Industry Update

Armanet, a programmatic advertising platform built for the firearms, hunting, shooting sports, and outdoor industries, launches with eight integrated channels including programmatic display, video, Connected TV, and email. Founded by Nick Morissey, the platform uses ArmanetID and multi-touch attribution to help brands measure sales impact across all marketing channels.

Montana Gov. Greg Gianforte visited PROOF Research's new Columbia Falls headquarters to celebrate the company's expansion and growth as a Montana manufacturer. The visit included a ribbon cutting, facility tour, and demonstration of PROOF Research's carbon fiber barrels, precision rifle systems, and the Elevation MTR FDX rifle.

MFSI Inc., a 501(c)(3) nonprofit organization, announced the appointment of Paul Pluff as Executive Director. Pluff brings nearly three decades of management experience from Smith & Wesson and a decade at Sturm, Ruger & Company. He will lead the development and expansion of MFSI Inc.'s shooting sports leagues and teams.

German Precision Optics (GPO USA) announced a partnership with MWS Associates, Inc. to represent GPO product lines across 37 states. MWS Associates brings 50 years of shooting sports industry experience and established retail relationships to support GPO's dealer network expansion in the eastern market.

Springfield Armory and HS Produkt announced the Spanish National Police (Policía Nacional) officially adopted the Echelon 4.0FC 9mm pistol as its issued duty weapon. The fully ambidextrous pistol was selected after rigorous testing and competed against numerous international manufacturers.

 NSSF® announced that the Firearm Handler Check (FHC) Final Rule will be published today in the Federal Register. The FHC Final Rule will allow all federal firearms licensees (FFLs) to run background check verifications on current and prospective employees through the FBI’s National Instant Criminal Background Check System (NICS). 

Primary Arms Optics announced the promotion of Carson Heck to Director of Manufacturing and Quality. Since joining as a Product Engineer in 2020, Heck has led design and development of optics and mounts, including the PLx® HTX-1 enclosed pistol red dot sight, the company's first U.S.-made optic.

AGM Global Vision announced the appointment of Svetlana Richter as Vice President of International Sales. Richter brings over 20 years of experience in thermal imaging and night vision, most recently serving as Chief Sales Officer at Yukon Advanced Optics Worldwide. She will lead AGM's international expansion and strengthen global distribution partnerships.

Henry Repeating Arms launched 50 custom "Team Zach" lever-action rifles through their Guns For Great Causes program to benefit Zach Bryant, a three-year-old from Cambridge City, Indiana, undergoing treatment for B-cell acute lymphoblastic leukemia. Proceeds from rifle sales and auctions are expected to exceed $35,000 to help cover Zach's medical and travel costs.

The National Association of Sporting Goods Wholesalers (NASGW) contributed an additional $20,000 to NSSF's Protect Liberty PAC, bringing its 2026 commitment to $45,000 and total support since 2024 to $70,000. Lawrence G. Keane, Protect Liberty PAC's Treasurer, praised NASGW's consistent support for the PAC's mission to elect candidates who will protect Second Amendment rights.

RetailBI released its Q3 2026 Shooting Sports Report analyzing retail sales data from over 2,000 retailers. Despite a 7.8% decline in firearm unit sales, lever-action rifles grew 21.8%, premium handguns above $1,500 increased 33.6%, and suppressors surged 178.6% year over year.

Brownells Global Solutions appointed ADN Enterprise as Brownells Europe to manage sales, marketing, and business development across European territories. The partnership leverages ADN's expertise in firearms, hunting, and defense sectors with Brownells' global brand network, providing localized warehouse, technical, and gunsmithing services.

GrabAGun Digital Holdings Inc. applauds the Texas federal court's decision in Silencer Shop Foundation v. ATF and the October 9, 2026 ATF guidance ending federal enforcement of NFA registration requirements for suppressors and other covered firearms. The company, a leading online firearms retailer, supports the legal work protecting Second Amendment rights and remains committed to defending these freedoms.

Following an October 9 ATF announcement, the agency will no longer enforce NFA requirements for suppressors, short-barreled rifles, and related items. SilencerCo explains the implications for suppressor ownership, including federal non-enforcement of registration and interstate transport restrictions, while emphasizing state laws remain applicable.

Brownells reaffirmed its long-term commitment to the European market, with Chairman and CEO Pete Brownell stating the company is not leaving Europe. The company is finalizing its European distribution strategy and will announce additional details regarding products, ordering, and distribution partnerships through official channels.

Silencer Central launched "Ship to Dealer," allowing customers to purchase suppressors online and pick them up at licensed dealers nationwide. The service follows ATF guidance eliminating NFA registration requirements for suppressors, available in 27 states alongside Silencer Central's traditional front-door delivery option.

Primary Arms Optics announced the promotion of Jeff Scheider to Vice President of Sales. Scheider, who previously served as National Sales Manager, will lead sales strategy and strengthen dealer partnerships for the Houston-based optics company.

Sierra Bullets and Barnes Bullets announced Cole Seyfert joined their sales team managing Key Accounts and International Commercial sales. Seyfert brings sales management experience from American Outdoor Brands and founded ROCT Outdoor, a premium dog gear company serving sporting and farm markets across the United States, Canada, and Europe.

Luth-AR founder and NRA Board of Directors member Randy Luth attended the Friends of NRA fundraiser in Park Rapids, MN on October 3, 2026, featuring raffles, silent auctions, and the Wall of Guns.

Dead Air Silencers welcomes the ATF's new guidance eliminating approval and registration requirements for suppressors, short-barreled rifles, and short-barreled shotguns following Congress's reduction of the federal tax to $0 effective January 1, 2026. The change removes barriers established since 1934, making hearing protection devices more accessible to responsible gun owners while state and local laws remain in effect.