
Target also includes an E-Z Tote carrying
handle, and it allows for easy arrow removal.
■ Learn more at morrelltargets.com.

Covert Scouting Cameras Code Black

The Code Blac from Covert Scouting Cameras has received upgrades for
2020, including a faster .4-second trigger speed. The camera has com-
pact 6-by-4.75-by-3.5-inch dimensions, 20MG resolution and 1080p
D video capabilities. This remote-access camera provides instant access
to images or 5-second videos via the Covert App. It includes a
GPS function, 58-degree eld of view and 60 No-Glow LED
invisible ash technology, giving it a 100-foot ash range.
■ Learn more at covertscoutingcameras.com.

14 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 15

INSIDE THE INDUSTRY BUSINESS BLUEPRINT Sponsored by

Engaging the Youth and Investing in the Future
A rchery is a wonderful develop-
mental sport for children because variety of sponsors to help alleviate costs. Kinsey’s is the leading distributor to the outdoors and
it instills strength, coordination, Local brands or organizations will be ea- archery industry. Carrying items from your favorite
patience and self confidence. Teachin ger to get their products and expertise on brands, in-stoc and ready-to-ship, the company o ers
today’s youth how to correctly shoot display at your event, and they may be domestic and international retailers a wide array of
a bow and arrow can create a lifelong anxious to contribute products, on-site products and services. Kinsey’s also owns innovative
passion. This passion is integral for the assistance or even giveaways. consumer brands including BlackHeart, Fin-Finder,
future of our industry, as well as the suc- Elevation and October Mountain Products.
cess of your business. Here are some sug- n ol e our n ire S For more information, please visit KinseysInc.com
gestions for creating a youth-based event
that can drive new traffic to your store. Ask for all hands on deck to make this for years. Associating outdoor sports with
event a success. Involving your whole their favorite community event can have
Host a Kid’s Day team will generate a fun, out-of-the-nor- lasting impressions. Consider renting
mal work environment that will inspire a dunk tank from your local hardware
Create an event to attract families who unity and rally everyone to enjoy the ex- store, or setting up a face painting station.
generally enjoy the outdoors. This will perience and time with the community.
encourage a larger attendance because Be sure to assign staff to roles that work Advertise Your Event
it will offer a little bit of something for with their stren ths to instill confidence
everyone, and archery might just be one in your future customer. Consider mul- If no one shows up, your hard work and
part of the puzzle. Events can include: tiple staff members per station, so that plannin won’t reap all the benefits.
archery shoots (recurve and compound), they can work more personally with the Make sure to post yers in your shop and
fishin ames, shot un shoots, simu youth participants to give them proper post event updates to your social pages. If
lated predator hunts, duck call assembly attention and spark interest. you have a website, create an event page
and much more. and email your customers. Work with
Include Out-of-the-Box Activities your sponsors to spread the word. They
Seek Sponsors may have a more sophisticated market-
This is a community-building event. Feel ing/design team that could create a sub-
Since your event has a wide variety of free to get a local barbecue joint involved, stantially bigger buzz. Take out a reason-
activities, you mi ht be able to find a or an ice cream truck. Remember, you’re able-priced ad in a local publication and
creating an event that kids will remember leave a yer at the local clubs. In short,
tell as many people as you can!

Take Photos

Documenting your event is a great way
to keep your efforts going once the
event is over. Photos of smiling children
shooting a bow or painting a target is
great for social media, and they can be
used to advertise next year’s event.

Follow these guidelines for hosting
a youth event and your efforts will be
hi hly beneficial for your business and
the future of archery.

16 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 17

INSIDE THE INDUSTRY INSIDE RETAILING

Advanced Coaching Creates World-Class Archers

Music City Archery Retailing Q & A belt now, and coaching remains one of
our main focuses and areas of growth.
Sto e ofi e Inside Archery: ow were you first in-
troduced to archery, and what led to the Inside Archery: So coaching reinvigorat-
■ Headquarters: Franklin, Tennessee creation of Music City Archery? ed your love for the sport?

■ Owners: Jeff and Theresa Greer Jeff Greer: My brother and I are both Jeff Greer: I’ve shot in some competi-
tions as well, but I enjoy coaching and
■ Store Facts: Music City Archery start- right-handed, but he had a left-handed I prefer to coach. I have a lot of people
ed out as a club in 2013. It became a full- ask me if I’m going to shoot in this or
compound bow that we shared when we that tournament, and the thing about it
ed ed shop in , and it relocated is that I had to quit shooting in tourna-
to its current facility in 2016. The shop were kids. Then I joined the military, and ments because I wasn’t able to finish
is housed in a 5,000-square-foot build- the last two that I entered. Something
ing. About 3,000 square feet are devoted I didn’t really pick up a bow again un- happened and one of my archers needed
to the indoor range, which has 18 lanes my help, and I realized that I had more
that go out 20 yards. The shop is also til our kids decided that they wanted to fun coaching, and I was more concerned
creating an outdoor range, which will about making sure that they are doing
have about 20 lanes that go out to 100 shoot archery. We enrolled them in 4-H, well. It’s more important for them to
yards. have a good experience than it is for me
and when we showed up, we saw that to try to get my scores up.
■ ta ng The shop employs four full-
time workers. they needed more coaches. I volunteered Inside Archery: In what major ways has
the business changed over the years?
■ Bow Lines: Hoyt, PSE, Martin, Galaxy, to help out, and the next thing I knew, we
SF Archery, Pinnacle Archery and Samick. Jeff Greer: We out rew our first location,
were takin our first team to ationals. so we are at our second location now.
■ Arrow Lines: Easton, Black Eagle, The big thing we realized was that we
Carbon Impact, Gold Tip and Carbon That’s when I realized that there was a needed more space to grow our commu-
Express. nity, and we also looked for a location in
lar er need for coachin , so I ot certified a high retail environment. People aren’t
■ Inside Numbers: About 60 percent of comin out to specifically see us, but
the shop’s annual revenue comes from with USA Archery and planned on start- people will be in the area, see that we’re
coaching, classes and services. Equipment here, and maybe come back to learn
sales account for the other 40 percent. ing a small club. We thought we would

have about six students, but we ended up

with 100. They all had us ordering their

equipment, so eventually we just opened

up the shop. They also wanted to be able

to shoot indoors year round, so we got

a place with a range as well. Today, all

of our coaches are rchery certified.

We have a competition team and a trav-

el team, and this was our first year to

take them to Nîmes, France. So we have

international tournaments under our

e Greer, The shop Music City Archery is located in a 5,000-square-foot
owner of also does building in Franklin, Tennessee.
Music City fun seasonal
Archery. events like
this Halloween
themed
shoot-o .

Music City Archery has a thriving competitive and recreational community.

18 INSIDE ARCHERY APRIL 2020

Sponsored by

Plano Synergy

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

more about archery. What we’ve found The shop has a wide variety of target bows. The shop’s primary focus is competition
is that people just enjoy coming in and and recreational shooting, but it still carries
shooting. That’s what we are all about. We time together, and archery is part of their hunting bows and caters to bowhunters.
don’t push people to hunt. We don’t push lifestyle. That’s what keeps it growing nat-
them to compete. They can just come in urally. One day, someone realizes that all owners. We are all looking for ways to
and enjoy shooting, but our community is of their friends are archers, so they try it keep people coming in and keep product
also really starting to mature. Initially, it out too and the community grows. If the moving, and we are helping others take
was all people who had never shot before, community grows, the business grows, advantage of ranges that had been sitting
and now we have some highly competi- and then we can extend out to other areas dormant. There were a lot of ranges that
tive archers. Even our hunters are com- and help other clubs grow. were mostly just storage, and now these
ing in for coaching because they want to shops are using their range to increase
improve their success in the field. Inside Archery: You’re a member of the foot traffic, which also helps increase
ATA Retail Council. What has that experi- sales. I really enjoy coming up with ideas
Our main goal has always ence been like? with those other business owners. I think
we’ve had a lot of success, and we are
been to build a community. Jeff Greer: It’s been a good experience. Up really seeing growth.
until several years ago, the ATA was really
Inside Archery: What have been the key focused on hunting. Now the competition Inside Archery: Tell us more about taking
factors to your shop’s success? side of things is a lot more prominent, your team to Nîmes, France.
and they have introduced things like their
Jeff Greer: We have a couple rules. Number Archery Academy models. It’s great to be Jeff Greer: It was reat. It was definitely
one is that nobody is un-trainable. They on the council and talk with other shop the next level, and that’s why we did it. We
might take a little longer than others, but have some archers who have really grown
that’s fine. umber two is that our oal is in their abilities, and when they show
to build community. It’s not about making
the sale. It’s not about making archers who
are bringing home trophies. It’s about how
we grow as a community—a community
that takes care of each other and spends

Shooters of all ages experience the joy Music City Archery’s “travel team” recently went to Nîmes, France to compete.
of archery at Music City Archery.

