For an even more effective outcome to your every crossbow shot, Bloodsport® Hunter Strobe™ crossbow arrows now come with an innovative strobing lighted nock.
For the third consecutive year, Team Lapua member Nancy Tompkins has brought home the Western Wildcat International Smallbore title using Lapua Center-X .22LR ammunition.
Hornady congratulates Doug Koenig and Dave Preston on their performance at the W.A.R. Rifles Shootout PRS match on March 27, 2020 in Tremont, Pennsylvania.
The Civilian Marksmanship Program announced the opening of registration for the National Trophy Rifle and Pistol Matches, held at historic Camp Perry in Port Clinton, Ohio. Guests may log on and begin signing up for the return of the annual event beginning now, on the CMP website.
Hillsdale College’s shotgun team brought home its seventh Division III national championship title from the Association of College Unions International (ACUI) Collegiate Clay Target Championships in San Antonio, Texas.

With tournament waters extending northward to the Toledo Bend Dam and southwest to Galveston County, the Sabine’s mid to upper reaches offer traditional river scenarios with lots of sandbars, bends and shallow wood. The river also holds a significant amount of cypress and tupelo swamp, while the lower end — below Interstate 10 — sprouts flat, grassy marshlands.
Tennessee S3DA held their annual Indoor State Championship on February 19th and 20th at the Mid Tennessee Expo Center in Murfreesboro, Tennessee. Over 200 archers from 20 S3DA teams across the state competed in this year’s event. 
HIVIZ Shooting Systems will be attending the 2021 Texas Tactical Police Officers Association SWAT Conference this week (Apr. 7-11) in Dallas, TX.
The National Shooting Sports Foundation (NSSF) has awarded a Five-Star rating to CMP Talladega Marksmanship Park. This is the first outdoor range to be awarded a Five-Star Rating under NSSF’s revised star rating system for outdoor ranges.

- GEAR -
Tigress' new Pro Series Locking Halyards are built with the same quality and attention to detail to give offshore anglers the advantage they need to put more fish in the box.
The new Encounter cell cam offers a swift and smart solution, keeping hunters connected wherever via the HuntSmart app and artificial intelligence features.
When the sprinkles start, zip into the new Rapala RAIN suit and hit the water without worry of getting wet. Waterproof and breathable, Rapala RAIN outwear is crafted using premium materials, and fitted for comfort.
Legacy Sports International announces the launch of its redesigned website to enhance the customer experience. Customers now have the opportunity to view and research products more easily.

B&T USA is proud to announce a strategic partnership with Mike Pannone of CTT Solutions. Mike joins the B&T team with a primary role of Director of Training; he will also assist in increasing brand awareness within influential professional markets and to drive strategic sales opportunities within B&T’s established top tier LE and SOF customer bases.
Vihtavuori, maker of propellants for competitive Benchrest and Extreme Long Range shooters, announced their support of the U.S. Palma National Rifle Team.
Over the last 2 decades, Dorsey Pictures has grown into the world’s largest producer of outdoor programming, creating 56 series for outdoor TV and more than 50 series with outdoor roots for mainstream cable networks.
For a tenth consecutive year, Hi Mountain Seasonings has renewed its partnership with Steve Ecklund and Joe Eppele for their popular television show, The Edge.

SIG SAUER Academy, the leading provider of the highest quality firearms instruction and tactical training in the world, is pleased to announce the addition of Shotgunning with the Pros with Jerry and Lena Miculek to the 2021 course schedule.   
Avian-X®debuts the PowerFlight™ Mallard, its first spinning-wing duck decoy.
French gun maker Chapuis delivers high performance in the field while boasting exquisite aesthetics with the Faisan Classic and Artisan over-and-under shotguns.
Bear & Son Cutlery combines the traditional lockback look and feel with on-demand action, through their new A08 series automatic knives.

The Walther Performance Duty Pistol line grows with the availability of the five-inch guns in full-size and compact (15-round capacity) versions.
This summer, Catch Co. is looking to identify the next great fishing fishing content creator through its “On the Line” Competition.
The Oracle 2 features increased functionality of the auto-brightness sensor to allow the pin brightness to be lower in ambient light conditions. Hunters can also use the easy-to-reach buttons to manually override the sensor to adjust to their desired brightness. The laser rangefinder adjustment mechanism also received improved usability by allowing users to adjust the laser’s point of aim without the use of special tools.
The Civilian Marksmanship Program introduced its first Pistol Marksmanship 101 class and accompanying M9 EIC pistol match on Wednesday, 17 March at the CMP Talladega Marksmanship Park ahead of rain and thunder later in the day.

