FRI | MAY 2, 2025

TUO’s new Molten Heated Vest bolsters your core temperature so you can overcome a cold outside climate. Packable, the new TUO Molten Heated Vest features advanced heating elements in all the right places: chest, upper back, and the kidney area. This extensively tested zone heating warms the key zones, which subsequently radiate to your extremities.
Mathews Archery announces the official launch of Arrow Vault. Designed with the archer and bowhunter in mind, Arrow Vault provides the most minimalist and streamlined arrow storage solution on the market.
NCAA Rifle athletes Isabella Baldwin (U.S. Naval Academy), Griffin Lake and Camryn Camp (both of West Virginia University), earned the coveted titles of Junior Olympic Champion at the 2025 competition in Talladega and Anniston, Alabama, April 13-18, hosted by the Civilian Marksmanship Program.

Scopos announced the outcomes of the Month Virtual Matches for April 2025. Scopos’ May 2025 Monthly Virtual Matches are now open to anyone with an active Orion Scoring System license.
Liberty Ammunition® congratulates the Liberty Ammo Team for a great performance at the Legends & Heroes Shootout. The Liberty Team lit up the event with a team comprised of Gary Ramey (Liberty Ammo), Chip Fisher (Odle Sales), Jordan Young (Global Defense) and Larry Klebanoff (Shell Shock Technologies).
Visit Ruger at Reeds Gun Fair from May 2-4, 2025 at Rice Creek Hunting & Recreation Area. Check out exclusive show deals and get hands-on with the latest Ruger firearms, including the LCP® MAX, Ruger-5.7® and the Ruger American® Rifle Generation II.

Don’t miss your chance to celebrate 40 years of Second Amendment advocacy during the 2025 Gun Rights Policy Conference. The 40th annual GRPC is set for Sept. 26 - 28 in Salt Lake City, Utah, at the Salt Lake Marriott Downtown at City Creek.
FN America announces their participation in the Reeds Gun Fair, billed as “the largest Try-Before-You-Buy Gun Sale in the U.S.” The one-of-a-kind event takes place May 2-4, at Rice Creek Hunting & Recreation Area, Minnesota’s premier Hunting Preserve and Sporting Clay's destination.
SAR USA, Corp. is proud to announce its role as the presenting sponsor for the upcoming "Veterans, Guns & Cigars" event hosted by Meritorious and the Meritorious Foundation. The event will take place on May 4th at Pinellas Outdoor Shooting Range in Clearwater, Florida, during SOF Week.

VIKTOS announces the release of the Outflank Shoes, the newest addition to its performance footwear lineup. Engineered for high-speed operators, EDC practitioners, and fitness-driven professionals, the Outflank marks VIKTOS’ entry into the linear training category — offering a rugged blend of athletic performance, minimalist design, and tactical durability.
High Speed Gear announced a newly available enhancement to its popular Night Vision Goggle Pouch: a dust bag insert specifically designed for protection in sandy and debris-filled environments. This optional upgrade addresses a specific need among military personnel, law enforcement, and tactical professionals operating in desert, coastal, or high-particulate environments.
Safariland® announces new duty holster fits for the Staccato HD in the 6000 series. Now available for 4-inch barrel models, with 4.5-inch variant coming soon, these holsters are built for duty use and engineered to meet the demands of today’s law enforcement professionals.
VIKTOS announced the launch of the CORE Containment Shoes. Engineered for high-performance training and everyday resilience, these ultralight cross trainers combine durability, traction, and comfort in a purpose-built design.
VIKTOS has unveiled its latest product: the RUCK RECOVERY™ XC LEATHER SANDALS. Designed for warriors who operate just as hard on rest days as they do in the field, these leather-lined recovery sandals provide maximum comfort without sacrificing grit.
Celerant Technology announced its 21st annual FFL Client Conference in West Palm Beach, Florida. The conference brings firearms retailers, manufacturers, distributors, compliance experts, and technology partners together for educational sessions and networking opportunities.

Mesa Tactical announces its partnership with Chevalier Advertising, Inc., naming the agency as its official agency of record. This strategic collaboration marks a significant step forward in Mesa Tactical’s ongoing mission to elevate brand visibility.
During a patriotic evening at the NRA Foundation Banquet in Atlanta, Georgia, Andrew Wickstrom, President of Henry Repeating Arms, presented a Spirit of the Corps 250th Anniversary Tribute Edition rifle to Medal of Honor recipient and Georgia native Maj. Gen. James Livingston, USMC (Ret.). The presentation celebrated both General Livingston’s extraordinary career of service and this year’s milestone anniversary of the United States Marine Corps.
The Kinetic Group is seeking an International Sales Manager – Law Enforcement & Military. This position requires an individual who is able to coordinate a large number of projects concurrently as well as the ability to connect and communicate with individuals from different locations, cultures and business climates from around the world.

