SHOT Show 2026 has concluded and the 2027 dates are locked in. It’s an ideal moment for sporting goods manufacturers to look ahead. Here are three reasons channel partner incentives should be part of your 2026 strategy.
SHOT Show Observation 1: The Pandemic Hangover
Sporting goods manufacturers are looking for ways to increase revenue during the stabilization of the post pandemic boom, which boosted sales by 35%. This is especially true since the industry tends to produce “buy for the future” consumers as opposed to increasing marketing capacity. We’re likely headed into a pretty flat few years for sales with steady prices and volume. That said, the biggest OEMs are focusing on strong partnerships, efficient operations, and tight inventory control, especially as Millennials and GenZ come of age.
More apparent at the ShotShow this year was brands focus on lifestyle to attract younger consumers. Licensed apparel, Winchester bourbon, footwear, coolers, and mugs were all on display this year (@yeti, your line was too long so if you read this #SendMugs). Michael Goerlich, President of Threshold Strategic Consulting, eloquently puts it in Licensing International, “The industry is faced with a decline in business with fewer people and it requires thinking less about how to serve the mass market and about more intelligently moving into more niche, lucrative markets. The industry no longer has ever more customers coming in.”
SHOT Show Observation 2: An Industry Shifts Toward Stabilization & Hardening
The sporting goods (hunting, fishing, optics, suppressors, firearms and other accessories) industry entered 2026 with a shift away from the demand spikes of the early 2020s toward stabilized, disciplined growth. In other words, sporting goods manufacturers are prioritizing resilience, especially because of aluminum and steel tariffs. Companies are investing in “compliance-by-design” engineering to pre-empt ever evolving legislation.
Sporting goods OEMs should prioritize training dealers and other channel incentives because it turns supply chains from a collection of separate companies into a synchronized system. One that can absorb shocks, recover quickly, and adapt to change.
SHOT Show Observation 3: Technological Maturation vs. Breakthrough Innovation
Across the industry, 2026 marks a move from the novelty “gadget era” towards integrated systems, refined ergonomics, and advanced materials. This means that we’re entering a time that is about incremental refinement and advancements, not radical redesigns. This is because the industry faces significant external pressures. Moreover, 3D and metal printing is becoming industrialized which allows for better materials, modularity, and connectivity among accessories.
This is important because maturation systems and workflows get more reliable, production costs decrease, and supply chains stabilize, which leads to more predictable ROI. There is still room to grow in technological maturation, and channel incentives encourages dealers to prioritize the new technology over the outdated, shortening the learning curve and hastening the time to real-world validation of new products. As adoption grows through dealers, economies of scale improve, costs are reduced, and complexities are eliminated.
SHOT Show Final Thoughts
In conclusion, going to my first SHOT Show opened my eyes to a group of organizations that are friendly, nimble, and must invest in unique ways to stand out. They seek to dominate their own marketing channels and use varied strategies (like their partners) to drive more loyalty and momentum. I saw tons of fresh gear and tried out technology from many different vendors. It was a great place to pick up insider knowledge, hear some good jokes, and connect with prospects and clients. In short, I recommend everyone put on their most comfortable walking shoes (averaged over four miles per day) and check out SHOT Show to get a clear view of where the industry is headed, and who is driving it forward.
Written by: Juan Ortiz, Segment Marketing Manager
