Inside Archery Jan 2021

www.insidearchery.com

®

JANUARY 2021









INSIDE ARCHERY JANUARY 2021 | VOLUME 24 | NUMBER 1

People

44 Power of Participation
■ Shannon Reaser Brown |
Outdoor Product Innovations
■ Gaius N. Carter | AAE
■ Nick Kiser |
Full Range Hanging Systems
■ Dean Partridge | Rack Media
■ Brady Mason | Viper Sights
■ David Merrill | Bow Spider

46 46 Mathews Archery
Passion for Excellence

By Daniel Allred

Market Trends

60 Learning from Success
A review and celebration of
Inside Archery’s 2020 cover stories.
By Daniel Allred

32 72 Bow Report
Martin Outdoors DSX 31 Pro
By Patrick Meitin

74 2021 Featured Products
A comprehensive guide for

2021’s top products in the industry.

118 72 118 Gear Report
Omega II Sight

By Patrick Meitin

120 Arrow & Bolt Trends 2021
Today’s arrow manufacturers
have a shaft to fill ever
concievable archery need!

674 By Patrick Meitin

INSIDE ARCHERY (Volume 24, #1) ISSN #1940-3879, USPS #024-412 is published 10 times per year (Jan / Feb, Mar, Apr, May, Jun, Jul, Aug, Sep / Oct, Nov, Dec) by Apollo Creative Inc. PO Box 15827,
Colorado Springs, CO 80935. Periodical postage paid at Colorado Springs, CO 80935 and at additional offices. Postmaster please send address changes to INSIDE ARCHERY, P.O. Box 986, Levittown, PA 19055-9998.

6 INSIDE ARCHERY JANUARY 2021







INSIDE ARCHERY JANUARY 2021 | VOLUME 24 | NUMBER 1

IInndsiudsetrtyhe

14 Inside Track
New Year’s Resolutions

18 Kinsey’s Business
Blueprint

Create a 2021 Business Plan

44 20 Inside Retailing
uc u utfitters

24 Your ATA Insights
Time To Practice
By Kurt Smith / ATA

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

36 32 ATA Action
inter ea ues oost rofits

20 by Attracting More Customers
By Cassie Gasaway / ATA

36 ATA 2021 Online Exclusive
■ ATA 2021 Online Promises
Exciting Virtual Show
■ ATA Announces Impact
Award Winners
■ Chatting with Matt Kormann

90 Archery Manufacturers
& Industry Services

A comprehensive listing of
manufacturers, organizations and

74 service providers in the industry.
114
114 Industry Leaders
Bear Archery Partners
With Eichler Family
By Patrick Meitin

120 130 Industry 5Q
10 Five Questions on Xpedition Archery
with Missy Cobbett
By Daniel Allred

INSIDE ARCHERY JANUARY 2021



INSIDE ARCHERY JANUARY 2021 VOLUME 24 NUMBER 1

insidearchery.com Online Exclusives

Industry ATA 2021 Online

he i est show in the industr has one

virtual this ear. he event will ta e place

an. , . o into our mem

er dash oard to participate, and chec out

insidearcher .com for hi hli hts.

Tournament Archery A Wave of New Participation

he events of inspired countless new

archers to et involved in the sport. earn a out

some refreshin wa s to continue en a in

these new participants.

Bowhunting Late Season Bowhunting Guide

he huntin season is over in most states,
ut not all of them. ead a out some choice
locations for a late season huntin etawa .

Products 2021 Bow Roundup

ll of the latest compound desi ns have een
unveiled. ead all a out the hard hittin ows
the industr delivered for .

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

utfitters ow eport ests the artin rcher ro ear eport

hec s ut the me a i ht and ndustr e amines pedition rcher .

Inside Archery Digital Edition

Now Inside Archery can be delivered to your door, viewed on your computer.

Fresh content daily
on social media!

INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY INSIDE TRACK

New Year’s Resolutions
W
ith the turning of the calendar year, it’s customary to offer votives for a
better you. This might include the promise to join a gym, drop a vice or ful-
fill a lon held dream. uch promises hold o vious appeal, thou h the re

rarely seen through.

Yet in business, smart New Year’s resolutions actually help businesses thrive and aid

emplo ees and owners mana ers in servin their valued customers. o in that spirit,

here are five realistic ew ear s resolutions to increase productivit in

tri e a etter alance etween or and la unnin

a business in these trying times can prove daunting. There

is so much pressure to remain viable it is easy to forget the

important things in life—which help you recharge, remain

creative and do a better job of the points to follow.

ncrease fficienc or smarter, not harder is a hac -

neyed refrain, but all too true as a business owner/man-

ager. These might include small things that simply help a

business run more smoothly. Are there daily or monthly

ottlenec s in our s stem, thin s that incessantl irritate

or ta e ou awa from more important matters ow mi ht ou streamline those du-

ties or our overall s stem to free time for tas s that trul matter oes hirin addi-

tional help ma e financial sense

appier mplo ees o one li es to e assisted a urned out or rump emplo ee. t

is important to maintain employees who are, if not exactly in love with their job, at least

don t dread it. s a usiness owner, strive to create a fun wor place and accommodate

schedules to allow employees to enjoy personal time and return with renewed vigor.

horter esponse imes t is eas for usiness owners mana ers to ecome over-

whelmed with da to da operations, invitin procrastination of seemin l insi nifi-

cant tas s. he thou ht is, have i er fish to fr , so that will have to wait. ut when

someone ma es a re uest or has a uestion the t picall wanted an answer esterda .

ela ed responses result in mountin hostilit . f a tas re uires less than minutes,

deal with it now, not later. There also seems to be a tendency in our society to put off

ad news, re ection or news of dela . hich onl serves to further frustrate and an er

people. trive to deal with such matters sooner rather than later.

o ad a s ustomers should never have to ma e the e cuse that ma e ou re

ust havin a ad da . hen it comes to usiness, outwardl there should e no ad

da s. ife is full of anno ances, pett sli hts and une pected dela s. ro lems at home

or an un ustified traffic tic et should never follow ou to wor . orce ourself to put on

a happ face, and ou ll uic l e in to feel happier as a result.

uccessful usinesses are set on a foundation of minute details. owhuntin is

oomin and the comin ear promises to rin hu e rewards. ut ma in the reso-

lution to pay more attention to the smallest details ensures prosperity will come that

much easier.

atric eitin, ecutive ditor

INSIDE ARCHERY JANUARY 2021



Publisher

Apollo Creative Inc

Executive Editor

Patrick Meitin • [email protected]

Associate Editor

Daniel Allred • [email protected]

Copy Editor

Lauren Molenburg

Contributors

Kurt Smith | Cassie Gasaway

Sales & Marketing Director

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

Design & Production

ER Graphics / Ed Rother • [email protected]

Graphic Designer

Tara Bondar

Website & Social Media

Stephen Mack • [email protected]

Account Manager

Pam Ludlam • [email protected]

Subscription Services & Change of Address:

Inside Archery® Circulation Department
Inside Archery, PO Box 986, Levittown, PA 19055-9998
Phone: (844) 862-9286 • Fax: (888) 965-9961
[email protected]

Publi ation O e

Inside Archery® / Apollo Creative Inc
P.O. Box 15827, Colorado Springs, CO 80935
Phone: (719) 495-9999 • www.InsideArchery.com

Inside Archery founded in 1998 by Bill and Sherry Krenz

Inside Archery® Copyright © 2021 Apollo Crreative Inc. All rights re-
served. Reproduction in whole or in part without written permis-
sion from the publisher is prohibited. Inside Archery® is a registered
U.S. trademark of Apollo Creative Inc. Opinions expressed in by-lined
articles or columns are those of the author and do not necessarily
reflect the views of the pu lisher, the ma a ine or its staff.

Submission Guidelines: Apollo Creative Inc and Inside Archery® mag-
azine assume no responsibility for unsolicited editorial, photography
or art submissions. Contributors submitting articles, photos or art
do so at their own risk. Material will not be returned without a self-
addressed envelope with sufficient posta e. o contract, a reement,
term or condition provided by any contributor shall be binding on
Apollo Creative Inc unless it is signed and returned by the Editor.

