SHOT Show is more than just an industry event; it’s the heart of the shooting, hunting and outdoor trade world. Every January, tens of thousands of professionals gather in Las Vegas to experience the latest gear, network with peers, and plan the year ahead. But SHOT Show has changed over the years, evolving into something more than just a place to write orders and close deals on the spot. Today, it’s an essential opportunity for building relationships that lead to business down the road. The business world is constantly changing — and you need to change with it. If you’re planning to attend SHOT Show 2025, here’s a guide to help you make the most of the experience. 

The Evolution of SHOT

SHOT Show was once heavily focused on writing and taking orders directly at the show. While deals are still made and orders are placed, today’s SHOT Show is more about building and strengthening relationships. Many manufacturers, retailers and dealers are using it as a platform to connect with both new and returning customers, setting the stage for orders to be finalized after the event. The shift has been driven by a more digital and connected marketplace. Today, companies can introduce products year-round via online channels, so the focus at SHOT Show is increasingly on in-person networking, making connections with media professionals, and planning out the business year strategically. This evolution means that your time at the show is invaluable — not just for immediate sales but for future opportunities. There is also not another event in the world that allows you to gain as much media exposure in one place as SHOT Show week will. 

Let’s dive into how you can maximize your experience and get the most bang for your buck.

Maximize Your Meetings 

With a vast show floor and thousands of exhibitors, SHOT Show can be overwhelming. To make the most of it, pre-planning is critical. One of the best ways to get value from the show is to set up meetings in advance. Identify the manufacturers, sales reps and outdoor media you want to meet with and schedule appointments ahead of time. A few tips: 

Book meetings early: Big-name manufacturers often have packed schedules. The earlier you reach out, the better chance you have of securing a time slot. 

Target new relationships: While maintaining relationships with current suppliers is crucial, don’t forget to allocate time to meet with new vendors. This is the perfect place to discover new lines and innovative products. 

Connect with outdoor media: Thousands of media professionals attend SHOT Show every year, covering hunting gear, tactical accessories, the latest innovations in firearms, and more. Building relationships with the media can boost product visibility. Having a good press kit and product samples ready can turn a simple introduction into many years of future media coverage. The media presence at SHOT Show is substantial, with representatives from all corners of the industry, from bloggers to major magazines and TV shows. A simple conversation could lead to coverage that reaches tens of thousands to MILLIONS of your potential customers. If you represent a manufacturer, do yourself a favor: Make it easy for people in the media to find, communicate, meet and interact with you, and make sure you treat every member of the media with a professional level of respect. The NSSF vets all media members admitted to the show. Today’s small-audience blogger can and often is tomorrow’s multi-million-follower influencer, editor, or “big-time” writer, and they’ll likely remember who was easy to work with — and who was not. 

Plan Wisely

Your time at the SHOT Show moves fast, and without a solid game plan, you can quickly feel overwhelmed. To ensure you get the most out of it, you need to plan your time wisely. 

Send invitations and requests in advance: Email and physical invitations are a great way to stand out in an attendee’s busy inbox. Start sending these at least a month before the show, inviting people to stop by your booth or to schedule a meeting. 

Set up appointments: Know exactly who you need to meet, whether they’re current partners or potential new contacts. Schedule specific times with these people so you don’t get lost in the shuffle. 

Make a booth-visit plan: If you’re at the show as a buyer or have products to show to various manufacturers, you’ll want to walk the show floor. Identify target exhibitors whose products align with your business goals, and plan to visit their booths during any downtime. 

SHOT University: Tailored Education for Your Business 

SHOT Show is not just about product discovery — it’s also a place to grow your knowledge. SHOT University offers attendees educational sessions designed to help them grow their business. The courses are presented a la carte, meaning you can choose the ones that best align with your interests and goals. From marketing strategies to managing compliance, SHOT University covers it all. Whether you’re new to the industry or a seasoned veteran, there’s always something to learn. The sessions often lead to conversations with other professionals in the same boat, often leading to new partnerships and friendships. With an array of topics to choose from, you can pick the sessions that will have the most direct impact on your business. 

