My Marlin 1894 .44 Magnum is the epitome of a hunting rifle to me.The people who built it absolutely understood why I was hundreds of feet deep in an Arizona canyon chasing a mountain lion. They understood why my heart was pounding and why I was shaking like a leaf when I finally shouldered that rifle and took aim at a cat at close range.They may never know exactly where that rifle went or what happened when it got there. But I believe they understood the kind of moment they were building it for.That matters to me.Anyone can build a firearm. But only people who understand hunting can truly build a hunting rifle. This Marlin became mine in that Arizona canyon.
It matters who makes your hunting rifle.
I’m not talking about brand or technical specs, the machining, the carbon fiber, or the weight. Those things matter, but they don’t truly define a hunting rifle. I’m talking about the people.
We focus on numbers: group size, barrel length, velocity. Those things tell us what a rifle can do, but they don’t necessarily tell us what makes one special. After years of owning rifles and meeting the people who build them, I’ve come to believe there’s something no specification can measure.
Heart.
And I don’t think we should be embarrassed by that word or dismiss the emotional attachment we develop to these things. Hunting itself makes very little sense without emotion. Wanting the experience without the feeling would be like eating food without taste. Sure, you’d still get the nutrition, but you’d miss most of the reason we enjoy eating in the first place. No one orders ice cream for its nutritional value ...
Maybe hunting rifles are like that, too. Maybe the things we can’t measure are part of the point.
Maybe I’m romanticizing all of this. Maybe a rifle really is nothing more than a cold, mechanical tool designed to perform a job, and everything else is something we hunters invent and attach to it afterward.
I’ve been on hunts where I was handed a rifle, checked the zero, learned the safety, and went into the field. Whether it was for deer, elk, or something abroad, I’d hunt, unload, wipe the firearm down, and hand it back. It would return to its case and the manufacturer.
And that’s that. The gun returns as if nothing magical ever happened. That’s always felt strange to me, because something did happen. Hunting, done for the right reasons, is intimate. There’s anticipation, excitement, responsibility, adrenaline, and sometimes disappointment or joy, often all at once. None of it makes sense without emotion. And in the midst of it all is the firearm. In that crucial moment, the rifle is in your hands, and then it’s over. Whether you’ve carried it for years or just days, the rifle was part of something important. Handing it back feels strange, like returning a rental car after a meaningful journey.
Thanks. Worked great. See you next time.
Maybe rifles don’t hold souls, but they carry pieces of ours. That’s why they aren’t just tools, like screwdrivers or axes.
A hunting rifle might stay with us for life, unlike most things we buy. You might carry it for decades, through milestones and memories, your first deer, your last elk, places you dreamed of as a kid. Someday you might hand it to your child. Long after you’re gone, someone may remember you by it. That’s a responsibility for those who build them.
That’s why I started the Maker’s Series.
I wanted to know the people behind the rifles, not just company presidents, but the engineers, machinists, and assemblers making something that becomes part of someone’s story. I wanted to understand the why behind the what. Touring places like Leupold left an impression. Specs tell you what they built, but seeing the people tells you why they built it. Machinery is the same everywhere. What matters is the people, their stories, what they hunt, the rifles they carry. That’s when you realize someone truly cared. That’s what I sought: the makers themselves.
The same Marlin 1894 that came through for me in front of a mountain lion is the same rifle I trust to protect my home and hunt my property in Virginia. Why? Because I trust it, and the people who make Marlin rifles know I need to. That matters, and it shows in the craftsmanship, functionality, and feel of it.
Craftsmanship is about people, not machines.
I’ve spent money on rifles that weren’t the most accurate. Others may have been better on paper, but I knew who built the one I chose. I’d met the people behind the company, talked hunting with them, and learned what they cared about. I trusted them, so I bought their rifle, with my own money. Maybe I’m a fool for that. Maybe not. But hunting isn’t rational for me. If it were just about efficiency, none of us would go through all the trouble for a chance at an animal. We do it because it matters to us.
So why shouldn’t the people who build the rifle matter too? They do. Why? Because I believe something simple: Anyone can make a firearm, but only a hunter can make a hunting rifle.
