All In
JAN 18–21

Why I Wouldn’t Miss SHOT Show—LWRCI

SHOT Show 2020 LWRCI

Based in Cambridge, Maryland, LWRCI is a high performance firearms manufacturer building world-class rifles and carbines that are a step above standard issue. Each LWRCI rifle is built with custom features not available on most production models. Serving military and law enforcement customers worldwide and U.S. consumers, LWRCI is a company that exceeds customer expectations not only for product performance but in support, training and service before, during and after the sale.

Richard Bernstein, LWRCI CEO brought the operation to the Eastern Shore of Maryland in 2009 where he has been operating successful precision manufacturing operations for more than 40 years. The company’s core mission is the relentless pursuit of high-performance in every firearm they manufacture; to deliver absolute reliability, consistent accuracy and extreme durability for the warfighter, law enforcement officer and civilian shooter. Investing heavily in engineering, the latest advancements in manufacturing processes, research focused on cutting-edge technology, tactics and end-user expectations allows LWRCI to clearly provide a superior version of the original, ground-breaking Stoner AR-15 design.

Proprietary manufacturing processes and the ability to control virtually every element of its supply chain allow LWRCI to deliver exacting levels of quality control in its products.

LWRCI achieves its high level of quality by controlling more elements of its supply chain than, perhaps, most other firearm manufacturers. For instance, the company engineers and manufactures its own cold hammer-forged, spiral-fluted barrels, which are created through a system that yields rifling completely free of tool marks in steel stronger and denser than that offered by other processes. Through an intense attention to detail, the LWRCI team exacts absolute quality control and manufacturing consistency.

David Golladay, LWRC International’s director of marketing, has been managing the messaging of brands in the outdoor industry for the better part of three decades. In 2021, he’ll celebrate the attendance of his 30th SHOT Show® in January. He told me that because LWRCI prefers to share its story without making a large investment in advertising, the opportunities SHOT Show presents are irreplaceable.

Kevin Tate: What does a market resource and an opportunity like SHOT Show mean to your company?

David Golladay: In terms of a return on investment, we hit pretty much all our key influencers in one spot. Our distributors are there, our dealers are there, the media who cover the industry and our products are there. Also, there’s the opportunity to interact with other members of the industry and see what they’re doing. It is, quite honestly, the best source of intel we could have for marketing, for sales, for product development, for everything.

I’ve been to a lot of different industry trade shows, but the NSSF staff has done a heck of a job building the SHOT Show up to be what it is. I’ve also seen the trade magazines, and the SHOT Show is one of the top 10 among all the biggest and best industry trade shows in the world, and it’s because of all the things SHOT Show® provides. It’s not just the floor space, it’s the intelligence you get in the seminars and the follow-up throughout the year NSSF does.

KT: It’s certainly a deep resource. Having been to many SHOT Shows myself, it seems there’s always something I discover at each one that I didn’t know about before and dozens of new features to each show.

DG: NSSF really does go above and beyond. Its staff helps our dealers with all kinds of services to help them sell and be better professionals, better merchandisers and better marketers. Educational opportunities run the gamut, from courses on the best uses for social media to ways to take advantage of co-op dollars. I couldn’t think of a better organization to put our best efforts behind.

KT: What are you looking forward to most about the 2021 SHOT Show?

DG: Well, definitely the new space over there at Caesars Forum. We were one of the first to sign up for exhibitor space there. We were confident in making that move because we truly believe NSSF is going to make it right for us. Quite honestly, I think it’s going to be one of those situations where, in two or three years, companies are going to be clamoring to get spots over on that side of the floor. It’s a new space and it’s got that “new car smell.” We’re going to be able to roll out a whole new look and feel for our brand in a shiny new spot. We’ll even be able to have interactive targets and shooting facilities where we can actually take a dealer out and let them test-fire our products.

LWRCI’s newest offering, its SMG .45 Tactical Pistol, has been a sensational hit.

KT: Even for long-term, consecutive SHOT Show attendees, it sounds like it’s going to be a brand-new game.

DG: NSSF’s not just resting on its laurels, which, honestly, is something they could do—just keep doing what they’re doing because demand for space is so great. Instead, it’s transitioning to make this a better and better show, consistently looking at more ways to make it more interactive, more sales-oriented and creating more and improved opportunities for manufacturers like us. The NSSF team is doing a heck of a job.

Industry Day at the Range is an opportunity to put live rounds downrange and seal the sale with any dealer on the fence.

I think what this show means to us, and what it means to this industry, can’t be overstated. It is critically important to us in terms of our business, of the branding we do and the exposure we receive. The opportunity we have to talk to each of our constituent audiences, whether they be media, dealers, distributors or vendors, is irreplaceable. Too, the competitive environment of our industry at SHOT Show helps keep us on our toes, and that makes being there worth everything we invest in it and more. It’s just a great environment.

NSSF is the trade association for the firearm industry. NSSF owns and operates the annual SHOT Show, a trade-only event for the firearm industry. The 2021 SHOT Show will take place Jan. 19-22 at the Sands Expo and Caesars Forum exhibitor space in Las Vegas. For more information, visit

Davidson's, America's leading shooting sports wholesaler
Chris Dolnack
Senior Vice President and CMO, NSSF
Colleen Leonard
Manager, Conferences & Events, NSSF
Tammy McIntyre
Manager, Exhibit & Sponsorship Sales, NSSF
Melissa Schilling
Melissa Schilling
Director, Conferences & Exhibitions, NSSF
Chris Tatulli
Director, Exhibit & Sponsorship Sales, NSSF
Quinn Cassidy
Quinn Cassidy
Manager, Exhibition & Sponsorship, NSSF
Bill Dunn
Bill Dunn
Vice President, Marketing, NSSF
JAN 18–21, 2022 LAS VEGAS