19

INSIDE THE INDUSTRY INSIDE RETAILING

The shop’s primary arrow lines are Easton and Black Eagle.

up to a competition, there’s a real possibil- really good time. We went sightseeing, but Music City Archery carries a wide
ity that they are bringing home a medal. I of course we always had the competition selection of traditional bows.
asked if our archers were interested, and on our minds, and it was amazing walk-
we ended up having 12 archers who went ing into that stadium. It was an extremely and they are dedicated to shooting more
to compete. We had 22 people in total, professional atmosphere. There were cam- arrows. They shoot three times a week, and
but we got stay in this incredible villa eras, big screens and tons of bleachers. we would like to see them shoot between
that could have fit people. o we had a It felt like a big deal, and we really just 50 and 100 arrows each time. Finally, we
went for that experience. There were no have our travel team, and they are the
Music City Archery provides its shooters with world-class expectations on how we performed, but people who are nationally competitive.
coaching and an introduction to the competitive scene. we did end up having an archer who took They want to hit the big tournaments and
home silver. It was great that the other make it to international tournaments.
archers got to experience that whole pro- Those archers shoot at least 100 arrows
cess, and I also thought it was really cool a day, and they will be coming into the
that they could have gone out and done shop four to five days a week. ll in all,
other things—like shopping or seeing the it’s grown an incredible amount, and we
countryside—but they all chose to stay believe that our philosophy of developing
and support the archer who was still in it, a community has really kicked in.
and they stayed with him all the way to
his medal match. WebXtra ■ Learn more about

Inside Archery: How do you approach your Music City Archery and their services at
different levels of coaching? insidearchery.com/musiccityarchery

Jeff Greer: We have several different
options for people. When they first come
in, we typically recommend that they
jump into one of our beginner classes.
We call it that, but it really covers every-
one from complete beginners to someone
who is familiar with archery and inter-
ested in eventually doing competition.
Then we have our advanced class, and
those are people who have done some
local tournaments and now they are look-
ing to do national-level tournaments. We
are expecting their skills to be improving,

20 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 21

INSIDE THE INDUSTRY YOUR ATA INSIGHTS

Can You Measure Your Success?

BY KURT SMITH, COURTESY OF THE ATA

W hether it’s money in the bank, interacted with multitudes of manufac- community, interacts with online visitors,
product out the door, or a satisfy- turers. During those encounters, it’s not and engages with walk-in customers.
unusual to feel like my call or question is
ro ta i ity ■ rofits are every busi

ing gain in fame, every business has some bothering an employee. ness’s lifeblood, so companies earn-

feel for success. Most would also agree That makes me think that companies in hi her profit mar ins are obviously
they don’t plan to reach a pinnacle so high strive to give excellent service, but they more likely to succeed. Aiming for higher
don’t have a system to measure it. There- profit mar ins is a reat path to success.

that they feel no need to chase further fore, they have no method for improving. If you use a point-of-sale or inventory-

success. When they reach one milestone, If you pride yourself on cus- management system, you can
tomer service or set a goal of run reports on profit mar ins.
a new goal appears on the horizon. 100 percent customer satisfac- Reports get trickier, though,

But what if your idea of success—or one tion, try surveying your cus- when you account for ways

aspect of success—doesn’t appear on tomers periodically. You could profit mar ins decrease.

your monthly profit and loss statement survey your entire email list, or Retailers and manufacturers

How do you know if you’re nearing suc- just those who recently bought face slightly different scenar-

cess if you don’t have numbers to verify your products. Data from your surveys ios, but they also have similarities. The

it? Peter Drucker, a business-thought can reveal how you’re doing and where costs of product discounts, warranty

leader, said, “If you can’t measure it, you you can improve. You also might offer repairs, or stagnant inventory on shelves

can’t improve it.” incentive coupons to spur more purchases. deplete net profits.

No matter what type of business you Introducing New People to Archery ■ To improve those numbers, you could

own or work in, you must know which This effort tends to focus on stores, but set a oal to increase profit mar ins over

successes you’re seeking, and how you’ll every business in our industry should the previous year on one high-ticket cat-

measure them. Below I discuss a few sce- try to bring new people, i.e., customers, egory such as bows or arrows. If your goal

narios I’ve encountered while working into the sport. Retailers often say they is to increase profitability, measure all

with ATA members, and some ideas for introduce many people to archery and aspects of profits, not ust the full profit

turning unclear goals into measurable bowhunting each year, but few provide margin when everything goes as planned.

metrics that can be identified, analy ed specific numbers. That mi ht be a dif ou mi ht soon learn that hi her profits

and improved. ficult fi ure to specify, but it starts by don’t mean more product sales or better

stomer atis action ■ I’ve heard the definin the metric. o you determine deals on inventory. It might mean buying

following phrase far more often than I’ve success by seeing someone buy equip- (or building) smarter so you don’t have

experienced it: “We give excellent cus- ment, shoot a bow for the first time, or to discount outdated inventory after the

tomer service. That’s why people should take part in a class or event? selling season.

buy from us instead of someone else.” No matter your answer, it must be ou define your own success, but you

I’ve worked in our industry for 10 years, something you can identity so you can won’t know you achieved it if you can’t

visited many retail establishments, and record each occurrence and track your measure it. If you haven’t defined what

progress. You might set success looks like, you might want to

a goal for interactions at set some goals now with your team. You

each event you attend, or might also want to study some resources

monthly sales revenue like those on the MyATA Learning Center

from beginner equipment. to learn how and where your business

If you see such numbers can achieve measurable success.

increasing for new cus- If you don’t have tools in place like a

tomers, keep it going by well-organized website or a useful point-

thinking of ways to retain of-sale system, check out some MyATA

them. If you see declining Service providers. They can move you in

numbers of new custom- the right direction. If you’re unsure what

ers, study how your busi- your next move should be, please contact

ness reaches out to the me at [email protected].

22 INSIDE ARCHERY APRIL 2020

APRIL 2020 INSIDEARCHERY.COM 23

INSIDE THE INDUSTRY INDUSTRY NEWS

Outdoor Product Innovations “Outdoor Product Innovations with it. Big Dog has provided indus-
Acquires Big Dog Hunting will continue to acquire companies try-leading, innovative products that
we trust and believe in—it’s been a maintain a spotless safety record,
Outdoor Product Innovations key to our continued growth,” said allowing Big Dog Hunting the oppor-
announced its acquisition of Big Dog Dan Reaser, CEO of Outdoor Product tunity to be one of the top treestand
Hunting, which is known for its long Innovations. “We’re excited for this manufacturers in the country year
history of designing and manufac- acquisition of Big Dog Hunting, as in and year out.”
turing top quality treestands and well as the products that come
hunting accessories. Reaser went on to say, “Our retail
partners have been asking us to
Bear Archery Announces Extensive Lineup enter the treestand category, and
of Bows Available in TrueTimber Camo when you combine our leading dis-
tribution model, history of on-time
Bear Archery  has announced an expanded lineup of bows avail- delivery and consistent sell through
able in popular TrueTimber Camo for 2020. Bear Archery’s results, adding treestands to the
new bows and crossbows, including the  Divergent Outdoor Products Innovation family
EKO and Constrictor CDX, will be available in Strata— became a logical choice!”
increasing the Bear lineup to nine bows available in
TrueTimber. Bear Archery’s new bows deliver unmatched The Big Dog Hunting brands consist
adjustability, reliability and can now stay concealed in nearly of Big Dog Treestands, Big Dog Ground
any environment with the versatile Strata pattern. Blinds, LockJawz Treestands and
Advanced “Take-Down” Treestands.
“Bear Archery has always been a great partner for
TrueTimber, and we are excited to see this growth in Outdoor Product Innovations
their lineup,” said TrueTimber CEO Rusty Sellars. “Bear has been owns other industry-leading com-
creating revolutionary bows for decades and stands behind a panies like the Rhino Blind brands,
product with good meaning and strong roots within the outdoor LiDCAM+ Action Camera, Outpost
community. Our team here at TrueTimber Feeders, Leg Cuff and Capsule Game
is thrilled to honor the ideas that Fred Bear Feeders. Outdoor Product Innovations
expressed over his lifetime and carry on the continues to be aggressive in all
traditions associated with bow hunting.” the markets it enters, with many
new ventures in the works that will
Bear bows available in TrueTimber Strata include the be announced in late fall through
Divergent, Divergent EKO, Cruzer G2, Royale, Paradox, early January. Outdoor Product
Species, Constrictor, Constrictor CDX and Intense. | Innovations has continued to domi-
nate each product category it enters
, with strong dealer support, and the
company says that the industry
can expect more big things in the
future. | FOR MORE INFORMATION, PLEASE
VISIT OUTDOORPRODUCTINNOVATIONS.COM.

Stealth Cam Renews as a Whitetails
Unlimited National Sponsor

Stealth Cam, makers of the world’s
first trail camera, has renewed

Continued on Page 26

24 INSIDE ARCHERY APRIL 2020



INSIDE THE INDUSTRY INDUSTRY NEWS

Irving, Texas, and has FIREDISC Cookers Celebrating
produced a wide range Tenth Anniversary
of trail cameras
and accesso- Ten years ago, Griff and Hunter
ries since 2000.
Stealth Cam is part of Jaggard began a journey
GSM Outdoors, a family
Continued from Page 24 of companies that include to bring high tech and
hearin amplification and protec
its Whitetails Unlimited national tion devices; portable LED lighting; portability to the
sponsorship. game calls; and technologically
advanced scouting, surveillance gas-cooker market.
“We are thrilled and proud to have and action cameras. GSM Outdoors
Stealth Cam continue as a WTU and Stealth Cam are focused on With a ton of passion
national sponsor,” said WTU President product development, rigor-
Jeff Schinkten. “Stealth Cam has been ous quality control and top- and a decade of per-
a leader in the industry for more than level after-sales support. |
two decades, and their products just FOR MORE INFORMATION, PLEASE VISIT severance, FIREDISC
keep getting better. Their trail cameras GSMOUTDOORS.COM.
have an extensive set of features that has become famous for
make using them a real tool for hunt-
ers, by producing images that are just a line of mobile, bullet-
incredible.”
proof and high-quality
Stealth Cam is headquartered in
cookers that is taking

the industry by storm.

