The rise of the less lethal market

The rise of the less lethal market

Firearms for self-defence are nothing new, but what about when the situation means one cannot use them? Let’s say the regulations of your country or region don’t allow it, or the specific place you’re in doesn’t permit carrying a firearm. What about for those people who want to protect themselves but don’t necessarily want to carry or use a real firearm? In those situations, less lethal solutions come to the fore. The less lethal market is on a growth curve – both for public citizens and also law enforcement professionals – as people seek ways to protect themselves in an increasingly volatile world that are perhaps more morally acceptable than regular firearms. Riding this wave is Vesta Defense, a company created by airsoft industry stalwart Armen Ekmekdje. He turned more than 20 years of experience working for Cybergun into a new market that has grown considerably in the few short years he has been working in it.

State of the industry: live from IWA 2026

Assessing the current state of the market is a vital part of running a successful business in this industry. No matter whether you sell shotguns, rifles, airsoft, clothing, or accessories, it pays to know what the current trends are, what issues are impacting the market, and where the opportunity lies. Of course, you can gather much of this information yourself from your sales figures, market research, or your partners in the sales chain, but another fruitful way to do it is to attend a trade show. Meeting with peers, partners, and professionals across the global hunting and shooting industry is an ideal way to get a true feeling for what’s going on in the market and pick up insightful information that may have otherwise passed you by. For the 30th episode of the Gun Trade World podcast, host David Guest did exactly that and spoke to a wide range of industry leaders on the show floor of IWA Outdoor Classics 2026. Featured in this episode: * Melissa Schilling, Vice President, Exhibitions and Events at NSSF  * Louis Field (UK Sales Executive) & Brandon West (Head of Export) at Air Arms * Abdussamed Güzel, Commercial Director at Huglu * Mark van Giesel, Brand Manager at Tacstack * Gerd Walther, Managing Director of Lothar Walther * Tsvetan Zahariev, Business Development Manager at ATN Europe.

Delivering build-to-bang experiences with Pete Brownell

Pete Brownell is the CEO of one of the firearms industry’s most iconic and enduring brands – but how has Brownells lasted the test of time for more than 80 years? And what is it doing to ensure it stays ahead in a fast-changing future? In this episode, sponsored by Topple, we sit down with Pete to talk about his huge experience in the industry, how he helped modernised the Brownells business, and what he believes the most important future trends are in the coming years. Even with more than 80 years behind it, Pete and Brownells are looking toward the future and innovations to come. - - - - - - Today’s episode is brought to you by Topple — the world’s first digital advertising platform built specifically for brands that face restrictions on mainstream ad networks. Whether you're in firearms, hunting, outdoor gear, or defense, Topple helps you reach your audience across a premium network of content-rich, enthusiast-driven publishers like GunBroker, AR15.com, Gun Digest, RECOIL, Ammoland, Sniper Country, Major League Fishing, and more. Topple is a one-stop solution that lets you reach your target customer, access real-time performance data, build rich retargeting audiences of high-intent site visitors, and track sales, revenue, and ROI with precision. Listeners to today’s podcast can receive a free Strategy Session and a Dedicated Account Manager with any Ad Spend Plan — just mention the Gun Trade World Podcast during your intro call or email.

Idealistic integrity: the First Breach story

First Breach is a family business, and that might seem like nothing new in this industry. However, it’s a family business with a unique blend of experience from the high-precision medical environment and the military. Jeffrey Low, who has an extensive background in numerous outpatient ambulatory imaging and surgical centres, is the company’s CEO and co-founded it alongside his son Jordan. Following a commendable career as a sharpshooter in the Israeli military’s prestigious Golani Brigade on numerous tours of Gaza and Lebanon, Jordan left the military with two things on his mind: he wanted to start a business in the defence industry, and he wanted to work with his family. The duo started First Breach in 2018 with the aim of becoming a leading manufacturer of match-grade ammo components in the United States. The company now produces a wide range of high-quality brass cups, brass casings, full-metal-jacket projectiles, lead projectile cores, and lead wire from its facility in Hagerstown, Maryland, and has even expanded into complete rounds in recent years. Jeffrey joins us on this episode to give us the full rundown of First Breach's past, present, and future.

Blending high-tech with heritage: Gallyon and the Worshipful Company of Gunmakers

In this special episode of the GTW podcast, we were joined by Adam Anthony and Richard Hefford-Hobbs, the co-owners of historic English gunmaker Gallyon, to talk about the brand and Richard’s involvement in the iconic Worshipful Company of Gunmakers. Gallyon has been trading continuously since 1784 and has been through six generations of the Gallyon family in that time. In 2018, the company was acquired by Adam Anthony and Richard Hefford-Hobbs – an enterprising pair of country sport and gun-making enthusiasts who decided to take the brand on and drive it forward into the future while still remaining faithful to the ethos of six generations of Gallyon family stewardship. Richard is the Immediate Past Master of the Worshipful Company of Gunmakers – the oldest chartered firearms authority in the world. Founded in 1637, this livery company oversees the London proof house in England, which, alongside its counterpart in Birmingham, remains responsible for the legal proof of every gun sold in the United Kingdom. ––– This episode is brought to you by Topple — the world’s first digital advertising platform built specifically for brands that face restrictions on mainstream ad networks. Whether you're in firearms, hunting, outdoor gear, or defense, Topple helps you reach your audience across a premium network of content-rich, enthusiast-driven publishers like GunBroker, AR15.com, Gun Digest, RECOIL, Ammoland, Sniper Country, Major League Fishing, and more. Topple is a one-stop solution that lets you reach your target customer, access real-time performance data, build rich retargeting audiences of high-intent site visitors, and track sales, revenue, and ROI with precision. Listeners to today’s podcast can receive a free Strategy Session and a Dedicated Account Manager with any Ad Spend Plan — just mention the Gun Trade World Podcast during your intro call or email.