ICYMI: Industry News
From March 10–14, 2025
EOTECH Opens Engineering Tech Center In Idaho
EOTECH, a leader in electro-optics technology, has experienced exceptional growth over the past decade. In recent years, EOTECH diversified into magnified scopes, micro red dots, night-vision and thermal systems and on-gun laser devices. Additionally in 2022, EOTECH added a manufacturing center that develops cutting-edge digital sensor systems.
To support these programs and future growth, EOTECH announced the opening of its new Tech Center located in Orofino, Idaho. This state-of-the-art workspace will provide research and development, engineering design and sustainment, testing and prototype capabilities for all EOTECH product categories.
“We are thrilled to open our new Tech Center in Orofino, an area that will be the conduit between our headquarters in Michigan and our sensor factory in California,” said Aaron Hampton, EOTECH president of product development. “This facility provides us with the talent and opportunity to plant the growth initiatives for the company’s next phase of our development. We strive to inspire new technology-driven solutions, and this investment will accelerate innovation and the development of new solutions for our core and emerging markets.”
Officially opened Feb. 26, 2025, this 4,200-sq. ft. facility includes a sophisticated optics lab outfitted with cleanroom flow hoods, optical breadboard, collimators, high purity nitrogen and various tools to assemble, test and rework weapon sights and camera systems. The mechanical lab includes small-scale machining, an inspection area with granite table, plus a physical and optical metrology system.
For more info: eotechinc.com
Benelli Presents Sales Rep Of The Year Awards
In recognition of exceptional sales performance and customer service on behalf of the Benelli USA family of brands, Benelli USA announced the winners of the 2024 Sales Representative of the Year Awards.
Benelli USA’s VP of Sales, Lee Colquitt, presented the 2024 Sales Representative of the Year Awards at the 2025 SHOT Show in Las Vegas. Core Line Marketing garnered the Benelli USA Agency of the Year Award for surpassing sales goal by the highest percentage above budget in the 2024 fiscal year. The top individual sales recognition went to Ken Worthington of Core Line Marketing, who took home the Super Back Eagle Award.
Additional winners included:
Robby Hale — Core Line Marketing, Uberti Rep of the Year
Mike Williams — Vincent A. Pestilli & Associates Inc., Stoeger Firearms Rep of the Year
Nate Anderson — Bentley-Scott Marketing, Franchi Rep of the Year
Mike Pestilli — Vincent A. Pestilli & Associates Inc., Benelli Rep of the Year
Greg Rader — Covey Sales & Marketing, Benelli USA Rep of the Year
Patrick Boccabellov —Vincent A. Pestilli & Associates Inc., L.E. Rep of the Year
Greg Rader — Covey Sales & Marketing, National Account Rep of the Year
Brian Murray — Owen J. Brown & Assoc., Communication Award
James Little — Core Line Marketing, Independent Account Rep of the Year
“Our dedicated and hardworking representatives are the backbone of our sales efforts,” said Colquitt. “Their long hours on the road, on the show floors and on the phone to ensure our customers are treated with personal and professional service is key to our company’s success. It is always a pleasure when our representatives come in from the field and we have a chance to gather and acknowledge their outstanding work, and we look forward to another productive year for our sales team and our customers in 2025.”
For more info: benelliusa.com
Orion Wholesale Drop Shipping Now Available Through Celerant
Orion Wholesale is now offering drop shipping, and Celerant is among the first to provide this integration to dealers. This model allows customers to purchase firearms and accessories with direct shipping to the consumer or a store for pickup — enabling businesses to sell without any inventory investment.
“Drop shipping has been one of the most requested features among our shared dealer network. We’re thrilled to introduce it as part of our partnership with Celerant. This functionality empowers our dealers to sell more while doing less, and we’re excited to see how it propels our company forward,” said Justin Brown, Orion Wholesale marketing director.
For more info: celerant.com
Freedom Outdoors Announces Richmond Expansion
Freedom Outdoors is expanding its brand with the opening of a new shooting range and retail facility in Richmond, Va. The location, formerly Colonial Shooting Academy, is undergoing enhancements to align with Freedom’s high standards of service, safety and community engagement, offering an elevated experience for shooters of all levels.
“This expansion represents more than just growth — it’s about bringing the Freedom experience to Richmond,” said Skyler Thomas, president of Freedom Outdoors. “This facility has long been recognized for its size and potential, and we’re excited to build upon that foundation by introducing a fresh approach centered on service, excellence, innovation and the core values that define Freedom.”
Freedom Outdoors is investing in improvements to the facility, including upgraded training programs, an expanded retail selection and a membership structure designed to provide meaningful benefits to guests. Every aspect of the range will reflect Freedom Outdoors’ guiding principles — offering a welcoming, professional environment where enthusiasts and responsible firearm owners feel valued and supported.
“Our team believes that a great shooting experience is about more than just a facility — it’s about the people, the service and the culture that surrounds it,” added Thomas. “We look forward to fostering that environment here in Richmond, ensuring that every guest receives the level of care and expertise they deserve.”
