Welcome back to Gun Industry Insider—today is March 18, 2025. I’m your host, Ray Toofan. This episode’s packed with useful info if you’re a shop owner, rep, or gunsmith. On this episode, we’ve got the latest on Henry’s new Special Products Division, three new SAAMI-standardized cartridges, the 'Shrink It & Pink It' debate, and fresh insights from SHOT Show 2025. Ok, so let’s unpack this episode.

 Henry, a name which you’re all probably already familiar with, just launched a new division called the Special Products Division, or the SPD. In their press release, Henry says that this division is dedicated to pushing the boundaries of firearms technology. They’re focusing on advanced materials and innovative designs to address real-world challenges faced by hunters and hobbyists. One thing they mentioned is that they’re going to get into the ultralight rifle game for backcountry hunters and they’ll be putting out more firearms to be used with suppressors.

This new division is going to be based in Rice Lake, Wisconsin, SPD is set to release the first set of first products this spring. We’re just a couple months away, so keep an eye on that as we approach the new season.

For fellow shop owners, the SPD could mean new inventory options that customers are excited about, especially those that are about Henry products. They probably won’t be your run-of-the-mill levers; more than likely they’ll be designed for niche markets, targeting those customers who are looking for something specific and high-performance, and probably a higher price tag, which equals higher margins. Carrying these products could attract new customers looking for the latest in firearms technology, or it might give your regular clients a reason to come back and see what’s new in your store.

Reps, you’ll need to be well-versed in these products to effectively communicate their value to the shop owners. Your clients will likely have questions about what makes these firearms different and why they might choose them over the more traditional Henry rifles. Being able to explain the unique features and benefits, whatever they may be, such as weight savings, improved accuracy, or better suppressor integration, will be crucial for moving units.

Gunsmiths, you might find yourselves with new opportunities as well, specifically on the customization side. These new designs might require specialized servicing, although I somewhat doubt it, but it’ll almost certainly lead to customers asking about Cerakoting the guns, or modifying the stocks, forends, or adding accessories. This is the kind of work you want, better margins, more options to upsell.

Henry is going to be investing heavily in this division, bringing in engineering talent and dedicating substantial resources to make sure its successful. It definitely doesn’t look like a side project; it’s a commitment to innovating in the firearms industry, which you need to do to survive. I’ll keep an eye on their website and social media for updates as the release date approaches and keep you informed. 

SPD has the potential to shake things up for Henry, and maybe lever guns in general. I’m curious to see what they unveil first—maybe it’s going to be an ultralight lever, maybe something more tactical, or possibly even a new bolt-gun? What do you think? Let me know your guesses. If you have thoughts, questions, or predictions about what SPD might bring to the market, feel free to send us a message by email or on X.

 Next up, SAAMI just standardized three new cartridges that you may not have heard of yet—the 7mm Backcountry, 25 Creedmoor, and 338 ARC. Let’s quickly go over the cartridges since, depending on your shop, especially if you move a lot of hunting rifles, you’re probably going to get some customers asking about these calibers coming up here soon. Because they’re standardized, they’re legit, not wildcat, and manufacturers will start putting out new products in these calibers, plus they’re each built for specific jobs.

First, the 7mm Backcountry. This one’s for hunters who trek out in the bush. It’s a relatively light and fast bullet—170-grains at 3,000 fps—and works in shorter barrels. Federal’s currently pumping out the ammo, and you’ve got rifles from big names like Christensen, Fierce, Proof Research, Savage, Seekins, and Weatherby. It’s an alternative for backcountry guys who want power without the weight. You may want to consider stocking some ammo, and possibly a couple of these rifles for those hunters looking for the latest. It’s already got some decent traction with all these players involved.

Next we’ve got the 25 Creedmoor. This is geared more towards the precision crowd—varmint hunters, competition shooters. It’s low recoil, high accuracy, .25 caliber—it’s in that size range for guys who like to dial in their shots. Right now, only Horizon Firearms has rifles, and there’s no factory ammo yet, just Hornady and Peterson brass. So, it’s for the reloading crowd, although I’m sure there are smaller shops out there putting out loads. I wouldn’t necessarily jump on this one just yet, Horizon has their 22 Creedmoor which is more popular, but at least you know it’s out there and can let your customers, at least the ones into this kind of shooting, know about this new cartridge.