It’s not only the

Original cooking and grilling
Firedisc world that has tak-
en notice. FIREDISC

Kinsey’s Acquires Alpine Archery to Add to Versatile Line of Consumer Brands

Kinsey’s has purchased Alpine Archery assembled in the USA for nearly 30 years. product line are slated to be available to the
and will reinvigorate the brand and its Kinsey’s plans to build on the reputation of public by early third quarter of 2020.
well-known assortment of quality archery producing quality gear that has been trail-
products. Alpine Archery has been produc- tested and built to last while backing the Justin Gorman, vice president of sales
ing products designed, manufactured and products with industry-leading customer and marketing at Kinsey’s Inc., said,
service. “Alpine Archery has been widely known as
a uality and rice e cient brand that has
“We look forward to the opportunity stood the test o ti e Co bining those
to breathe life back into one of the archery values with the resources of the Kinsey’s
industry’s staple brands,” said Brands Sales Consu er rands i ision will create an
Manager Jeremiah Hershberger. “Building exciting resurgence of the Alpine brand.
the products in the USA will continue to be Alpine Archery will complement October
important as we focus on driving consumer Mountain Products perfectly and drive
value back into the brand.” value to retailers’ pegs.”

The primary focus for 2020 will be on Kinsey’s owns several innovative con-
refreshing the brand with new branding that sumer brands, including BlackHeart,
speaks to a modern consumer. Additionally, Elevation, Fin-Finder and October Mountain
the quiver line, including the popular PowerLoc
roducts he rands i ision is head
ltralite, o loc Classic and ear Claw, will quartered in Mount Joy, Pennsylvania. |
be reactivated with modern colors and
camo patterns. A new website and refreshed ,

26 INSIDE ARCHERY APRIL 2020

ranks among the nation’s fastest- the FIREDISC is equally as functional T36 and posted scores of 299, 300 and
growing private companies. Its prod- [when I’m] in my backyard cooking 298 with 68X for the big win.
ucts have reached mainstream retail fajitas and drinking beer. I love my
nationwide. FIREDISC and can see this product This marks the third year in a row
becoming a household staple for fami- that Gearhead has won the Bowhunter
FIREDISC’s distinctive design is lies everywhere.” Freestyle in Vegas. Eric Griggs won it
turning heads all over, including those in 2018 and Josh Schaff in 2019, along
making their own waves across the In honor of the company’s tenth with a Gearhead podium sweep.
nation. Kevin Fowler, Texas country anniversary, Griff and Hunter Jaggard
singer-songwriter, has become a big created a special podcast to discuss the Gearhead Archery shooters con-
fan of the versatility and portability past decade and just how far FIREDISC tinue to dominate. Only six archers of
of FIREDISC Cookers and predicts big has come. | FOR MORE INFORMATION, PLEASE
things for the company. VISIT FIREDISCCOOKERS.COM.

“The FIREDISC grill is awesome,” Gearhead Archery
he said. “Whether we’re using it on Three-Peat in Vegas
tour with the band or on the tail-
gate of my truck at the deer lease, it Justin Ertel of Hazard, Kentucky, won
always comes through for me. The the NFAA Bowhunter Freestyle Cham-
convenience and compact portability pionship in Las Vegas on February 9th,
make it perfect on the tour bus. But 2020. Ertel was shooting his Gearhead

APRIL 2020 INSIDEARCHERY.COM 27

INSIDE THE INDUSTRY INDUSTRY NEWS

the 280 competing in the Bowhunter and to continue to perform at the top Gearhead bows are gaining in
Freestyle shot a Gearhead bow, yet of the Bowhunter classes is a testa- popularity.
three of those shooters finished in the ment to design and features.”
top six. John Wheeler posted a 299, 300 Eric Rapp, Gearhead president
and a 297, with a 62X, and Mark Wagner Gearhead’s bridge-style, shoot- and CEO, added, “Our bows are
shot a 296, 298 and 299 with a 59X. through riser is the foundation of accurate. The accuracy is inherent
these sweet-shooting bows. Built to in the design. Winning at this level
“A Gearhead Archery three-peat in withstand incredible loads without of competition is proof positive of
the Bowhunter class in Vegas with deviation, the Gearhead Archery boss- our technology.” | FOR MORE INFORMATION,
three different shooters, despite hav- and-pocket design provides the most PLEASE VISIT GEARHEADARCHERY.COM.
in few competitors in the field, is a stable riser platform on the market.
dream come true,” said Gearhead’s With a super-smooth draw cycle, Bow Spider Names Hunter Outdoor
Skip Peterson. “We designed these a solid back wall and dead-in-the- Communications Agency of Record
bows to be the ultimate hunting bow, hand accuracy, it is easy to see why
Bow Spider announced Hunter

Pure Archery Group names Dave Parker as Vice President of Product
Marketing, Promotes Jon DuMars to Vice President of Sales

Pure Archery Group announced the addi- Pure Archery group brands, which include Jon DuMars to the position of vice presi-
tion of Dave Parker to the executive team Bowtech Archery, Excalibur Crossbows, Dia-
as vice president of product marketing. mond Archery, Tight Spot Quivers, Ripcord dent of sales.
Arrow Rests, Black Gold Sights and Octane
Bringing over 30 years of archery accessories. DuMars has been with the Bowtech
industry experience, Parker will lead the
product development, engineering and “I’m very excited to be part of the Pure brands for the past four years as director of
marketing teams for the full portfolio of Archery Group team,” said Parker. “Our best-
in-class brands push the envelope of innova- sales, where he’s helped develop and lead
Dave tion and performance that our customers
Parker have come to expect. Exceeding customers a sales team that has worked hard to grow
product expectations while providing world-
class service is our #1 priority.” all brands under the Pure Archery Group

Rob Kass, Pure Archery Group CEO, added, portfolio.
“We are very excited to add Dave’s wealth of
archery industry experience to our leadership Prior to joining the Pure Archery Group,
team and look forward to his contributions
guiding our product and brand strategies.” DuMars spent 15 years in the archery

Prior to signing on with the Pure Archery industry developing business, brands and
Group, Parker was most recently the general
manager of the archery division of Escalade markets while working for some highly
Sports Brands, which includes Bear Archery,
Bear-X crossbows, Trophy Ridge, SIK broad- recognized outdoor companies.
heads, Cajun bowfishing, Fletcher Archery
and Rocket broadheads. “What drew me to the Pure Archery

In addition, Pure Archery Group promoted Group is the broad range of premium

brands with untapped growth potential,”

DuMars said. “I’m excited to take our

brands to the next level as we continue to

develop industry-leading products that we

support with world-class service and are

sold by a passionate sales team.”

DuMars will oversee a highly knowl-

edge and driven sales program across

all brands. | ,

28 INSIDE ARCHERY APRIL 2020

Outdoor Communications (HOC) as David Merrill, owner and
its agency of record. This announce- CEO of Bow Spider
ment comes after a careful review
process and is effective immediately.

“We are pleased to be working
with an agency that understands
our channels, products and pro-
grams,” said David Merrill, owner
and CEO. “As we continue to grow
and evolve this brand and launch

other brands, I look forward to hav- us to a new level of awareness and markets.” | FOR MORE INFORMATION, PLEASE
ing an agency partner that will drive presence in the outdoor and hunting VISIT BOWSPIDER.COM.