Archery, hunting and bowhunting are inherently dangerous activi-
ties. Improper use of hunting or archery equipment may cause se-
rious injury or death. Always follow state and local hunting safety
rules, and get required permits or licenses before hunting. Apollo
Creative Inc uses reasonable efforts to include accurate and up-to-
date information in our publications; however, we do not make any
warranties or representations as to accuracy or completeness. All
information in this magazine is provided “as is” without warranty
of any kind. Apollo Creative Inc is not responsible for researching
and investigating the accuracy of the contents of stories or advertise-
ments published in this magazine. Readers use the information in
this magazine at their own risk. Apollo Creative Inc assumes no li-
ability for any errors or omissions in the content of this magazine, or
arising from use by any person of the information in this magazine.

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

INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY BUSINESS BLUEPRINT Sponsored by

Create a 2021 Business Plan
A s you head into the New Year, it’s days, like Father’s Day, President’s Day,
a reat time to reflect on our Black Friday and any other important Kinsey’s is the leading distributor to the outdoors and
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Along with your year-end review, calen-
creating a calendar of events, assessing calendar will also help you plan your in- dar of events or inventory check, start
planning your local marketing and ad-
inventory and creating local marketing ventory buying for the coming year, as vertising efforts. Depending on what did
and did not work last year, take those in-
and advertising plans ensures you’re set- well as plan local marketing and advertis- sights into 2021. Some of the best ways for
local businesses to market and advertise
ting your business up for success in 2021. ing efforts. Depending on how you plan— organically is via an active and regularly
updated social media and Google My Busi-
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year-end business review. Assessing your tions of billboards, local diner placemats,
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and success and failures helps you create cial step in creating your business plan for ultimate goal is to get your business in
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and reflect on the ood, ad and the u l plan your buying during the upcoming
of this past year to help you navigate your show season. If you notice your business is This past year proved that you may need
business’s success moving forward. growing in certain categories, you’ll want to get creative and step outside of your
to plan special sales and promotions, as comfort zone for your business to suc-
Calendar of Events well as ensure you have proper inventory ceed. In order to set your business up for
within those categories. Show season is future success it s important to reflect on
both the successes and failures of this past
Another important step in creating your the perfect time to work with vendors and year. In doing so you can move forward
with the insights and lessons learned
2021 business plan is creating a calendar distributors to get great prices on high- from the past year. By conducting a year-
end business review, creating a calendar
of events. This calendar of events should margin and in-demand items, and secure of events, accessing inventory and creat-
ing local marketing and advertising plans,
include important sales and promo holi- your inventory for the upcoming year. you’re setting your business up for success
in 2021 and beyond. IA

18 INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY INSIDE RETAILING

isconsin etai e i e sifies o eate c e pi e

Bu Rub Out tters

Sto e ofi e desk, with only one additional terminal for c b t tter o ner reg a a ier i
a point of sale. The price tag for the hard-
■ Headquarters: Pewaukee, WI ware and software at the time was $70,000, they would bring them to the marketplace.
but it was the best money spent as a young What Kaz observes today, is much of the in-
■ Owner: Greg “Kaz” Kazmierski company. Kaz tried distribution and open- novation in the industry is directed at build-
in multiple retail locations, ut it was diffi- ing a cheaper product for the sake of market-
■ History: Like many starting in the ar- cult to retain employees willing to make the ing something new, rather than something
chery business, Greg “Kaz” Kazmierski hung commitment to the hours necessary to run functional, fresh and innovative. Functional
a shingle with stars in his eyes and a deep successful retail stores. is the key word, as all Buck Rub products are
passion for the sport. In the beginning, Kaz’s engineered with the “KISS” (Keep It Simple
business model was to focus on the hunting In 2001, Buck Rub built their current fa- Stupid) principle foremost in mind.
market. Through the ’80s and ’90s that served cility. The city purchased the building they
uc u utfitters well, ettin a start as the were in and their search for a new loca-
place to go for honest, knowledgeable and tion made Kaz realize it was cheaper to
helpful advice. Then the box stores and oth- build than to rent the kind of space he was
ers entered the market to take advantage of looking for. Retail sales continued to grow
the influ of new owhunters. then con- to more than $1.5 million, until the intro-
sumers were aware of the hands-on nature duction of crossbows to the archery season
re uired to outfit some od properl and it in 2014. Kaz was fully aware of the impact
allowed Buck Rub’s sustained growth when crossbows would have on their market
the influ of new owhunters tailed off. share, as every box store and internet outlet
jumped on this new market.
Margins began to shrink as more retailers
entered the market and it became obvious To expand Buck Rub’s market share, Kaz
to Kaz that to stay viable, it was necessary decided to get into product manufacturing.
to operate as a real business. He purchased From his experiences on the front lines, con-
a fully-integrated point of sale, inventory sumers had passed on many ideas that were
management and accounting system in the used by manufacturers in the past. So, Kaz
mid-1980s. The mainframe was the size of a decided, instead of giving those ideas away

c b t tter rcher ear i located in a r tic , are oot b ilding in e a ee, i con in.

20 INSIDE ARCHERY JANUARY 2021

S on ored b

Plano Synergy

c b t tter incl de a , ft ro ho o ering a h ge ariet o archer and orting good o tion .

Parti ipating retailers will re ei e $1,000 in business likely to change without an in-per- staff--so we are at peak productivity when the
produ ts generousl donated b Plano S nerg . son ATA Show for 2021? Will you be participat- busy season hits.
ing in the Virtual Show? Inside Archery: Wisconsin is a bow-friendly
■ Years in Business: 42 state with a lot of potential customers. How do
■ Square footage: 15,000 (total), 4,000 (store Kazmierski: We are a hands-on kind of place you make yourself stand out from the competi-
floor , , shootin lanes . so we will rely on our reps to provide that func- tion and remain so competitive in your region?
■ Staffing: 3 full-time, 6 part-time. tion for our retail purchasing. As for our Buck Kazmierski: Before I got into the archery busi-
■ Bow Lines: Bowtech and Diamond, Mathews Rub Gear products, we will participate in the ness I was a customer. As a customer, it didn’t
and Mission Archery, Quest Virtual Show, but it cannot replace the hands- matter which pro shop I visited, I experienced
■ Arrow Lines: Gold Tip, Carbon Express, Easton on opportunity for dealers that we would’ve an arrogant and intimidating attitude that
■ Crossbow Lines: Ravin, Excalibur, Barnett had with our shooting booth at the in-person made me feel I didn’t belong there.
■ Inside Numbers: Estimated annual reve- ATA show.
nues: $1,200,000. Percentage of store’s revenue ne of the first uestions as ever
generated by bowhunting: 90%; by target and Inside Archery: Besides the holiday buying
recreational archery: 10% season, what other activities help hold cus- c b t tter i a ll er ice ro ho e lo
tomers’ attention after local whitetail seasons ing to notch bo technician . ere harle Mitchell
etai in wind down?
t the ni hing to che on a c to er bo .
Inside Archery: What preparations are in- Kazmierski: We run leagues and youth pro-
volved for uc u utfitters and uc u grams, but what historically spurred off-
Gear in ensuring a successful and prosperous season sales and held customers attention
New Year? was new-products introductions in January,
Kazmierski: We are constantly striving to pro- February and March. Today the race by manu-
vide the best customer service in both our re- facturers to release new products first actuall
tail and product operations. puts consumers in a holding pattern during
Inside Archery: How is Buck Rub’s approach to what would normally be part of our peak sales
period. ven more difficult for dealers is, most
of the time, new products are introduced on
the internet before product is available or be-
fore dealers are even aware of new pricing and
programs. Our off-season is now spent build-
ing product and tweaking our processes--and

c b t tter toc and er ice cro bo , in addition to traditional and co o nd bo .