You don’t have to hunt every season, but you do need to understand what you’re building and why. A firearm can be engineered. A hunting rifle has to be understood. You have to know why a scratched stock isn’t just damage; it’s memory, a story. You have to understand why someone carries the same rifle for decades; because it was there for their first, their biggest, or their last hunt with Dad. That’s what interests me: the people behind the rifles.
I’ve met engineers, gunsmiths, and factory workers who care deeply about their craft, even if they never meet the hunter who buys the rifle. That matters because a hunting rifle eventually becomes something its makers can never manufacture. They become ours. We add the scratches and the wear. We carry them through years of hunts, miss and succeed, loan them to friends, and eventually hand them to our children. Slowly, the rifle stops being a product and becomes a collection of memories, something far more valuable. That’s why heart and soul aren’t accessories. Those things have to be there from the beginning.
There’s something about my JM-stamped Marlin 336 that goes beyond steel and walnut, that little stamp carries generations of American rifle makers, deer camps, November mornings and a whole lot of heart. Ruger understood that preserving Marlin meant more than moving machines and tooling; it meant carrying the people, culture and spirit of a great American hunting rifle into another generation. Machines can build rifles, but people preserve legacies and the fact that Ruger somehow managed to preserve Marlin's soul while modernizing how it manufactures their lever guns is one of the great accomplishments in our industry.
This isn’t about expensive rifles. Price and brand don’t create soul. People do. Yes, accuracy and reliability matter. Materials and technology matter. But when I choose a hunting rifle, I ask another question: Show me who you are. Show me the people behind the rifle. Show me you understand why I’ll carry it. Show me your factory understands what you’re building becomes part of someone’s family. Show me that’s who you are, and I’ll choose you every time.
Maybe that’s overly romantic. Maybe it makes me a fool. Maybe not?
After all, if a hunting rifle were just a tool, we’d replace it every time something better came along. But we don’t. We keep them and hand them down because they’re ours. We carry them long after newer technology has passed them by, and eventually we hand them down. Not because they’re still the best rifles in the world, but because they’re our rifles.
Like I said: Anyone can make a firearm. But only a hunter can make a hunting rifle.
In My Sundays, founded by Mallory Ervin, announced a limited-edition collaboration with Realtree featuring the brand's iconic APX and Legacy camouflage patterns. The collection includes women's pajama sets and sleep dress alongside men's loungewear, launching August 9, 2026 exclusively at InMySundays.com.
Silencer Central, founded by Brandon Maddox, has been ranked No. 1801 on the 2026 Inc. 5000 list of fastest-growing private companies, marking its fourth consecutive year on the list. The Sioux Falls-based suppressor retailer's ranking reflects revenue growth measured over a three-year period.
Paul Butski, a longtime GSM Outdoors staff member, has been inducted into the Legends of The Outdoors Hall of Fame for his decades of conservation work and contributions to the outdoor industry. Butski is a decorated turkey calling champion with three NWTF Grand National Championships, six U.S. Open Championships, and two Levi Garrett Opens, and developed signature turkey calls for GSM and the Mantis 25 Turkey Call for Hunting Made Easy (HME).
Whitetails Unlimited named Dan Vogt and Darel Martin as Field Directors of the Year for fiscal year 2025-2026, while Brian Kittrell received the Pathfinder Award for the third consecutive year. Executive Director Chris Konop praised the honorees' dedication to the organization's conservation mission.
Daisy Outdoor Products, a member of the Iconic Outdoor Group, received the Manufacturer of Excellence Award at the 2026 Legends of the Outdoors National Hall of Fame banquet in Springfield, Missouri. The recognition honors Daisy's 140+ years of manufacturing quality airguns, including the iconic Red Ryder BB gun, and its commitment to youth shooting education through the Daisy National BB Gun Championship Match.
The Rocky Mountain Elk Foundation (RMEF) is hiring a Chief Conservation Officer to lead conservation initiatives and partnerships. The position, based in Missoula, Montana, requires eight-plus years of natural resources experience and five years in senior leadership, with responsibilities including advocacy, governmental affairs, and representing RMEF with federal and state agencies.
