Barriers That Keep Women From Shooting
Today, SIG SAUER and several other major firearms manufacturers have lines dedicated
entirely to women, such as the SIG M400 ROSE pictured here. (Image: SIG SAUER)
Editor’s Note: Throughout this year, we’re looking back on Shooting Industry’s 70 years of coverage. In this month’s Arms & The Woman installment, we thought it would be compelling to look at one of the first columns in this space — which became a regular part of SI in late 1993.
As you’ve heard often in recent years, our industry has grown by leaps and bounds in welcoming women to the self-defense and recreational shooting ranks. Just two months ago, in this very column, Bethany Beathard observed, “During my recent visit to SHOT Show 2025, I was pleasantly surprised to see a noticeable increase in female representation across marketing materials, including several large-scale banners featuring women in the field. This shift is more than just a visual change; it signals a broader industry movement.”
On the contrary, former columnist Lisa Parsons-Wraith had a very different experience walking the halls of SHOT Show 1995 — sharing her impressions in the April 1995 issue).
Have a comment to share? Email me anytime: editor@shootingindustry.com.— Jade Moldae, SI Editor
The 1995 SHOT Show in Las Vegas was notably lacking in products designed specifically for women. In fact, I learned to my dismay several companies that had once designed products for women recently discontinued this practice because they felt the market wasn’t large enough.
This turns into a classic “catch-22” situation. First, women don’t buy the one or two products available to them because of the lack of selection and high price the manufacturers create in order to make a profit from the few items they target at women.
Second, if women feel they can’t get the equipment and clothing they need, they’re less likely to participate in the sport. This in turn affects the future of the shooting sports because studies show women have more influence over discretionary income and tend to make family recreation decisions.
If a woman doesn’t feel comfortable or welcome to participate in a sport, chances are her children won’t be involved either — especially with the increase in single-parent households.
Barriers To Entry
eep women out of your store and what should you consider doing about them? A seminar held at the 1995 SHOT Show entitled, “Your Newest Customer Base — How To Sell To The Outdoorswoman,” proved marketing to women merits discussion, and addressed some of the issues raised above.
The seminar was conducted by Christine Thomas, creator of a program that teaches women outdoor skills called “Becoming An Outdoorswoman.” She cited a study called “Breaking Down the Barriers to the Participation of Women in Angling and Hunting” that uncovered several factors, which boil down to five basic barriers to women enjoying outdoor activities:
1. Clothing
2. Equipment
3. Tradition
4. Childhood Conditioning
5. Media
There’s little you, as a dealer, can do to change tradition and childhood conditioning, but you can break down the barriers of clothing, equipment and media.
Clothing
There really aren’t many companies that make hunting and fishing clothes specifically for women. Suzy Smith Outdoor Sportswear, Shoot the Moon, Zanika and Lady Hunter are some of the few companies designing for women only. Mail-order companies, like Gander Mountain and Cabela’s, also feature a line of women’s hunting and shooting clothes.
But these aren’t the only options. Many sportswear companies design clothing for women and all you need to do as a dealer is select the right colors and styles.
They may not be labeled “hunting,” but it doesn’t mean a moss-colored parka from Columbia Sportswear or a khaki vest from Woolrich won’t help your lady customers blend in on a hunting excursion.
All it takes is a little creativity and artful display to properly equip your customers.
Equipment
Strides are being made in the area of equipment for ladies. Manufacturers such as Smith & Wesson, Rossi and Browning are designing firearms for women.
Again, these are not your only options. Let your female customers handle several guns and use your expertise to help them determine what would be best for their needs. Not all women need 20-gauge shotguns or .22-caliber pistols. Many are perfectly capable of operating a .45-caliber pistol or a 12-gauge shotgun without difficulty. Explain the differences and give them a choice.
Dealers who sell archery equipment should have several bows on hand for women to try. Many women rule out archery as a sport because they believe they don’t have the upper body strength to draw a bow. Prove them wrong with a light-draw bow and a target placed strategically close to the firing line.
During the seminar, Thomas said after women go through the archery portion of the “Becoming An Outdoorswoman” program, they often write down the model numbers of the bows they so easily mastered so they can purchase them when they get home. This could mean big sales to the lucky dealer who carries bows women can handle.
Thomas also mentioned women are often overwhelmed by the number of equipment choices and the predominantly male staff in most stores. If you have knowledgeable female sales members on your staff, then you’re way ahead of the game. If you don’t, then do your best to make your store and staff as welcoming as possible.
Media
Handling the media is one of the trickiest tasks a dealer faces. If a reporter walks into your store, don’t immediately become defensive. Put on your best professional manner and answer his questions courteously and completely. Don’t give the media any colorful fodder for a 30-second sound bite. Your goal is to improve the image of your store, as well as the image of hunters and shooters.
If you are involved in an event that will draw a crowd, especially women, alert your local newspaper. Reporters are always looking for a good story, and 15 or 20 women attending a firearm safety class can turn into a great pro-shooting industry story.
Consider setting up a “Take Mom Hunting/Fishing Day” and invite the local media to attend. This will help send the message hunting and fishing are good, clean fun. Women will see other women enjoying themselves and will want to participate in the future. Your sales could really zoom.
If one of your customers excels in the shooting sports and is making a name for herself winning prizes and money, let the local media know about it. It can’t hurt and could provide you, your store and the shooting sports with some good publicity.
Integral For The Future
Changing society’s preconceived notions and prejudices is never easy, but many experts agree unless we get women involved, the shooting sports will cease to exist as we know them today.
The “Barriers” study states, “Clothing and equipment manufacturers need to see women are interested and able to buy their products. Clubs and organizations need to see women are important to their futures. Dads and husbands need to realize daughters and wives are potential field companions.”
These are all things dealers should keep in mind, as well. Remember, every barrier a woman has to break through to enjoy a shooting sports activity is one more reason for her to spend money on an “easier” sport.
