The SHOT Show® offers an unrivaled opportunity for retail buyers to connect with new and established vendors and get hands-on with their entire product line — which is why thousands of retailers come back to the show each year.
One of them is Green Top Sporting Goods in Ashland, Va. Established in 1947, Green Top has had representation at every SHOT Show since 1980 (just missing the inaugural SHOT Show in St. Louis the prior year).
Jimmy Hyman, Green Top Vice President and General Manager, Operations, has attended the past 11 SHOT Shows since his tenure with the retailer began in early 2014. Each year, Green Top comes into SHOT Show with business targets to improve either its retail business or NSSF Five-Star Range located less than three miles from the store.
“Our goal is to cover the whole floor,” he said. “When we needed some new range equipment, we had meetings with all the manufacturers in that segment to explore our options. Last year, I brought my archery buyer with me, and we spent time in the Archery Pavilion at Caesars Forum. We saw all the reps we knew; it was a great way to spend our time.”
New products drive interest and engagement in our industry. Finding the next best seller is a major appeal of attending SHOT, according to Hyman.
“One of my favorite things to do at the show is hit the basement [The Venetian Expo Level 1] and look for new vendors,” he said. “If I see something that could be a good fit for the store, I’ll take a picture of the booth with the booth number and share it with our team when we gather together for meals and tell them they need to stop by, too.”
3 Things You Can Only Get At SHOT
With the entire industry together at The Venetian Expo and Caesars Forum, Hyman said there are three things a buyer can get by only attending SHOT Show: meeting with the top leaders in the industry, exploring hundreds of new products and taking SHOT University™ courses.
Face time with key accounts is a standout benefit, according to Hyman.
“The chance to meet with senior executives is huge at SHOT Show,” he said. “If you have a good rep and you’re in their booth, you’re going to get face time in one of those closed-door sessions. You’d be surprised with what you can gain out of that — like the assets they have, which you just wouldn’t know about until you have a conversation with them.”
SHOT Show 2026 will have more than 2,700 exhibitors. The sky is the limit when it comes to new partnerships.
“For me, one of the biggest things about SHOT is the exposure to new vendors and new products,” Hyman stated. “Everyone makes about the same thing, but some people just make it better — and we get to meet them on the sales floor of the show.”
Retail and range education through SHOT University is a must-attend event for any range or retail business. With more than 20 à la carte training courses taking place Tuesday to Thursday during SHOT Week®, there are multiple opportunities to elevate your business in the new year.
Hyman has personally attended several SHOT University courses over the years, including sessions on how to turn lead into profits and best practices on managing bound books. While he’s not planning on taking one this year, Hyman affirmed no one on his team has regretted taking a class.
“For the price and the information available in that group, SHOT University is a great thing to take advantage of,” he said. “You’re going to meet someone who had the same problem you’re trying to solve, and you can usually get a good answer coming out of it.”
Seasonality and Planning
When fall arrives, Green Top’s SHOT Show planning kicks into high gear. No coincidence, early October is when Green Top hosts its biggest event of the year, the Green Top Outdoor Expo. Over the course of two days, Green Top’s parking lot is turned into an expansive cornucopia featuring more than 200 vendors from the industry — some of which have designed booths specifically for this event each year — attracting more than 27,000 people.
This event not only brings in thousands of potential customers but also helps kickstart SHOT Show planning for the Green Top team.
“When our vendors are at the expo, they bring in some of their executives and we start planning our SHOT Show booth visits with them then,” Hyman said. “After our last event, I already have a folder with all of our meetings lined up and agenda during the week of SHOT.”
When SHOT Show concludes, Hyman is already preparing for the next one — starting with booking his team’s accommodations for the following year before leaving Las Vegas.
“Before we leave Las Vegas, I make our reservations at The Venetian. Over the past 11 years we’ve stayed at Rio and Treasure Island. But, by sheer convenience, The Venetian can’t be beat. By booking a year out, we lock in a better rate.”
Expectations for 2026
Operating in Virginia, 2026 is going to be a very “interesting” (i.e., busy) year for Green Top. In the previous election cycle, Republican Gov. Glenn Youngkin was term-limited, while Virginia’s governor-elect Abigail Spanberger ran on a strong anti-gun platform. To further compound matters in Old Dominion, Democrats completed a statewide sweep, winning the lieutenant governor and attorney general races and maintained a majority in the Virginia General Assembly.
“For us, with our current state government, we have an uphill battle,” Hyman noted. “With strong political headwinds, we anticipate fear-induced buying. Gov. Youngkin vetoed bills that had to do with firearms restrictions, while [Governor-Elect] Spanberger won’t do that.”
Hyman predicts suppressors and thermal optics will continue to be strong in the new year.
“With new laws coming, I think suppressors and thermals are going to be on our agenda at SHOT Show. With the tax stamp going away Jan. 1, 2026, it’s going to be ‘Katie bar the door’ for suppressor sales,” he said.
Relationships Build a Strong Foundation
Outside of state-level pressures, Hyman said 2026 represents a good time to build on relationships with ammo manufacturers. One way to do this is hosting events — which Green Top excels in — and looking for fresh ways to partner with manufacturers. In mid-November on a weekday, Green Top hosted the Benelli and Migra Ammunitions Boat Ramp Tour at the store.
The one-day event featured giveaways, exclusive savings and an opportunity for customers to meet with Benelli and Migra pro staff. It not only generated a lot of foot traffic, but also, sales.
“This all happened thanks to our relationship with our Benelli rep,” Hyman shared. “They chose to stop at this single gun store in Virginia and let us participate, and we drove all this traffic into the store on a Thursday and sold several shotguns we wouldn’t have otherwise.”
Success in our industry starts with relationships — and so many of them can trace their beginnings to a conversation at a booth, networking event or SHOT University session during the SHOT Show.
The opening day of the 2026 SHOT Show is right around the corner. Don’t miss your shot to start off the new year exploring the best new products, making better connections and setting your business to thrive in any market. For more info and to register, visit shotshow.org.
