Industry Update

NSSF, the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), and the Department of Justice (DOJ) launched a month-long public education campaign in San Antonio reminding the public about federal penalties for unlawful firearm purchases. The 26-year-old "Don't Lie for the Other Guy" campaign emphasizes that illegal firearm purchases carry up to 15 years in prison and $250,000 in fines.

Millennium Outdoors appointed Scott Ware as Director of Sales and Marketing. With nearly three decades of industry experience and 26 years at Outtech representing Millennium brands, Ware brings deep dealer relationships and product knowledge to strengthen the company's market presence and dealer partnerships.

HIVIZ Shooting Systems marks its 30th anniversary with three decades of innovation in high-visibility sight solutions. The company has introduced groundbreaking products including the M-Series Magnetic Shotgun Sight, TriViz Sight, and FastDot H3, while partnering with major firearms brands including Benelli, Browning, Ruger, and Smith & Wesson.

The NSSF-adjusted NICS figure for June 2026 reached 1,123,006, an 11.7 percent increase compared to June 2025's 1,004,986. The National Shooting Sports Foundation introduced monthly NFA checks tracking, with Texas, Virginia, and Florida leading in NFA checks during the month.

Real Avid introduces the "Range Ready" initiative featuring a 15-part content series with world-renowned competitive shooter Doug Koenig. The program emphasizes preparation and confidence through expert guidance on firearm setup, shooting techniques, and performance mindset for shooters of all skill levels.

KDG, headquartered in Seymour, Connecticut, officially transitioned to its new brand identity after dealers, distributors, and customers already referred to the company by the abbreviated name. Owner Stephen Duhaime and Director of Sales & Marketing Chris Bardugone emphasized the move simplifies market recognition while maintaining unchanged leadership, engineering philosophy, and product standards.

The Sporting Arms and Ammunition Manufacturers' Institute (SAAMI) has expanded voting membership eligibility to U.S. suppressor manufacturers and designers. SAAMI recently published the Z299.6-2025 voluntary industry standard for firearm sound suppressors, developed with input from suppressor, firearm, and ammunition manufacturers.

Steiner Optics appointed Clinton Thornburg as Law Enforcement Sales Manager. Thornburg brings over 20 years of law enforcement and sales experience, including service with the U.S. Marshals Service Violent Fugitive Task Force and Daniel Defense, and will lead the company's law enforcement sales initiatives and agency partnerships.

The Briefing FFL Compliance Summit, taking place September 23–25, 2026 at the W Hotel Dallas, has confirmed ATF Director Rob Cekada, Chief Counsel Robert Leider, and other top federal officials as speakers. The inaugural conference addresses 34 pending ATF rule changes affecting the country's 70,000-plus active FFLs, with early bird registration at $399 through July 31.

Burris Optics announced a partnership with Promoboxx to provide retailers with brand-approved digital marketing campaigns including email, social media, and web content. The collaboration enables Burris dealers to promote products professionally while focusing on sales and customer service.

The NSSF announces the Second Annual NSSF Legal Symposium scheduled for October 6-7 in Washington, D.C. The event features CLE programming for general counsels and legal staff of NSSF Patron Members and SAAMI Legislative & Legal Affairs Committee members covering firearm and ammunition industry legal topics.

Vortex and Hunter Constantine announced a $10,000 donation to the Second Amendment Foundation through sales of a limited-edition Vortex x Hunter Constantine Carry Belt, restricted to 250 units and supported by Vortex Nation members.

CAA USA announced new ownership under brothers Joe and Anthony Parisi, whose company Plastimold Products acquired the conversion kit brand. The consolidation unites CAA USA, Plastimold Products, and META Tactical under one facility in Delray Beach, Florida, featuring the new MCK EVO platform.

KDG, founded in 2014 and headquartered in Seymour, Connecticut, announced proactive steps to eliminate marketplace confusion affecting dealers, distributors, and end users. The company, known for its patented Kinect quick-detach system and SideLok optic mounting solutions, is implementing a long-term strategy to strengthen dealer relationships and reinforce its brand identity in the firearms industry.

Blue Force Gear announced the appointment of Eric Suarez as Vice President of Marketing. Suarez will lead strategic marketing initiatives, brand development, and customer engagement across military, law enforcement, and commercial markets, bringing extensive experience in the shooting sports and tactical industries.

YHM, a leading firearm suppressor manufacturer founded in 1951, announced David Workman as its new Marketing Manager, replacing retiring Tim O'brien. Workman will oversee YHM's marketing operations, brand strategy, and representation at industry events including SHOT Show and the NRA Annual Meeting.

Viridian Weapon Technologies announced that Iron Valley Supply, a Birmingham-based distributor with roots dating to 1923, has become an authorized distributor of Viridian's optics, lasers, and weapon-mounted lights. The partnership expands Viridian's distribution network and provides dealers nationwide access to the company's innovative firearm technologies.

Kinetic Development Group (KDG) announced a new affiliate marketing program through AvantLink, enabling content creators and influencers to earn commissions promoting KDG's firearm accessories and optic mounting solutions. The partnership strengthens KDG's connection with the shooting sports community while providing creators access to marketing assets and performance tracking.

Viridian Weapon Technologies announced that Lipsey's, one of the largest independently owned firearms distributors based in Baton Rouge, Louisiana, has become an authorized distributor of Viridian's green dot optics. This partnership expands product availability to dealers nationwide and strengthens Viridian's distribution network.

Bass Pro Shops announced plans for a 200,000-square-foot Outdoor World location in Sayreville, New Jersey, expected to open fall 2026. The largest single-level Bass Pro Shops in the U.S. will feature a 65,000-gallon Shipwreck Aquarium, boat brands including TRACKER and RANGER, and immersive conservation education experiences designed by founder Johnny Morris.