JANUARY 2021 INSIDEARCHERY.COM 21

INSIDE THE INDUSTRY INSIDE RETAILING

ring ring and er onth c b t tter c to er i con in inter can t rn br tal, a ing c b t tter indoor,
can en o the cenic and challenging o tdoor range. ard range h gel o lar. o rental are al o a ailable.

potential employee is “What do we sell at Buck Inside Archery: Operating both a pro shop and ahead of ourselves, so both categories receive
Rub?” Most will answer “Well, of course, ar- a manufacturing company must be a serious the attention they deserve.
chery equipment.” Wrong answer. We sell the challenge. What management strategies do
experience and we sell Buck Rub. Sales of prod- you use to ensure both get the attention they Inside Archery: During the past several
uct will take care of itself if customers have deserve? months, business has been booming while
a ood e perience and the confidence that the supply chain has offered many challenges.
we have their back. Afterall, we sell the same Kazmierski: The most challenging part of run- What approaches has Buck Rub used to keep
product as every one of our competitors. nin an usiness toda is findin and retain- abreast of increased demand from consum-
in ualified emplo ees. he archer usiness ers?
Inside Archery: Can you share with our read- ma e one of the most difficult usinesses to
ers an strate ies uc u utfitters has used operate because you cannot hire people from Kazmierski: Again, selling the Buck Rub Expe-
to maintain existing customers and bring in the local tech college with a degree in ad- rience saved the day. When customers realize
new customers from the region? vanced archery studies. We invest three-plus you have their best interest at heart, you can
years in an employee before they are capable sell them anything you know will work prop-
Kazmierski: Making the “Buck Rub Experi- of handling the vast array of situations that erly for them. Because of that, we were able to
ence” primary is our most effective strategy. will come up in a given day in a pro shop. Our sell from our inventory and satisfy most of our
It leads to word-of-mouth sales and there are growth is dependent on making good people customers, until just recently. Now we are just
generations of folks who will not buy their ar- capable of offering the level of service cru- “one of those people” who are hounding our
chery needs anywhere else. cial to our business. Our strategy is to not get vendors. As for our Buck Rub Gear products, we
can proudly say we never backordered a single
item this year.

Inside Archery: Any other bit of advice you can
offer manufacturers, dealers or department
managers for succeeding during these chal-
lenging times?

Kazmierski: If there was a bright side to the
pandemic, the archery industry was blessed
with a much-needed injection of new archers
into the sport. Going forward, if we focus on
nurturing the archery experience rather than
ramming products down their throat, we just
may retain them. IA

c b t tter tri e to create a ho e at o here, incl ding thi lo nge here archer WebXtra ■ o find out more
can ta e a brea and en o o e l nch.
a out uc u utfitters, please lo into
insidearcher .com uc u utfitters.

22 INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY YOUR ATA INSIGHTS

Time To Practice

BY KURT SMITH, COURTESY OF THE ATA

H o o en do you pr ti e your u i- cancellations. While this might not be an excellent customer experience. This is
ne ill hen do you t e ti e to ideal, it also means this could be a great also where you as a leader can give com-

tudy or ny the n er to oth i ne er. time to study and take a deep dive into ments and constructive criticism without
some reports. For retailers, this means embarrassing the employee in front of

taking a look at your point-of-sale sys- the customer.

Our society is fast paced and your busi- tem and identifying areas Mastery is a Journey
ness is no different. It’s a constant race to where ou re leavin profit

keep pace. Not only do you have to worry margin on the table or tying Mastery in any subject or skill

about new products and new competi- up too much cash. Manu- is not easily achieved, and

tion, in today’s marketplace you must facturing businesses can once it has been achieved,

also remain abreast of changes in regu- use their computer systems continued practice and study

lations concerning how you operate your to check on key perfor- are needed to maintain it.

business while keeping employees and mance indicators like ship This year, the ATA has teamed

customers safe. Industry veterans may times for dealer orders, in-stock per- up with experts and industry veterans to

not see the value in taking time to prac- centage and consumer return rates. If bring our members the Archery Industry

tice selling skills with staff members or to you don’t have this type of system, now Masterclass. This online course covers

study inventory reports, but the need for is the time to get one implemented and numerous aspects of doing business in

these tasks remains consistent. Just like stop fl in lind. archery and bowhunting—coaching, bow

in any competitive sport, practice is not technician skills, marketing and busi-
ness operations excellence. No matter if
just for the rookies. Those who study their Role Play

craft and continually practice hard are Anyone in your business who interacts you have 20 years under your belt or re-

those who experience long term success. with customers has a chance to win or cently became a member, this course has

How can you apply this concept to lose their business for life, so practic- something that will prove valuable to you

your business model? Take advantage of ing how they make a sale, respond to and your business. If you aren’t sure if

opportunities when they arise, but also a complaint or recruit a new account this is worthwhile, I will make you two

maintain the discipline to make time only makes sense. Nobody likes doing promises. First, you will learn something.

when they don’t. role-play exercises. They might make ven if it is a wa to refine a current pro-

The Winter Blues you or employees feel childish, but if cess or explain a concept more concisely,
mistakes are going to be made, this is you will learn. Secondly, you will not

Depending on your business’ focus and the place to do it. You wouldn’t slap a achieve mastery simply by viewing vid-

geographic region, you could be enter- new sight on your bow and head to the eos and engaging with presenters. The

ing into the quietest months of the year. line in Vegas hoping to hit the middle, information provides the foundation, but

Even those who normally see an uptick in and you shouldn’t put your staff in it is your application of concepts and de-

business with indoor target season may front of customers without taking the termination to continually get better that

be affected by local restrictions and event time to refine the s ills needed to ive will move you along in your journey.

Want to get signed up for the Archery

Industry Masterclass? Log into your My-

ATA Member Dashboard and click on the

link for the MyATA Learning Center. Your

registration fee of $79 for this course gives

you unlimited access to pre-recorded

content, live sessions during ATA 2021 On-

line and supplemental worksheets and

checklists. If you have questions, contact
me at [email protected]. IA

24 INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY INDUSTRY NEWS

GSM Outdoors Acquires Cold Steel “Cold Steel is an iconic, best-in-class brand journalism and eventually expanded into
that Lynn Thompson has built over the last commercial work, weddings and lifestyle
GSM Outdoors, a multi-brand manufactur- 40 years by pushing the needle on innova- photography.
er and technology innovator of specialized
hunting, shooting and gear, tion and new testing stan- She moved to the area from Des Moines,
announces the company’s ac- dards. His users are some of where she worked at Meredith Corporation
quisition of renowned knife the most loyal followers I’ve as a Digital Producer. There she worked
maker Cold Steel. ever seen, and a testament to with a variety of magazine publications
what he has built. The team with their digital content needs for online
Cold Steel, founded in 1980, and I are highly enthusiastic editions. Her portfolio includes work that
is a knife and tool company about bringing this legendary can be found in such publications as Mar-
dedicated to creating the brand into the GSM family tha Stewart Living, Martha Stewart Wed-
world’s strongest and sharp- and broadening our current dings, and Better Homes and Gardens.
est knives, cutlery and tools line of cutlery offerings.” | TO BECOME A DEALER
for everyday carry. Cold Steel products have OR HAVE A SALES REPRESENTATIVE CONTACT YOU, PLEASE She is excited for the new adventure
been adopted by military, law enforce- CALL (877) 269-8490. FOR MORE INFORMATION ON with RubLine Marketing and creating
ment units, emergency services personnel, GSM BRANDS VISIT GSMOUTDOORS.COM. amazing, story-telling images for the
self-defense practitioners, and others, in brands the team represents. When Brenna
response to their quality, strength and de- RubLine Marketing Adds Brenna Norman is not behind the camera lens, she loves to
pendability in real-life scenarios. spend time hiking, camping and biking.
RubLine Marketing is excited to
Cold Steel leads the industry with innova- announce the addition of Bren- “I am always keeping my eyes
tions that include checked Kraton handles, na Norman as their creative open for new talent,” says Chase
the use of San Mai III steel and the advanced content specialist, handling the Rohlfsen, president at RubLine
Tri-Ad locking mechanism for folding growing needs of photography
knives. The brand continues to bring new and digital production. ar etin . hen first saw
levels of strength, safety, and performance Brenna’s work, I knew I wanted
to the knife market, ensuring products that For the last 10 years Brenna her on the team. Her ability to
can be relied on anytime, anywhere. has worked as a professional photogra- tell a story through the lens is
pher. She started her career in photo- truly special.”
Eddie Castro, CEO of GSM Outdoors said,
Continued on Page 28

