Progress Made,
But What Next?

Written By Jade Moldae

2021

There’s no question the industry has made significant improvements in its efforts to welcome women at the counter, in the classroom and at the range. New products actually designed for women (evolving from the “shrink it and pink it” model), ladies’ night events and hiring women as sales reps and in leadership positions are three immediate developments that come to mind.

The events of the past year-plus have certainly accelerated progress, with millions of first-time female gun owners joining our ranks.

However, now isn’t the time to rest on our laurels. I surveyed a panel of SI contributors and other industry leaders to get their thoughts on “next steps” we, as an industry, can take to welcome even more women to gun ownership and the shooting sports.

Political Activation

Coming out of a contentious election year, and with President Biden declaring his recent executive orders targeting ghost guns, pistol braces and more as “just the beginning,” politics and gun rights continue to be perpetually linked. Some of the women interviewed here affirmed getting women involved politically would be powerful to turn the “pale, male, stale” narrative on its head.

“Women are the pathway to the strong future of the industry: Support them getting actively involved in the protection of our Second Amendment rights. The voices of women gun owners speaking loudly and clearly will not only be heard, they’ll be effective,” asserted Carrie Lightfoot, founder of The Well Armed Woman.

“I think showing everyday women enjoying firearms and training is one of the best ways to encourage other women to join. Groups like the DC Project do a great job of showing lawmakers everyday women are firearms owners, shooters, instructors from all walks of life,” added Ava Flanell, founder of Elite Firearms & Training in Colorado Springs, Colo.

Speaking of the DC Project, Founder Dianna Muller highlighted how her team advocates gun safety through “education, not legislation” with lawmakers. A group of women from the DC Project traveled to Washington to share their stories with lawmakers in late April.

“We aim to be a counter visual and a counter voice to the Moms Demand Action and Everytown propaganda and marketing machine. During our trip to D.C., we equip lawmakers through our stories to use as testimonies, in press conferences or visual aids to push back against the antis,” she said.

Taking Care Of The Small Details

Good news: many stores and ranges host women-only events. Bad news: many stores and ranges host women-only events. Simply, hosting an event for women is no longer enough to stand out from the competition.

Ashley McGee, SI contributing editor and marketing consultant, observes events for women have “become the expectation, not the exception anymore.” The difference is found in the smaller details, she contends.

“In my conversations with dealers over the years, the ones who stand out are the ones who think about the seemingly small details, like making sure there are fitting rooms if they carry apparel,” she said. “Women’s clothing sizing is often inconsistent compared to men’s and it’s nice to have the option of trying things on in-store versus having to take them home and return/exchange them.”

Female representation in marketing efforts and social media posts is another way stores can stand out.

“When searching for potential dealers to interview, I can’t tell you how many websites and social media accounts I’ve looked at that don’t include a single picture of a woman,” McGee said.

More Leaders & Mentors

Another way the industry can further engage women is to include their perspective as key decision makers in companies and through mentorship. Both have yielded positive developments.

“Having more women in leadership throughout the firearms industry has definitely resulted in the expansion of female-friendly products and programs,” noted Robyn Sandoval, A Girl & A Gun (AG & AG) executive director.

Shaylene Keiner, president of HeadHunters NW observed, “More women than ever represent the firearms community. They range from those who own and manage firearms manufacturing businesses, brick-and-mortar gun shops and world-class training facilities to those who excel in executive roles within some of the most notable corporations in our sphere.”

Keiner continued, “I’ve learned mentorship is an effective way to encourage more women to join our ranks. If you’re like me, I’m sure you’ve experienced a lot of people who say, ‘I would love to work in your industry.’ The shooting, hunting and outdoor industry has a special allure.”

“The industry is reaping the rewards of reaching and meeting the needs of women and that alone should inspire retailers, ranges and trainers to continue not only laying out the welcome mat, but finding creative ways to keep her coming back.”

Carrie Lightfoot, Founder The Well Armed Woman

Julie Golob, professional shooter and industry ambassador, sees the common passion of safe, responsible gun ownership as a uniting factor for experienced and new participants.

“One of the best ways to keep momentum going is by continuing to create opportunities and focusing on growth through mentorship,” she shared. “We’re seeing women supporting women in shooting ranges and the shooting sports. It’s also happening at the corporate level. The more, the better!”

Another aspect of mentorship can be as simple as taking additional care at the sales counter.

“‘Shrinking and pinking it’ isn’t the way to gain lifetime female customers — taking the time to understand their needs is. Any person or gun shop who encourages customers, especially women, to find something that fits their needs and show them they’re capable and comfortable using it is supporting this effort,” said Serena Juchnowski, writer and High Power Service Rifle and Palma competitor.

A Group Effort

It’s been a group effort to bring the industry to this point of burgeoning diversity and reignited interest in firearms ownership — something not lost in conversations with the women interviewed here — and it’s going to remain a group effort to continue welcoming them.

“Honestly, I think the industry is reaping the rewards of reaching and meeting the needs of women and that alone should inspire retailers, ranges and trainers to continue not only laying out the welcome mat, but finding creative ways to keep her coming back,” Lightfoot said.

“Sharing and celebrating the framework for successful mentorship is a win, not just for women in our industry but for all of us,” Golob added.

“Those of you fortunate to work in the shooting industry already know the patriotism, camaraderie and sense of legacy here is second to none. Please pay it forward, and don’t let the good ones slip away,” Keiner concluded.

Students pose together after attending an off-body carry class at STS Armory in Pontoon Beach, Ill.
“[This] class is a ‘build it, and they will come’ way to feature and spotlight a retailer’s training programs,”
contends Claudia Chisholm, GTM Original president. (Image courtesy of Katie Johnson, STS Armory co-owner.)

GTM Original Encourages Retailer Synergy

Building on the mentorship component to this month’s lead Industry Link item, GTM Original (Gun Tote’n Mamas) shared how one store owner has created a sense of synergy between offering GTM product lines and serving her customer base. In working with retailers, GTM recommends training for how to work with its off-body holster system — especially for women new to shooting and those eager to learn options for self-protection.

“We encourage retailers to make this class part of their curriculum, a standalone ‘product,’ if you will,” said Claudia Chisholm, president of GTM.

Chisholm is referencing a training course (Fundamentals In Off-Body Carry) developed and taught by Vicki Farnam, co-owner and director of training at Defense Training International in Fort Collins, Colo.

Chisholm continued, “Ms. Farnam’s class is a ‘build it, and they will come’ way to feature and spotlight a retailer’s training programs.”

This creates a full-circle approach, in that retail goes beyond a single transaction. Chisholm highlighted how retail stores can be a focal point in their communities.

“The store can become a center of their community, as a place to shop, learn, visit friends, share experiences — that can grow into family nights, girls’ weekend target practice, etc. It makes for a more comfortable, accessible and attractive environment to new female shooters, especially to those who would otherwise be too intimated to shop in a gun store again,” she added.

Chisholm concluded this approach is another tool dealers can use to leverage their physical presence in the community over Amazon’s e-commerce footprint.

“Successful retailing today — in a brick-and-mortar — strives toward complete synergy, such as we are suggesting here,” she said. “The benefit is keeping maximum sales in the store while building trust and, in result, profitable growth with these new women shooters. Providing the female shopper various quality options why she needs to have, buy and learn about self-protection will result in long-term loyalty Amazon cannot provide. And who doesn’t want to support their local businesses?” / gtmoriginal.com

Dealers and industry professionals, what would you add to this list? What has your store or brand done well to expand the shooting sports to women? Contact me directly: editor@shootingindustry.com

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Progress Made, But What Next?