ICYMI: Industry News From Feb. 17–21, 2025

Sturm, Ruger & Co. Inc. Reports 2024 Earnings

Sturm, Ruger & Co. Inc. announced that for 2024, the company reported net sales of $535.6 million compared with net sales of $543.8 million. For the fourth quarter of 2024, net sales were $145.8 million. For the corresponding period in 2023, net sales were $130.6 million.

Ruger CEO Christopher J. Killoy commented, “We were pleased with our sales growth and improved profitability in the fourth quarter, despite the apparent reduction in consumer demand, as adjusted NICS checks decreased 6% from the prior year. Our disciplined approach, long-term focus on generating shareholder value, diverse product catalog and commitment to new product development allow us to succeed during the ebbs and flows of the firearms market. We enter 2025 with a strong, debt-free balance sheet, reduced inventories at our independent distributors and a full pipeline of recently launched new products and many others still under development.”

The estimated unit sell-through of the company’s products from independent distributors to retailers increased 5% in 2024 compared to 2023. In 2024, NICS background checks, as adjusted by the NSSF, decreased 4% from 2023. The increase in the sell-through of the company’s products despite the decrease in adjusted NICS background checks may be attributable to new product introductions, like the Ruger American Rifle Generation II bolt-action rifles and the Marlin lever-action rifles, which helped offset aggressive promotions, discounts, rebates and the extension of payment terms offered by the company’s competitors.

New products represented $159.3 million or 32% of firearms sales in 2024, an increase from $119.0 million or 23% of firearms sales in 2023.

In 2024, capital expenditures totaled $20.8 million related to new product introductions and upgrades to manufacturing equipment and facilities. In 2025, the company expects capital expenditures to approximate $20 million.

For more info: ruger.com

Streamlight Presents Agency Awards

Streamlight Inc. presented its 2024 Sales Rep Agency of the Year Award for the Law Enforcement Market to Holt & McArdle Associates Inc. at SHOT Show, held in January 2025 in Las Vegas. The award recognized their outstanding sales achievement and contributions to Streamlight’s growth in the law enforcement market.

Based in Garnet Valley, Pa., Holt & McArdle Associates Inc. is a leading manufacturers’ representative agency serving the industrial, fire and law enforcement markets. Their commitment to excellence and strong customer relationships have played a key role in driving success for Streamlight products within their territory.

“I want to congratulate Holt & McArdle Associates for their exceptional sales performance in this critical market segment,” said Streamlight President Michael F. Dineen. “Their dedication to serving the law enforcement community and their proven ability to connect with customers have been instrumental in our continued growth. We are proud to partner with them and look forward to their ongoing contributions in 2025 and beyond.”

Streamlight also announced Washmon Sales Group as the recipient of its 2024 Sales Rep Agency of the Year Award for the Sporting Goods Market. The award was presented at SHOT Show in January 2025 in Las Vegas.

Washmon Sales Group, a manufacturers’ representative agency based in Rockwall, Texas, received the award for outstanding sales achievement and contributions to growing Streamlight’s sporting goods market within their sales territories.

“Washmon Sales Group’s exceptional sales performance in 2024 contributed to our success in the sporting goods sector, which is a key market segment for Streamlight,” said Dineen. “We salute their accomplishments and look forward to their continuing contributions to our sales efforts.”

For more info: streamlight.com

NSSF’s Enhanced NICS Analytics Program

GunBroker.com is proud to support the firearm industry by offering NSSF members access to an enhanced NICS analytics platform, developed by Outdoor Analytics. This tool provides deeper insights into national and state-level trends with features that go beyond traditional NICS data.

Unlike the basic NICS data available on ATF’s website, this platform delivers interactive tools, real-time analysis and customizable sorting to help NSSF members track market trends and make more informed business decisions.

Key features include:

National Data Overview — provides a high-level view of NICS checks across the country, featuring dynamic rankings and year-over-year comparisons. Users can sort data by adjusted, handgun, long gun and total checks or per 1,000 residents.