Supplier’s Showcase and SHOT Show eXtra

The Supplier’s Showcase is where the magic behind the scenes happens. This two-day event is designed specifically for suppliers and manufacturers, showcasing the raw materials, technologies and services that go into making the latest gear. From innovative coatings and precision parts to packaging solutions, attendees get a front-row seat to the future of product development. If you’re in manufacturing or design, this is a can’t-miss opportunity to network with top-tier suppliers, find cutting-edge solutions, and streamline your supply chain. It’s not always about simply sourcing materials — it’s often about discovering what might be possible that you didn’t know. 

The SHOT Show eXtra, with its unique focus on up-and-coming brands and specialized exhibitors who don’t have floor space in the main halls, is also a can’t-miss. This area gives attendees a chance to uncover hidden gems, new products, and niche solutions that might not be on anyone’s radar yet. Whether you’re a retailer looking for the next big thing or just someone who loves discovering innovative gear and products, SHOT Show eXtra is worth spending the time. 

The Return of the Archery Pavilion 

After its success last year, the Archery Pavilion will be back for SHOT Show 2025. Archery is one of the fastest-growing segments in outdoor sports, and the pavilion is dedicated to products that support that growth. Whether you’re an existing archery retailer or looking to expand your business into bowhunting gear, this pavilion is worth your time. Connecting with the exhibitors in this area can open new doors for your business. From broadheads to bow sights, it’s a one-stop-shop for practically anything archery-related. 

Networking Events 

Networking has always been a big part of SHOT Show, but 2024’s events were so successful that they’ve become a permanent fixture of the program. The concert, happy hour, and professional networking events were a big hit, offering attendees a fun and relaxed atmosphere to connect. These events offer more than just a good time. These structured events give you the chance to meet people you may not have had time to connect with during the day. 

Happy hours and concerts: After a day of business, these informal settings are the perfect place to unwind while making new connections. Many deals begin with a friendly conversation over a drink. 

Why SHOT Show Is More Than Just Business 

At the end of the day, SHOT Show is more than just business transactions and deal-making. It’s a community event where you can meet up with old friends, discover the latest innovations, and simply enjoy being part of an industry that we all love. Sure, the business side of it is essential — after all, it’s how many companies plan their product lines and strategies for the upcoming year. But what brings everyone back year after year is the shared passion for shooting, hunting and the great outdoors. Walking the show floor, discovering exciting new products, and catching up with familiar faces makes SHOT Show an experience that keeps attendees coming back for more. Yes, the industry has its challenges, from regulatory hurdles to evolving consumer habits, but the sense of camaraderie and shared passion is what drives us forward. At SHOT Show 2025, you’ll feel that excitement, whether it’s from seeing the latest innovations or just sharing stories with others in the industry. 

Planning for SHOT Show 2025 can seem like a big task, but with the right preparation, it’s an opportunity to build lasting relationships and drive future business. Whether you’re setting up meetings with manufacturers, engaging media professionals, or soaking up the knowledge from SHOT University, each part of the experience offers something valuable. And of course, don’t forget the networking events and social side of the show — it’s as much about having fun as it is about the business. With a little pre-show planning, you’ll be ready to make the most of your time at SHOT Show 2025, ensuring that your booth stands out, your schedule is packed, and you’re making meaningful connections that will benefit your business long after the event ends.

Make a Splash

Highlighting your business with a big giveaway or necessary item can drive tremendous booth traffic. If you want proof of concept, take a lesson from these super-successful promotions. 

Retro Rifle

For hours every day, the line for the Retro Rifle booth is over 100 people long, despite them being at almost the very back of the new Caesars Pavilion. The reason? Their special shirt giveaway. They get an additional benefit by having people wear these cool duds for the remainder of the show. 

Springfield Armory and Century Arms

Every year at the end of the show, Springfield Armory and Century Arms have a huge giveaway that draws a crowd that blocks several aisles. Before each giveaway, a targeted promotional message is given about a featured or new product. The catch? You must be PRESENT to win. 

Geissele Triggers

Attendees rush to Geissele Triggers as their very first stop in the show, not only for their high-quality products, but for almost everyone’s most-coveted item: the best badge holders! Not only does this give great opportunity for customer interaction, but it puts their brand out to every corner of the event. 

How can you have similar success? Plan now and you’ll reap big brand rewards later.