The world-leading rimfire ammunition manufacturer with 198 years of experience invites attendees to Booth 1946 to experience precision-matched performance, exclusive show offers, and the next generation of shooting technology.

With a heritage rooted in Olympic competition and a reputation built on precision engineering, ELEY will bring its full performance ecosystem to Houston, giving competitive shooters, enthusiasts, and retailers a rare opportunity to engage directly with the UK brand. Official sponsor of the USA Shooting rifle and pistol teams.

Meet the Team.

At the heart of ELEY's NRA presence is a simple belief: that when ammunition is perfectly matched to a firearm, performance transforms. Visitors to Booth 1946 will be able to speak directly with ELEY specialists about their setup, explore the brand's full ammunition range, and learn how the company's dedicated barrel testing service, Whidden Gunworks, helps shooters identify the optimal cartridge for their rifle.

"Precision isn't accidental, it's engineered," said Michael Atkinson, Sales and Marketing Director at ELEY. "The NRA Show gives us the chance to work directly with American shooters and demonstrate what a truly matched setup can deliver."

Exclusive Show Offers

Attendees can take advantage of a 10% discount on all ELEY trial packs, available through Killough Shooting Sports, making it easier than ever for shooters yet to experience premium rimfire performance to take the first step. Orders placed at the booth before 2pm ship the same day.

ELEY X-Shot: Smart Training and Competition Device, Live Feedback

ELEY will also showcase the X-Shot training and competition system, designed to bring live performance feedback to shooting sessions. Visitors can collect free ELEY X-Shot targets and explore one-click scoring in the X-Shot app, a hands-on demonstration of how technology is reshaping how competitive shooters compete and train. www.eleyxshot.com

A New Digital Experience

ELEY will preview its new interactive online platform at the show, a personalised tool designed to guide shooters to the right ammunition match and connect them with expert performance education. The platform is free to use and built around the individual shooter's needs. We listened, and LOT Analyser is now back!

We have reopened access to real ELEY proof range data, giving competitors unprecedented transparency into .22LR performance. By entering your LOT number, you can explore the measured group size and test results generated on the ELEY proof range!

This is the same data-driven approach used to validate performance at the highest level.

Visit www.eleyxshot.com

Create a free account

Navigate to LOT Analyser via the menu

Enter your LOT number and explore the data

This is another step in ELEY's commitment to confidence, consistency, and measurable performance!

Retail Partnership Opportunities

Retailers interested in carrying ELEY's range of rimfire ammunition are encouraged to visit Booth 1946 or get in touch directly at: www.eley.co.uk/contact-us

ELEY – Booth 1946 | NRA Annual Meeting, Houston | April 16–19, 2026