APRIL 2020 INSIDEARCHERY.COM 29

INSIDE THE INDUSTRY ATA ACTION

e e enefits o an se ea o n

BY CASSIE GASAWAY

J oin the ATA or renew your watch the ATA’s “Membership Video” on T Mem er enefi o lore
YouTube. Then watch ATA videos about
membership to take advan- its partnerships, and R3 and advocacy 1. Take an on-demand course through
the MyATA Learning Center. The
tage of ATA-member benefits, and efforts. You’ll learn how the ATA works to MyATA Learning Center helps you
grow archery and bowhunting participa- improve your business by offering
education with interactive videos and
stay informed through ATA emails, tion. Matt Kormann, ATA’s president and quizzes. Log into your member dashboard
at www.ArcheryTrade.org/login and click
CEO, also appears on camera in several “MyATA Learning Center” to explore your
options.
videos, articles and podcasts. videos to welcome new members, thank
2. Refresh your website and social-
returning members, and review member media posts with high-quality photos
from the Resource Website. The
The 2019-2020 MyATA member survey benefits. “Resource Website” is a members-on-
ly microsite that gives you access to
found that 35 percent of ATA members Your membership runs April 1 to March hundreds of free resources. Download
high-quality photos and videos to boost
maintain their membership to attend 31 each year, and the ATA accepts new- your marketing content. Browse the
site for legal documents, industry stats,
the ATA Trade Show. The Show is a huge member applications starting March

event with many of its own benefits, but 2. Ready to join? Need to renew? Head

an ATA membership offers much more. It to ArcheryTrade.org. Then hover over

gives you tools and information to boost “Membership” in the gray menu bar on

profits and improve operations while the left and select “Join Today!” or “Renew

supporting the industry and efforts to Membership” for directions.

create customers. Let’s discuss eight important ATA-

To learn the value of an ATA membership, member benefits that help you year round.

n er i our T

The ATA values your time, and strives to deliver relevant and helpful press releases, member notices and trade show updates. To ensure
industry news, information and business tips through many channels. you receive ATA emails, please confirm or update your company’s
contact information in your MyATA member dashboard. Log in at
Read articles on AT.org. ATA staff and other skilled writers generated archerytrade.org/login/. Then, click “My Profile” in the gray menu bar on
143 ArcheryTrade.org articles in 2019 and 171 in 2018. These pieces pro- the left. Edit your contact information, and the ATA automatically adds
vide practical knowledge, business advice, and how-to strategies to you to its mailing list or updates your details in its membership directory.
help ATA members and their businesses. Some articles also highlight
industry events, or summarize surveys, reports and ATA efforts. Follow the ATA on Facebook, Instagram and YouTube. The ATA
regularly updates its social-media accounts, which provide news and
Listen to the ATA’s Beyond the Bow podcast. Podcast host Kurt updates for ATA members. The ATA’s YouTube channel shares videos
Smith, the ATA’s director of industry relations, interviews industry rep- about member benefits, advocacy efforts and consumer campaigns.
resentatives to discuss topics such as partnerships, archery growth,
and creating customers. The ATA releases new podcasts monthly. Visit Talk to an ATA staff member to share ideas, or seek advice or
www.beyondthebow.libsyn.com to listen. help. The ATA employs 19 staff members, and they’re passionate
about the industry, and dedicated to serving ATA members. Visit
Receive ATA emails to stay informed. The ATA sends its members www.archerytrade.org/about-ata/staff-members/ to view the staff
important news and information through email, including newsletters, directory and their contact information.

UNITING THE INDUSTRY ARCHERY TRADE ASSOCIATION
archerytrade.org

30 INSIDE ARCHERY APRIL 2020

educational materials and comprehensive
guides. Log into your member dashboard
and click “Download Free ATA Resource.”

3. Download the membership directory
and connect with fellow ATA members.
The ATA helps archery businesses make
connections by providing contact infor-
mation in its free ATA membership direc-
tory. Members must electronically “sign”
a confidentiality a reement to view the
document. Search for members by name,
cate ory, membership type or other filters.
The dynamic directory updates nightly,
so check periodically for updates. Access
the membership directory through your
member dashboard.

4. Connect with Savings4Members for Join the ATA or renew your membership to ta e advantage of ATA-member bene ts,
discounts on over 20 products and and stay informed through ATA emails, videos, articles and podcasts.
services. The Savings4Members group
gives ATA members access to over 20 dis- professionals about issues like insur- This content sparks interest among follow-
count programs. Receive special prices on ance, bookkeeping, brand protection, ers, creating trust and rapport with new
necessities like office supplies, wireless federal excise taxes, supply-chain strate- and current customers. Follow the ATA on
services, consumer financin , payroll and gies, and product risk and liability. Visit YouTube, Facebook and Instagram.
HR, credit-card processing, uniforms and www.ArcheryTrade.org/myata-service-
facility services, and waste and recycling providers to review your MyATA service 8. Participate in a member-led ATA team
services. Contact your savings consultant providers, and learn how they can help. or committee. Join an ATA committee or
at (844) 346-3746. advisory team to share insights and make
7. Update your website and social ac- a difference in the industry. Members can
5. Set up a retirement plan for your busi- serve on the ATA Retail Council, which sup-
ness. Handford Financial Strategies offers counts with archery and bowhunting ar- ports and advises ATA retail members. ATA
retirement plans and financial plannin members can also participate in strategic
services for business owners and their ticles. ATA staff and contracted freelancers planning through the Marketing Advisory
staffs. Retirement strategies are custom- Team, Member enefits dvisory Team
designed and provide cost-effective plans write articles for the ATA’s two consumer and Trade Show Advisory Team. Watch the
for businesses of all sizes. The company video “The ATA’s Committees and Teams”
is independently owned and operated, websites, Archery360.com and Bowhunt- on the ATA’s YouTube channel to learn
and it strives to help businesses and their more. Please contact the ATA’s Trade Show,
employees make sound lon term finan- ing360.com. ATA-member retailers can business and membership office toll free
cial decisions. To learn more or enroll in at (866) 266-2776.
a plan with no start-up fees, email Kevin use the ATA’s free Archery 360 and Bow-
View the ATA’s membership page at
andford at k handfordfinancial.com or huntin wid ets to fill their websites www.ArcheryTrade.org/membership to see
en Wri ht at ben handfordfinancial.com. everything the ATA offers its members.
with fresh, original archery and bowhunt-
6. Work with a MyATA service provider Questions? Please contact Wendy Lang, ATA’s
for expert advice and support on busi- ing content and photos. Read ATA’s article senior manager of membership, at (507) 233-8134
ness operations. MyATA service provid- or [email protected].
ers are ATA-vetted companies that offer “Need Content for Your Website? Use ATA’s
discounts and expert support. Consult
Free Widgets!” to learn how to install the

widgets. The ATA’s consumer website also

drives traffic to T member retailers with

the Store Locator. Learn more about the

Store Locator in the ATA’s article “Retailers:

oost rofits with the T tore ocator.

Members can also share free content

from the ATA’s social-media communities.

APRIL 2020 INSIDEARCHERY.COM 31

PEOPLE

PowerTheofParticipation
Archery Industry Members Participating in the Sport

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

Cassie Gasaway • Georgia Whitetail Bryan Child • British Columbia Black Bear

Archery Trade Association, Communications Manager Bakcou, Co-Founder

Bow: Hoyt Carbon Spyder Sight: Trophy Ridge

Bow: Mathews AVAIL Sight: Axion Arrow: Easton Axis Rest: QAD Ultrarest

Arrow: Bloodsport Athena Rest: QAD Ultrarest Broadhead: SEVR Titanium 2.1 Release: Cobra

Broadhead: Muzzy Release: Tru-Fire

32 INSIDE ARCHERY APRIL 2020

Troy Walters • Ohio Whitetail Kendall Card • Colorado Mule Deer

Lancaster Archery Supply, Archery TechXpert Crispi US, Vice President

Bow: Hoyt RX-3 Rest: Hamskea Trinity Hunter Pro

Bow: Mathews VERTIX Sight: AXCEL AccuTouch Arrow: Easton Carbon Injexion Release: Scott Echo

Arrow: Easton FMJ Rest: Hamskea Hybrid Hunter Pro Broadhead: Grim Reaper Pro Series Other: Sikta clothing,

Broadhead: Rage Trypan Release: T.R.U. Ball eXecute Sight: Black Gold Pro Sight Crispi Colorado boots

Morgan Gamble • Washington Elk Tim Neuman • Minnesota Whitetail

2 Mountain Outdoors, Owner Ani-Logics Outdoors, Wildlife Biologist

Bow: Elite Option 6 Sight: Option Archery Option 8 Bow: Bowtech General Sight: Trophy Ridge

Arrow: Black Eagle Rampage Rest: QAD Ultrarest MXT Arrow: Easton Axis Rest: Ripcord

Broadhead: QAD Exodus Release: Carter Like Mike Broadhead: G5 Deadmeat Release: Fletcher

APRIL 2020 INSIDEARCHERY.COM 33

RUBLINE MARKETING:

Mastering the Art of Growing a Brand

C hase Rohlfsen has always had a knack for standing
out in the crowd. Just take his signature white
Adidas, for instance. They might seem like nothing
more than a casual choice of footwear, but there’s a
story ehin them an that story e em i es hase s
unique ability to leave a lasting impression.

By Daniel Allred

34 ININSSIDIDEEAARRCCHHEERRYY AAPPRRILIL2020

APRIL 22002200 IINNSSIIDDEEAARRCCHHEERRYY..CCOOMM You see, Chase Rohlfsen made his splash into the archery industry back in 2008. Fresh from
his role as a sales and marketing expert for General Motors, Chase attended the ATA Trade
Show to promote his brand new company, RubLine Marketing, and this is what happened:

“I came from a pretty corporate background,” Rohlfsen explained. “I wore a suit and tie
every day to work, but in the evenings I would always go back to my comfortable white

didas. I went to my first trade show in , and on the first day I wore cowboy boots and
jeans, just like everyone else. At the end of that day, my feet hurt so bad I could barely walk,
and so on the second day, I wore my white Adidas. I didn’t care because my feet hurt so
bad from those cowboy boots. Someone who ended up being a client later told me that they
remembered the marketing guy in the bright white shoes, and I realized that a lot people
may not remember my name or my company, but they’ll remember those white Adidas. So
it’s been my tradition ever since then to bring a brand new pair of white Adidas to every ATA
Trade Show.”

