New Show Format Benefits Retailers

The 2026 ATA Show is expanding into a nearly week-long celebration of archery and bowhunting, offering something for everyone. In addition to the largest archery-only trade show in the world, exclusively for ATA member retailers, ATA has added NFAA’s Rushmore Rumble archery tournament and the all-new Archery & Bowhunting Supershow for archery and bowhunting consumers. 

I understand some retailers may initially be concerned about direct-to-consumer sales at the Supershow but ATA is committed to creating an environment that helps manufacturers do what they do best by generating consumer demand for their products.  

Manufacturers of products that require fitting, demonstration, service or adjustment understand that bypassing their dealers is destructive to the long-term success of their business and dealers. These same manufacturers understand the best way they can support their dealers is to drive customers through their doors. That’s why so many manufacturers spend most of their marketing budget advertising directly to the consumer, without selling directly to them. 

Smaller brands, especially those without an established dealer network or those accustomed to selling at tournaments and consumer shows, may choose to sell at the Supershow. However, most exhibitors, including all of the bow and arrow manufacturers, will focus on driving customers to their local dealers. 

To support this, ATA will provide ATA member dealer locator kiosks throughout the Supershow to help attendees find their closest archery retailer, and maybe a few they didn’t know about. Many exhibitors will also provide special offers only redeemable at retail locations. 

Plus, both ARRO and NABA will hold hot shows for their members the day before the ATA Trade Show opens. With the ARRO Show, NABA Show, ATA Trade Show and Archery & Bowhunting Supershow all taking place under the same roof, this could be the most efficient five days of the year for many retailers and manufacturers.  

And we’re not done yet. Stay tuned for more exciting announcements that will make the Biggest Week in Archery even bigger!