Newsmakers - March 2025

Sturm, Ruger & Co. Inc. Appoints President/CEO

Todd W. Seyfert was appointed the new president and CEO of Sturm, Ruger & Co. Inc., replacing longtime CEO Chris Killoy, who will serve as a special advisor to Seyfert and on the board of directors until his retirement in May. After which, he will remain on the board.

John A. Cosentino, Jr., chairman of the Ruger board of directors, noted, “Todd is an accomplished executive with extensive experience in the outdoor adventure and shooting sports industries. … He will be instrumental in further strengthening Ruger’s market position and delivering long-term value to shareholders, employees and customers alike.”

Seyfert’s career experience stems from executive leadership roles at FeraDyne Outdoors, ATK/Vista Outdoor, Magnum Research, Bushnell, Michaels of Oregon and Birchwood Laboratories.

Banshee Brands Inc. Names Marketing VP

Banshee Brands Inc., the parent company of RETAY USA and Breda America Group (Breda AG), appointed Michael Narus as the VP of marketing. He will oversee all marketing operations in the U.S., focusing on elevating the presence of Banshee Brands’ products and building connections with consumers and dealers alike.

Christian Handy, CEO of Banshee Brands Inc., stated, “[Narus’] wealth of industry knowledge, strategic insights and long-standing relationships make him an invaluable asset to our organization.”

Narus brings over three decades of experience from roles within the shooting sports industry.

PROOF Research Selects CEO

Richard Hunter recently joined PROOF Research as the CEO.

Hunter joins PROOF Research following his tenure as CEO of Eaglepicher Technologies. Prior to that, he served as president of L3 Technologies’ Defense Electronic Systems division.

Outtech Founder Retires

After more than 45 years of dedicated service to the outdoor industry, Outtech Founder Jay Scholes is retiring. 

In 1989, Scholes, along with partners Ron Rette and “Rocket” Rod Swanson, founded Outtech with the vision of revolutionizing sales representation in the outdoor industry. The company has continually grown and diversified, including the addition of Quickfire, the relaunch of Trophyline, the creation of Redline Bowhunting and the acquisition of The Sports Products Group.

Otis Tech Announces Promotions, New Hires

Otis Technology announced several key promotions and new hires within its sales, marketing and operations teams.

Kenda Campbell, who joined Otis eight years ago, was promoted to VP of commercial sales. She leads the commercial sales team as they continue their positive sales growth.

Heather Pleskach is now serving as the VP of marketing. She has been with Otis for 16 years and will continue to drive marketing and new product strategy for the organization. 

Samantha Harter was hired as the new product manager.

In his new role as brand marketing manager, Jared Sturtevant is responsible for leading Otis’ public relations efforts. For the past four years, Sturtevant was instrumental in driving brand awareness efforts through brand influencers, social media paid media and video content.

On the operations team, Sean Fox was promoted to production supervisor where he will oversee the entire production team. He previously held the role of area specialist. Fox has been employed at Otis for 12 years.

Shelley Lallier, former production supervisor, is now serving as the production training supervisor where she is designing, implementing and overseeing training programs for the various production departments. She has been with Otis for 21 years.

Rochester Precision Optics Welcomes Bus. Dev. Manager

Rochester Precision Optics (RPO), a designer and manufacturer of advanced optical solutions, welcomed Les Hodges as its business development manager. In this role, he will continue to advance the requirements of night vision systems capabilities through improvements in the optical performance for systems integrators and U.S. government prime contractors.

Hodges began his career as an R&D engineer before moving on to provide technical support and night vision training, and then as a national sales manager for a tactical systems distribution network. His most recent position was senior director of business development in support of USG EO/IR programs, DLA sustainment and foreign military sales for Carson Industries Night Vision.

Q LLC Names VP

Q LLC welcomed Cody Osborn as its VP of sales and marketing. He will oversee all sales and marketing initiatives, help drive strategies to grow brand recognition and expand Q’s reach in the firearms market.

Kevin Brittingham, owner of Q LLC, said, “[Osborn’s] not just another suit; he’s one of us. With his experience and passion, Cody is the perfect fit to help us push boundaries and keep delivering the products our customers demand.”

Osborn gained experience from sales and marketing roles at Walther Arms and Taurus USA, and as a competitive shooter for nearly 10 years.

SIGHTRON Promotes Sales Director

In his new role as the director of sales for SIGHTRON, John Long is responsible for all domestic and global sales, rep groups, marketing, product development and training.

Long has more than 27 years of experience in the shooting sports industry. Prior to joining SIGHTRON, he was the national account manager for an optics company for over 22 years.

Winchester Safes Taps National Sales Rep

Winchester Safes welcomed Eric Hawkins as the national sales representative. He will be instrumental in advancing partnerships and client relationships, helping to drive growth in both established and emerging markets.

Greg Walters, VP of sales and marketing for Winchester Safes, said, “[Hawkins’] extensive experience, dedication to clients and strategic insight will be invaluable as we continue to expand our market presence and strengthen our commitment to providing our customers with the highest level of service.”

Hawkins’ decades of experience include his most recent role with Don Coffey Company.

NSSF Welcomes Board Member

NSSF announced Carlos Guevara, VP and general counsel of GLOCK Inc., was appointed to the NSSF board of governors. Guevara brings decades of legal, operational and leadership experience within the firearm industry to his new role on the board.

Joe Bartozzi, NSSF president and CEO, stated, “[Guevara’s] strong legal background, along with his operational and strategic experience in the firearm industry, will be invaluable to both NSSF and the broader industry.”

Guevara currently oversees a broad range of critical functions at GLOCK, including legal compliance, HR, marketing, media relations, import/exports, finance, quality and environmental health and safety operations. 

Prior to joining GLOCK in 1999, he served as corporate counsel for multinational corporations and later held the position of general counsel at Xerox Corporation’s subsidiary in Colombia.

Smith & Wesson Brands Inc. Sales VP Retires

Smith & Wesson Brands Inc. announced the upcoming retirement of Sue Cupero, VP of sales, after more than four decades of dedicated service to the company and the firearms industry. 

Since joining Smith & Wesson in 1979, Cupero has played a pivotal role in shaping the company’s sales strategies, expanding its market presence and fostering strong, lasting relationships with clients and partners.

Smith & Wesson CEO Mark Smith shared, “What truly has turned Sue into what I have described many times as an industry icon is the fact that she has forged so many genuine friendships and strong relationships across the industry and has ensured this legacy will endure through the passionate, hardworking and dedicated Smith & Wesson sales team that she has built. On behalf of the entire Smith & Wesson team, I want to congratulate Sue on an amazing career — and wish her well as she embarks on this next chapter.”

X-Vision Optics Adds To Team

In her multifaceted role at X-Vision Optics, Rachel Moldenhauer will contribute as an inventory specialist, new product developer, customer service specialist, tech support, trade show coordinator, inside sales representative and purchasing lead.

“Rachel’s enthusiasm for the outdoors and her dedication to the customer journey makes her a standout addition to our team,” said Mari Bodensteiner, X-Vision Optics’ director of marketing. 

Primary Arms Optics Advances Senior Manager

Primary Arms Optics promoted Alex Steier to the role of senior manager of international sales. 

“Alex’s ability to understand and address the unique needs of our international customers will be invaluable,” said Scott Tirman, VP of sales at Primary Arms Optics. “His capability and passion for excellence align perfectly with our mission to deliver innovative, high-quality optics worldwide.”

During his time with the Primary Arms Optics marketing team, Steier has played an essential role in spearheading major optic releases, contributing to the brand’s merchandising, branding and dealer resources. 

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