Last up is the 338 ARC. This one’s for long-range shooters and big game hunters. It’s a .338 pushing 175 grains at 2,500 fps, fits standard actions, and Hornady has the ammo covered. Rifles are out from Seekins and CMMG, so it’s a premium pick. Still early days with just two manufacturers, possibly may gain some traction, so it’s got potential. You may want to put a few boxes on the shelf if you’ve got those kinds of customers.

Wrapping it up, 7mm Backcountry has got some traction—a decent selection of rifles, factory ammo, and demand from hunters. The 25 Creedmoor is for the handloading crowd that’s about accuracy, and 338 ARC looks geared towards long distance and higher end builds. For now, I’d look seriously into the 7mm Backcountry if you haven’t already. As for the others, you’ll know if your crowd’s into the specialty stuff.

 Now let’s dig get something you’ve already seen in the gun world: it’s what’s called the "shrink it and pink it" approach. The idea’s simple—make guns smaller and pink to appeal to women. But some say it’s not working, and here’s why.

Starting with the whole "shrink it" approach—the assumption is women all have tiny hands or can’t handle a full-sized gun. Well, yes and no. I mean, yes, women generally do have smaller hands, but it obviously varies, and shrinking a gun typically increases recoil when you keep the caliber the same. This generally turns off new female shooters since, and I’ve seen this, they get scared by the recoil, put down the gun, step back, and don’t want to shoot again. So it’s better to make the pistol more ergonomic and manage recoil, rather than making it as small as possible. Also, women generally have issues racking slides on the smaller guns with their stiff recoil springs. This is one of the reasons the Smith & Wesson EZ is still somewhat popular, at least amongst women.

Then you’ve got the "pink it." Sure, some like pink, but a decent number of women see guns as tools, not fashion statements. Although, I’ve seen plenty of instances where pink guns attract women, especially my custom stuff, so it can go either way here. Slapping pink on a gun can feel like a gimmick, but honestly, it does work in certain cases, especially with the cerakote guys out there, I’m sure you know what I mean. 

The industry’s is changing things up a bit. The more innovative companies are focusing on fit and function—guns that are better suited to the individual, not necessarily gender. Narrower grips, lighter triggers, and especially the customizable finishes—that’s the direction things are generally heading.

Anyway, talk to your female customers. Don’t immediately push the EZ, the Sig Rose, or the Charter Pink Lady on them. Ask what they’re using the gun for—carry, range, hunting—and fit it to them. That’ll build trust, keeps them shooting, and will bring them back to your shop for ammo, accessories, and hopefully more guns. 

Switching over to SHOT Show 2025 for a moment. If you didn’t attend, it was once again held in Vegas at the end of January. The NSSF recently released the attendance numbers and I’ll go over them quickly.

This year, exhibitors hit a record high of 2,850. This mostly has to do with the expansion into the Caesars Forum, which added a ton of space and has allowed the NSSF to bring in more companies that were previously put on a long waiting list. All these new exhibitors mean more choices, but also more competition, which is pretty fierce these days in the industry.

The total attendance this year was 54,000. Nowhere near the peak of 67,000 from 2014, but way up from the pandemic dip of 43,000 in 22. It’s been a steady climb, not a surge. 

Now, I attended this year’s show, along with the past 12 years, and based on what I experienced, I got mixed reactions from other exhibitors and attendees that have been going for at least, or longer, than I have. Some were happy with the turnout, which were typically the companies that have seen strong growth in the past few years. But with others, mostly attendees, they were less than impressed, feeling the show has kind of lost its vibe. I also know of a couple exhibitors that said this was their last one, not because of the turnout or their sales, but because of the NSSF, although I won’t get into that here. 

Anyway, if you haven’t attended in the past, I’d definitely recommend going to the show at least once. I’ll be attending the show again in 26.

 We’ve covered a decent amount today—from Henry’s new Special Products Division and SAAMI’s latest cartridges to the 'Shrink It & Pink It' debate and SHOT Show 2025 insights. If you’ve got thoughts on any of this, or ideas for what we should cover next, send an email to insider@gunindustryinsider.com. You can also find us on X at @GunInsider for quick updates. Stay tuned for our next episode—I’m digging into fresh developments that could matter to your shop or your next sales call. That’s it for this episode. Thanks for listening. Until next time!