ATA Member Spotlight: Victory Archery

History and Growth

Victory Archery is a worldwide carbon-arrow manufacturing company based in Carlsbad, California. It was founded in 2007 by MSV and sold to Aldila Golf Corp. in December 2010. The Mitsubishi Rayon Corp., which makes high-strength carbon products, bought Aldila in April 2013, giving it access to carbon-fiber technologies to increase its growth opportunities.

Greenwood, Victory Archery’s general manager, has worked in the outdoor industry most of his life, and joined the company in 2014. He manages about 80 employees; conducts business worldwide; and credits Victory’s success to its staff, business relationships, and internal control of its entire design and production process.

“The heart of Victory is the Victory team,” Greenwood said. “We have the best staff, but being a vertically integrated company is really what sets us apart from everyone else. It lets us control our costs, and everything from the concept to the finished product is created in-house under one roof.”

Greenwood said he’s grateful Victory Archery has “the right product mix and formula to be successful.” He said it also helps that everyone who works for Victory bowhunts, competes in tournaments, or shoots its equipment recreationally. He shoots the 350-spine VAP TKO when bowhunting hogs on his California property. By using and testing the equipment, Victory’s employees help drive the process for creating and improving its products.

“Our newest arrow [Xtortion] took three years to develop,” Greenwood said. “It was trial and error. We used it on weekend hunting trips to ensure it did what it was supposed to do. And it does. It’s very innovative. It has a stainless-steel core and high-strength carbon on the outside. The demand on this arrow is great.”

Victory Archery debuted the Xtortion at the 2018 ATA Trade Show, which Greenwood considers one of the best shows Victory attends each year. Product hype and incoming orders haven’t slowed since. Although the product was back-ordered five months in April, Victory Archery staff are trying to meet their clients’ needs. Xtortion arrows start shipping to dealers in June.

Personal Relationships

Because he’s confident in his company’s capabilities, Greenwood is certain Victory will meet demands for the Xtortion. By focusing on its internal relationships, Victory’s external relationships flourish. Victory employees like to shoot archery equipment, and most of them have worked in archery retail stores, which gives them valuable insight for connecting with dealers and business partners.

Greenwood requires Victory’s sales representatives to provide good customer service, listen to their customers’ requests, and know archery dealers on a first-name basis. The company also attends major wholesaler shows and meets one-on-one with most dealers.

“All of this has helped build strong relationships with retailers,” Greenwood said. “The biggest reason why our brand has grown is because we offer dealers a quality product at a very reasonable price, and they can profit from our products. Our margins vary, but retailers can make anywhere from 40 to 60 percent on Victory products.”