Zanders Launches Enhanced Website

Zanders Sporting Goods has launched a redesigned website (, the first in a series of subsequent design phases. The inaugural release boasts streamlined menus, simplified navigation and improved functionality to allow dealers to quickly access Zanders’ vast selection of products.

“We’ve laid the foundation,” said Herb Seeger, Zanders director of technology. “The efforts of the initial release focused on product organization, enhanced search and navigational features, speed and an overall aesthetic experience. We went into this with the goal of creating a flexible e-commerce solution we could build upon and enhance given the market direction.”

The national distributor announces subsequent releases will include enhanced imagery (including 360-degree views), a mobile-ready version and incorporate suggestions solicited from customers.

“Our website redesign is just another way Zanders is committed to providing the best purchasing experience to our dealers,” noted Danny Siegler, Zanders marketing director. “With improved search functionality, easy navigation and much faster speeds, dealers will be able to purchase the products they want even more efficiently than before.”

The website will be updated regularly to reflect new inventory, dealer specials, seasonal flyers and Zanders exclusives. Dealers are encouraged to explore the redesigned website and contact their sales representative for more information.


Celerant’s Cumulus Adds Kinsey’s Database

Celerant Technology’s Cumulus e-commerce platform now offers a pre-populated database of archery-related products and accessories from Kinsey’s. The platform also has the ability to order Kinsey’s products from an in-store kiosk — allowing dealers to sell more products in-store and online with ease. Cumulus integrates with Celerant’s fully featured retail point of sale solution, allowing dealers to manage their website, store, archery range and memberships within a single solution. 

Through Celerant’s vendor integrations, dealers can display products from Kinsey’s, other distributors, plus their own physical inventory simultaneously. Cumulus can pull data feeds from each distributor — consisting of product names, descriptions, images and available stock levels — and immediately display those products online in nearly real-time, eliminating the need to manually import data. Cumulus also offers the ability for dealers to modify product data to further differentiate their website; and prioritize which vendor’s products to sell first.

“At Celerant, it’s all about making it easy for dealers to sell more products, both in-store and online,” said Zeke Hamdani, Celerant director of web services and assistant VP. “With our new e-commerce offering, archery dealers can leverage Kinsey’s product catalogs with images and descriptions, while having the ability to customize the data they display on their website. With our new drag-and-drop e-commerce editing tools, updating the website is as easy as working in Microsoft Word.”

Archery dealers who also sell firearms can leverage Celerant’s integrated A&D Book and electronic Form 4473 for ATF compliance, and integrate with many firearm distributors.


Action Target Reports Range Services Unit Growth

Action Target Inc. reports it has achieved significant developments within the recently restructured Range Services Business Unit. Action Target’s Range Services Business Unit encompasses Action Target’s aftermarket sales and services (such as recycling metals and filters), online store, AutoTargets and range maintenance.

“Action Target takes pride in providing the most comprehensive aftermarket services in the industry. By combining customer support, range retail programs and the Action Target Store under the same umbrella, we have enhanced our relationships with our customers and are better able to anticipate and respond to their needs,” said Mike Birch, Action Target CEO.

Recent enhancements to Range Services include a new Rubber Berm Trap Cleaning Program. 

Subsequently, Action Target has hired a dedicated program manager and established a team of rubber berm trap cleaning specialists. These specialists have been provided with custom-designed vehicles to perform professional on-site trap cleaning services compliant with state and federal standards. 

Additionally, the metals retrieved through the cleaning process may be recycled through Action Target’s Metals Recycling Program. This gives range owners the option of receiving either the cash value of their recycled metals or Action Target Store credit to purchase range products and equipment.

Furthermore, Range Services hired another account manager to handle Action Target’s expanded customer base. The territory assignments for all account managers were modified to integrate this addition to the team, streamline support efforts and maximize customer success.

“As we continue to focus on our turnkey solution strategy and examine how to meet and exceed the expectations of range owners, we have welcomed the opportunity to create new positions and redefine the responsibilities of various members of our Range Services teams. With these developments we’re well-positioned to further optimize our services and grow the success of our customers,” said Tyler Webster, Action Target VP and GM.





Calcutta Outdoors’ new line of premium, high-performance sunglasses is available through Big Rock Sports. The Discover Series sunglasses include eight new frames with multiple colors and lens choices for consumers.

Bill Hicks & Co. Ltd. and Sports South LLC are now offering Rival Arms products for distribution to firearm dealers nationwide.

Korth Group was named the official Canadian distributor of Clenzoil’s Field and Range product line. Tactical Solutions also announced a partnership with Korth Group for distribution of its full line of products, including X-Ring rifles, throughout Canada.

Davidson’s Inc. announced the addition of Shadow Systems to its family of firearms offerings. Initial offerings will focus on Shadow Systems’ MR918 series of pistols.

AmChar Wholesale announced a new agreement to distribute On Duty CBD products to the outdoor industry.

1791 Gunleather tapped Sports South LLC for U.S. distribution of its line of holsters and belts.

Gunarama Wholesale, Inc. is now a full-line distributor for Night Fision products in the Western U.S.

Zanders Sporting Goods announced the expansion of product lines from the following manufacturers: Amend2 Magazines, American Buffalo Knife & Tool Co., AR-MOR Targets, Big Shot Targets, Clean-Shot, Ed Brown Products, Guntec USA, Hackett Equipment, Hat Point Target, Hunter’s Blend Coffee, Killer Food Plots, MAXIM Defense, Next Level Armament, Night Fision, Pittman Game Calls, Proven Insect Repellent, Scentlok Technologies, SKB Cases, Talley Manufacturing, Target Vision, TuffyPacks and XTech Tactical.


Mammoth Coolers announced the addition of Tackett Brothers Inc. to its sales team for representation in Kansas, Missouri, Nebraska, Iowa and Illinois.

Styrka Optics has added Proactive Sales and  Outdoor Outfitters Group to its sales rep roster. Proactive Sales will represent the company in the Northeastern U.S.; Outdoor Outfitters Group will provide sales coverage to Midwestern and North-Central states. 


Birchwood Casey retained Providence Marketing Group as its marketing agency of record. Providence is tasked with handling all digital marketing efforts, media planning and public and writer relations.

Desert Tech selected Chevalier Advertising as its official agency of record. Chevalier will assist in an ongoing PR campaign directed toward the shooting, tactical and L.E. markets to include event planning, coordinating media samples and writing and distributing press releases. Chevalier Advertising will also help create brand and product marketing campaigns including creative and media placement.

Versacarry named Howard Communications Inc. as its PR/marketing agency of record. Howard Communications will handle all media-related activities with the outdoor and shooting media.

Steinel Ammunition Co. has partnered with Laura Burgess Marketing to grow brand awareness.


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