From SSR Magazine Articles

Wave Atris thermal 1

The Easiest Thermals to Zero

Night hunters will appreciate the advanced features and easy learning curve of the WAVE Infrared ATRIS 650 LRF V² thermal scope.

7 New ARs You Should be Stocking

These new modern sporting rifles cover all the customer bases for your store.

1911 HANDGUNS

5 Budget-Friendly 1911 Double-Stacks

These 1911s provide quality and value that will appeal to a broad section of your customer base.

ATN Binox 6 1

Multi-Spectral Binoculars Deliver More Than Magnification

The ATN Binox 6 Dual Multi-Spectral Binoculars serve a multitude of functions and a wide range of customers.

X10

A Powerful Revolver Without the Recoil

Chiappa’s new 60DS L Frame .44 Magnum commands attention and calms recoil

Ladies Country lifestyle 1

Good Shotguns at a Better Price

Akkar is distinguishing itself from the wave of imported Turkish shotguns with quality and intent.

Primary Arms Optics G Lx 1x Prism includes super rugged design etched reticle auto Live and BDV ACSS reticle

New Red-Dots Moving the Market Forward

A new generation of red-dots is addressing shortcomings and proving skeptics wrong.

GPO optics 1

GPO Bucks the Status Quo in Optics

Optics brand is focused on high-margin, high-performance products and long-term relationships with retailers.

Subsonic ammo

6 New Subsonic Ammo Options

New subsonic loads improve the shooting experience, especially when paired with a quality suppressor.

Meprolight MVO 1

Meprolight Moves Into Magnified Optics

BURRIS riflescope

7 Riflescopes That Set the Bar

Optics continue to improve, and these new riflescopes set the bar for 2026.

Infitac thermal 1

A Thermal Optic for Handgun Hunting and Defense

InfiTac brings the first dedicated thermal offering to the handgun market.

6 New Long-Range Hunting Loads

Manufacturers are blending precision, penetration and expansion into the best long-range ammo we’ve ever seen.

SHOT Show

The Future of the Firearms Market

This year’s SHOT Show offered a close-up look at three big trends set to dominate the industry.

Bullets

The Basics of Bullet Design and Construction

Explaining bullet construction and matching customers with the right ammo.