Every January, the SHOT Show transforms Las Vegas into the firearms industry’s unofficial capital. It’s the place where manufacturers launch new products, retailers preview the year ahead, and distributors lay the groundwork for sales.

For the suppliers exhibiting in the SHOT Week Supplier Showcase—SHOT’s own show within the show—this event represents the best broad-based networking opportunity with shooting, hunting and outdoor industry.

SHOT Show is not just about exhibiting on the fifth floor in the Supplier Showcase. It’s about connecting directly with the manufacturers who depend on them and demonstrating that they’re not just vendors but partners in product development.

Outreach at this level matters because the industry still runs heavily on trust, relationships, and face-to-face credibility.

The Personal Side of Business

Unlike in some industries where deals are struck based solely on price or spreadsheets, the firearms industry is still one where a handshake can mean as much as a contract. Manufacturers—particularly the small to midsize companies—want to know the people behind the products. They want confidence that the spring maker, Cerakote shop, or microelectronics partner will not just deliver on time but stand behind their work.

This is why outreach is so critical. A supplier who simply hopes manufacturers will find them those two days of the Supplier Showcase is leaving opportunity on the table. By contrast, those who walk the aisles, schedule meetings, and make introductions during both the Showcase and the remaining days of SHOT are laying the foundation for long-term relationships.

Building Partnerships, Not Transactions

Manufacturers are constantly looking for ways to differentiate their products, whether it’s a new finish, lighter material, or smarter integration of electronics. Suppliers hold the keys to those innovations, but only if they step forward and make those capabilities known. Outreach isn’t just about selling what you already make—it’s about engaging in conversations that can spark new designs and future collaborations.

And let’s be clear: manufacturers notice the suppliers who show up. Exhibitors talk about the companies that make an effort to connect, the engineers who explain capabilities clearly, and the teams who follow up after SHOT with real solutions. Those suppliers become more than just names in a Rolodex—they become trusted partners in the product pipeline.

The Role of Networking

Networking is the lifeblood of SHOT. Yes, it’s a massive trade show with more than 2,500 exhibitors, but it’s also the world’s biggest firearms industry reunion. Everyone knows everyone—or knows someone who does. That’s why outreach works best when it blends professionalism with personal connection.

Conversations that start on the floor often continue at dinners, receptions, or just over coffee in the Venetian. It’s in these personal settings that manufacturers open up about what’s really on their mind: supply chain challenges, cost pressures, and the features they wish they could bring to market. A supplier who listens and engages in these moments often finds doors opening in unexpected ways.

Why It Matters More Than Ever

With firearm sales in a softer cycle and tariff pressures adding new cost hurdles, the importance of supplier relationships has only grown. Manufacturers are cautious about launching new SKUs without confidence in their supply chain. Suppliers who actively reach out at SHOT position themselves as the solution providers who can help brands move forward despite economic headwinds.

The bottom line is this: in a relationship-driven industry, outreach isn’t optional. Suppliers who engage manufacturers at SHOT, invest in networking, and show they’re more than just another line item are the ones who help shape the products we’ll be talking about at SHOT 2026 and beyond.

The SHOT Week Supplier Showcase opens in just 108 days. Start preparing now for your best SHOT Show.

— Paul Erhardt, Managing Editor of the Outdoor Wire Digital Network