Jack Zwickey Passes Jack’s enthusiasm for life, and archery, remained untill the very end. He showed
up for work every day, typically with all his pets accompanying him. He went to
Archery icon and all-round lovable guy Jack Zwickey passed away peacefully at age ch rch e er S nda and ent an ti e o al ing hi i con in ro ert , hi
91 November 10, 2020. To those who had the privilege of knowing him, Jack was et cha ing along, ro ing ith the co an J do oint, hich he and hi ather
a ir b t con ate gentle an al a read to tal o r ear o , hether de i ed in hile ee ing an nlo able h nting oint.
stopping in to visit at an ATA Show or during a business call on the telephone. Jack
lived a full life doing what he loved most, which in- Jack was known as an immensely kind man
cluded most of all stump shooting with the compa- who loved animals. In fact, Jack required all his
n often co ied J d oint, a a ti e he re erred employees to bring their pets to work. One can
to a ro ing. Jac and hi ather li la nched only imagine the chaos that ensued! Like many
hi age, the reat e re ion left it ar . e
ic e rcher together in , o ering a spite being a highly successful businessman
1-piece-welded, cut-on-contact head with depend- Jack wore sometimes rag-tag clothes purchased
able triple-laminated tip to resist curling and rugged from garage sales and secondhand stores, and
carbon steel construction that was easy to sharpen dran co ee ro the a e di o able c
but held an edge. Zwickey broadheads have been until it outlived its usefulness. He was even mistaken as a homeless man on
used to collect just about every animal on Earth, including the African elephant. occasion!
But Jack was also extremely generous with others, known in his hometown
Once a mainstay of bowhunters of all persuasions, Zwickey broadheads have for helping local businesses during rough times, sending dozens of underprivi-
more recently become the realm of hard core traditional bowhunters. Remark- leged kids to bible camp every summer and treating employees like family.
ably, that original Zwickey design persists to this day—the trailing barbs removed Everyone loved Jack and it was a privilege to visit with him while he was still
in 1939, punch-out bleeder blades added as an option in 1942, the wider Delta de- attending T Sho . The orth St. a l, Minne ota, ic e na e, The
sign appearing in 1959, and the longer No Mercy added more recently. Zwickey orld e t roadhead , ill li e on thro gh the leader hi o Jac belo ed
broadheads have enjoyed uninterrupted production since 1938, making them employee, Joyce Hughes, who worked alongside him for 32 years.
the oldest name in broadheads. Original barbed Zwickey heads, and most early
models, are now collectors items commanding big money.

26 INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY INDUSTRY NEWS

Continued from Page 26

RubLine Marketing is a strategic marketing agency with deep roots
in the outdoors. | FOR MORE INFORMATION, VISIT RUBLINEMARKETING.COM.

Summit Outdoors Acquires Ghost Blind Industries, Inc.
Summit Outdoors continues its trend as one of the fastest-growing

outdoor brands with its acquisition of Ghost Blind Industries, the

maker of popular mirrored hunting blinds. Summit Outdoors an-

nounced the acquisition of Ghost Blind Industries, Inc., recently,

the addition complementing existing products owned by the out-

door group by adding innovative mirrored blind technology to the

already robust lineup of hunting blinds and components.

Ghost Blind Industries, Inc. operates out of Marietta, Ohio, and

manufactures various hunting blind products. The portability, in-

stant set up, and unique con-

cealment gar- nered attention

from hunters and helped Ghost

Blind quickly acquire a name

for itself in the hunting space. The Ghost Blind product line of mir-

rored blinds includes the original Predator, the Phantom, 6-Panel

blinds, as well as the Octagon Box Blind kit and an assortment of

accessories for each.

“For more than 60 years, Summit Outdoors has been focused on

developing the most unique and effective portfolio of hunting and

outdoor products for our customers,” said Tony Cronk, Summit Out-

doors president. “We know the hunting community has high stan-

dards when it comes to their gear and the purchases they make.

Because of that, we’re committed to offering the best possible prod-

ucts to help ensure every hunter’s success whenever they enter the

woods. We are excited to add the Ghost Blind Industries lineup of

products to the Summit Outdoors family.”

Summit Outdoors is a family-owned company that is passionate

about creating premium quality products at a fair value. The brand

portfolio includes Shadow Hunter Blinds, Elevators, Hunt Comfort and

Slotlock. | LEARN MORE BY VISITING SHADOWHUNTERBLINDS.COM OR GHOSTBLINDS.COM.

USA Archery Proudly Presents the 2021 United States Archery Team

The United States Archery Team (USAT) consists of the best master,
senior, para, junior and cadet archers in the country, selected based on
performance in national and USAT series events over a yearlong sea-
son that travels the United States. Making the USAT is a tremendous
accomplishment that reflects countless hours of practice and arrows
sent downrange, travel and competition. Athletes who compete on the
USAT event circuit do an amazing balancing act of school, work, fam-
ily, friends and countless other commitments. It takes a great amount
of time, effort and personal sacrifice to reach this level of success.

Beyond the prestige of making the USAT, archers earn the right to
wear USA across their backs on a special team jersey, and are pro-
vided discounts and products from generous USA Archery Sponsors.

The 2020 national event season weathered great challenges and
uncertainty in the face of the global health pandemic. Events and
club practices were cancelled, postponed and rescheduled as the
situation fluctuated across the nation.

Continued on Page 30

INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY INDUSTRY NEWS

Continued from Page 28

To prioritize the health and safety of the Paige Pearce regained the No. 1 spot for With USA Archery Field and JOAD Target
archery community, USA Archery instituted
enhanced safety protocols and worked close- the compound senior women, with podium Nationals cancelled for 2020, barebow youth
ly with event organizers to ensure events
met local and state public health guidelines. finishes at ever national event this season, rankings were frozen for the year, and se-
With input from the archery community,
USA Archery Board of Directors and Advisory including gold at the Buckeye Classic. World niors and masters included field na
Councils, USA Archery also made changes to
the ualification procedures, and fro e No. 1 Braden Gellenthien held tight to his top tionals ran in s in this ear s ualifi
early 2021 international team selection, so
that no athlete would feel the need to com- spot for the compound senior men among a cation. Jason Lintner and Melody Richards
pete this year if it was not in the best inter-
est of themselves or their families. competitive field of talent. claimed the top ranking spot for

or senior recurve men, for the first time in Isabella Frederick had a stellar the seniors and Rick Stonebraker,
a long time a new name tops the rankings at
the end of 2020; Jack Williams set a new world season, coming out on top for the and Jenifer Stoner were the top
record in his first ualification round of the
season, and went on to win bronze at the U.S. recurve junior women, making ranked barebow masters. Olivia
Open, and the champion title at the Buckeye
Classic and Gator Cup. Casey Kaufhold retained the finals for ever event, in Artz, Nathanael Cartwright and
her spot atop the senior recurve women’s
rankings with the National Target Champion cludin a old finish at the o al Margaret Baus top the 2021 youth
title and gold at the SoCal Showdown, among
other notable national performances. Showdown and silver at the Buck- barebow USATs.

eye Classic. Buckeye gold medalist Carter Mer- With the changes for 2021, Para USAT

chant, who also podiumed at the Gator Cup, rankings were also frozen, so Emma Rose

tops the men’s rankings. Ravish and Michael Lukow remain atop the

Kate Iodice also had a commanding per- recurve open rankings, Martha Chavez and

formance this season, earning a spot in the Benjamin Thompson stay No. 1 for com-

finals at all events, culminatin in a pound open and Lisa Coryell and Jason Ta-

old win at ator up to ran first for the bansky are the top ranked W1 archers.

compound junior women. SoCal Showdown USA Archery congratulates our archers

th place finisher hancelor tonecipher is on another outstanding season, especially

the sole archer nominated to the compound those who made the USAT selection. | FOR

junior men’s USAT. MORE INFORMATION SEE USAARCHERY.ORG. IA

INSIDE ARCHERY DECEMBER 2020



INSIDE THE INDUSTRY ATA ACTION

inte ea es oost ofits tt actin o e sto e s

BY CASSIE GASAWAY

G et the scoop on what winter Hosting Leagues Archers also want to get out of the house
archery leagues look like, and and exercise.
rcher lea ues deliver man enefits. ar-
ticipants get to shoot their equipment regu- ampisi said winter lea ues are profit-
able, generating enough money to pay two
w y yo s o d offer one t is year. larly, while also improving their skills and months’ rent. Herrington said he makes the
most money from the winter league, and
making more friends. Leagues are great for that it provides reliable income. Let’s review
how these shops run their leagues.
Cold weather pushes archers to indoor beginners, intermediate and advanced ar-
Build a Foundation
shooting ranges and leagues. Does your shop chers alike. They also help retailers sell
■ DATES: Consider holidays, school breaks,
offer a winter league for these year-round more range time and equipment while con- vacation periods and tournament seasons
while planning league dates. Herrington
archers? We spoke with two ATA-member re- necting with customers. said Ace Archers’ leagues last 12 weeks.

