This year has brought numerous changes to our industry. From the uncertainty of legislation and firearm reforms to the rise of Precision Shooting Sports and the continued popularity of thermal imaging optics, 2024 has been anything but dull.

With the market expanding, we’ve seen a notable increase in participation across all shooting sectors. The influx of new licence holders is heartening, with a diverse demographic, including many young men, women and children, experiencing our sport for the first time. As the customer base changes, so too do market trends. Here’s a look at some of the emerging developments we’ve observed.

The PRS (Precision Rifle Series) revolution is fast becoming one of the most popular competitions we’ve seen in years. PRS can be described as “practical long-range matches shot in field conditions.” Competitors shoot at steel targets up to 1200 metres away from various positions, all while racing against the clock. It’s an exhilarating challenge. A more affordable and accessible variant is PRS rimfire or NRL22, which is rapidly gaining popularity. You can invest as much or as little as you like and NIOA offers some excellent products to get you started. For under $1,000, the Springfield 2020 Rimfire Target is a great starting point and pairing it with one of Bushnell’s Match Pro scopes is a winning combination.

The thermal trend continues to gain momentum and after recently using both handheld devices and riflescopes on a trip out west, it’s clear they are a game changer. Released late last year, iAiming’s Next Gen Riflescope series has received rave reviews for its quality. Keep an eye out for iAiming’s “Redefine” range of handheld monoculars, soon to be available. With three models ranging from $1,699 to $2,999, they’re perfect for your next hunting adventure.

Technology, though not typically associated with shooting, is revolutionising our industry. Numerous ballistic apps can now calculate bullet trajectories and reloading apps can interface with electronic powder measures. Leupold has joined this technological wave with their new RX-5000 TBR/W rangefinder and Leupold Control app. Imagine ranging a target and instantly seeing its location on your smartphone - Leupold’s pitch isn’t just a gimmick. Their new rangefinder, now available, is perfect for modern hunters who want to eliminate guesswork.

One of the most significant shifts in the last decade is the growing presence of women in shooting. This trend is reshaping the market and it’s fantastic to see so many women enjoying the sport. Shooting is increasingly becoming a family activity, with entire households participating in competitions. With more female shooters, the demand for women-specific firearms and accessories is on the rise. Companies like Savage Arms, Ruger and the Allen Company have responded with unique offerings. If you’re in the market, check out the “Muddy Girl” range of firearms or the popular “Girls with Guns” range from Allen.

Another emerging trend is customisation. Let’s face it, everyone wants something unique when out hunting and the Leupold Custom Shop at NIOA offers just that. More people are opting for services like reticle modification, cerakoting and laser engraving to add a personal touch to their optics.

In terms of products, Marlin firearms continue to be in short supply due to the surge in demand for lever-action guns in the U.S., but Ruger is working hard to ramp up production. Speaking of Ruger, be sure to check out the new American Gen 2 range at your local dealer. These are some of the best-looking, most affordable and feature-rich firearms available, with a calibre range to suit everyone. Another noteworthy firearm is the 2020 Boundary rifle from Springfield, based on the popular 2020 Waypoint.

Expect more exciting product releases across all our brands in 2025.

Straight shooting everyone!