CZ-USA is stepping up to help the MidwayUSA Foundation change the future of youth shooting sports. The organization is now one of the Foundation’s Elite Sponsors.
The onX Hunt partnership will directly contribute to the RGS & AWS mission, supporting healthy forests, abundant wildlife, and conservation ethic in 2021. RGS & AWS will also work with onX to increase access and opportunity afield.
Unique artwork creator Backwoods Designs CNC has renewed their Whitetails Unlimited national sponsorship.
The Outdoor Writers Association of America (OWAA) announces a change of dates for its 2021 conference, moving the event from July to October 3-6, 2021 at Jay Peak, Vermont. The organization also selected host destinations for its 2022 and 2023 conferences, naming Casper, Wyoming, and Gulf Shores, Alabama, as event hosts, respectively.

Quail Forever is excited to announce the promotion of Andy Edwards, the organization’s long-time field representative, to his new role of Quail Forever Program Manager.
The National Deer Association welcomes First Lite as its newest corporate sponsor and preferred apparel sponsor. Through their “Camo for Conservation” initiative, First Lite is committing a portion of all proceeds from sales of their new Specter whitetail camo pattern to NDA’s mission.
Pheasants Forever has expanded itsPrecision Agriculture Initiative to Ohio with the recent hiring of Sarah Moore as a Precision Ag and Conservation Specialist. 
Beginning today, the Citizens Committee for the Right to Keep and Bear Arms is running a national radio blitz on the Salem Radio Network and Westwood One with six national radio programs.
Remington announces an expanded lineup of licensee partners to bring fans a wide variety of outdoor lifestyle accessories, gear, gifts and more.
Chestnut Hill Outdoors' trees are on the way to select Walmart locations in Alabama, Arkansas, Florida, Georgia, Mississippi, South Carolina andTexas.
TrueTimber has announced Cody Huff as a new member of the TrueTimber team of brand ambassadors. 
The Florida Fish and Wildlife Conservation Commission’s Outdoor Adventure Camps offer opportunities for youth to learn about conservation, hunting and other outdoor skills.
It’s almost time for spring turkey hunting in Vermont. Youth and novice turkey hunting weekend is April 24 and 25 this year, and the regular spring turkey season is May 1-31.
The Florida Fish and Wildlife Conservation Commission (FWC) will conduct aquatic plant control on Lake Toho the week of April 5, weather permitting. 
Pennsylvania hunters followed up 2019-20 hunting seasons’ highest overall deer harvest in 15 years by topping it when they took an estimated 435,180 deer in the 2020-21 hunting seasons.
Vermont’s popular fish and wildlife summer course for teachers and other educators will be held July 11-16, 2021 at the Buck Lake Conservation Camp in Woodbury.
The Montana Fish and Wildlife Commission is accepting applications for the Madison River Work Group, which will work to develop recommendations to the commission on how to implement aspects of the Madison River recreation administrative rule.  
Two new communities – the city of Madison Heights and Orion Charter Township – recently have been designated with the Tree City USA honor for promoting and caring for trees within the community.
This week Keith and Matti head to their favorite ranch for hunting exotics in Texas, G2 Ranch. He starts with an “Argentina Style” dove hunt, then heads out for Scimitar Oryx.

Editor’s Note: Today’s Op-Ed was sent to us by Chief Travis Walker of the Santa Paula, California police department.

A well-known professional boxer famously said, “Everybody has a plan until they get punched in the mouth," and the same is true once you find yourself in the middle of a mass shooting.   Due to the time it takes law enforcement to intercede, it is imperative that you begin conditioning your mind now, to help better recognize the threat, formulate the appropriate response, and ultimately execute your plan to help ensure your survival. 

We have sadly experienced multiple active attacks in a variety of communities over the past few weeks.  Whether a gun, an explosive device, or a vehicle is used to carry out the attack, more and more people across our country are getting caught in the line of fire, and I feel we must do a better job of training the general public to condition their minds ahead of an incident, if we expect to see a reduction in the number of casualties.   