This out-of-the-box thinking extends far beyond Chase Rohlfsen’s taste in fashion. As the
founder and president of RubLine Marketing, he and his company lend their marketing ex-
pertise to dozens of leading brands in the archery and outdoor industries.

In 12 short years, Rohlfsen has gone from the “marketing guy in the bright white shoes”
to a definitive specialist who has surrounded himself with other definitive specialists from
different fields. lto ether, ub ine Marketin is continuin to find success in an ever
chan in market, and it’s continuin to help a variety of leadin manufacturers find suc-
cess, too.

STARTING FROM SCRATCH
efore hase ohlfsen distin uished himself in the archery industry, he first distin uished
himself in the marketing division of General Motors.

“After working for GM for a few years, I got an offer to move into management, and I
started running a small team of marketers,” Rohlfsen said. “After about three years in that
role, I pitched a marketing program to the higher-ups. They liked it, and they let me take
the lead and run with it. It ended up working pretty well. I was able to make a name for
myself in the company, and from there I led a lot of different sales and marketing initia-
tives for GM.”

In the meantime, Rohlfsen was also developing a deep passion for archery and bowhunting.
“My love for hunting started out with upland game,” Rohlfsen said. “I wasn’t introduced
to archery until about the year 2000. A friend of mine—who I’d gone waterfowl and pheas-
ant hunting with—really encouraged me to pick up a bow, so I did. I went out to a treestand
with him, and I had a couple opportunities that I blew. Then he kind of pushed me out of
the nest and encoura ed me to learn more on my own. I ended up knockin on doors to find
property to hunt on, and I put up a treestand, and that first year of bowhuntin on my own,
I was successful. I shot a 120-inch eight-pointer, and I was hooked—just hooked like crazy.”
In fact, Chase Rohlfsen was so hooked on bowhunting that he bought his own piece of
hunting property, and this led to a chance encounter with Mark Drury, host of Drury Out-
doors and founder of M.A.D. Calls.
“One day I got a call from Mark Drury,” Rohlfsen said. “He had purchased a piece of prop-
erty next to mine, and he was just calling to introduce himself as my neighbor. From there,
we became really good friends. We talked about strategy and the differences between our
businesses, and it just became a phenomenal friendship. I had nothing to do with the hunt-
ing industry at the time, but there were a lot of similarities between our marketing projects
and plans. Then, when General Motors fell on hard times in 2008, I lost my position, along
with 3,500 of my coworkers. That actually just set things in motion for me, though. I was
talking to Mark after I lost my position, and he put the idea in my head that I should bring
my background and skills to the outdoor industry, and in 2008 RubLine Marketing was
born.”

35

RubLine Marketing has certainly come a
long way since those early days. Rohlfsen
has proven time and time again that he
has a keen eye for brand development. Ac-
cordingly, RubLine’s client list has grown
steadily over the years, and so has its staff.

When I first started out, I was mostly
doing short-term consulting,” Rohlfsen
said. “I would come in, look at the com-
pany’s product, get an understanding of
their business, and I would develop a plan
for them. The only problem was that after
I came up with a plan, I lost control of how
exactly the plan was executed. How well
did they put their catalog together? How
well did they construct their commercial
time? How well did they buy their media?
Did they pay the right price, or did they
overpay? All of those lingering questions
gave me the inspiration to really grow, and
after a few years of consulting, I started to
expand my operations to include special-
ists like graphic designers, photographers,
videographers and social media experts. I
built a team around myself, so now when
I develop a plan, I can count on my team to
execute that plan.” One of those specialists
on the RubLine team is Mark Watson, the
company’s creative director. A graphic de-
signer by trade, Watson has over 35 years
of e perience in his field.

As an old friend of Chase Rohlfsen, Mark
Watson watched RubLine Marketing grow
and ourish from the very be innin .

“I met Chase about 20 years ago, when
he and his wife moved here to Traer,
Iowa,” Mark Watson said. “It’s a small
town, so just like anyone in a small town

TOP: Keegan Rohlfsen is following
in his father’s footsteps by learn-
ing how highly professional brands
gather and present content in dif-
ferent advertising mediums.

BOTTOM: Chad Billick is a strategy
specialist and account manager for
RubLine, and he works closely with
the company’s clients to deliver
powerful messages to curious
consumers.

36 ININSSIDIDEEAARRCCHHEERRYY AAPPRRILIL2020

Chase Rohlfsen, center, meets with two of his key team members: Mark Watson, creative director; and Tina Rausch,
executive assistant.

would do, my wife and I invited them over for supper to meet has been social media, and a lot of people et way too hun up on
them and welcome them to Traer. We became friends and stayed that option. ur oal is to work in several different mediums be-
in touch, so I saw when he first started ub ine out of a small of- cause consumers of different demo raphics et their information
fice in his home. I knew ri ht away that he was passionate about from different places. our seasoned hunter—who owns land, a
it, and he had his eyes on a much lar er oal. I would contract pickup truck, lots of blinds and treestands, and an T —he’s the
with him here and there before I joined full-time, and he was al- kind of uy who reads print ma a ines and watches outdoor net-
ways brin in in other talent to ive the customer a better e peri- works on T . Then you look at the to year old demo raphic,
ence. There’s been a lot of steady rowth over the years. e started and they love researchin on acebook and other places online.
out with that home office, then rented a small office in town, and They are active in different roups, and they mi ht have a few
then he bou ht the buildin we’re in now. We still have plenty of favorite blo s.
room to row, and hase is still very forward thinkin .
Then you also have to consider the youn er, incomin con-
MODERN MARKETING EXPERTS sumers, ohlfsen continued. They mi ht not have much dis-
posable income to their names, but they are learnin and fi ur-
It’s not easy to stand out in the crowded modern world of adver- in out what their favorite brands are. ou have to set the sta e
tisin , but hase ohlfsen and his team have fi ured out how to for them, so they are already brand-loyal once they’re ready to
do e actly that. s a full service marketin firm, ub ine has de- buy. Our balanced diet approach considers all those different
veloped and e ecuted countless successful advertisin campai ns kinds of mediums and uses them to deliver the ri ht messa e
for a variety of archery, huntin and outdoor brands. to all those different demo raphics. The product that’s bein ad-
vertised also factors heavily into the e uation. The demo raphic
ow do they do it, e actly makeup of a hand un buyer mi ht be very different than the
Well, if only there were a simple answer to that question. The demo raphic makeup of consumers who are lookin for a re-
truth is that it takes a lot of knowhow and smart decision mak- placement treestand cushion, for e ample. ou always have to
in , alon with a comple mi ture of different advertisin medi- fi ure out who that demo raphic is and what pieces of media
ums. hase ohlfsen calls it his balanced diet approach. they consume.

ou have to look at every marketin opportunity that’s out hase ohlfsen also places a lot of value in printed media like
there and understand that your oal is to create a balanced diet’ Inside Archery.
of those different options, ohlfsen said. ately, the bu word

APRIL 22002200 IINNSSIIDDEEAARRCCHHEERRYY..CCOOMM 37

Keegan Rohlfsen • Axis Deer “Print is the longest standing medium
we have, and when you read something
Chase Rohlfsen • in print, it validates the message more
New Zealand Stag than any other place you see it,” Rohlfsen
said. hances are, the first place you see
38 a product or a message is on social media,
and that’s because it’s instantaneous. We
are absolutely ooded with messa es on-
line, though, so it might not really stick.
Then you might see it again when you’re
watching TV, and more of the message
is there, but it still feels like you’re being
sold to. When it gets to print, it becomes
validated. It’s almost like hearing it from
a buddy, like word of mouth, because you
subscribed and asked for that message.
You buy a magazine from a newsstand
because you want to read what’s in there.
You truly value that content. So it might
not be the first place you see the messa e,
but it’s the place that validates it for you.”

Simply put, RubLine’s strategy works,
and the company’s clients will tell you the
same thing.

“Building a brand name in today’s out-
door industry has got to be one of the
most challenging, time-consuming, ex-
pensive tasks a company faces, outside
of simply building a world-class product,”
said Steve Greenwood, general manager
of Victory Archery. “In the case of Victory
Archery—although we make the world’s
most advanced carbon composite arrows
and crossbow bolts—we very much lacked
the understanding of how we should mar-
ket and promote our product line through
all possible venues, ranging from popular

TV shows, to social media and
print media.
That’s where RubLine Market-
ing came to our rescue, and it’s
been an incredibly reward-

ing experience since Chase
Rohlfsen and his experienced
marketing team took over the
Victory account. I’ve worked
with multiple advertising compa-
nies over the past 30 years in our in-
dustry, and I can honestly say this is
the very first time I’ve felt percent
comfortable allowin a marketin firm
to handle all of our marketing needs. With

ININSSIDIDEEAARRCCHHEERRYY AAPPRRILIL2020

the help of ub ine, our business has definitely seen a noticeable positive Bo Adams is one of RubLine’s dedicated
increase in ictory brand reco nition. specialists, and he helps outdoor brands
capture top-notch photos and stunning videos.
ther ub ine clients shared very similar thou hts.
Workin with ub ine has been a reat e perience for our company,
said erek maral, director of sales and marketin for Therma eat. hase
and his team are committed to e cellence with everythin they do. ur
website up rades, social media marketin , media production, and overall
market reach has consistently been proven successful. ub ine is com-
mitted to their customers, oin above and beyond in the entire scope of
their work.
or the team at ub ine Marketin , these happy customers serve as a
bad e of honor and proof that the company is doin thin s ri ht.

ur rowth has really only come from word of mouth, Mark Watson
said. If we weren’t doin our obs well, then that word of mouth wouldn’t
be happenin . If we were lettin our clients down, they wouldn’t recom-
mend us. In fact, they would probably tell people not to come to us. That’s
the thin about word of mouth, ri ht customer has a positive e perience,
and they tell one person. They have a ne ative e perience, and they tell ten
people about it. We know this industry is very ti ht knit, and we strive to
ive everyone a positive e perience so that ood word of mouth continues.

