Industry Update

Silent Steel USA, based in Livingston County, Michigan, is seeking experienced sales representative groups to support its U.S. expansion. The company offers patented FLOW IQ™ suppressor technology developed by founder Harri Sjögren in Finland, combining European engineering with American manufacturing and backed by VP of Sales & Marketing Kim Jensen's commitment to premium brand representation.

Walther Arms, INC. announced David Farrell's appointment as Chief Revenue Officer effective January 12, 2026. Farrell brings extensive sales management experience from Maxim Defense, Christensen Arms, and Sig Sauer, and will oversee sales, marketing, and product strategies to drive growth in commercial and professional markets.

Primary Arms Optics announced the promotion of Stephen Morgan to Senior Director of Sales and Marketing. Morgan will oversee global sales strategy, marketing initiatives, and brand development for the company's optics division, building on his contributions since joining in 2021.

Derya Arms appointed Bill Hicks & Co., Ltd. as a new distributor for its firearms products across the United States. The partnership expands Derya's distribution network and brings its pistols, rifles, and shotguns to independent dealers through Bill Hicks & Co., Ltd.'s established wholesale channels.

Kinetic Development Group announced The Evans Group as its manufacturer representative to accelerate sales and marketing growth in 2026. The Evans Group brings decades of firearms and outdoor industry experience with an established national sales network to strengthen KDG's position with dealers and distributors.

NSSF praises VA Secretary Doug Collins for eliminating a three-decade-old policy reporting veterans requiring financial fiduciaries to the FBI's NICS system. NSSF Senior Vice President Lawrence G. Keane commended the action, and the organization continues supporting the Veterans 2nd Amendment Protection Act introduced by Representatives Mike Bost and Morgan Luttrell and Senators John Kennedy and Jerry Moran.

SDS Arms has ended its exclusive agreement with TİSAŞ Trabzon Silah Sanayi and will no longer import, distribute, or service Tisas firearms. Warranty support is now handled by new U.S. importer Tisas Arms Corp. SDS Arms continues offering firearms under brands MAC, Inglis, Tokarev USA, and Spandau Arms.

Silent Steel USA announced a strategic partnership with Maschmedt & Associates, a sales agency with over 50 years of outdoor industry experience. The agreement expands Silent Steel USA's representation across 23 western states, strengthening dealer relationships and market presence for innovative suppressor technology.

Superior Outfitters, one of Texas's largest shooting sports retailers, seeks to expand its footprint through new store openings and strategic acquisitions of existing firearms businesses. The company invites dealers facing market challenges to discuss potential partnership or acquisition opportunities.

NSSF, the Firearm Industry Trade Association, applauds President Trump's Make America Beautiful Again 250 commission chaired by Interior Secretary Doug Burgum. The initiative aims to increase hunting and public land access while reducing bureaucratic barriers to conservation and outdoor recreation on public lands and waters.

Heckler & Koch USA announced its 2025 sales awards, naming Covey Sales & Marketing as Rep Group of the Year, Jack Hale of Core Line Marketing as Overall Sales Rep of the Year, and Jake Lindemann from Owen J. Brown & Associates as Premium Dealer Sales Rep of the Year. HK achieved growth despite a challenging year for the firearms industry.

Wiley X announced the appointment of Cory Uehlein as Vice President of Marketing & Digital. In this role, Uehlein will lead the company's comprehensive marketing and digital strategy, driving brand growth and customer experience across all channels.

NSSF praised South Dakota Governor Larry Rhoden for signing Senate Bill 2, which deregulates suppressors in the state. The law was signed at Silencer Central with NSSF Board member Brandon Maddox and NSSF's Moriah Day present, removing suppressors from the state's controlled weapon definition.

RetailBI released its January Firearm Sales Index showing a -6.2% decline compared to January 2025. Gearfire's RetailBI provides data-driven retail performance metrics using point-of-sale transactions from over 2,000 U.S. firearms retailers, offering manufacturers, distributors, and retailers accurate consumer demand insights.

Liberty Ammunition announced its selection by Brink's U.S. for executive protection services. CEO Gary Ramey expressed pride in supporting the world's oldest security firm, which has provided asset protection since 1859, with Liberty's advanced ammunition technology.

Kovix, a premium titanium suppressor manufacturer, relocated its headquarters from Lake Norden, South Dakota to Kalispell, Montana. CEO Luke Hanson stated the move enhances team synergy and positions the company more centrally for operations while maintaining seamless customer service.

Spartan Precision Equipment announced a partnership with Hunter Outdoor Communications to strengthen its North American market presence through strategic public relations and brand development. The collaboration aims to expand brand awareness and deliver impactful messaging to the outdoor industry.

ATF Deputy Director Robert Cekada, President Trump's nominee to lead the agency, testified before the Senate Judiciary Committee and pledged to focus on violent crime while protecting Second Amendment rights. The NSSF expressed strong support for Cekada's confirmation, praising his three decades in law enforcement and commitment to not burdening lawful gun owners.

HeadHunters NW President Shaylene Keiner will conduct face-to-face executive recruiting consultations in the Phoenix area from February 10 through March 5, 2026. Organizations can meet directly to discuss 2026 hiring needs, gain market intelligence on talent expectations, and develop customized talent strategies with no obligation required.

Todd Seyfert, President and CEO of Sturm, Ruger & Company, Inc., has been elected to the NSSF Board of Governors at the 2026 SHOT Show in Las Vegas. Seyfert brings extensive industry experience from previous roles at FeraDyne Outdoors, Vista Outdoor, and other manufacturing enterprises.