Preconditioning the mind

If you want to reduce your exposure to danger, it’s important to have a plan in place beforehand. Advance planning can precondition your mind to make the decisions and take the actions that are necessary for your safety. This will reduce the possibility of a freeze-inducing panic and shorten your response time to danger. Just as residents of earthquake zones are primed to “Drop, Cover, and Hold” if they’re caught in a quake, it is now sadly necessary for you to have a plan for responding to an active attack threat. Simple models like “Run, Hide, Fight,” or “Avoid, Deny, Defend” are excellent starting points for your planning, but you can do even better. If you want to maximize your ability to survive in an active attack, you’ll need to build a new habit—one where you’re constantly paying attention to your environment, and looking for the important details that will allow you to tailor a plan that’s specific for where you are right now.

Public safety and military personnel condition their minds to effectively navigate combat and stress situations by visualizing how they would handle incidents beforehand.  Driving by various businesses prone for robberies would help condition my mind for a response to in-progress calls at the location.  Visualizing priorities such as where I would park, what would I say over the radio, how I would handle multiple suspects, and knowing the environmental conditions around the business, all helped my brain process information more effectively, allowing me to better focus, and remain calm during stressful calls.  

The danger of normalcy bias

Have you ever walked into a business and identified a primary exit route in the event of a crisis? How about a secondary or tertiary exit route should something happen to your primary exit?  You can no longer disregard the need to be aware of your surroundings or rely upon others to be responsible for your safety during times of crisis.  Research conducted by Amanda Ripley for her disaster response book, The Unthinkable: Who Survives When Disaster Strikes – And Why (2009), showed that humans share three common phases of behavioral responses during disasters. These are denial, deliberation, and decisive moment.  Her findings are consistent with the behavioral responses of victims during active attack incidents.  

Ripley’s denial findings showed that it was more common for people to deny that a disaster was occurring, due to the brain not properly identifying the source of the emergency.   The brain processes information at a remarkable speed and will typically default to comparing information experienced in our past to what is happening in the present, and anticipating the future. Psychologists commonly refer to this as “normalcy bias.”  During the 2015 mass shooting terror attack in San Bernardino, California, I saw an example of this when some of the surviving victims thought that the initial gunshots fired outside of their room were balloons popping.  Our brains are not conditioned to recognize the distinct sound of gunfire and will default to the most similar sound that it knows, such as a balloon popping, a car backfiring, or maybe even fireworks…but not a threatening situation.   To help overcome the denial phase, we must treat sounds that may be gunfire as such, and immediately act without delay.  

Our fight, flight, or freeze response is activated after overcoming the denial phase.  Referred to as the deliberation phase, this is where your pre-planning will likely save your life.  Don’t worry about grabbing personal effects, trying to shut down your computer, or deciding you need to record the incident for social media…move on to the decisive moment and GET OUT!  Freezing, playing dead, or huddling with others during an attack only makes you an easier target for the suspect.  You must condition yourself to act decisively by quickly arriving at the decisive moment phase and executing your plan of action.  

Your survival depends upon your mental preparation

Suspects will choose a location that can be attacked easily, because it does not have any type of armed defenses.  We have seen attacks occur in movie theatres, open air events, houses of worship, schools, beauty salons, shopping centers, and many other locations we frequent daily.  The suspect in the 2019 active shooter attack at a Walmart in El Paso, Texas, professed it was “not cowardly to pick low hanging fruit” and that “low security targets should be attacked.”  This is a common ideology shared by many active attackers.  Since law enforcement’s response time to an active attack incident can range between four to eight minutes, you must ensure that your mind is prepared to recognize the threat early, rapidly process an escape plan or find a hiding spot that will safely conceal you from the suspect(s), and, as a last resort, be prepared to attack with such aggression that the suspect is quickly incapacitated.

Your life depends on it.

— Travis Walker 

Walker is  Chief of Police for the city of Santa Paula, located in the State of California, and has more than two-decades of law enforcement experience.  Chief Walker was the Tactical Commander during the 2015 mass shooting terror attack in San Bernardino, California.  He has a master’s degree in leadership and disaster preparedness from Grand Canyon University and is a recognized subject matter expert in the areas of active shooter response, critical incident management, and incident command.

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