BIG PLANS FOR THE FUTURE
ub ine Marketin is really ust hittin its stride. The company has come

Sara Rissi is the company’s digital marketing strategist,
and she gets hands-on with outdoor products to deliver
impactful messages online.

APRIL 22002200 IINNSSIIDDEEAARRCCHHEERRYY..CCOOMM 39

a long way in 12 years, and it plans to go
even further in the next 12 years and be-
yond. To get there, it’s going to keep doing
what it does best: provide marketing solu-
tions for outdoor companies in need.

It’s also worth noting that RubLine’s full
service packa e is a one si e fits all deal,
meaning the company can be equally ben-
eficial to manufacturers both lar e and
small.

“We really enjoy working with clients
of all sizes,” Chase Rohlfsen said. “With
newer start-up companies, we inter-
view them and make sure it’s a product
we can get behind, and a lot of the time
it’s just a phenomenal invention. Take
CWD-Free, for example. We got to work
with them from the very grassroots be-
ginning and help develop that brand
from its infancy. And there’s a lot that
goes into that, including how a prod-
uct is priced and packaged, and how it
hangs on the shelf. It’s amazing watch-
ing them grow. We’ve had clients who
started with us when they were brand
new, and now they are doing tens of
millions of dollars in sales.

“But we also have a lot to offer our
larger clients, like Can Cooker, Victory
Archery and Scent Crusher, as exam-
ples,” Rohlfsen continued. “For them,
we’re here to fill all of their marketin
gaps. They might not want to hire some-
one to do that position in-house, or they
might not have a large enough need
to justify a full-time employee. They
bring us in because we have videogra-
phers, photographers, studio design,
art direction, writers, bloggers, IT and
SEO experts, and social media develop-
ment groups. We have all of these skill
sets under one roof. They can hire us

TOP: Mark Watson, RubLine’s
creative director, brings over 35
years of experience in graphic
design to his current role.

BOTTOM: Tina Rausch, executive
assistant, is a key player in the
RubLine team.

40 ININSSIDIDEEAARRCCHHEERRYY AAPPRRILIL2020

to fill their aps, instead of hirin —for Sara Rissi • Whitetail
about the same price or more—a sin le Chad Billick • Turkey
marketin person who is a ack of all
trades and master of none. That’s a
common situation, and they end up out
sourcin bits and pieces of it anyway.

ookin ahead, ohlfsen and his team
are oin to continue to stand out from the
crowd and deliver e ceptional results, and
they’re oin to do it throu h sheer will
and hard work.

I know that hase’s oal is to continue
to row the business and create a last
in le acy of success, Mark Watson said.

hase isn’t one of those absent owners
who isn’t around much, and if he was, we
wouldn’t be able to o above and beyond
like we do. e always e pects the best
from us, but he’s ri ht here with us, shoul
der to shoulder. e’s always here workin
late, always oin the e tra mile for his
clients. t the end of the day, that’s what
will keep ub ine rowin . obody is o
in to outwork us. obody is oin to ive
you the same kind of attention and service
that we do.

CONCLUSION

Today’s media landscape is teemin
with different brands and messa es vy
in for attention. onsumers are often
overstimulated, and it takes somethin
special to break throu h the noise. This
simple truth makes ub ine Market
in ’s success even more noteworthy.

hase ohlfsen and his team have solved
the pu le, and they have offered their

Bo Adams • Zebra

APRIL 22002200 IINNSSIIDDEEAARRCCHHEERRYY..CCOOMM 41

7
6

HOT 2020 PRODUCTS FROM RUBLINE CLIENTS

8 1 • Scent Crusher: The Locker is the newest addition to Scent Crusher’s collection of odor-eliminating products. This convenient
storage solution emits chemical-free ozone that destroys most odors within 30 minutes, and it can operate for 4 hours on a
5 single charge. It is easy to assemble, and it also features durable, weatherproof construction. Check it out at scentcrusher.com
1
2 • Victory Archery: Victory Archery’s new VAP-SS is a bone-crushing, deep-driving micro-diameter shaft with stainless steel
3 layers infused into a 90-degree carbon fiber weave. The VAP-SS is lighter and faster than Victory’s hard-hitting Xtorsion, but
4 it has the same durability and even tighter tolerances. Check it out at victoryarchery.com.

11 3 • Steambow: The ONYX crossbow has the perfect combination of speed, power and ergonomics. Like other Steambow
10 products, the ONYX has compressed CO2 in a refillable tank that powers a pneumatic cocking device. That means this
crossbow can be cocked or de-cocked with the push of a single button for increased safety and convenience. Check it
42
out at steambow.com.

4 • CWD-Free: This urine-based “hybrid” deer attractant is made with a process that targets the “bad” unwanted compounds
in non-deer urine and leaves the “good” wanted compounds. This neutralized urine is combined with synthesized natural
compounds and proprietary scent additives. The result is a urine-based attractant that didn’t come from deer, meaning it is 100
percent CWD-free and legal in all 50 states. Check it out at inventiveoutdoorsllc.com.

5 • Full Range Hanging Systems: The Corner System is a unique system that allows you to display trophies in any corner of a
room. Its patent-pending design allows you to use the most unused part of a room to continue displaying trophies when your walls
start to fill up. The Corner System comes with an 8-inch arm and everything needed to display a trophy that is 35 pounds or less.

Check it out at fullrangesystems.com.
9

6 • CanCooker: The Original CanCooker prepares up to four gallons of food and can feed up to 20 people for only $89.99.
It can be used for everyday family meals, or holidays and large gatherings. The CanCooker is lightweight and made of
high-quality aluminum, and it uses a silicone-sealed lid with a latch closing system to seal in flavor and ensure years of
hassle-free cooking. Check it out at cancooker.com.

7 • ThermaSeat: The Hybrid RX from ThermaSeat is just as comfortable on the ground as it is on the treestand. Its “G4”
Premium Gel Core is designed for supreme comfort in the woods. The Hybrid RX features 0.5 inches of Rigid Closed Cell Foam, a

1.25-inch layer of Premium Comfort Foam and a 1.25-inch G4 Premium Gel Core. The cushion also features a non-slip rubber-
coated base fabric and a shoulder-carrying strap for easy carrying. Check it out at thermaseat.com.

2 8 • Rhino Blinds: Rhino Blinds recently unveiled the new Realtree Escape R600 and Mossy Oak Bottomland R150. All Rhino
Blinds are built tough and designed to withstand inclement weather conditions like rain, snow, hail and wind. These five-

hub blind designs maximize strength and comfortably fit two to three hunters. They’re easy to set up and take down in

as little as 60 seconds. The window system consists of a large front window on two panels of the blind with three smaller

windows on the backside. The windows have mesh that is adjustable and removable. Check it out at rhinoblinds.com.

9 • Nose Jammer: Nose Jammer’s Predator Spray is specifically formulated to overwhelm a predator’s sense of smell
without alarm, and it’s easy to use. Simply spray it on clothing, boots, gear, treestand, blind, or surrounding vegetation. The
formula contains Vanillin and other natural aromatic compounds, including lignin, which a major support structure for trees,
grasses and shrubs. These compounds are delivered at concentrated levels, overloading the olfactory gland found in an ani-
mal’s nose, helping hunters to remain concealed. Check it out at nosejammer.com.

10 • Shadow Hunter: The multi-person Marksman 6×6 octagon hunting blind is one of the largest and most well-equipped
blinds in the Shadow Hunter collection. With its eight-sided octagon-shaped design, this blind has a 360° sight and shooting
range. Four over-sized Shadow Hunter Silent Gun/Cross Bow Windows with shooting rails are paired with four vertical corner
windows to optimize this multi-hunter blind for all types of hunting. Check it out at shadowhunterblinds.com.

11 • Fore Runner Ground Blinds: The Fore Runner Blind is the first portable soft-sided blind of its kind in the industry. The
blind was designed by hunters to hold up to harsh late season elements, while also being completely user friendly. Fore
Runner blinds have an integrated hitch system, allowing them to be towed by an ATV or side-by-side. The wheels are de-
signed to easily engage and disengage in a matter of minutes, making this one of the most mobile blinds in the industry.

Check it out at forerunnerblinds.com.

ININSSIDIDEEAARRCCHHEERRYY AAPPRRILIL2020

Chase Rohlfsen works with Mark Watson and Tina Rausch to form strategic marketing campaigns for the company’s
many clients.