tailers who have long offered winter leagues “We make sure league members have he first two wee s esta lish an avera e
score, and then Rounds 1 and 2 last four
to gain insight and glean strategies for host- fun,” Thomas Herrington said. “The league wee s each. e t, the hold finals for one
wee , with the first and second place
ing fun, sustainable, revenue-generating helps people build camaraderie and com- teams in Round 1 competing against the
first and second place teams in ound .
recreation. petitiveness.”
he final wee features the honors and
The Experts Campisi agrees. “Our leagues provide a awards banquet. Predator’s Archery own-
social activity, as well as a place to practice er Campisi usually runs a 12- to 14-week
league.
Curtis Campisi and Mike Pierce have owned and compete,” he said. “Leagues also build
Continued on Page 34
Predator’s Archery in Gilroy, California, an archery shop’s credibility. New and po-

since 1993. They offer winter and spring tential archers have more confidence in the

leagues. shop if it’s alive and busy.”

Thomas and Kathleen Herrington have Both owners consider winter leagues

owned Ace Archers in Foxborough, Massa- their most important league because of

chusetts, since 2008. They started offering their timing. Hunting season is usually

leagues three months after opening. They closed, indoor target season is starting

now host annual leagues year-round. and it’s often too cold to shoot outside.

PHOTO ACE ARCHERS

UNITING THE INDUSTRY ARCHERY TRADE ASSOCIATION
archerytrade.org

32 INSIDE ARCHERY JANUARY 2021



INSIDE THE INDUSTRY ATA ACTION

Continued from Page 32

Ad ertise on so ial edia and at our range. petitors into teams of two, three or four. Her- ■ HANDICAP SCORING: Both shops use a handi-
PHOTO ACE ARCHERS rington pairs archers so all teams have a sim- cap scorin s stem to level the pla in field
ilar “team average.” He also honors requests between beginners and advanced archers. For
■ LEAGUE EXPENSES: Herrington said shops to team with or against other members. Both example, if Team 1 averages 100 points per
must know what it will cost to host a league shops get repeat and new participants. They game and Team 2 averages 80 points per game,
before establishing entry costs. He gives each encourage archers to sign up early to ensure Ace Archers gives the lower average team an
archer a new target face each week, and their spot. Campisi also built a second range 80 percent bump on the difference. Because the
counts his range fees and time. He prints to accommodate more archers. difference is 20 points, Team 2 gets a handicap
weekly stats, scorecards and league stand- of 16 points (80 percent of 20 points is 16). Her-
ings. He dedicates “league night” for mem- ■ CATEGORIES: Depending on the participants’ rington calculates each team’s average score
bers, but opens his range to nonparticipants interests, both shops organize shooters into every two weeks, and adjusts a handicap to en-
if he has room. different classes. Those factors include age sure shooters aren’t “sandbagging.”
and competitive level, such as “fun” or “se-
rious.” Others are separated by equipment, ■ ADVERTISING: Promote your winter league in
such as an open league for any bow, or a advance, but remind them why they should
barebow league for those who don’t use sights join—because it’s fun, they can improve their
and stabilizers. skills and they can meet people. Advertise the

■ PARTICIPATION FEE/COST: Campisi charges a ost leagues while ollowing an COVID 19 proto ols in our area. PHOTO ACE ARCHERS
$40 entry fee, which covers the awards din-
ner, and $10 each night they shoot, for a $160
to $180 total. He also offers a discount if par-
ticipants pay the entrance fee and nightly
fees upfront. Herrington charges a $14 entry
fee to offset the banquet costs and $14 per
night to shoot, for a $182 total.

■ SHOOTING TIMES: Campisi said evening
leagues work best. They offer three nights
weekly for archers to shoot their scores.
Herrington lets people shoot on Tuesday af-
ternoons and evenings. He said retirees and
people who can’t drive at night often attend
the afternoon session. he finals and an uet
are held Tuesday evening.

■ NUMBER OF PARTICIPANTS: Campisi said Pred- Start with one league or all bow t pes until ou gather tra tion then e pand. PHOTO PREDATORS ARCHERY
ator’s Archery averages about 20 archers per
league, and they can accommodate 18 per
night. Herrington said Ace Archers has 10 to
28 participants in each league. He splits com-

34 INSIDE ARCHERY JANUARY 2021

league inside and outside your shop. Hang consuming and inconvenient for smaller
fl ers in our ran e, at our chec out coun- shops, ampisi said. he solution is to find
ter, and at libraries, schools, businesses and a dedicated archer who will actually run the
community bulletin boards. Post about the league. In return, they get to shoot the league
league on social media and your website. for free. Sometimes two people share the re-
Also, personally invite customers to join. Her- sponsibility. This allows shop staff to focus
rington said people join more often when on sales and service.”
personally invited. He also sells upcoming
lea ues durin the finals of on oin lea ues. ■ LEARN FROM YOUR MISTAKES: “You will make
Campisi starts advertising and sign-ups two them,” Herrington said. “Be up front with
months before the league starts. your error, address it and make sure the
league members still support you.”
■ WAIVERS & RELEASES: Herrington requires
that participants sign a “Data Application and ■ LEAGUES DON’T HAVE TO BE FANCY: “People just
Release” form from his lawyer. This signed want a place to shoot and practice,” Campisi
document secures the participants’ contact said. “Archers spend a lot of money on equip-
information while releasing the Massachu- ment. Leagues give them a reason to shoot
setts shop from liability should an accident their equipment all year. Every archer needs
occur. Liability waivers don’t hold up in Cali- to practice. Leagues allow archers to practice,
fornia courts, so Campisi and the Predator’s and shops to make money off their practice.”
Archery team don’t use them. Herrington also
asks customers to sign a photo-release form, Plan Your League Now
which gives his team permission to post cus-
tomer pictures online. The ATA has tools to make planning and orga-
nizing a league easy.
■ BANQUET & AWARDS: Both shops host a ban-
quet and awards night to conclude the league. Log into your MyATA member dashboard
They say awards motivate and inspire partic- at www.archerytrade.org/login and click
ipants. Plus, the banquet is a fun way to cel- “Download Free ATA Resources” to access the
e rate the lea ue. ampisi honors the first , ATA’s Resource Website. Then, enter “league”
second- and third-place archers, and hands in the search ar to find the ntroduction
out a “most improved” and “X-master” award. to Leagues: 1 Hour Outline.” The document
explains how to teach a class that reviews
errin ton presents awards to the first , common league formats, strategies and scor-
second- and third-place teams, as well as a in techni ues. he class uilds confidence in
“most improved” award. Campisi holds the customers so they commit to a league.
dinner at a restaurant. Herrington holds the
Ace Archers banquet at his shop, but canceled Also use the ATA’s Event Planning Work-
recent banquets because of COVID-19. book to craft and organize your league and
other events. he wor oo simplifies plan-
Tips ning and provides tips and insights for mak-
ing decisions. Read ATA’s article “ ATA Debuts
■ START SMALL, BUT JUST START: “Try just one Event Planning Workbook” on ArcheryTrade.
league (to start), perhaps an open league, org to learn more. To download the Event
which allows all bow types,” Herrington said. Planning Workbook, log into your MyATA
Once you have a league or two under your member dashboard and click “Download Free
belt, add a barebow league or a youth league. ATA Resources.” Search for “Event Planning
Youth leagues, of course, require more effort Workbook,” print the pages, and add them to
and attention. a three-ring binder.

