Mystery Ranch Sold to Yeti

Yeti has agreed to acquire well-known backpack company Mystery Ranch; terms of the deal were not disclosed. 

“Mystery Ranch packs have earned a global reputation within the most demanding communities by building load-bearing equipment that delivers in the harshest environments,” said Yeti President Matt Reintjes. “Their ethos, passion and people not only align with the Yeti team but also connect well with our commitment to innovation and our customers.”

Founded in 2006, the original Yeti cooler was said to be born out of frustration and passion. Yeti has since grown into an industry innovator of premium outdoor gear designed for the outside enthusiast. Like Yeti, Mystery Ranch products have been built with durability and performance in mind for more than 20 years whether for use on the fire line, backcountry hikes, whitetail woods or in your everyday activities.

“Yeti’s passion for innovation and the outdoors aligns closely with our founding vision,” said Dana Gleason, co-founder of Mystery Ranch. “Renée Sippel-Baker, my co-founder, and I know they are a perfect partner to build upon our long history of making the best load-bearing equipment in the world for the most extreme users as well as the everyday mission.”

The Mystery Ranch team will continue to operate out of Bozeman, Montana, and will work with Yeti during the next several months to integrate teams and functions.

Denmark Legalizes Bowhunting

The Archery Trade Association’s partner the European Bowhunting Federation recently announced Denmark’s legalization of bowhunting for large deer species such as red, fallow and sika deer. The new law, effective Jan. 1, 2024, is a milestone for European countries, where bowhunting isn’t widely accepted.

Jennifer Mazur, ATA’s senior director of outreach and education, said the decision is beneficial for hunters, wildlife and game management practices in Denmark, and will increase bow and accessory sales for ATA-member manufacturers. 

The ATA works with the EBF to share education and research to support and encourage bowhunting efforts across the continent. Through the ATA’s efforts, and the EBF’s commitment to ensuring ethical hunting opportunities, more people are realizing bowhunting meets high animal welfare standards.

Kirsten Andersen, chairman of the Danish Bowhunter Association, said, "This landmark decision is a beacon of hope and inspiration for bowhunters across Europe. While we in Denmark now have the privilege to hunt the full range of deer, it's encouraging to see the growing momentum in countries like Norway, Sweden, and others where bowhunting organizations are actively working towards similar opportunities. This positive movement across Europe reflects a growing appreciation for responsible and sustainable hunting practices."

Many European nations now recognize the benefits of bowhunting in their modern game management systems, citing its low environmental impact and minimal ecological footprint. Bowhunting is seen as a method that causes low disturbance to wildlife and their habitats, making it an environmentally responsible choice for sustainable hunting.

The ATA will continue partnering with the EBF to promote bowhunting and looks forward to seeing additional bowhunting opportunities in Europe. 

Scent Thief Names New VP of Sales and Marketing

Scent Thief, a trailblazer in scent control technology for the hunting industry, recently announced the appointment of David Langston as vice president of sales and marketing. With over two decades of experience in the outdoor industry, Langston brings a wealth of expertise to elevate Scent Thief’s strategic growth and market presence.

Langston’s impressive career includes establishing and nurturing well-known brands such as Muzzy Broadheads, Hunter Safety System, Can Cooker, and Wac’ Em Broadheads. His leadership role in the Independent Retail Initiative for Realtree further solidifies his reputation as a seasoned professional in the field.

“I have been blessed so much more than I deserve in this great industry and, most importantly, learned the value of relationships and how to be successful: surround yourself with success,” said Langston. “As an avid hunter, I have never seen results in stopping an animal from smelling you like Scent Thief does. I became one of the many radical fans a few years back as I saw mature animals come closer than in all my years of hunting. When Scent Thief is used correctly, animals will not smell you. Guaranteed!”

The inventor, Russel Epperson, and the Carpenter family, dedicated hunters and proud owners of Scent Thief, express their excitement about Langston joining the team. Together, they are committed to furthering the success of this innovative brand in the hunting world.

Bowtech Celebrates 25 Years

Celebrating "25 Years of Technology That Matters," Bowtech is proudly commemorating a quarter-century of tremendous innovation and excellence in the archery world. Since its inception in 1999, the brand has not only grown into a globally recognized leader in archery and bowhunting, but has also become synonymous with groundbreaking technology in the industry.

Over these 25 years, Bowtech’s approach has been to develop tangible, impactful solutions – technology that significantly enhances the user experience rather than mere bells and whistles. This philosophy has been instrumental in the development of industry-leading innovations such as DeadLock, TimeLock, and CenterMass technologies, all of which have set the gold standard in anywhere-anytime tunability and accuracy.

"As we celebrate 25 years, we're immensely grateful for the unwavering support from our customers, partners, and the archery/bowhunting communities,” said Todd Snader, brand manager at Pure Archery Group. “This anniversary isn't just a celebration of our past, but a commitment to our future – a future where we continue to celebrate the moments that matter. Bowtech is here to honor our customer’s experience and be a part of their story. What draws our community is what drives us.”

Bowtech comes into 2024 more powerful than ever, with an all-new line of flagship performers engineered in America.

S3DA Vegas National Championship Sets Records

On Feb. 1, 2024, Scholastic 3D Archery (S3DA), in conjunction with the National Field Archery Association (NFAA), held the 7th annual S3DA Vegas National Championship at the South Point Hotel and Casino in Las Vegas, Nevada. S3DA had record-breaking participation with more than 350 registered archers from 74 teams and 31 states across the nation competing for the title of “National Champion” in their respective division and class. Collegiate archery programs from across the United States sent archery scholarship certificates to be presented to the Young Adult archers during the awards ceremony. Many of the participants said this was a favorite event that provided them a great experience to better prepare for NFAA’s The Vegas Shoot!

S3DA Executive Director Holly Helton said, “The S3DA Vegas National Championship is an opportunity for youth archers to literally compete against peers from across the country, receive collegiate archery opportunities, and most of all, have fun! We are very appreciative of NFAA working with us as the registration for our event has boomed the last couple of years. In 2023, we were able to expand from only half of the Priefert Area to both sides, and this year we nearly exceeded that capacity. Having a mutually beneficial working relationship with your partnering organization is a beautiful thing, and we look forward to continuing to provide youth archery opportunities together for the foreseeable future.”

S3DA now looks forward to the Eastern Indoor National Championship on February 29 – March 3, 2024 at the Owensboro Convention Center in Owensboro, Kentucky, as well as the Western Indoor National Championship on March 23 and 24, 2024, at the Easton Archery Center in Salt Lake City, Utah.