ATA Show Week Signals a New Era

There are trade shows — and then there are moments that feel like turning points. The newly expanded ATA Show Week earlier this year proved to be one of those moments.

For nearly a week in January, the archery and bowhunting industry came together for what became far more than the industry’s flagship trade show. ATA Show Week expanded into six events in one location to combine business, innovation, education, competition and consumer engagement under one roof. The result was a week that felt bigger, more energized and more connected than anything the industry has seen in recent years.

For those who attended, it was a reminder of why face-to-face interactions still matter. For those who didn’t, the takeaway was simple: This was a week you wanted to be part of.

ATA Show Week kicked off Tuesday with the ARRO Hot Show and NABA Show — two buy-group events — followed by the New Product Launch Unveiling and Happy Hour that evening. Alongside live entertainment, free beer and great friends, attendees got an early look at the year’s newest product releases before the trade show floor officially opened. It was clear from the outset that this wasn’t just about showcasing products, it was about conversations and connections. It was about bringing people together.

The Industry’s Flagship Event

When the members-only ATA Trade Show doors opened the next morning, the focus shifted to business, where nearly 400 exhibitors welcomed thousands of dealers to ask questions, demo their products and write orders. Retailers came prepared, asking pointed questions while determining which products would perform best in their shop for the year ahead. Exhibitors responded with hands-on demonstrations, product education and an openness that highlighted the value of in-person interactions.

Conversations focused on product innovation, supply chain realities, consumer trends and what’s ahead. Many exhibitors reported some of their best order writing activity to date due to the sheer quality of retailers in attendance. “We had a great show!,” Matt Minshall of .30-06 Outdoors said. “We could have left the Trade Show on Day 1 and still had our best show ever!”

Education sessions throughout the two-day business event also added value for those in attendance, reinforcing the ATA’s role as an industry leader. One of the most anticipated offerings was the release of ATA’s new national crossbow research study, which takes a closer look at who today’s crossbow hunter is and who the next crossbow buyer will be. The research explores how crossbow participation influences sales of other archery products, what it means for hunting seasons and how crossbows contribute to long-term conservation effort — addressing a key gap in data around one of the fastest-growing segments of bowhunting. Email info@archerytrade.org for details.

Product Innovation on Display

Product innovation was impossible to miss throughout the week. From the most advanced bow technologies and accessory upgrades to improvements in materials and designs, the industry made it clear that it continues to evolve — sometimes in subtle ways, sometimes in bold ones.

The New Product Launch Showcase and Featured Products area stood out with innovation and a clear focus on consumer needs. These weren’t ideas developed in a vacuum; each product reflected hours of research and conversation with those selling and using the product, stressing functionality, reliability and performance.

For retailers, being able to see, handle and test these products while talking directly with the people who designed them reinforced the value of attending in person.

Competition Takes Center Stage

Beyond the expo hall, competition played a major role in the expanded ATA Show Week.

The NFAA Rushmore Rumble, moved from its original home in South Dakota, delivered world-class competition that drew thousands of attendees. Joining it was the first-ever S3DA Indoor open, together welcoming nearly 1,200 archers.

The tournaments didn’t feel separate from the show floor — it felt like your best friend was living right next door. Show attendees regularly stopped by to watch the action, cheer on competitors and take in the excitement. It was a great reminder that the industry is built around a shared love of the sport.

The First-Ever Archery & Bowhunting Supershow

Without question, the most talked-about addition to ATA Show Week was the first-ever Archery & Bowhunting Supershow.

For the industry, this marked an important step forward. Consumers were able to see, touch and demo the newest products, talk directly with brands and experience the scale of the archery and bowhunting community in one place.

The response was nothing short of overwhelming, with excitement for what the future holds. Families, archers, life-long bowhunters and those simply new to the industry filled the aisles and packed every shooting lane, while asking questions and testing the year’s hottest product releases.

The Supershow didn’t just create excitement; it also created opportunity. It offered a glimpse at how trade and consumer experiences can complement one another, ultimately giving retailers a more informed, engaged customer walking through their doors.

"As a retailer, I am 100% in favor of the Archery & Bowhunting Supershow,” said Randall Wellings, partner of Straight Line Archery in Ishpeming, Michigan. “It is so much better for the consumer to see, touch and try the products in-person versus making purchasing decisions online or in a catalog. Plus, exhibitors did a great job of encouraging attendees to visit their local archery shop! As retailers, we love that."

Connecting the Industry

Interviews, product features, social content and recap videos captured the scale and energy of the week, helping share the story with the broader industry.

What stood out most, though, was the sense of pride. Attendees spoke openly about the value of coming together as an industry, reconnecting with familiar faces, welcoming new ones and having real conversations about where things go from here. It was about momentum, shared goals and a renewed sense of purpose.

“If you make a living in the archery industry and care about the future of our sport, the ATA Show matters,” said Chris Hamm, VP of operations of HHA Sports and founder and president of HHA USA. “After nearly four decades of attending, I left the 2026 show more optimistic than ever about where this industry is headed.”

As ATA Show Week came to a close, one thing was clear: This wasn’t a one-off experiment; it was a blueprint. By bringing together trade, competition and consumers under one roof, ATA Show Week showed what’s possible when the industry comes together with a shared purpose.

Photos courtesy of ATA