4 Ways to Improve the Archery and Bowhunting Industry

Partner With Other Entities to Host Events

Jay Scholes, ATA board member and Outtech chairman and founder, believes ATA members need to spend more time creating enjoyable archery and bowhunting events for beginners and longtime archers. Better yet, he said, ATA members need to work together to amplify their efforts.

“There are a lot of brilliant and talented people in our industry, and they’re all willing to help,” Scholes said. “It’s easy to get people to say yes. You just have to make the ask.”

Scholes recommends partnering with retailers, manufacturers, state agencies, media members, conservation groups, local businesses and community members to host regular events. ATA members must be creative and give people a reason to engage with archery, especially because they have other activities and obligations that compete for their time and attention.

There are lots of ways to do this: Invite an outfitter to talk about hunting strategies or opportunities. Ask sales reps to demo their products. Work with conservation organizations to talk about habitat management or give a game calling lesson. Ask manufacturers to provide how-to seminars. Connect with your state agency to host a wild game dinner. And work with vendors and community members to put on a mini bowhunting show or small-business festival. “Get creative,” Scholes said.

These events attract customers and encourage them to buy archery gear and equipment, which benefits all ATA members and state agencies. They also increase traffic and exposure for your brand — and the industry.

Use the ATA’s Archery Event Planning Workbook and Archery and Bowhunting Event Ideas document to plan and execute fun, engaging and profitable events year-round. The former helps members plan events, and the latter gives members event ideas to consider.

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Grow Participation Through Mentoring and R3 Efforts

Nick Pinizzotto, National Deer Association president and CEO, and ATA partner, encourages people to mentor newcomers and constantly work to recruit, retain and reactivate sportsmen and women.

“Every segment of the industry — from the retailer all the way back to the distributor and manufacturer — has a role to play in recruiting,” Pinizzotto said. “Increasing participation numbers is everything to the industry. It’s really about fueling that machine.”

Pinizzotto said ATA members must approach growing participation numbers thoughtfully. He suggests targeting adults and nontraditional audiences. Why? Adults have the means to buy equipment and can make decisions on their own, unlike most youths, who rely on guardians for money and transportation. Likewise, those who didn’t grow up in archery or bowhunting families have likely never had the opportunity to experience archery.

For example, the NDA introduces people to hunting by allowing them to try wild game meat at farmers markets. They invite interested individuals to learn about bowhunting through a Field to Fork event, which teaches newcomers how to hunt for meat and then cook it. Taking a small-scale approach and mentoring beginners individually also helps with retention.

These participants become customers, and so the industry ends up with more licensed hunters who will pass on the activity to others in their circles. “It’s a snowball effect that strengthens the entire industry,” Pinizzotto said. “You’ll be surprised how just a little effort (can go a long way). If you help one person become a hunter, you can easily turn that one person into six, eight or 10 people, and it goes from there.”

Use the ATA’s Hunting Mentor Guide and Field to Fork curriculum book for guidance as you recruit newcomers. You can also connect with NDA’s Hank Forester for advice or to discuss partnership opportunities.

Let the ATA Help

Please capitalize on your ATA member benefits and use the courses and resources listed in each section to improve your business and the industry. Click here to learn about your ATA member benefits and the many resources offered to you for free!

Let Wendy Lang, ATA’s senior membership manager, know if we’re missing a resource. She’ll work with the Member Benefits Advisory Team to explore the options.

“The ATA is doing its job,” Scholes said. “It offers so many tools and resources. ATA members need to slow down and check in with the ATA to see what’s available and use the tools to their advantage. Interact with the ATA, and you’ll see everything it does to help your business succeed.”

If you have questions or need help, please contact the ATA business, membership and Trade Show office at (866) 266-2776, option 1.