■ FIND A LEAGUE ORGANIZER: “We always To ask questions or get more information,
wanted to offer a league, but it can be time- please contact Nicole Nash, ATA’s range and
retail-programs manager, at (502) 640-0944 or
[email protected]. IA

JANUARY 2021 INSIDEARCHERY.COM

ATA 2021 Online ATA Retailers Get Sneak-Peek At
ATA 2021 Online Goodies By Mail

Promises Exciting All ATA retailers with active memberships
Virtual Show as of December 20 will receive a packet

mail the first wee of anuar . lease
review the contents carefully. The packet
includes an Exhibitor Show Special Guide,
information on the mobile app give-

away, information on ATA merchandise,

a moon-phase ATA calendar and a special

BY CASSIE GASAWAY Kormann, ATA’s CEO/president. The ATA’s gift from Rock Ridge Outdoors.
leadership staff and Board of Director
Here’s the low-down on helping members will also address ATA members Show Specials Galore
you prepare for ATA 2021 Online. to kick off the Show. Each exhibitor offers at least two ATA
2021 Online Show Specials in the Exhibi-
The wait is over. ATA 2021 Online is Log into your MyATA member dash- tor Show Special Guide. Some exhibitors
happening! When ATA canceled the in- board on January 13, at 8:30 a.m. CST to up raded their profile to promote more
person 2021 ATA Trade Show in early click the video link. The ATA team will Show specials to provide buyers extra op-
October, many wondered if any ver- also discuss important outreach ef- portunities to save.
sion of the Show would occur. Your ATA forts, communication initiatives and
quickly began organizing and establish- government-relations updates. View- etailers can preview e hi itor profiles
ing online alternatives, and ATA 2021 ers will also receive tips for navi- and specials January 11-12 on their MyATA
Online will take place January 11-15. gating and participating in the vir- member dashboard, and then contact ex-
Which means it’s almost here! tual Show from Maria Lewis, ATA’s hibitors January 13-15 to pounce on Show
senior director of Trade Show and specials. Use the ATA’s mobile app or the
ATA staff believe you’ll be impressed membership, and the ATA staff. Exhibitor Show Special Guide to preview
by this year’s virtual Show. To help you the specials and make your shopping list.

prepare, let’s review many great reasons ATA members will use their MyATA member dashboard to access ATA 2021 Online content. The ATA
to get excited about this unique event. dashboard will eature Trade Show spe i ontent during the wee o ATA 2021 Online. PHOTO

ATA 2021 Online,
Free To All ATA Members!

Use your MyATA member dashboard to

gain access to everything about ATA 2021

Online. You do not need to register. The

virtual platform will feature a Trade

Show look with links to offerings, in-

cluding Show specials, educational op-

portunities, MyATA store merchandise

and important ATA announcements.

To see those offerings January 11-15,

log in at www.archerytrade.org/login.

Remember, you don’t need to register,

and it’s free to virtually attend if you’re

an ATA member. If you haven’t renewed

your membership, log in and renew now

to ensure your access to ATA 2021 Online.

Virtual Show Welcome Video
ATA 2021 Online will open with a mes-
sage and industry update from Matt

36 INSIDE ARCHERY JANUARY 2021

information about business, coaching, evant, helpful information from indus-
marketing and archery tech. The Mas-
terclass event takes place January 11-12. try professionals about the four topics.
The fee for the series is $79 for mem-
bers and $500 for nonmembers. Log into your MyATA member dashboard

This will provide access to informa- at www.archerytrade.org/login and
tion in all four tracks, interactive live
streams during ATA 2021 Online, re- click “MyATA Learning Center.” You’ll see
corded course materials and supple-
mental worksheets and checklists. the registration link atop the page. Fol-

lease visit www.archerytrade.org/ low the prompts to register and pay.
masterclass for the lineup of courses
and presenters, and then register for rel- ATA 2021 Online promises a produc-

tive, enjoyable, business-boosting

event. If you have questions, please

contact the ATA Trade Show and mem-

ership office at or

ATA members will have access to free education sessions [email protected]. IA
on Wednesday, Thursday, and Friday of the ATA 2021
Online Show, to be held January 13-15 . PHOTO ATA Last-Minute To-Do List for ATA 2021 Online

Set a budget, do your homework and take ■ Confirm/Update Your ATA Membership: Only ATA members have free access to ATA
2021 Online offerings. Please confirm or renew your membership through your MyATA
advantage of these great offers when the member dashboard to ensure access to ATA 2021 Online.
■ Download the ATA App: To download the ATA mobile app, search for “2021 ATA” in your
deals activate January 13. app store. Click “allow” to receive notifications. You can then view the ATA 2021 Online
schedule, “star” your favorite exhibitors, interact with companies and attendees and re-
ATA staff added an envelope icon beneath ceive buzz notifications about virtual events and happenings. After downloading the app
you can also enter a drawing to win 12 Victory Archery VAP SS 350 V1 arrows ($221 value)
each e hi itor profile in the mem- and a Scent Crusher gear bag ($199 value). Click the “Enter to Win” button on the home
screen, and add your contact information.
ber dashboard to ease communications be- ■ Attend Education Opportunities: Your ATA will host several free online education ses-
sions January 13-15 (Wednesday, Thursday and Friday). Tune in to learn new business-
tween exhibitors and attendees. Buyers can building ideas. If you plan to focus on Show specials, assign a staff member to cover an
educational event. Make sure they take detailed notes so you can discuss the material later.
click the icon to email a sales representa- You can study the education schedule and events through the ATA mobile app or MyATA
member dashboard.
tive about the Show special. Attendees can ■ Review Show Specials: Analyze which products you want to buy. Exhibitor specials can
be previewed in the ATA mobile app January 11-12, and in the Exhibitor Show Special Guide,
also find e hi itors contact information which will be mailed. Highlight specials that interest you in the Guide, or use the “star”
feature in the mobile app to identify which exhibitors are priorities. Planning ensures you
in the mobile app. The button will appear won’t miss the limited-time offers.
■ Follow ATA On Social Media: Watch for special announcements and Show information
January 13. shared through the ATA’s social channels on Facebook, Instagram, Twitter and LinkedIn.
■ Check YOur Internet Connection: The virtual Show requires good internet service. Set up
Free Education Sessions at the library or a friend’s house if your shop or home lacks a strong internet connection.
■ Make Arrangements At Your Shop: Who will staff your shop while you connect with
Your ATA will host several free online edu- exhibitors, attend virtual educational events and engage with ATA 2021 Online? Will you
cation sessions (similar to seminars and need extra staff to work the counter; or will you reduce your store hours and post a sign
Coffee Talks normally offered during the in- that says when you’ll be available? If so, start making those arrangements now so you can
person Show) for ATA members on Wednes- serve customers while also attending the virtual ATA Show.
day, Thursday and Friday, January 13-15. ■ Visit the ATA Store: Buy archery- and outdoor-themed hats and T-shirts at the ATA Store.
Visit www.archerytrade.org/education to You have access to the store through the mobile app or MyATA member dashboard.
preview the topics and descriptions. Each Questions? ATA staff are available to help. If you need something, call the ATA Trade Show
session will be available through your MyA- and membership office at (866) 266-2776.
TA Learning Center via your MyATA member
dashboard. You can also access the MyATA
Learning Center through the ATA mobile app.
Retailers and manufacturers will have ac-
cess to all education sessions.

New Archery Industry Masterclass

ATA members and nonmembers can
sign up for the online Archery Indus-
try Masterclass, a new educational op-
portunity that provides comprehensive

JANUARY 2021 INSIDEARCHERY.COM 37

ATA Announces Randy Phillips
Impact Award
Winners

B Y C A S S I E G A S A W A Y Individual Winners

and hillips is an oard of irectors

ATA honors five exceptional mem- member, an ATA Retail Council member, a

bers with the 2021 Impact Awards. National Archery Buyers Association Board
member and owner of Archery Headquarters

The Archery Trade Association recognized in Chandler, Arizona. He has served on the

two individuals and three organizations ATA Board for more than 20 years and con-

in its Second Annual Impact Awards pro- tinuall represents, and fi hts for, the inter-

gram, which debuted at the 2020 Show. ests of archery and bowhunting retailers.