Darton Archery, Black Eagle Arrows and Conquest Archery are hiring a Southeast Sales Representative to lead growth across the region. The ideal candidate will build dealer relationships, expand market presence, and represent all three brands with professionalism and expertise in the archery industry.
African Trophy Pursuit has renewed its national sponsorship with Whitetails Unlimited, announced by WTU President Jeff Schinkten. Located in South Africa's Limpopo Province, African Trophy Pursuit offers diverse safari experiences for bowhunters and firearm hunters seeking unforgettable African hunting adventures.
Federal Ammunition released two new 20-gauge Master Class shotshell loads featuring a customized Podium wad, high-antimony lead shot, and straight-wall hull design for competitive sporting clay shooting. The competition-level loads are now available at retailers nationwide with eight total options priced at $16.99 per 25-count box.
Q, LLC released "Ghost In The Trees," an adventure film documenting a leopard hunt in Zambia featuring the 12 inch Mega Fix chambered in .375 Ruger. The film highlights ethical hunting's role in wildlife conservation and is available on Q's YouTube channel.
German Precision Optics (GPO USA) announced the GPO Setback™ Cantilever 3" extension mount designed for compact tactical 30mm riflescopes, allowing up to 3" forward or rearward positioning for optimal eye relief. The precision-machined aircraft-grade aluminum mount retails for $89.99 and is available through authorized dealers and gpo-usa.com.
The Boone and Crockett Club, the Board of Regents of the University of Wisconsin System, and the UWSP Foundation established the Stephens Family Foundation Boone and Crockett Wildlife Professor position at UWSP with a $1 million endowment. The professorship, led by associate professor Cady Sartini, will expand black bear conservation research and education across Wisconsin through the Searle-Dew-Thomas Boone and Crockett Wisconsin Black Bear Fellowship.
Travis "T-Bone" Turner joins host Michael Waddell on The Michael Waddell Podcast to discuss his archery career, innovations in bow technology, and his recovery from cancer. Turner, a Hoyt shooter and co-host of Bone Collector on Outdoor Channel, emphasizes the importance of practice and shares insights on modern archery advancements.
Hodgdon Powder Company introduced Accurate High Country, a spherical rifle propellant engineered for Federal's new 7mm Backcountry cartridge and other modern magnums. The progressive-burning propellant delivers exceptional ballistic performance while providing handloaders with versatility across a broad range of rifle cartridges from .243 Winchester through 7mm Backcountry.
FALCO Holsters introduced the D910 L Light-Bearing Kydex Chest Holster, compatible with over 2,600 handguns and 180 lights. Designed for hunters and outdoor enthusiasts, the custom-molded chest holster features an adjustable harness, quick-release buckle, and optional optics-ready configuration, with an MSRP of $189.95.
Fiocchi of America launched Golden Dove Duplex, a duplex shotshell combining #8 and #6 lead shot designed for dove hunters. The 1-1/5-ounce payload at 1,275 feet per second delivers dense patterns for close shots while maintaining energy for extended distances, according to Christian Hogg, Director of Marketing at Fiocchi of America.
Hardcore Waterfowl introduces Rugged Series Wigeon and Gadwall duck decoys featuring FowlFlex™ Technology and WhaleTail™ Keel for durability and realistic movement. Each six-pack includes four drakes and two hens at $89.99.
RCBS has launched its new 7mm Backcountry Die Set, a three-die system designed for the high-performance 7mm BC cartridge. Developed alongside Hodgdon Powder Company's Accurate High Country powder, the die set delivers enhanced control and consistency for handloaders seeking precision ammunition reloading.
WOOX, an Italian-American gunstock manufacturer, announced the Vigilante Beavertail Grip, a premium AR-compatible grip handcrafted from Claro walnut in Italy. CEO Ben Fleming highlighted that WOOX is the first company to offer a Claro walnut AR grip with an engineered-polymer beavertail, featuring laser checkering and ambidextrous design at $99.00 MSRP.
