There is always a sense of optimism at the annual National Association of Sporting Goods Wholesalers (NASGW) Expo. Looking ahead is an inherent part of doing business at this show.
The NASGW Expo is a small show, especially compared to the NRA Show—and certainly compared to SHOT Show.
But it has an outsize impact on those other two shows and the industry as a whole.
The expo is the point in the sales year when the market resets, starting with manufacturers and their distributor customers. This year, those two groups met to review, adjust, and plan for 2027.
It’s when 2026 officially makes its appearance in the rearview mirror.
Many of the decisions about which products will be available at retail in 2027 were made a little over a week ago on the floor of the Phoenix Convention Center.
During the two-and-a-half-day show, held October 13–15, exhibiting manufacturers met with their distribution partners to discuss what worked—and what didn’t—in the 2026 plans they agreed to at last year’s expo in Texas.
Last year, the biggest news coming out of the expo centered on the Beretta versus Ruger battle over control of Ruger. Ruger’s board of directors introduced a "poison pill" to slow Beretta’s acquisition of Ruger stock, which had already given Beretta a 9.0% ownership stake.
A year later, Beretta announced that its tender offer for Ruger shares was oversubscribed, bringing its expected ownership stake to 25%.
While that is big news, it was Ruger’s own announcement that it was suspending production of several “lower-volume and legacy product families” drew more attention.
The announcement set off plenty of panicked conversations and the requisite speculation about what it all meant.
On the show floor, the reaction was far more subdued.
Distributors have a long and deep relationship with Ruger and have seen these kinds of production suspensions before. While those looking in from the outside read this as the discontinuation of products, those familiar with Ruger know that Ruger doesn’t discontinue products.
Ruger can wait until it has something new to introduce to a dormant product line or a distribution partner places a significant order. Then it works that production into the schedule and turns on the machines.
The upside to Ruger’s announcement was the immediate spike in demand from dealers and consumers gripped by FOMO—the fear of missing out. By now, distributors have likely cleared out a good bit of the inventory they had been sitting on.
Optimism Abounds–Suppressors
Then there are suppressors. The year began with the elimination of the $200 tax, driving a surge in sales and bringing new manufacturers into the market.
Then the U.S. District Court for the Northern District of Texas issued a ruling striking down National Firearms Act (NFA) registration, application, and approval requirements for suppressors, SBRs and SBSs.
That set off a buying frenzy for those covered by the ruling.
And then…all hell broke loose. The Department of Justice opted not to appeal the ruling, and the ATF issued guidance on the issue. What had been just your run-of-the-mill frenzy was turned up to 11 and distributors quickly sold out of inventory.
Optimism Abounds–Beyond Suppressors
The surge in suppressor sales is unprecedented. But according to those on the show floor, the rest of the firearms market is also rebounding from the post-pandemic slowdown.
At the 2025 NASGW Expo in Texas, the optimism heading into 2026 came with a dose of caution.
Those we spoke to in Phoenix expect 2027 to be an even better year.
Importer EAA has seen continued demand for its double-stack 1911s with its Girsan Witness 2311 XXX models delivering bang-for-the-buck value to consumers. The sales rep I spoke to also pointed to EAA’s Liberador series as continuing to meet demand among a more specific segment of consumers.
At the Safariland booth, company representatives confirmed that holster sales have not lagged. Their Incog X and Incog XS concealed-carry holsters remain top-selling items with retailers catering to CCW holders.
They also reported strong sales to customers who don’t need a duty holster but want an OWB holster with retention that accommodates a light/laser, an optic, or both. These customers are spending money—and more than you might think—on top-of-the-line gear and training.
Elite First Aid is growing, too. The company makes first aid kits for hiking, camping, boating, and, of course, tactical and range use. It expanded its business with the acquisition of My Medic this past January.
First aid kits can be a slow sell—until a customer needs one. After that, going without one loses its appeal. I bought pre-packed kits for the family cars, and I’ve found that the urge to be prepared only grows.
For retailers, that means an ongoing sales opportunity with hunters, shooters, anglers, and anybody else hitting the great outdoors.
On the accessories side, I stopped by the Shield Arms and TAPCO booths. Both reported solid sales in 2026, with Shield Arms noting it was “better than 2025.” That’s another sign we’re emerging from—or simply adjusting to—the slowdown.
Even if firearms sales are slower than we’ve become accustomed to, accessory sales remain strong. At Shield Arms, that definitely includes expanded-capacity magazines. Customers might not have the cash to pick up a new gun, but they can always use an extra magazine.
TAPCO, meanwhile, is in the latter stages of its rebranding effort. I’ve made it a point to check in with them at NASGW, SHOT and NRA to track their progress.
The new logo and color scheme are only part of that effort. TAPCO has been keeping key products available for its longtime customers while broadening the line for today’s market. Along the way, those products have been moving into new packaging.
That’s not as easy as it might seem, but it pays dividends with distributors and dealers looking for products relevant to today’s gun shop customer.
With Election Day just around the corner—FOR THE LOVE OF GOD, GO VOTE—there’s still plenty that could shape the outlook for 2027. Based on the conversations in Phoenix, the industry sees room for growth not only in suppressors but also in firearms, optics, and accessories.
The companies that exhibited at the NASGW Expo are well positioned to take advantage of that growth, thanks in part to smart production plans and strong relationships with their distribution partners.
We’ll find out in January at SHOT whether that optimism extends to the rest of the industry.
– Paul Erhardt, Managing Editor, the Outdoor Wire Digital Network