Your ATA thought it imperative to recog- Suzetta Wise is a school teacher by day Suzetta Wise

nize those who continually work to grow and an archery coach by night. She instructs

archery and bowhunting, even in the participants in the National Archery in the

midst of a global pandemic. Therefore, the chools ro ram, and encoura es them

ATA started accepting nominations for its to compete. he also helps fit newcomers

Impact Awards program in October. with a bow, and teaches them how to shoot

“Impact” means having a strong ef- through the Shoot Like a Girl organization.

fect on someone or something. Those his is reall e citin , hillips said. t s

who use their voice or platform to inspire a reat opportunit . definitel appreciate

others to participate in archery and bow- it. I’ve been with this industry a long time.
hunting were eligible, and anyone could The industry’s been really good to me. It’s

nominate a business or individual for paid all my bills. It feels good to be recog-

an award. A nominee’s impact could be nized for the efforts to give something back,

driven by creativity, service, technology, beyond your personal growth in the indus- As Chris a right with
engagement, longevity, sustainability or try. We try to do things that help the whole WWII veteran Hubert Johnson
overcoming adversity and/or awareness. industr row and flourish in the sport
love. It’s exciting. I appreciate it.”
he resultin nominations confirmed

that the archery and bowhunting indus- Wise expressed similar thoughts. “I’m

tr is filled with people and or ani ations absolutely speechless and honored by this
committed to making an impact in the award,” she said. “I love archery, bowhunt-

outdoor community. The ATA feels honored ing and most anything to do with our great

to recognize two individuals and three outdoors. Archery and bowhunting have

companies with a 2021 ATA Impact Award. made such an impact on me and my life
over the years. I’m ecstatic for every chance I

IMPACT AWARD RECIPIENTS get to share my passion for archery, wheth- Laura Rosenthal & Anthony Schmidt
Individual: Randy Phillips er I’m working with beginners and witness- of La Crosse Archery
—•— in them shoot their first arrow, or tal in
Individual: Suzetta Wise to advanced bowhunters and archers. Ar-
—•— chery is a wonderful sport that’s truly for
Nonprofit: HHA USA everyone. I’m so thankful to continue on a
—•— family legacy with bowhunting, and hope I
Retailer: La Crosse Archery
—•—

Manufacturer: Bear Archery

38 INSIDE ARCHERY JANUARY 2021

Fred Bear and family “We’re super honored to receive this
award,” Schmidt said. “A lot of people in
can share my passion as long as I live!” this industry must work hard just to stay
open right now—and we’re one of them.
Nonprofit Winner Over the last few years we learned how to
HHA USA helps veterans and active-duty adapt to lots of things. I think COVID, and
military service members connect to ar- everything that came down the track the
chery and the outdoors. The organization past six or eight months, was part of that.
also hosts tournaments to raise money We’re fortunate to be here, let alone to get
for veterans groups. Chris Hamm founded this award. We’re very thankful.”
HHA USA in 2019. He strives to create a com-
munity for service men and women while Manufacturer Winner
growing the archery industry. The legendary Fred Bear founded Bear Ar-
chery in 1933. Bear’s goal of making archery
“As a business owner, I feel it is our re- accessible to all remains the company’s
sponsibility to share our blessings with oth- priority. Bear Archery works to ensure
ers,” Hamm said. “All of us at HHA USA are everyone—regardless of age, size or gen-
humbled and honored to receive the 2021 der has access to a properl fitted ow.
ATA Impact Award. None of this would be The company also strives to make bows
possible without our dedicated volunteers, that are friendly to all beginners and bud-
sponsors, and the archery shops and clubs gets. Alec Wyman, Bear Archery’s market-
that open their doors to us and all who at- ing manager, said everyone at Bear Archery
tend our events. First and foremost, thank feels honored to receive the Impact Award.
you to our veterans and active-duty mili-
tary who defend our country and protect “The entire Bear Archery team feels hum-
our freedoms. We owe them everything, bled to be recognized as this year’s Impact
and look forward to introducing more ser- Award recipient,” Wyman said. “Fred Bear
vicemen and women to archery and the had one goal in 1933 when he started this
outdoors, and showing them the respect company, and that was to open archery’s
and appreciation they so greatly deserve.” doors for everyone. To this day, we have that
same philosophy across all of our brands
Retailer Winner and products, and could not be prouder to
La Crosse Archery in Onalaska, Wisconsin, be part of such an exciting sport.”
is owned by Anthony Schmidt and Laura
Rosenthal. The La Crosse Archery team of- Watch the Recipients’
fers premier archery equipment and tech- Reaction to Winning
nical support to hunters. They’re active in Your ATA is connected virtually with each
their communit , and host man enefits Impact Award recipient to share the news
and food competitions annually to help and talk about their work in the archery
those in need. La Crosse Archery also do- and bowhunting industry. The video will
nates annually to the Kicking Bear Founda- air at 11 a.m. CST on Wednesday, January 13.
tion’s La Crosse chapter, sponsors 4H shoot- Log into your MyATA member dashboard at
ing sports events and regularly partners www.archerytrade.org/login, and click the
with the Rotary Club. “Impact Award Winners” video to tune in.

Also watch for communications from
the ATA next October about the nomination
process for the 2022 awards.

For more information about the ATA’s awards pro-
gram, please contact Allison Jasper, ATA’s senior
director of marketing and communications, at
[email protected] or(716) 392-3190. IA

JANUARY 2021 INSIDEARCHERY.COM 39

Chatting with current members can take advantage of
this new opportunity for 2021.
Matt Kormann
Q: How has the ATA supported its mem-
bers during the past year?

Archery Trade Association President/CEO MK: Ask anyone what they know about
the ATA, and most will say something
Along with everyone else in the archery and how specific deals so owhunters and about the Trade Show. We’re incredibly
archers can see the products at local proud of what that says about the com-
bowhunting industry, the ATA endured the pro shops. munity this highly regarded event cre-
ated. But the ATA is so much more than
ebbs and flows of 2020’s unprecedented We also worked hard to offer educa- the Trade Show to our members. When
tional sessions that help ATA members our world changed early this year, the
upheavals. Matt Kormann, the Archery Trade improve their businesses and address ATA quickly offered solutions to help our
the industry’s biggest challenges. That members get through these challenging
Association’s president/CEO, shares his will continue with the new Archery times. We educated members on fed-
Industry Masterclass series, which in- eral assistance programs, and guided
insights on how the ATA has continued cludes recorded and live sessions that them step by step through complicated,
help our members with issues they’ve unprecedented processes. We created
working to meet its members’ needs. asked us to address. ATA members will downloadable resources like safety sig-
find it simple to access these sessions. nage and coloring books, which helped
QUESTION: The challenges of 2020 Just log into your MyATA dashboard to business operations and brought smiles
made the in-person Trade Show im- find ever thin ou ll need from the vir- to our members’ families.
possible for January 2021. What will tual event.
an online Trade Show look like? At the same time we strengthened crit-
Q: What can ATA 2021 Online attendees ical partnerships with the National Deer
MATT KORMANN: When it became clear expect for Show specials? Association, USA Archery, the National
we couldn’t hold an in-person event, Field Archery Association, the Outdoor
we realized our members still need- MK: We asked every Recreation Roundtable, the Association of
ed a simple, accessi le and efficient virtual exhibitor to Fish & Wildlife Agencies, and many oth-
way to connect. To take maximum offer two Show spe- ers. We’ll stay committed to evolving our
advantage of that cials. Those decisions membership offerings to ensure we sup-
shift, we moved the are up to our mem- port our members, no matter what’s hap-
event’s dates one bers, and we expect pening around the country and the world.
week later, begin- creative responses.
ning January 11. We Our retail members Q: How is the ATA ‘moving the needle’
expect that will give expect Show specials for the archery and bowhunting
ATA members more at the annual Trade industry?
time to return from Show, and it’s impor-
holiday activities, tant that exhibitors MK: Everything we do is in an effort to
catch up with their keep offering them preserve the sports we love while work-
businesses, and pre- regardless of what the Show looks like. ing to grow them by including new par-
pare to engage with Our ATA retailer members will receive ticipants. Bowhunters United, a recently
other members. a mailer before the Show that includes launched consumer organization, will
an Exhibitor Show Special Guide. This engage more bowhunters to ensure their
Most importantly, members will be guide lets members preview offer- voices are heard.
able to connect at no charge. An ATA ings and plan ahead to do business. All
membership gives individuals access Our strategic partnerships will keep
to the virtual event without added working to grow our industry in ways
expense. Members can highlight
new products, and take advantage of Continued on Page 42