TALO Distributors, Inc. and TriStar Arms unveiled the TriStar Trinity II TALO Gold over/under shotguns, featuring enhanced engraving, gold coverage, and extended chokes. Available in 12 and 20 gauge with 28" barrels at $999.99 MSRP, these limited edition shotguns are now in stock at TALO distributors.
Defend Pepper Sprays, available exclusively on Amazon, provide college students with compact personal protection for back-to-school season. According to Teri Quinn, Director of Marketing at Defend, the product helps students carry confidence while focusing on their new experiences. Defend is owned by Arcus Hunting, which also operates Tink's and Dead Down Wind brands.
Federal Ammunition launched six rebate programs for big-game hunters this fall, offering 20 percent rebates on qualifying ammunition purchases of at least two boxes. Programs include Big Game Bigger Bucks, Big Game Bounty, Full-On Fusion Deals, Power-Shok Pays, Safari of Savings, and Slug Savings, with a maximum rebate of $60 per person through December 31, 2026.
Federal Ammunition launched two rebate programs for waterfowl hunters: Steel Savings offering $2.50 per box rebates on Speed-Shok and Rob Roberts Raptor Steel, and Flyway Rebate providing $5 per box rebates on Black Cloud and Ultra Steel. Valid purchases run through December 31, 2026.
Baschieri & Pellagri (B&P) USA is offering its new Stacked Savings Rebate providing up to $100 back on qualifying purchases of B&P Dual Steel waterfowl shotshell ammunition from August 1 through December 31, 2026. The rebate offers $5 per box with a maximum of $100 per person or household for purchases of at least two boxes.
Remington Ammunition launched four rebate promotions offering big-game hunters up to 20% cash back on qualifying ammunition through November 30, 2026. The promotions cover handgun, centerfire rifle, premier rifle, and shotgun slug ammunition with a maximum rebate of $60 per person or household.
Fiocchi of America is offering its new Marsh Ready Rebate providing up to $100 back on qualifying waterfowl shotshell ammunition purchased between August 1 and December 31, 2026. Eligible products include Flyway Speed sTEAL, Flyway Series, SteelMAX, Golden Waterfowl, Golden Goose, and Arkansas Steel Waterfowl bulk packs.
HEVI announced its Killer Deals rebate program offering up to $100 back on HEVI-Steel waterfowl and upland hunting loads at $2.50 per box. The promotion runs through December 31, 2026, with a minimum purchase of two boxes required and a January 31, 2027 submission deadline.
Umarex USA will exhibit at Nation's Best Sports 2026 Fall Market August 24-27 in Oklahoma City, showcasing 2026 product releases and brands including Umarex Airguns, T4E, Prepared2Protect, and Elite Force Airsoft. Attending dealers can access hands-on product demonstrations and speak with sales representatives about dealer incentives and stocking programs.
ScentLok is sponsoring the new "Women Who Hunt" podcast featuring hosts Meghan Krohn, Raegan Cox, and Courtney Kaufmann. The show connects women hunters and anglers, addressing barriers to entry while celebrating the fastest-growing demographic in hunting and fishing.
GlenDel Targets, a Superior, Wisconsin-based maker of 3D archery targets owned by FeraDyne Outdoors, has joined Whitetails Unlimited as a national sponsor. The company offers realistic 3D buck, bear, and elk targets with replaceable vital inserts designed for modern bows and crossbows.
MyOutdoorTV celebrates whitetail deer seasons with comprehensive hunting programming including shows like JUST SHOT: Drury's Deer Season, Bowhunting Whitetails with Bill Winke, and Realtree Road Trips. The platform launches WhitetailStream, a 24/7 ad-free live channel, and introduces the new Whitetail Legends Channel presented by Rhino Metals on August 30.
Pursuit Channel premieres Face Off: The Tactical Decathlon, a new competition series from American Stories Entertainment featuring elite competitors tested across ten tactical disciplines. The series debuts August 21 at 10:00 PM ET, hosted by Don Mann, Tim Harmsen, and Dr. Jenn Stankus, and will air on Pursuit Channel and Pursuit UP.
