January 29, 2021— The value-loaded line of Winchester^® XPR rifles continues to expand with the addition of the new XPR Strata MB.The XPR has an established reputation of excellence and this model builds on the proven record of accuracy and reliability. This new model now features a radial-style muzzle brake threaded onto the precision button-rifled barrel. This muzzle brake, paired with an Inflex recoil pad, tames felt recoil regardless of the caliber. TrueTimber^® Strata camo covers the stock to add concealment and the Perma-Cote Flat Dark Earth (FDE) finish on the barrel and receiver allows you to pursue game in tough weather conditions. To learn more about the features and specs, as well as access to downloadable hi-res images please visit:Winchester XPR RiflesWinchester XPR Strata MBFeatures:

• 9/16″x24 threaded muzzle with muzzle brake
• Free floated, precision button-rifled barrel
• Perma-Cote FDE finish on the barrel and receiver
• M.O.A Trigger System
• TrueTimber^® Strata camouflage

For more information on Winchester Firearms, please visit winchesterguns.com. For more information on Winchester Ammunition, please visit winchester.com.

Browning is pleased to add another striking new Buck Mark to this line of popular handguns with the new Plus Vision Black/Gold Suppressor Ready model.

This new pistol features an inner steel barrel finished in Cerakote Gold and surrounded by a black anodized aluminum Vision outer sleeve with CNC machined hex-shaped cut outs. The Vision barrel design makes for a very lightweight pistol. The precision-machined aluminum alloy frame is anodized black. Other features include suppressor-ready threads, removable muzzle brake, Picatinny optics rail and a fiber-optic front sight. To learn more about the features and specs, as well as access downloadable hi-res images please visit:

Browning Buck Mark Pistols Read more

Colona, IL – Rock River Arms, the industry’s most respected name in Modern Sporting Rifles and pistols, is honored to have received the 2020 Editor’s Choice Award from On Target magazine for the company’s new RUK-BT9 9mm AR pistol.

The RUK-BT9, with its 4.5-inch barrel and 9mm chamber, was developed to provide a highly mobile, highly maneuverable, compact personal defense firearm that offers ammunition and magazine compatibility with 9mm GLOCK handguns. In this configuration, the RUK-BT9 simplifies ammunition and magazine requirements while expanding firearm selection for home or mobile defense. Read more

NEWINGTON, N.H., (January 27, 2021) – SIG SAUER, Inc. is pleased to announce the SIG 716i TREAD has been recognized with a 2020 Ballistic Best Reader’s Choice Award for “Best AR-10 Rifle.” The Ballistic Best Reader’s Choice Awards from Athlon Outdoors gives consumers the ability to vote for recognition of superiority in class, quality, and innovation across various product categories. Read more

— Jim Curcuruto

Curcuruto is a noted Hunting and firearm industry consultant. He also happens to be a senior member of The Hunting Wire’s Voice of Leadership Panel.

With a record setting year for the firearm industry behind us, many industry professionals are starting to ask; “Now what?” Before answering that question, let’s take a look at some statistics that made 2020 a record year.

The boom in gun sales emptied racks in gun shops across the country. What can we do to turn the new owners into enthusiastic shooters?

Using adjusted FBI NICS data as a proxy for firearm sales, 2020 recorded a massive 60 percent increase over 2019. The record 21+ million adjusted background checks in 2020 bested the previous record high of 15.7 million set in 2016 by 34 percent. Recent survey data shows that approximately 40 percent of firearm purchasers in 2020 were buying their first gun, which equates to more than 8 million first-time gun owners.

Record growth was also realized in hunting license sales as double-digit gains have been reported during the first three quarters of 2020 over 2019. To put that in perspective, data from the most recent USFWS National Survey showed a 16 percent decline in hunting participation from 2011 to 2016. Should the 2020 increases hold through the 4th quarter, it will equate to more than one million additional hunters that went afield in 2020 over 2019. All these additional hunters will need plenty of gear, which means plenty of new sales. The lifetime retail sales value for a million new hunters, on just their primary hunting related equipment purchases, is more than $20 billion.

So “Now what?”.

With the lingering pandemic and the new political administration there is no shortage of uncertainties for 2021. One thing that is for certain, is the fact that if the firearm industry does not engage with, and recruit the millions of people that purchased their first gun in 2020, a major opportunity will be lost. Read more

INMAN, S.C. –– TrueTimber has teamed up with Winchester Repeating Arms to host the 21 Days to WINchester giveaway beginning today. One lucky winner will be randomly selected at the end of the 21-day promotion period to win a Winchester XPR Strata MB in TrueTimber Strata camo and a $500 TrueTimber gift card. To enter, fans should visit TrueTimber.com/giveaway and fill out the online entry form. Promotion ends February 16, 2021.

“We are really excited to start the new year with this great giveaway alongside our friends from Winchester,” said TrueTimber CEO Rusty Sellars. “Winchester has knocked it out of the park once again with this new XPR and we absolutely love it in our Strata camo pattern. Winchester has long been a trusted name in the industry for creating high-performance, reliable guns that are extremely popular with all kinds of hunters. We are thrilled to see the XPR Strata MB added to the long list of Winchester guns available in TrueTimber camo and we can’t wait to crown a winner.” Read more

Safariland®, a brand of The Safariland Group, a leading global provider of safety products designed for the public safety, military, professional and outdoor markets, is excited to announce the release of the latest evolution of their Liberator HP Advanced Hearing Protection Headset. Liberator HP systems compress and reduce hazardous sound to safe levels inside the headset without muting other ambient sounds or audio. Read more

Maxus II Camo

Already a well-known name in duck blinds around the globe, the Browning Maxus ups the performance ante with a new moniker and a number of new features.

The new Maxus II Camo is built upon the fast cycling and proven reliable Power Drive Gas System that admirably cycles a wide variety of loads while minimizing the felt recoil the shooter experiences. On the subject of recoil, a new SoftFlex™ cheek pad and new Inflex recoil pad have also been added to improve shooting comfort and control. The new stock can be trimmed for a shorter length of pull or increased with the included spacers. Shims are included to adjust cast and drop at comb. Rubber overmolding on the stock and new forearm improve traction in all conditions. A new screw-on style forearm cap makes disassembly easy. Read more