For more info: freedomoutdoors.us
Guidefitter & IHEA Form Strategic Partnership
Guidefitter, a community and marketplace fueled by the opinions of thousands of pro guides and other outdoor professionals, and the International Hunter Education Association (IHEA-USA) announced a strategic partnership to empower both hunter education instructors and new hunter education graduates.
The partnership introduces two key initiatives: exclusive benefits for IHEA Member Instructors and the launch of IHEA PathPerks, a first-of-its-kind program providing new hunter education graduates with special access to essential gear and industry-backed incentives to support their journey into hunting and shooting sports.
Alex Baer, executive director of IHEA-USA, said, “To inspire growth in our industry, we must continue to reimagine relationships between our industry’s nonprofits, private industry and state wildlife agencies. When new hunters and shooting sports participants complete hunter education, we all benefit from a safer and more responsible community. The PathPerks program is our way of appreciating those graduates and the volunteer educators that inspire them to find their way into our community.”
Guidefitter CEO, Bryan Koontz, added, “This partnership is about more than just special pricing on gear — it’s about strengthening the foundation of the hunting community. By connecting new hunters with brands that support hunter education, we’re creating a pathway to lifelong participation in hunting and conservation. PathPerks is a game-changer for hunter ed graduates, and we’re proud to power this initiative alongside IHEA and our brand partners.”
Multiple leading Guidefitter brand partners have already pledged their support for IHEA PathPerks, including Weatherby and Swarovski Optik.
For more info: guidefitter.com, ihea-usa.org
Murray Road Wins AvantLink Award
Murray Road Agency was honored with the AvantLink 2024 Agency of the Year Award. The award recognizes the agency’s exceptional work and commitment to growing the affiliate marketing space and building strong relationships to drive successful campaigns.
AvantLink, the world’s largest independently and American-owned affiliate network, operates across various industries and has an especially strong presence in hunting, shooting, tactical and outdoors. Each year, AvantLink recognizes top performers with its AvantAwards, including the Agency of the Year Award and other honors.
Scott Chaplin, VP of global sales operations at AvantLink, stated, “We congratulate the Murray Road Team on this great achievement. We are very proud to work with almost 200 agencies, and Murray Road distinguished itself as a leader across all verticals and partners. We look forward to seeing how they continue to grow and succeed with AvantLink.”
“It takes a great internal team, fantastic affiliate partners and a platform/company/team that facilitates everything,” said Tim Brandt, owner and CEO of Murray Road. “And we’re lucky to have all of those in place — and more. Our team has proven we know how to achieve difference-making results through the affiliate channel, and we appreciate those efforts being recognized by AvantLink.”
For more info: murrayroadagency.com
ASP Selects C.O.P.S. As Charity Of Choice
Concerns of Police Survivors (C.O.P.S.) was selected as the charity of choice for Armament Systems Procedures (ASP).
“We are proud to support C.O.P.S.,” said Michael Hess, ASP VP of marketing. “It is an organization that shares our absolute devotion to the law enforcement community, and to the wellbeing of officers and their families.”
ASP will raise funds for C.O.P.S. through donations collected on the company’s website, matching fund events, portion-of-product sales programs and other activities. The fund raised from this partnership will support the growing Survivor Weekends, Law Enforcement Conferences and Trainings, National Police Week and more.
“C.O.P.S. appreciates the generosity of ASP as they continued to provide equipment and training that put the safety of our peacekeepers at the forefront,” said Sara Slone, C.O.P.S. Outreach Director. “If the ultimate sacrifice should be made, C.O.P.S. will be there to help the families and co-workers left behind. ASP is now helping to ensure that happens for as long as survivors need us.”
C.O.P.S. is a nationwide nonprofit organization with 54 chapters across the country, assisting survivors at the grassroots level.
For more info: concernsofpolicesurvivors.org
HUXWRX Contributes $40,000 To American Suppressor Association
The American Suppressor Association (ASA) announced HUXWRX Safety Company contributed $40,000 to support its fight to protect and expand suppressor rights across the country. As a valued sponsor, HUXWRX is playing a key role in ensuring ASA can continue its vital advocacy efforts at both the state and federal levels.
“At HUXWRX Safety Company, our commitment to innovation is matched by our dedication to responsible firearm ownership,” said Darrell Marrow, SVP of sales at HUXWRX Safety Company. “Supporting ASA’s mission to educate the public and advance suppressor rights reflects our core values, and we’re proud to contribute to such a significant cause.”
“The increase in support from HUXWRX Safety Company is an absolute game-changer for ASA,” said Knox Williams, executive director of ASA. “Their contribution will directly bolster our legislative and educational initiatives, helping us break down misconceptions about suppressors and advocate for common sense pro-suppressor reform. At the end of the day, suppressors are hearing safety devices that every law-abiding American should have the ability to own.”
For more info: americansuppressorassociation.com
