Cowboy action shooters: who are they really? - Single Action Shooting Society

Shooting Industry, May, 1998 by Roy Huntington

Cowboy Action Shooting galloped onto the scene a decade or so ago and shows nary a sign of slowing its pell-mell race across the country - and the world. Almost 20 countries have cowboy shooting clubs, with some of the more enthusiastic followers in the entire world homesteading, of all places, in Germany.

While there are still a few holdouts claiming cowboy shooting is just a soon-to-pass fad, most folks agree that it's here to stay. In addition, it's become a powerful force in the marketplace.

To meet the needs of the cowboy shooter, manufacturers have launched new product lines. Target manufacturers are turning out steel in shapes they never dreamed of before cowboys started shooting again. Buffaloes, bandits of all shapes and ornery "vermits" galore ring from the impact of lead at weekend shoots all over the country. Cowboy clothing, especially authentically styled Western duds, are a hot commodity and retail shooting sports stores are beginning to find themselves in the clothing business!

Gun makers, importers, distributors and even custom gunsmiths have embraced the cowboy shooter with open arms. Cowboy gun designs of every shape imaginable are being resurrected for the anxious, buying public. Ammunition makers from small, custom loaders to the "big guys" are making fodder to feed this hungry sport, and introducing new calibers and loads constantly.

Leather of every kind, from belts and holsters to chaps, cuffs and specialty gear, are filling up dealer's shelves and moving off just as quickly.

Just who are these cowboy shooters who have adopted names like "Junkyard Jack," ".44 Fred" and "Anxious Annie"? Why are they buying at such a frenzied pace? What does a dealer have to do to target this market?

The answers to these and many other questions are in an in-depth survey conducted by the Single Action Shooting Society (SASS).

GETTING THE ANSWERS

SASS is the grandfather organization of Cowboy Action Shooting. The organization has grown impressively during the past four years, with a membership that now stands at approximately 15,000. SASS officials, however, estimate there are 80,000-plus active cowboy shooters nationwide. Shooting Industry sources believe the numbers are actually much higher, as many cowboy shooters are not members of organized clubs.

With a 50 percent annual membership growth rate, SASS predicts that active participants in cowboy shooting will probably top 150,000 by the year 2000.

To learn more about their membership, SASS sent a detailed survey to 600 randomly selected members in January 1996. Incredibly, 359 responses were received! This represents a virtually unheard of 60 percent response rate, and indicates the strong interest participants have in the cowboy action sport.

The SASS survey, an exclusive to Shooting Industry, reveals information of special interest to those in the shooting sports business. Knowing the demographics of a customer base is a powerful tool, enabling dealers to direct their energies in a specific target area.

WHO ARE COWBOY SHOOTERS?

While the ages of cowboy shooters range from 12 to the 80s, the majority center around the 41 to 60 age group, with a leaning toward 41 to 50. Of the 359 members answering the survey, 332 are men, 29 are women, 101 are single and 258 are married. There's an average of two to three persons in those households, with the majority having two.

The survey shows the occupations of most cowboy shooters are professional/technical of some sort (103), with many being self-employed (66) or government employees (43). Forty-one are retired, a segment of the market who has the time and energy to both participate and organize events. Many groups have found their retired members to be the driving force behind their clubs.

The number of persons who actually participate in cowboy shooting leans heavily toward one person per household. Of the 359 "households" responding, 237 of them have one person involved in the sport. There are two shooters in 77 households and 37 non-shooters participate in some way. The opportunity for non-shooters to be involved in the costumes, social activities and excitement of a match is one of the more powerful draws of the cowboy action sport.

This popularity is evident in the attendance at the sport's premiere event, the Colt's End of Trail and Wild West Festival. The event is organized by SASS and held each April in Southern California. Last year, the event drew a record crowd of 15,696, of which only 500 were registered shooters. More than a shooting event, the End of Trail is a "celebration of the cowboy lifestyle."

These impressive numbers equal an impressive customer base for the dedicated "gun store" that may find many of its customers to be non-shooters.

DOLLARS AND SENSE

The SASS survey shows the average cowboy shooter is comfortable financially. With incomes from $15,000 to over $75,000, SASS found the median to be $55,000 to $60,000. However, of the 359 respondents, almost 100 listed their income as "More than $75,000." While this is a sport anyone can participate in, it seems to attract those with serious disposable income.