ABOVE: The Rubline team lent insights to help dozens of manufacturers stand out from
its talents to Victory Archery the crowd.
to help the company come up
with this booth design for But like any other company in the industry, the fuel for
this company’s fire is raw passion. The ub ine team is pas
the 2020 ATA Trade Show. sionate about their work, and they’re also passionate about
LEFT: Rubline Marketing the industry we all share.
helps brands start from
My team is e tremely passionate about deliverin a su
scratch with things like pack- perb product, hase ohlfsen said. They are perfection
age design. ists, and you can see it in their work. They mi ht do a photo
session for hours and hours, and if they look at that photo
APRIL 22002200 IINNSSIIDDEEAARRCCHHEERRYY..CCOOMM and it’s not perfect, then they will o ri ht back to the stu
dio and reshoot. We’re also happy to be in an industry with
so many other passionate individuals. Their passion cre
ates incredible products, and we work with a lot of those
family owned companies that are still very close to their
products because they created them. We talk about what
their success means to them, and then it’s our ob to deliver
that success to them. We also try to put it on a human level.
It’s not transactional for us. It’s all very personal, and we
take their success very personal. veryone at this company
believes that. We want our work to truly contribute to our
clients’ success.

43

MARKET TRENDS BOW REPORT

APA Archery King Cobra MT
sB Y P A T R I C K M E I T I N
askatchewan’s APA Archery their compound-bow designs engineered customer’s preferences, and it also offers
makes many of the fastest to meet the real-world needs of actual micro tunin for cam timin as needed.
bowhunters and the common problems The otatin raw top is a limb stop sys
tem that provides the most positive rear
compound bows in the industry. that arise in the field. wall of any bow I’ve tested to date,
and this in turn creates dead-even arrow
These convenient features distinguish velocities from shot to shot and also pro-
motes the highest degree of performance
This is really saying something when bows at a lance. Most noticeable possible.

you pit them against some of the biggest is ’s arry andle. This front riser raw len th ad ustments are chan ed
through EZ Tune high-performance mod-
names in the business. , from the bridge serves as a handle for easier car- ules, and they’re available in inch
increments. The overall desi n is en i
very be innin of it e istence, has main ryin in the field, but it also shifts wei ht neered to simplify cam timing and help
minimi e accuracy robbin cam lean.
tained a laser focus on performance. This forward for improved balance, and it From the most practical of standpoints—
and with all its performance output
Canadian manufacturer is also a bow- increases riser rigidity to provide a stiffer in mind—the refined M am system
creates pleasantly smooth and highly
hunter’s bow company, with every part of launch pad and eliminate hand shock. manageable draw cycles as it transitions
into its percent let off.
You’ll also notice APA’s signature Riser
More Speed
an , which serves the practical purpose
The in obra MT creates even more
of allowing hunters to hang any APA bow speed with a ressive riser eometry.
Its 5 5/ -inch brace height—especially
directly from a tree branch. ll bows when combined with today’s drop-away
rests—practically demands the use of
sport a riser inte rated Tool enter, with
inch, hi h profile vanes. There ust isn’t
a carbide knife sharpener, nock inde space enough for old-standard 4-inch

in wrench and anadian Maple eaf etchin s. The rip sits well behind
the limb pivot points, sacrificin some
broadhead wrench. There’s also a fin er inherent balance, but this is a small price
to pay for this level of performance.
bolt secured am ock pin that allows
ner y is amplified a ain by ’s slim
everyday archers to replace strin s cables, and efficient Twin le solid limbs.
Standard solid-limb designs generally
make tuning adjustments and install store load energy in the solid portion of
the limb only, and ends remainin ri
strin accessories without a bow press. idly static. en ineered Twin le
limbs to e well into the forked tips,
The rchery in obra MT under and this distributes load energies along
two working areas and boosts energy
discussion here includes all of these fea-

tures and more, and it also has one of the

fastest IBO arrow speeds in the indus-

try. It mana es such raw speed without

sacrificin shootin ease, en oyment or

bowhuntin stealth. et’s ump ri ht in.

The 2020 King Cobra MT from APA Archery Dual-Cam Power
has minimalist limb pockets. They are lined
for silence and include an imbedded APA Archery might be the only bow com-
LimbSaver Broadband Limb Damper. pany that still utilizes a true dual-cam
system. ual cams were the most popu
APA Archery’s optional Mass Transfer Module lar in the s and s, but they could
(MTM), held by the 2020 King Cobra MT, allows prove occasionally troublesome. Today’s
you to customize bow balance by adjusting space a e, ero creep strin cable mate
weight, and it also dampens vibrations. rial has solved past timin issues, and

’s refinements to the concept have
made tunin trouble free. The dual cam
arrangement is also where much of APA’s
renowned speed ori inates.

The in obra MT is driven by the most
up to date dual cam system around. It’s
called the M am, and it comes with
new Tune modules, a otatin raw
top and micro tune technolo ies. This
is the most tunable cam system APA has
released to date. It allows you to cre
ate an ideal rear-wall feel according to a

44 INSIDE ARCHERY APRIL 2020

Specifications Arrow Speed

–––––––––––––––––––––––––––––––––––– ATA Archery King Cobra MT set at 72.2 pounds at 30 inches

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

33 3/8 inches 100-GRAIN TIPS GPI ARROW WT. ENERGY SPEED

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

Brace Height VICTORY XTORSION 300 12.9 532 GRS. 111.7 FT. LBS. 307.5 FPS

5 5/16 inches –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

–––––––––––––––––––––––––––––––––––– BLOODSPORT EVIDENCE 300 11.7 518 GRS. 112.8 FT. LBS. 313.1 FPS

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

4.0 pounds EASTON 4MM FMJ 330 11 *502 GRS. 110.8 FT. LBS. 315.3 FPS

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

Let-Off CX MAX RED SD 350 9.4 *465 GRS. 109.5 FT. LBS. 325.6 FPS

80 percent –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

–––––––––––––––––––––––––––––––––––– GT KINETIC KAOS 340 9.9 453 GRS. 108.6 FT. LBS. 328.6 FPS

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

24 to 30 inches, ½-inch increments BLOODSPORT JUSTICE 300 9.8 443 GRS. 108.5 FT. LBS. 332.0 FPS

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

Available Draw Weights BLACK EAGLE SPARTAN 300 9.0 *439 GRS. 106.0 FT. LBS. 329.7 FPS

40, 50, 60, 70, *80, *90 pounds –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
(*Additional Charge)
APA Archery’s M1 Cam, found on the 2020 King BEMAN WHITE OUT 340 8.8 416 GRS. 106.9 FT. LBS. 340.1 FPS
Cobra MT, is a true dual-cam system with improved ––––––––––––––––––––––––––––––––––––
tuning capabilities via the new EZ Tune modules, –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Rotating Draw Stop and micro-tune technologies. Available Colors
GT VELOCITY PRO 340 8.2 387 GRS. 105.9 FT. LBS. 351.0 FPS
stora e and performance. The desi n also Standard Desolve Wing (Desolve limbs),
decreases mass wei ht, helps tame vibra Matte Black or Sandstone (black limbs), –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
tions and shot noise, and allows smoother optional custom finishes Kuiu Verde 2.0,
draw cycles. It also maintains ’s si na Slate Grey, Red, Flow Green, Covert Black BLACK EAGLE CARNIVORE 350 7.5 363 GRS. 103.9 FT. LBS. 358.9 FPS
ture slim profile. Twin le limbs are held
in minimalist limb pockets that are lined or Purple Fade for additional fee. –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
for silence.
–––––––––––––––––––––––––––––––––––– VICTORY RIP XV 300 7.0 355 GRS. 103.3 FT. LBS. 361.9 FPS
Slimmer Profile, More Tuning
and Silence MSRP –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––

ike other models, the in obra $1,199 LIBERTY ARCHERY 320 5.9 292 GRS. 98.7 FT. LBS. 390.1 FPS
MT has a distinctive ltra lim esi n.
Twin le limbs are part of this over –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
all eometry. iewed from the front, limbs
are only inches wide. Most riser ed es Arrow speeds established using a Caldwell Shooting Supplies Chronograph G2. *Denotes steel inserts
are inches wide, and the arry andle is
around inches. i idity is maintained FOR MORE INFORMATION CALL (306) 948-5101, OR VISIT APAARCHERY.COM.
throu h the aforementioned arry andle,
which acts as a vertical riser truss. Touch rmour, a rubberi ed finish that
absorbs vibrations and makes it warmer
The ltra lim esi n also lends the
in obra MT a super slim rip that’s to the touch.
rounded for added comfort. This mini ’s new patented ad ustable Micro
mi es hand tor ue to promote consistent
hand placement and accuracy potential. Tune able uide, mounted on a vibration
The slender rip has wood side plates. The absorbin carbon rod, offers still more
riser includes a lower rear stabili er tap tunin capabilities. The system manipu
for a bar or stubby stabili er, and the lates the altitude tension of the bearin
front stabili er mount has a stainless steel e uipped buss cable rollers, allowin you
bushin . The entire riser is covered in oft to micro tune cam timin . The system
is fin er operated and re uires no tools
New for 2020, the King Cobra MT features the or bow press. ’s new optional Mass
company’s Micro Tune Cable Guide, which Transfer Module rides on a strin stop
allows you to adjust the bearing-equipped carbon rod.
buss cable rollers for easier cam timing.
The in obra MT also comes with a
carbon mounted imb aver trin amp
ener to reduce strin vibration and pro
vide even nock separation for even hi h
er shot to shot velocities and improved
accuracy. imb aver roadband olid imb

ampeners are embedded beneath each
limb pocket, where they can absorb ma i
mum shot vibrations. i rubber speed
buttons strin silencers are also included.

perienced shooters and seasoned bow
hunters lookin for si lin arrow speeds
and attened tra ectories will find the in

obra MT irresistible. esides eneratin
one of the industry’s hi hest speed ratin s,
the in obra MT is uiet and packed
with features that offer peace of mind in
the field.

