How do we get more young people into hunting and shooting sports? This hotly debated topic has been at the forefront of the minds of industry leaders for many years now and thankfully there have been many initiatives to address it. The task of promoting these pastimes to a new generation is well in hand, but what about the other side of the coin? An industry of new shooting enthusiasts isn’t going to get very far without new employees working and forging careers for themselves within the industry. Can our sectors truly say they are future-proofing themselves if they are not addressing the challenge of finding fresh talent to employ? Without new workers in manufacturing, distribution, marketing, retail, and more, the future of hunting, shooting, and outdoor brands looks very difficult indeed.
An ideological disconnect
“The shooting and hunting industry, like many other sectors, faces the challenge of attracting young people to pursue a career,” explains Ute Knauer, Vice President of HR at German ammunition and components expert RWS GmbH. “The changing interests and priorities of younger generations influence this development. However, there is an increasing trend towards destigmatising the industry, as perceptions shift, and the defence industry is seen as a necessary protection mechanism. Topics such as nature conservation, sustainable wildlife management, and responsible resource use are points of connection that can appeal to young people. It is crucial to communicate these topics in a modern and open manner to spark the interest of the next generation.”
This disconnect between younger generations and the perceived image of what the shooting and hunting industries stand for is a widespread problem – it would appear that, in general, young workers don’t associate these sectors with being modern or forward-thinking. Christopher Mijal, General Manager of specialist firearms wholesaler WAIMEX, believes the industry itself is partly to blame for this disconnect.
He explains: “Retailers in the hunting and shooting sports industry do have difficulty attracting new, young talent for employment. The industry may not have invested enough in the promotion of young talent in the past or targeted young people specifically. There is often a lack of modern training opportunities or communication strategies that specifically cater to the interests of the younger generation, be it through digital media or innovative approaches that combine the traditional character of the craft with modern developments.
“We are competing with other industries that may offer more flexible working models, more attractive career paths or a stronger connection to modern technologies. As an industry, we need to take action here to show young talent that we also have exciting, future-proof professions with prospects and passion waiting for them. It is crucial that we work together to modernise the image of our industry and create attractive incentives for young people in order to remain competitive in the long term.