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Outdoor industry marketers across the country are excited about new research released today by the Outdoor Stewards of Conservation Foundation (OSCF), which will help them better understand how to boost future participation in recreational target shooting.
Produced with the help of top research firms, Southwick Associates and DJ Case & Associates, the report “Welcome New Shooters – Tactics to Win Participation from Under-Served Communities” explains why millions of Americans have expressed an interest to start target shooting and the reasons that kept them from trying before.
The OSCF report found that 73 million people outside the traditional white male demographic have a strong interest in target shooting. More importantly, given the growth in firearm ownership among these audiences in 2020, the report identifies the reasons these communities hesitate to visit a range or buy a firearm.
“This research gives us the tools to not only grow participation, but to do so in a way that utilizes existing social networks to create lifelong participants,” said Tim Brandt, president/CEO of Murray Road Agency and OSCF board member.
By identifying these barriers and solutions, the OSCF study provides a roadmap for organizations to actively engage underrepresented audiences. The results revealed that concerns about firearm safety act as a top deterrent. To overcome this, it is essential to deliver consistent messaging and imagery that highlight safety procedures and requirements—from the initial promotion until the individual arrives at the range for the first time.
A comprehensive toolkit developed from these findings will soon be available to help partners implement strategies that make shooting sports more accessible and welcoming for all.
"It doesn’t matter what a person looks like, motivations for target shooting are the same,” said Southwick Associates Owner Rob Southwick. “Many potential participants did not grow up in households or communities exposed to recreational shooting. These people represent growth in target shooting if they are reassured from the very first contact that they can do so in a controlled, safe and welcoming environment."
Southwick will present key insights and recommendations from this useful research during the NSSF Marketing and Leadership Summit at 10:00 a.m. on Wednesday, May 14, 2025, in Clearwater Beach, Florida.
The “Welcome New Shooters” research complements OSCF’s impressive knowledge library of industry research. OSCF research is available for free to help the outdoor industry improve its knowledge and communications that will, in turn, lead to increased participation, sales and longevity.
The “Welcome New Shooters” project was funded by the Multistate Conservation Grant (F24AP00304) from the U.S. Fish and Wildlife Service and jointly administered by the Association of Fish and Wildlife Agencies.
About OSCF
Outdoor Stewards of Conservation Foundation (OSCF) is a 501c3 nonprofit organization that works with all facets of the outdoor industry to improve cultural acceptance of gun ownership, hunting, fishing, trapping, and target shooting. We use research-based communications and engagement programs that help recruit the next generation of HATS (Hunters, Anglers, Trappers, and Shooters) and promote the positive contributions HATS make to society. To learn more about OSCF programs; “Fill A Bag While Filling Your Tag,” “Come With!,” “Connecting with Conservation,” “Donate A Deer”, “Hunters Hate Poachers”, and the “Outdoor Industry Communication Council,” please visit www.OutdoorStewards.org, follow @OutdoorStewards on Instagram or contact Jim Curcuruto at jim@stewardsofconservation.org or (203) 450-7202. Keep up with the latest from OSCF on Instagram, Facebook and YouTube.
About Southwick Associates
Southwick Associates is a market research and economics firm, specializing in the hunting, shooting, sportfishing and other outdoor recreation markets. For more than 30 years, Southwick Associates has established a proven record for delivering comprehensive insights and statistics assisting business and strategic decisions across the entire outdoor industry; from government agencies, industry associations and non-profit organizations, to affiliated businesses and manufacturers. Learn more at
About DJ Case & Associates
DJ Case and Associates has been doing conservation engagement since 1986. We are social scientists, biologists, strategic communication planners, story tellers, video producers, and web application developers. We engage exclusively on natural resource conservation and outdoor recreation pursuits. Learn more at www.djcase.com.