Shaping The Future
Of Bowhunting

The world of archery and bowhunting is evolving, buoyed by changes in technology, hunter demographics and societal trends. 

Leading the charge is the National Bowhunter Education Foundation (NBEF), which has spent over 50 years working on hunter safety, ethics and conservation. At the helm of NBEF is Executive Director Marilyn Bentz, who continues to push the industry forward by focusing on education and meaningful connections.

Since its inception in 1979, the NBEF has been a pillar of support for bowhunters, educating millions on principles that go beyond the basics of hunting. Reviews and accolades have shown NBEF courses resonate with both seasoned hunters and newcomers.

“Bowhunter education doesn’t just improve safety,” Bentz noted, “it connects people to the outdoors and highlights the importance of living sustainably.”

It’s All About Community

One of the key challenges and rewards facing the industry lately is managing the influx of people brought in by the pandemic. As Bentz points out, those simple walks in the woods many took during lockdown introduced them to the joys of nature, and for some, to bowhunting itself. 

“The pandemic gave us a huge opportunity,” she explained. “Now, it’s our responsibility to turn that interest into lasting engagement. What does your store offer? In what ways are they building the bowhunting community? Community is a huge component and is something we continually work on at NBEF as well.”

To do this, NBEF has continued to adapt and innovate, incorporating technology to better serve today’s hunters. From digital learning modules to 3D models, their resources are designed to offer accessible, factual education. 

“Our tools and information haven’t changed much over the years because they work. People can depend on them, especially as we reach out to youth,” Bentz said. “Online bowhunter ed classes allow participants to take a course anytime, anywhere and on any device for $30. In-person field-day classes allow participants to learn how to use equipment safely and connect with other bowhunters.”

Bentz shares NBEF’s goal is to level the playing field for all to be successful by providing reliable information that’s easy to understand and, most importantly, keeps participants safe.

Technology Amplifies Reach

Another key factor in shaping the future of bowhunting lies in role models and influencers. Bentz acknowledges while the industry once leaned on legends like Jack Frost as teachers and leaders, today’s influencers have an expanded reach that can deeply impact the sport. 

However, Bentz stresses the importance of clear communication when collaborating with influencers.

“You need to be clear with influencers about what you want from them and how you can best work together. That’s the key to ensuring they reflect the values we strive to uphold,” she advised.

The foundation continues to find resources to engage a younger, more tech-savvy audience. For instance, Bentz noted the increased focus on integrating digital tools to enhance education, from online modules to interactive simulations.

“Technology is enabling us to reach a broader audience and provide more comprehensive training,” she confirmed. “We want to create opportunities for hunters to hone their skills wherever they are, whether it’s on the ground or in an elevated stand.”

For store owners, connecting with customers on a deeper level (again, community) could be the key to rising above in a competitive market. According to Bentz, selling the story behind bowhunting is just as important as selling the equipment. 

“When we talk to bowhunters, it’s not just about the animal they’re hunting, it’s about the stories they are creating as they walk in the woods,” she said. “Those moments become part of the experience, and that’s what you’re really selling as a dealer. You’re not just offering a bow or an arrow; you’re selling the dream.”

Building Connections

To strengthen these connections, Bentz suggests creating a welcoming environment that feels more like a community hub. Stores that offer simple comforts, like a coffee pot or popcorn stand, replicate the gathering spaces of hunting traditions of the past.

“It’s like the old potbelly stove of olden days,” she noted. “It encourages gathering and conversation.”

Service ideas also play a role in keeping hunters coming back. For example, offering complimentary repairs so long as the customer bought it from you originally can cultivate loyalty.

“If you fletched an arrow for them originally fixing it for free gives them a reason to return and ensures they’ll buy their arrows and accessories from you going forward,” Bentz advised. “Something as simple as giving away branded stickers is another low-cost strategy to engage customers. Everyone loves stickers, from kids to adults, and they often end up on bow cases, spreading the store’s name farther.”

Crossbow Appeal

Bentz also highlighted the shifts in bowhunting tools, particularly the rising popularity of crossbows.

“Crossbows fit the lifestyles of many new hunters,” she observed. “Some are drawn to their advanced or ‘techy’ appearance, while others appreciate how quickly they can become proficient with them. They also alleviate fears of wounding game, which can be a major barrier for beginners. Crossbow specific hunter ed classes are available in-person and online at crossbow-ed.com.”

For retailers, crossbows provide a unique opportunity to appeal to individuals new to bowhunting. And when it comes to traditional bows, Bentz sees their allure rooted in history and skill. 

“Traditional bows require a deeper level of practice and woodsmanship, which appeals to hunters who want a more ‘primal’ experience,” she suggested. “For some, the ability to ‘trick out’ their bow so that it’s unique to them is important.”

Understanding what customers value — and tailoring recommendations to their unique interests — remains critical for dealers. 

“Ask about their goals, budget and plans for hunting,” Bentz counseled. “If they’re hoping to do an urban hunt, help them figure out if a bowhunter course is required in their area and guide them through the process. Set them up for success.”

Bentz also emphasized the importance of safety education, particularly regarding hunting from elevated positions, a practice with inherent risks. 

“We’ve updated our curriculum through the years to include the best knowledge available for practicing elevated stand safety,” Bentz said. “This curriculum has undoubtedly saved lives.”

Technology To Elevate Safety, Success Rate

Looking ahead, Bentz sees technological advancements shaping the industry.

Not only are fall arrest devices becoming more effective and lightweight, but electronic tools for game tracking and practicing shot placement are also improving efficiencies. The accessories and tools that complement a bow purchase are just as important as the bow itself. 

For example, adding a full body harness system and safety fall line to promote safety when elevated. To a newcomer, these tools can be intimidating. They may see people on TV use them and their friends, but does the buyer know how to set it up properly? 

Bentz emphasized the need for hands-on demonstrations by inviting manufacturer representatives to the store for special treestand safety days with “pro demos” to help both newcomers and experienced hunters refresh their safety skills. 

Retailers have a great opportunity to ensure customers have the latest and greatest gadgets to help them be more successful.

“Placing NBEF’s 3D shot placement models or NBEF shot placement charts on a retail counter is a great way to interact with and educate hunters. Demonstrating shot placement can increase bowhunter success and reduce game recovery time and efforts. Inspecting and practicing with gear is also essential. Offering workshops or opportunities to practice with new equipment can make a significant difference,” she shared.

Bentz recommends dealers encourage new hunters to take bowhunter education courses.

“Success rates often determine retention,” she said. “If new hunters experience success early on, they’re likely to stay engaged with it long term. Everybody walks away with something from a class, or a tidbit that might just make a difference in their season.”

The Future Is Bright

The best part about the bowhunting and archery industries is they are constantly renewing, reviving and releasing new products to stay with evolving hunter preferences. 

For dealers, the best path forward lies in taking a proactive role in education, simplifying the buying process and creating those connections with hunters and archers at every level. By doing so, they can not only expand sales but also contribute meaningfully to the sport’s enduring legacy.

“For over 50 years, NBEF has been about more than just safety,” Bentz concluded. “It’s about creating a community of hunters who are passionate about the outdoors, conservation and the joy of bowhunting. The future is bright, and we are right there with the industry, moving forward.”  

Read More of Shooting Industry’s July 2025 Issue Now