New Categories, Trusted Service: Zanders Stands Apart

For more than six decades, Sparta, Ill.-based Zanders Sporting Goods has taken a “customer first” approach to doing business — gauging its success by the growth and performance of its retail partners.

One of the ways Zanders has been successful in serving dealers is through its responsiveness to market conditions, enabling dealers to access must-have products quickly. In Dec. 2024, Zanders added a high-demand category — suppressors — to its catalog of more than 40,000 products, a move that has already delivered strong value to customers in 2025.

“Suppressors have been a great addition to our catalog,” stated Danny Siegler, Zanders president and COO. “It took a lot of work and time for us to get into the category, but it came at the right time and is already paying off for our retail partners.”

When the $200 tax stamp is eliminated in the new year, the suppressor category is poised to ignite. When it does, Siegler says Zanders will be ready to equip dealers with the necessary inventory and resources.

“We’ve solidified our presence in this category in 2025, and are well-positioned to take on the demand expected in 2026,” he noted.

Zanders offers suppressors from several trusted brands, including Dead Air, Rugged, Otter Creek Labs, HUXWRX, CMMG and Yankee Hill Machine.

“Our manufacturer partners have been very open and gracious with us becoming a new vendor for them. They shared a lot of data to help us grow,” Siegler said.

Siegler reserved special praise for Luke Poston, Zanders director of procurement, thanks to his behind-the-scenes efforts that facilitated Zanders’ entrance into this surging category.

“Luke did a lot of the legwork to get us to this point — he spearheaded the SOT process, compliance and developed key partnerships and more. The things he did at a foundational level allowed us to build up in this segment,” Siegler said.

Another Bright Spot: Thermal/Night Vision

In addition to the suppressor category success, thermal/night vision products have been a standout performer for Zanders this year. PARD, AGM, Konus, InfiRay and Pulsar are just some of the brands available to dealers through Zanders.

“Thermal and night vision products have grown significantly since we began offering this category to our customers seven or eight years ago,” Siegler recalled. “A benefit for dealers who order these expensive units through us is they don’t have to tie up additional capital on a wall of thermals, since most brands are readily available through Zanders.”

According to Siegler, Zanders is steadily growing its lineup of thermal and night vision products, adding new SKUs and brands as dealers request them.

A Culture Of Service

Achieving a high level of success across 63 years in a tight-knit industry is no coincidence. As a family-run company, Zanders upholds the values instilled by generations of leadership: coming together as a team, and doing whatever it takes to get the job done.

Consequently, it’s not uncommon for Siegler to work the shipping line in the warehouse to assist in getting orders out on time. He says he’s merely following the example of what was in place before him.

“It meant a lot to me seeing current and previous generations of Zanders leaders come together — irrespective of their title or job function — and get the job done. It shaped my mindset as a leader, which I try to pass on to our team,” he said.

This approach to fostering a team environment extends to relationships with customers, Siegler added.

“We push our sales department to grow their relationships with dealers so it’s more relational, rather than transactional,” he said. “They put themselves in dealers’ shoes so they can know everything he or she might need to be successful.”

Zanders’ ability to meet the needs of its customers has been accentuated by its significant investment in its comprehensive Warehouse Management System over the years — an effort led by CEO Stefanie Zanders and CIO Herb Seeger.

“Our industry is very old school. We see ourselves as an old-school company with new-school technology — and that’s the way we want to keep it. Stefanie and Herb have kept us on the cutting edge,” Siegler noted.

However, Siegler contends no amount of technology can replace the impact of person-to-person interactions, especially in our industry.

“We’re aware of our surroundings and the industry we’re in: We still want human beings working in customer service and as sales reps. If we get too much into AI and decrease actual personal interactions with dealers, that will be a negative,” he said. “We’re staying grounded where we’re at, giving customers personalized service.”

For more information about Zanders and its many dealer programs, call (800) 851-4373 or visit www.gzanders.com.