State-Level Insights — offers detailed, state-by-state reports, ranking states based on various NICS check categories. Unlike ATF’s static reports, this platform enables sorting by total checks, adjusted numbers and per capita data, allowing members to track localized trends with greater accuracy.

With customizable filtering and downloadable data, this tool empowers businesses, retailers and industry professionals with deeper market insights.

Log in to NSSF Member Portal at portal.nssf.org. In the top navigation menu, click “Industry Research,” then click Learn More under the “NICS Reporting & Analysis” item.

For more info: portal.nssf.org

Shell Shock Technologies Announces Inaugural Legends & Heroes Shootout

Shell Shock Technologies LLC announced its first annual Legends and Heroes Shootout, a premier two-day charity event dedicated to supporting veterans and first responders. Taking place on April 27–28, 2025, the event will bring together MLB stars, celebrities, industry leaders and veterans for an unforgettable experience of camaraderie, competition and giving back. All net proceeds from the event will benefit K9 Heroes 4 Heroes, which provides service dogs to veterans and first responders at no cost, and the NRA, offering mental health services, career transition assistance and critical resources to veterans and their families.

“At Shell Shock Technologies, we believe in honoring those who have served our country. The Legends and Heroes Shootout is more than just a golf and shooting event — it’s a way to give back to the brave men and women who have sacrificed for our freedoms. We are excited to bring together top-tier athletes, firearms industry professionals and the community to support this meaningful cause,” commented Peter Foss, managing partner and CEO of Shell Shock Technologies.

The Legends and Heroes Shoutout will feature two days of exciting activities, starting on April 27, 2025, with the Range Day. Taking place at Markham Park Shooting Range in Sunrise, Fla., participants will have the opportunity to engage in dynamic shooting competitions using Shell Tech’s cutting-edge precision pistol and rifle ammunition. Instruction will be led by Jake Holt, a well-known firearms social media influencer from Regional Operations. Desert Tech, a Shooting Range Event Partner, will be providing a rifle demonstration featuring its latest innovative and custom weaponry. The overall winner of the shooting competition will win the Grand Prize which is an automatic entry into the NRA World Shooting Championship.

The second day, April 28, 2025, focuses on the charity golf tournament at The Club at Weston Hills in Weston, Fla. This tournament will feature a scramble-style format with multiple contests and challenges, including four separate hole-in-one contests with total prizes valued at $55,000 and a unique AR-15-style golf ball launcher experience.

Sponsorship opportunities are available, offering high-impact brand exposure and networking opportunities, from Gold to Premier level, as well as several Golf Specific Sponsorship options. For more information about sponsorship opportunities, participant registration, or general inquiries, please contact peter@shellshocktech.com.

For more info: shellshocktechnologies.com

Ammunition Depot Renews Support For NSSF’s First Shots Program

For the eighth consecutive year, Ammunition Depot will serve as NSSF First Shots’ ammunition fulfillment center. The company coordinates, stores and ships ammunition and covers shipping costs to host ranges in the First Shots program. The services provided by Ammunition Depot are valued at $20,000 annually in support of First Shots.

First Shots is an introductory and refresher shooting program made available through host target-shooting ranges across the country.

“We are grateful to Ammunition Depot for its unwavering support of First Shots,” said Zach Snow, NSSF’s director, member development. “Ammunition Depot’s partnership ensures First Shots has the resources it needs to be successful and to make the shipment of ammunition to host ranges as efficient as possible. They are helping new shooters get started and keeping experienced ones engaged in our sports.”

Dan Wolgin, CEO of Ammunition Depot, shared, “At Ammunition Depot, we see our support of the NSSF’s First Shots program as more than a sponsorship; it’s a commitment to uphold the shooting sports traditions and nurture a new generation of enthusiasts.”

By providing educational experiences that are safe, fun and memorable, host ranges are having great success attracting first-timers, further engaging new gun owners and reactivating lapsed participants. Surveys show that more than 43% of First Shots participants are converted to target-shooting enthusiasts who individually spend on average more than $600 annually on their shooting sports endeavors.

For more info: nssf.org