Skip to main content

ATA Show Preview: Archery Industry Consolidation Continues

ATA Show Preview: Archery Industry Consolidation Continues

Bowhunting is a hobby, a sport, a passion and a lifestyle.

But as those of us who make a living in the archery industry know, it is also a business. And like all businesses, companies involved in making bowhunting gear are here to make a profit. Those that do thrive, and the others quite simply don't survive.

That's an important and sobering fact to remember as we prepare for the 2013 Archery Trade Association (ATA) Show, which will take place January 7-9 at the Kentucky Exposition Center in Louisville. Hundreds of companies will be there to show off the latest and greatest bowhunting gear, and the sales they generate — or fail to generate — off next week's show will go a long way to determining their financial success or failure in 2013.

A major recession, followed by a less-than-stellar recovery, has taken a toll on every sector of the U.S. economy over the past few years, and the archery industry certainly hasn't been immune. And, like other industries, one of the resulting trends is continual consolidation, with larger, stronger players gobbling up smaller competitors or complementary brands.


Some of the notable deals in recent months include the parent company of Rage Broadheads acquiring Muzzy, Bushnell acquiring Primos and the parent company of Elite Archery acquiring Scott Archery and Custom Bow Equipment. And on Friday, Elite's parent (The Outdoor Group LLC) announced it has also added Winner's Choice Custom Bowstrings and Solid Broadhead Company to its stable.


Even InterMedia Outdoors (the parent company of Petersen's Bowhunting) has gotten in on the act, announcing it will add The Outdoor Channel to its growing outdoor media empire. As we head into the ATA Show next week, I'm betting even more such announcements will be made in the days ahead.

From a purely financial perspective, consolidation makes plenty of sense. Smaller companies can benefit from the added resources offered by larger suitors, and the larger, acquiring companies can expand their product portfolios with established brands at a cost far less than building anything similar from the ground up. In that sense, you can make the argument these mergers are a "win-win" for both parties.

On the other hand, there is no denying that as the pace of consolidation increases, consumers (in this case, bowhunters) are presented with fewer choices when it comes to the number of companies offer them products. Granted, the bowhunting business is still A LONG WAY from being dominated by just a couple major players like Coke and Pepsi dominate the soft drink market.

There are still plenty of great companies and great products out there. But gone are the days when basement dreamers could simply take a good idea and jump into the hunting business. These days, the cost of entry is higher than ever, and with the major players getting bigger all the time, you better have some deep pockets if you plan to jump into the fray and seriously compete for market share.


And in that regard, I suppose the archery industry is no different than any other in modern-day America.

Click here for more ATA Show coverage.

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Recommended Articles

See More Recommendations

Popular Videos

New for 2021: Hoyt RX-5, RX-5 Ultra, Ventum 30 and Ventum 33

New for 2021: Hoyt RX-5, RX-5 Ultra, Ventum 30 and Ventum 33

ATA 2021 NeDuring this video from the Archery Trade Association's New Product Premiere showcase, Bowhunter's TV Mike Carney visited with Evan Williams, pro staff manager for Hoyt Archery, to learn about the new RX-5, RX-5 Ultra, Ventum and Ventum 33 bows.w Product - Hoyt

New for 2021: Mathews V3 27 & 31 Bows

New for 2021: Mathews V3 27 & 31 Bows

After a fall of testing new 2021 Mathews products on the road as he filmed new episodes for Bowhunter Magazine's television program, editor Curt Wells had an exciting visit with Mark Hayes, Mathews design engineer, as the pair looked at the new V3 27 and V3 31 bows.

New for 2021: Bear Redemption EKO, Legit RTH Compound Bows

New for 2021: Bear Redemption EKO, Legit RTH Compound Bows

Bear Archery's newest bows - Redemption EKO and Legit RTH - are light, adjustable and fast.

The Science & History of Scent Thief

The Science & History of Scent Thief

Russel Epperson, inventor and partner of Scent Thief, explains how the company got its start, and why their products are so effective in blocking unwanted scent.

See More Popular Videos

Trending Articles

These are the archery shots you should and shouldn't take on whitetails. Where to Shoot a Deer: Bowhunting Shot Placement How-To

Where to Shoot a Deer: Bowhunting Shot Placement

Christian Berg

These are the archery shots you should and shouldn't take on whitetails.

Craft your shafts for maximum performance in the field.How to Build the Best Hunting Arrow Arrows & Broadheads

How to Build the Best Hunting Arrow

Jon E. Silks

Craft your shafts for maximum performance in the field.

Have a look at some of the very best compound bows being brought to the market this year.New Bows for 2021 ATA Show

New Bows for 2021

Christian Berg - January 11, 2021

Have a look at some of the very best compound bows being brought to the market this year.

A perfect shot requires a perfect release.Proper Archery Release Aid Technique How-To

Proper Archery Release Aid Technique

Larry Wise

A perfect shot requires a perfect release.

See More Trending Articles

More ATA Show

Featuring sights, release aids, quivers and much more, there's a plethora of new bow accessories this year.New Bow Accessories for 2021 ATA Show

New Bow Accessories for 2021

Jon E. Silks - January 11, 2021

Featuring sights, release aids, quivers and much more, there's a plethora of new bow...

Bowhunter Editor Curt Wells had an exciting visit with Mark Hayes, design engineer for Mathews, as the pair looked at the new V3 27 and V3 31 bows.New for 2021: Mathews V3 27 & 31 Bows

New for 2021: Mathews V3 27 & 31 Bows

Bowhunter Staff - January 20, 2021

Bowhunter Editor Curt Wells had an exciting visit with Mark Hayes, design engineer for...

Hear from Editor Christian Berg about covering the annual industry event in an unprecedented year.Plans Finalized for 2021 Online ATA Show ATA Show

Plans Finalized for 2021 Online ATA Show

Lynn Burkhead

Hear from Editor Christian Berg about covering the annual industry event in an unprecedented...

See More ATA Show

Magazine Cover

GET THE MAGAZINE Subscribe & Save

Digital Now Included!

SUBSCRIBE NOW

Give a Gift   |   Subscriber Services

PREVIEW THIS MONTH'S ISSUE Arrow

Buy Digital Single Issues

Don't miss an issue.
Buy single digital issue for your phone or tablet.

Buy Single Digital Issue on the Petersen's Bowhunting App

Other Magazines

Special Interest Magazines

See All Special Interest Magazines

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Phone Icon

Get Digital Access.

All Petersen's Bowhunting subscribers now have digital access to their magazine content. This means you have the option to read your magazine on most popular phones and tablets.

To get started, click the link below to visit mymagnow.com and learn how to access your digital magazine.

Get Digital Access

Not a Subscriber?
Subscribe Now