Sako and Beretta USA successfully concluded three sessions of its Zeroed-In dealer training program, held July 7-16 at the renowned K&M Shooting Complex in Finger, Tennessee. Developed exclusively for retail partners, the immersive training experience was designed to deepen product knowledge through hands-on instruction, live-fire demonstrations and direct interaction with the experts behind Sako, Tikka, and Beretta rifles.
Zeroed-In immersed attendees in the performance, innovation and craftsmanship that define Sako, Tikka and Beretta rifles. The program combined classroom education with extensive range time, allowing dealers to experience complete rifle systems firsthand while learning the features, technologies and applications that help customers make informed purchasing decisions.
"Zeroed-In is about giving our dealer partners the confidence that only comes from firsthand experience," said Zach Caudle, Sr. Manager Channel Marketing for Beretta USA. "When retailers have the opportunity to train alongside our product specialists, shoot our newest platforms and ask questions directly to the people who design and support these products, they leave better equipped to serve their customers. Investing in dealer education ultimately creates a better experience for every hunter and enthusiast who walks into their store."
Throughout the three training sessions, attendees received instruction from Beretta USA's sales team and Sako product experts while spending time behind many of the company's premier rifle platforms, including the Tikka T1x ACE, Sako 90 FinnlightSako TRG 62 A1, and the Beretta BRX1 straight-pull hunting rifle, along with additional rifles from the Beretta, Sako and Tikka portfolio. Each platform was paired with premium Sako Ammunition, allowing attendees to experience the performance and precision of complete rifle-and-ammunition systems in real-world shooting scenarios. Demonstrations also featured premium optics from Burris, and Steiner, giving dealers hands-on experience with complete field-ready hunting and precision shooting setups.
Held at K&M Shooting Complex, the training challenged participants across a variety of shooting scenarios while reinforcing the performance, innovation and craftsmanship that define the Sako, Tikka and Beretta brands. Product experts remained on-site throughout each session to provide technical guidance, answer questions and share insights into product development, helping dealers better understand the technology behind each platform and how it meets the needs of today's hunters and precision shooters.
Zeroed-In reflects Beretta USA's and SAKO's ongoing commitment to supporting its dealer network through education, product expertise and hands-on experiences that strengthen customer engagement at retail. By combining classroom instruction with practical application, the program empowers dealers to speak confidently about the products they represent and deliver a higher level of service to consumers.
Stay connected with Beretta USA. Follow us on Facebook, Instagram,X, YouTube and LinkedIn for the latest news, products, and updates.
About Beretta
Established in 1526, Beretta is the world's longest-standing industrial dynasty, with a legacy spanning 16 generations of continuous family ownership. For 500 years, firearms bearing the Beretta name have been trusted and used around the world. Beretta USA Corp. was established in 1977 and quickly became the provider of the most widely deployed sidearm in the U.S. Armed Forces. Today, Beretta USA is part of Beretta Holding Group, which includes over 50 global subsidiaries and 20 renowned brands. Beretta manufactures, distributes, and markets a complete range of firearms, accessories, and apparel. The company also owns and operates six Beretta Gallery retail stores worldwide.
For more information, visit www.Beretta.com.
About Sako
Established in 1921, SAKO Ltd. has an eventful history. SAKO was first created to refurbish and service firearms for the Civil Guard in Finland. The workshop was initiallycalled Suojeluskuntain Ase- ja Konepaja Osakeyhtiö (Civil Guard Firearm and Engineering Co Ltd) and in 1927 became a limited company with its name abbreviated to the acronym, SAKO. The company has played a key role in Finland's defense and has been a trusted supplier to hundreds of defense departments around the world. For 100 years, SAKO has developed world-class military, target, and hunting rifles, as well as cartridges. Our reputation, high-quality products, and credibility are rooted in the unique skills of our employees and in their professional pride. Over a period of 100 years, the company has grown by focusing on internationalization, the excellence of its products, honoring its dedicated craftsmen and personnel, and providing innovative solutions for the needs of its customers. In 2000, SAKO joined Beretta Group, a company with unique firearms traditions reaching all the way back to 1526. This cooperation provides SAKO with the unique capability to offer comprehensive, all-encompassing solutions and systems for our customers. Now, SAKO looks ahead more confidently than ever. We proudly carry on the rifle and cartridges manufacturing knowledge and skills, with the utmost respect towards the surrounding nature.
For more information, visit www.sako.global.