Web tra ■ Take a look at the

rchery in obra MT in action at

insidearchery.com apakin cobramt

APRIL 2020 INSIDEARCHERY.COM 45

46 INSIDE ARCHERY APRIL 2020

2020’s

Hard-Hitting

Crossbows

Crossbow technology is moving at a
truly rapid pace. Every year, cross-
bows get faster, more compact and
more user-friendly. Speeds that would
have been deemed impossible ten years
ago are now commonplace, and shot dis-
tances that would have been deemed
unethical ten years ago are now well
within a hunter’s maximum effective
range. For 2020, industry leaders outdid
themselves again by introducing a wide
range of groundbreaking new crossbows
with out-of-the-box designs and top-of-
the-line performance. Here’s a closer
look at the latest cutting-edge designs.

By Daniel Allred

APRIL 2020 INSIDEARCHERY.COM 47

2020’s Hard-Hitting Crossbows

Axe Crossbows

Axe Crossbows is an all-new brand from the industry experts bolts to fps with a pound draw wei ht. It comes com

at FeraDyne, and the AX405 is leading the charge as the com- plete with si rain carbon bolts, strin wa , shoulder slin

pany’s a ship model. The is compact and maneuver and sin le position red dot si ht. Learn more at coldsteel.com.

able at . inches lon and inches from a le to a le ful

ly cocked. The wei ht of the crossbow is centered above the Excalibur Crossbow

shooter’s hand by a balanced shoot throu h stock and reverse The ssassin T is the latest addition to calibur’s ad
vanced Micro crossbow platform. It features the company’s
limb system, and this confi uration empowers the ’s admired uick oc Technolo y takedown system, as well as a
completely silent inte rated har er crank. It has a ri e rade
pound split limbs to deliver bolt speeds in e cess of two sta e ro hot tri er and nti ry ire technolo y, and it
also comes with new High-Output Express limbs with Armor
fps with a inch power stroke. The crossbow’s uni ue cam Tips that ive the ssassin T the narrowest profile of the
entire ssassin lineup. It fires arrows at speeds up to fps,
confi uration eliminates cam lean and limb tor ue, and the and it also includes a Tact scope, premium lack a le

also features a free oatin arrow system that reduc ro li ht arrows, a four arrow uiver and an plore ase,
for convenient stora e and transportation. Learn more at
es friction for e cellent efficiency, accuracy and speed. Learn excaliburcrossbow.com.

more at feradyne.com.

Barnett Crossbows

arnett’s e tensive history with crossbow development oes all

the way back to . lways known for pushin the limits of

crossbow capabilities, Barnett’s new HyperFlite EVO 420 does

not disappoint. This premium crossbow has its cams mounted Gearhead Archery

on the riser instead of its limbs. This revolutionary approach earhead rchery is renowned for takin hi hly uni ue ap
proaches to common problems, and the company’s Tacti
eliminates cam lean and tor ue for e treme accuracy and ethi cal crossbow is a perfect example of Gearhead’s out-of-the-
bo thinkin . ne of the Tactical’s most notable features
cal kills. The yper lite ’s uni ue desi n also contrib is its e treme portability. It has a precision dovetail oint with
a robust clamping mechanism, which allows the crossbow
utes to this crossbow’s ultra-compact measurements, and it to disassembled for packing and easily re-assembled in the
field without sacrificin accuracy. The Tactical’s cuttin
has a multi-position pistol grip and adjustable length-of-pull ed e and uni ue desi n also lends this crossbow e treme
accuracy, and this has been proven in competitive settin s.
buttstock for a fully custom feel. It’s compatible with arnett’s The Tactical is available in carbon fiber and aluminum.
The carbon fiber version wei hs only pounds, and the alu
remarkable micro diameter yper li ht arrow, which it fires minum version wei hs only pounds. The Tactical also
has a remarkably low draw weight, meaning it does not re-
at fps with foot pounds of kinetic ener y. Learn more
uire a foot stirrup or a rope cocker, and it can be cocked in
at barnettcrossbows.com. a tree stand, blind, or sittin down with ease. Learn more at
gearheadarchery.com.
Cold Steel

The heap hot ’s uick and easy reloadin system makes it
one of a kind. It re uires no stirrup, rope cocker or crank cock
er. ather, users activate a uni ue and easy to use lever action
mechanism to arm the crossbow. It’s also simple to disassem
ble, and it fits into an avera e daypack. The butt stock tele
scopes to provide an ad ustable len th of pull, and it pushes

Axe Crossbows Barnett
AX405 EVO 420

48 INSIDE ARCHERY APRIL 2020

Killer Instinct ask for. The Lancehead Crossbow’s unique design provides it
The all-new Killer Instinct SWAT XP is an ultra-compact 27-inch with an incredibility long 24-inch power stroke, which guides
crossbow that shoots at speeds of 415 FPS with excellent bal- the arrow lon er for at lon distance tra ectory. Thanks to
ance, control and accuracy. It features the exclusive Killer In- its micro-limbs and Torsion Drive Technology, the Lancehead
stinct Accutac Barrel System, which is an enclosed 360-degree Crossbow is only 3.9 inches wide both cocked and un-cocked.
design that provides greater guidance and support to improve It’s also very safe, ad ustable and durable. Learn more at
hi h speed arrow i ht. The system also allows the strin to lancehead.com.
be free oatin for increased power and reduced wear on the
serving. The Broadhead Cage at the end of the Accutac Barrel Mission Crossbows
traps the arrow and broadhead within the riser for improved Mission’s SUB-1 XR is loaded with features and designed to
safety and dependability. The SWAT XP also features a center- function like a lon ran e, precision ri e. It features the com
balance design that eliminates the “nose-heavy” feel of most pany’s innovative Benchmark Fire Control technology, which
crossbows, and it has a limited lifetime warranty. Learn more allows users to safely de-cock the crossbow with the push
at killercrossbows.com. of a button. It’s 30.5 inches long, and it measures 12.5 inch-
es uncocked and only 9.1 inches cocked. It weighs only 7.6
Lancehead Crossbows pounds, and it produces arrow speeds that reach 410 fps. It’s
The new Lancehead Crossbow is certainly worthy of a close equipped with a high let-off, fully synced cam system that
examination. This remarkably unique crossbow doesn’t have eliminates horizontal nock travel for uniform arrow launch
traditional limbs. Instead, it has “micro-limbs” that store en- and effortless cocking and de-cocking. It also features Mis-
ergy in much less space. These micro-limbs are combined sion’s Removable Silent Draw System, which boosts accuracy
with the company’s patented Torsion Drive Technology to and reduces cocking effort. Other notable features include a
produce all the speed and accuracy a crossbow hunter could

Cold Steel Excalibur
Cheap Shot 130’s Assassin 400TD

Gearhead X16 Killer Instinct
Tactical SWAT XP
APRIL 2020 INSIDEARCHERY.COM
49

2020’s Hard-Hitting Crossbows

patented machined i ht deck, precision stock with si killer approach. It uses avin’s acclaimed eli oil technol

different len th of pull ad ustments and a pistol rip that o y to deliver incredible downran e accuracy, and its ric

can be confi ured with any style rip. Learn more at tionless li ht ystem fires arrows to speed of fps. f

missioncrossbows.com. ter eroin in the scope, shooters can consistently achieve

inch roups at yards, and the also measures a

PSE ARCHERY mere inches between the a les when fully cocked. It’s

is known around the world as one of the most hi h tech also available in the niper acka e, which includes
and endurin brands in the archery industry, and is takin
the crossbow market by storm with its all new W MM an assortment of premium accessories. Learn more at
crossbow. esi ned from the round up by en ineers, the
W MM is incredibly compact, powerful and fast. It’s ravincrossbows.com.
inches lon , and it measures . inches from a le to a le un
cocked and only . inches cocked. It also hits hard with SA Sports
foot pounds of kinetic ener y. The W MM wei hs
only . pounds, and it’s proudly made in the . Learn more ports’ new mpire unisher is on the cuttin ed e
at psearchery.com. of modern crossbow technolo y. The unisher features an
ultra narrow profile that measures only inches from a le
Ravin Crossbows to a le un cocked and . inches cocked. Its reverse cam de
si n pushes arrows to fps and produces . foot pounds
It’s fair to say that avin shook up the crossbow market of kinetic ener y. The unisher is also e tremely uiet, and it
with its incredibly narrow and accurate desi ns, and avin’s has e treme downran e accuracy. It’s ready to shoot out of the
new is a yet another refinement to the company’s bo , and it includes a uiver, three carbon bolts, an illuminat
ed multi reticle scope, and a special led ope ocker. Learn
more at sa-sports.com.

Lancehead Mission
Crossbow SUB-1 XR

PSE Ravin
WARHAMMER R29X

50 INSIDE ARCHERY APRIL 2020