Silencer Central is on the hunt for a dynamic Media & Content Specialist to join the team in Sioux Falls, South Dakota. Have a passion for firearms and suppressors, and a love telling stories through video and pictures? Apply today.
Hi-Point Firearms announced the launch of their new AR-15 HP-15 lineup. Introduced in three dynamic models: the 16” 5.56 Rifle, the 10.5” 5.56 Pistol, and the 10.5” 300 Blackout Pistol.
Chattanooga Shooting Supplies, Inc. (CSSI), announces it is now carrying a wide selection of firearms and magazine products from Global Ordnance, a distinguished name in the global defense and commercial firearms market.
SPYPOINT announces the official release of two new cellular trail cameras to the award-winning FLEX series: the FLEX-DARK and the FLEX-S-DARK. Both models are now available for purchase online and at participating retailers.
Langdon Tactical Technology (LTT) announces the addition of the Hellcat Pro and Hellcat Pro Comp to their lineup and Custom Gun Work offerings. In partnership with Apex Tactical, these enhanced models bring Precision Built Confidence to Springfield Armory’s trusted platform—making them even better for everyday carry.
Kinsey’s Inc. is proud to highlight Fiocchi during this Vendor Focus Week, running May 5 through May 11, 2025. The highlighted vendor will change frequently, allowing for a number of opportunities for dealers to experience vendor variety in provided deals.
This May, in recognition of Military Appreciation Month, VIKTOS – Black Arms Company is proud to offer a deeper show of gratitude to those who serve. For the entire month, all GovX ID–verified military, law enforcement, and first responders will receive 30% OFF sitewide.
McMillan Stocks announced the launch of its newest online tool, Price My Stock. Designed to streamline the custom stock ordering process, the tool allows customers to configure a McMillan stock to their exact specifications and receive a real-time price estimate instantly.
Wilderness Bonds is proud to announce that legendary firearms manufacturer Mossberg will be the official sponsor of its upcoming Oklahoma Hog Hunt, a high-energy, all-female adventure aimed at expanding the tradition of ethical hunting and field mentorship.
Watch the championship round of 2025 Major League Fishing Bass Pro Tour O’Reilly Auto Parts Stage Four Presented by OPTIMA Batteries live on GAME & FISH TV, powered by Outdoor Sportsman Group.
Set sail on an exciting new seafood adventure as Outdoor Channel brings back The Fishmonger for its fifth season, premiering on May 5 at 9:30 p.m. ET during the network’s “Taste of the Wild” block of programming Monday evenings.
Life of Fire with renowned pitmaster Pat Martin returns for a highly anticipated second season on Outdoor Channel, premiering on Monday, May 5 at 9 p.m. ET.
 

A climate of uncertainty in a moribund retail market isn’t the best circumstance to introduce yourself to investment analysts. But just over sixty days into his new position as Ruger’s President and Chief Executive Officer, that’s where Todd Seyfert found himself. Fortunately, the quarterly numbers, although relatively flat, were still profitable.

For the first quarter of 2025, a quarter that has seen overall declines in all categories of firearms, Ruger’s numbers made flat look like the new up. Sales were slightly lower than Q1 2024, but profits -the ultimate measure to shareholders- were forty six cents per share, compared with forty cents per share in Q1 ’24.

For Ruger’s new President & CEO, Todd Seyfert, the Q1 2025 conference call was his first opportunity to field questions from analysts. Profits help -and Ruger’s continued their quarterly profits yet again. Ruger image with permission.

Seyfert was quick to give credit for the solid performance to the legacy he inherited from former President and CEO Chris Killoy. “He built a great team at Ruger,” Seyfert said, “and that legacy will survive for a long time to come.”

Looking to the future, Seyfert sees Ruger continuing its positive trajectories -even in a down market. “The industry is cyclical,” he told analysts, “but it doesn’t have to be that way with Ruger.”

Ruger, Seyfert said, will continue to thrive in the current economy for several reasons. A key element is the “introduction of new products while driving efficiencies across the company.”

As has been the case for some time, new products continue to add to Ruger’s positive numbers. For Q1 of 2025, new products accounted for nearly a third (31.6%) of the quarterly revenues. Those new products include the new 10/22 carbon fiber model, RXM pistol, Ruger American Rifle Model 2, and the fourth generation of the Ruger Precision Rifle.

“These new products,” Seyfert said, “not only reinforce our commitment to quality, but continue to excite our loyal base, drive demand and elevate the entire portfolio of Ruger products.”

The attraction of at least two of those new products seems to be the new Ruger partnerships with Magpul (RXM pistols) and Dead Air Silencers (RXD30Ti and RXD22Ti suppressors).

Seems those aren’t the only new things Seyfert sees in Ruger’s future. “Looking ahead, innovation remains our core focus,” he told analysts. “We have plans in the works for expanding the availability of key models, increasing the speed to market on our new product roadmaps, and offering more configurations of recently launched new models.”

“We’re positioned for success,” he said, “to remain the largest and best commercial firearms manufacturer in the industry.”

“The biggest opportunity for us,” Seyfert said, “remains new products. We have a roadmap for faster launches and we will continue to put capital behind those launches to get them to market faster.”

So, Lake Street Capital’s Mark Smith asked, “is the RXM a good product for us to watch as far as platforms going forward?”

“Absolutely,” Seifert said, “MagPul is a great partner, and there’s a lot to come as far as building out around the RXM. That’s not just for the current model, but the platform around it.”

And what about tariffs? "As a U.S.-based manufacturer, we are uniquely positioned to navigate global trade disruptions,” Seyfert said. “Our American-made products insulate us to a degree from current tariff and supply chain uncertainties, though we are monitoring areas where these costs may still have an effect. With that said, we continue to plan for growth, position ourselves for long-term market leadership, and aggressively manage costs across the business.”

“We feel confident about our new product launches, and we’re being aggressive about taking share in an overall down market,” he continued. “We feel we have the opportunity to go out, be aggressive, and take market share. Our balance sheet makes that possible.”

“We are in a position of strength,” he said, “and we’re leaning into that.”

If you’re a Ruger fan, that’s reason to pay attention going forward.

If you’re a Ruger competitor, Seyfert’s declaration that Ruger’s looking to expand market share couldn’t be clearer. In a down market, the only guaranteed way to grow market share is by taking it from your competitors.

Of course there’s another way to capture share and expand capabilities: via acquisitions.

Ruger’s sitting on cash, has no debt and has made it plain they’re looking for ways to increase both market share and capacities.

Hummmm….sounds like someone’s going -or has gone- shopping.

We’ll keep you posted.

— Jim Shepherd

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