Air bucks! Airguns and paintball are profit builders!

Shooting Industry, Nov, 2004 by Carolee Anita Boyles

Airguns and paintball sell!

Airguns continue to punch out solid profits for gun dealers who cater to a wide number of shooters, from youngsters to seasoned hunters. Ultra-modern airguns are attracting new customers, yet nostalgic models remain strong sellers.

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Paintball has suddenly become a must-do sport as it posts impressive growth numbers. Its broad appeal and fast growth have not gone unnoticed in the industry. For the first time, paintball will be included in the SHOT Show (see page 10).

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What does it take to enjoy profits from these niche markets? Let's look at paintball first.

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Paintball Attracts New Dollars

"It makes a lot of sense for gun dealers to carry paintball because of the number of dollars involved in the sport," says J. J. Brookshire, National Paintball Supply director of business development. "Paintball is the third largest of the extreme sports. The only two that are larger in participant numbers are inline skating and skateboarding. Both of those are declining, and paintball is growing. In fact, next year paintball should pass skateboarding."

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A look at statistics from the Sporting Goods Manufacturers' Association reveals similar numbers. A 2004 report on the value of U.S. manufacturers' shipments shows paintball hitting $390 million in wholesale sales in 2003. In comparison, archery sales were $260 million.

The same report notes the 2003 wholesale of football equipment was $125 million and basketball reached $377 million. Do the math: Paintball sells!

Sounds good, right? But what kind of margins can you expect to make on paintball equipment? That's going to vary, depending on a number of factors, Brookshire says.

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"It will depend on who you're buying from, what kinds of products you carry and who your competitors are," Brookshire said. "If you have to compete with the marts, that will squeeze the margins. Branded products tend to give you a little more margin."

Under ideal conditions, margins can reach the 30- to 40-percent range, Brookshire says. Margins on consumables may dip into the 20-percent range, but there are a lot of turns on these items, and they represent a high proportion of paintball sales.

Knowledge And Safety Are Success Keys

The key to selling paintball successfully, says Scott Moss, owner of Forest & Field Outdoor Specialties in Norwalk, Conn., is a knowledgeable salesman.

"Getting good help is the key to sales in any part of a sporting goods store," Moss said, "but that's especially true in paintball. You need a young person who can relate to the kids and explain things to them on their terms."

Unlike airguns, paintball doesn't necessarily represent a stepping-stone into mainstream shooting sports; in fact, it may work the other way.

"There are a great many paintball players who will never pick up a firearm," Brookshire said, "but a lot of people will, and a lot of people will transition the other way. There will be a lot of people who hunt who will get into paintball because they enjoy the outdoors."

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As always, safety should be a major concern of gun dealers who venture into paintball. Much like firearm safety, there are standard safety requirements dealers should pass on to their customers.

"Safety discipline is a huge part of paintball," Brookshire said. "When you're not using a paintball marker, you take the propellant off and remove the paintballs from it. You make sure it's empty and lock it away, much as you would secure a firearm."

Strict safety protocols also require players to wear protective eyewear on the playing field.

"Wearing masks is mandatory," Brookshire said. "Off the playing field, where players take their masks off, you have to put barrel blocking devices on every barrel. And each day before you play, you're required to check the velocity of the paintball marker."

The safety training involved in playing paintball gives full recognition to the fact that a paintball can cause serious injury. In turn, proper safety training lays the groundwork for good firearm handling for those who transition from paintball to firearms.

Selecting Your Paintball Inventory

What should you carry if you decide to sell paintball? It doesn't take much to add paintball to your store. Product categories include markers, paintballs, loaders, safety equipment, carrying cases, a source of compressed air, and targets.

Targets are an important inventory item, because many paintball players would rather shoot at targets than play "war games." In addition, many customers who participate in paintball will purchase products you already have in your store: personal radios, flashlights, pouches, camouflage clothing, and camping equipment.

"One important thing to know about masks is how easily they fog," Brookshire says. "Before you stock a particular brand of mask, try to fog it up. If you can fog it, don't stock it, because the number one safety issue is eye injuries, and eye injuries most often occur when someone lifts a mask (to clear the fog)."