40 INSIDE ARCHERY JANUARY 2021



Continued from Page 40

the ATA can’t accomplish by itself. We Q: Please update us on the state of the viously took elements of their businesses
industry from your perspective. offshore made strides toward working
work with a strong network of partners once more with American suppliers. Sup-
MK: The archery and bowhunting indus- ply chains, in general, have been strained,
to identify diverse funding for marketing try experienced its worst stretch earlier in some cases dela in fulfilments. l-
this year. Along with every U.S. industry, though nationwide unemployment num-
campaigns, equipment purchases, mentor archery manufacturers and retailers were bers hit records, many ATA members are
forcibly closed, setting back the industry in employing more Americans than they did
growth and data gathering. unpredictable ways. That lockdown, how- last winter, even as they struggle to hire.
ever, inspired people to get outside, which
Our government-relations work helped greatly boosted the industry. As we’ve Taking all of that into consideration,
spoken with members in recent months, I think the industry today is incredibly
ensure the passa e of the federal ittman most reported record demand. State agen- strong. Even so, our members are still re-
cies, likewise, reported record license covering from negative impacts from early
Robertson Modernization Act by the House sales and game harvests. As supply chains in the year. We’ve experienced a positive
tightened, and factory farms struggled to effect to a horrific pandemic new and re-
and enate, and si ned resident keep up, many bowhunters returned to turning bowhunters hitting the woods in
the woods or too up the sport for the first record numbers, and driving record de-
rump. his act will enefit our industr time. Their goals? To safely get outdoors mand for new products.
and fill their free ers with venison.
for decades. We’ll keep working with the That means pro shops are more impor-
This demand created more challenges tant than ever. Although our industry has
ATA Board and advisory teams to ensure and solutions. Some members who pre- far to go to recover from the spring 2020
shutdowns, the path ahead is bright. IA
we deliver the strategic initiatives that

help our members’ businesses thrive re-

gardless of the challenges they encounter.

We’ve been guided the past three years by

the ATA’s strategic plan, which lets us do

just that. Those strategies prepared us for

the unthinkable past few months. We’ll

eep refinin those strate ies while listen-

ing to our members’ feedback to ensure we

meet their needs.

42 INSIDE ARCHERY JANUARY 2021



PEOPLE

PowerTheofParticipation
Archery Industry Members Participating in the Sport

SUBMIT YOUR PHOTO: Email [email protected], 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 PO 15827, Colorado Springs, CO 80935.

Shannon Reaser Brown • Ohio Whitetail Gaius N. Carter • Colorado Elk

Co-Owner/DropShip Manager, Outdoor Product Innovations Marketing, AAE

Bow: Mathews Avail Treestand: Big Dog Treestands o : PSE EVO NXT Rest: AAE Prophecy

Arrow: Victory Stadium XL Arrow: Easton Pro Comp/Max Stealth Sight: Axcel Accu-Touch

Broadhead: Muzzy MX-3 Clothing: Sitka Gear Broadhead: Evolution Hyde Stabilizer: AAE Mountain Series

44 INSIDE ARCHERY JANUARY 2021

Nick Kiser • North Carolina Whitetail Dean Partridge • Saskatchewan, Canada, Whitetail

Owner, Full Range Hanging Systems Owner, Rack Media

Bow: Hoyt Spider Rest: Quality Archery

Arrow: Victory RIP TKO Designs UltraRest Bow: Elite Ritual Sight: IQ Pro Hunter Sight

Broadhead: Slick Trick Viper Sight: Trophy Ridge Arrow: Black Eagle Zombie Slayer Rest: AAE Prophecy

Stabilizer: Trophy Ridge Quiver: TightSpot Broadhead: New Archery Products Thunderhead Stabilizer/Quiver: Conquest

Brady Mason • Kansas Whitetail David Merrill • Missouri Whitetail

Engineer e igner, i er Sight CEO, Bow Spider

Bow: PSE Archery EVO NXT 33 Rest: Tro h Ta er S ac o n ro Bow: Bowtech Revolt Rest: Quality Archery Designs

Arrow: old Ti ierce latin L eno Stabilizer: Viper Archery Arrow: Gold Tip Pierce Platinum Stabilizer: Bee Stinger Microhex

Broadhead: S ectre Stri e arbon Broadhead: Grim Reaper Quiver: TightSpot

Sight: i er rcher ri er S in Quiver: PSE Archery Sight: Black Gold Other: Bow Spider

JANUARY 2021 INSIDEARCHERY.COM 45

MaAtRhCeHwERsY Mathews Archery
is unrelenting
in its pursuit
for perfection.

Passion for Excellence BY
DANIEL
ALLRED

46 INSIDE ARCHERY JANUARY 2021

Always evolving, Mathews Archery is MATT McPHERSON
known far and wide as a company
that manages to constantly outdo
itself, year after year, decade after decade.
The company develops and manufactures
exceptional products that speak for them-
selves, and you can always expect some-
thing even better next year.

This is all thanks to the company’s vi-
sionary founder and CEO, Matt McPherson,
who built Mathews Archery from scratch
with his brilliant and innovative approach
to compound bow designs. McPherson is
and always has been the driving force be-
hind Mathews, but he has also managed
to develop a team of dedicated employees
who see his grand vision and help him
make that vision a reality.

BRAD TREU MARK HAYES

JANUARY 2021 INSIDEARCHERY.COM 47

For many, Mathews Archery represents the gold stan-
dard of the archery industry. McPherson and his team
simply seem to get it right every time, and that is what
archers have come to expect. Today, the company’s pursuit
for perfection is as unrelenting as it’s ever been. The in-
dustry expects excellence, and that’s exactly what Mathews
continues to deliver.

A Company Built on Principles

Matt McPherson always seemed to have a natural gravita-
tion towards archery and engineering. In fact, he crafted
his first ow at a e , and made his first compound ow
with tools from his shop class a e .

Long story short, this innate passion eventually led
c herson to invent olocam technolo in , and
Mathews Archery—then called Mathews Solocam—was es-
tablished as a result. Like many new companies, Mathews
began with humble origins and grew steadily.
Mathews’ VP of sales and marketing, Brad Treu, had the
privilege of watching the company grow from those hum-
ble origins.
“I was fortunate to have my path in life intertwined with
Mathews,” Treu said. “I grew up right here in Sparta, Wis-
consin, and like a lot of people who grow up around here,

48 INSIDE ARCHERY JANUARY 2021

JANUARY 2021 INSIDEARCHERY.COM I would tag along
with my dad when

he would go hunt-
ing. He was a bow-
hunter, and then I harvested
m first deer with a ow
when was ears old.
“Matt basically started the company
in his garage, and he was living in Minne-
sota at the time. As Mathews started to grow,
Matt was looking to relocate from Minne-
sota to Wisconsin. As fate would have it, my
dad met Matt at church one day and they had a con-
versation. Matt was in the area to look at places for
relocation, and my dad happened to be on the city’s
economic development committee. Sparta was
able to put together a pretty attractive package
for Matt, and that motivated him to move
the company here.
“Mathews was a pretty small
compan when it first arrived
in Sparta,” Treu continued.
“There were probably about
emplo ees. was in

49

high school at the time, and one day to work for. Matt was just an incred- of this effect.
Matt asked me if I’d like to come in ible person and leader. He deeply in- “My father was a self-taught bow-
and do some work for him. I started spired me, and I couldn’t see myself
in , and ended up wor in here working anywhere else.” hunter, and he was also a big Mathews
part-time all the way through college. fan,” Hayes said. “I’ll never forget the
When I was in college, though, I knew McPherson and his company seem time he got his Mathews Switchback.
this was the company I always wanted to have that kind of effect on archers.
Mathews inspires loyal fans, and Matt was a out at the time, and end-
McPherson inspires loyal employees. ed up getting a Switchback, too. That
Mark Hayes, design engineering man- same ear too m first ph sics class
ager, serves as another prime example and something clicked. My dad and
I were shooting in the backyard one
day. I told him I was going to be an

50 INSIDE ARCHERY JANUARY 2021