• 06/18/2025
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The Growth of Brutality Matches: How Fitness and Shooting Sports Combined

Brutality Matches are more than just shooting competitions—they combine athletic challenge, tactics, and a strong sense of community. Originating in the US, these events are rapidly gaining popularity across Europe. Lynx Brutality in Slovenia is a prime example, bringing together shooters, influencers, and brands from all over Europe to compete in demanding courses and test the latest gear. For retailers, these events offer valuable insights into current trends and customer needs.

Written by David Guest

A man in full equipment jumps over pallets. In the background are targets on a shooting range.
Precision and speed during physical exertion: These are Brutality Matches.

The thud of footprints approaches. A man is running, dodging left and right around barrels and low walls with fierce determination in his eyes. He screeches to a halt and drops effortlessly into a crouched position. With the click of machinery, the slide of a magazine, he loads his rifle with smooth precision. As he draws the gun to his eye, he can feel his heart beating heavily inside his chest – adrenaline is surging through his veins, and lactic acid is building in his muscles. This is the moment to be calm, to be still, despite the exertion that has come immediately before. He takes aim and four cracks ring out, echoing off the dusty bricked walls surrounding him. The targets are hit. No time to waste, he leaps to his feet and runs off, gravel crunching under his heavy boots, out of sight almost immediately. This isn’t a warzone, this is one of shooting sport’s hottest contests. This is a Brutality Match.

 

The What, Why, and How

Let’s start at the top because there’s no such thing as a silly question: what is a Brutality Match? In short, a Brutality Match is a shooting competition that tests the entrant’s marksmanship with two gun types as well as their physical strength, endurance, agility, and ability to stay cool under pressure. They have some similarities with International Practical Shooting Confederation (IPSC) rifle and handgun disciplines, only with more of a focus on fitness and strength-based sports, and a heavy tactical aesthetic.

To say these events are not for the faint-hearted is probably an understatement. One minute you’re running and carrying heavy items from point to point, the next you’re crawling through a narrow tunnel, dodging in and out of wrecked cars, or maybe even climbing a tree or zip line. In between these bursts of physical exertion, you’re required to take down targets with either rifle or pistol. The stages feature a heavy tactical design, which aims to simulate real combat situations while pitting shooters against each other in a test of their skill and speed. Oh, and it’s all timed. Sound fun? You’re not alone in thinking that.

The source of Brutality Matches can be traced back to Two-Gun Action Challenge Matches that began in the United States in the 2000s. Organised and popularised by Karl Kasarda and InRange TV, these eventually evolved to create the first-ever Desert Brutality in 2018. Since then, this style of competition has exploded in popularity in the United States and other countries around the world too.

The hunger from shooters for events that combine physicality with marksmanship has contributed vastly to their growth. Another great example is The Tactical Games, which currently hosts events across the United States each year that culminate in a National Championship. In its own promotional video, The Tactical Games claims to not just be shooting and fitness sports, but a community to its participants, which include everyone from people just starting out to tier-one military unit and SWAT Team members.

 

A Point of Reference

With interest in tactical-style shooting and gear growing in popularity in Europe steadily for the last decade or two, it was only a matter of time before Brutality Matches made their way here. One place in particular where they have thrived is Slovenia thanks to the innovative team at YouTube brand Polenar Tactical. They created the event Lynx Brutality, which has grown significantly to become a major point of reference for European shooting sports in a relatively short space of time.

Co-Managing Director of Polenar Tactical, Samo Stergel, at Lynx Brutality 2025.
In the best of moods: Samo Stergel from Polenar Tactical at the Lynx Brutality 2025.

“The idea for Lynx Brutality was born during our visits to Finnish Brutality,” says Polenar Tactical Marketing Manager Samo Stergel. “After experiencing firsthand how compelling this style of two-gun competition is – and how welcoming and passionate the community around it can be – we were hooked. We genuinely enjoyed spending time with Ian, the Varusteleka team, and the many returning competitors.”

Soon after that, Samo and the team secured a venue through local partner Lynx Training Centre in Kočevje, Slovenia, and began to pitch for support from the industry. This came quickly – not only in the form of sponsorship from major brands – but also in support from individuals who were willing to help build engaging and exciting stages, officiate the matches, and handle the logistics.  

Samo continues: “Our first year was tough. We didn’t sell out, and resources were tight. But thanks to the brilliant stage design by Žiga and the introduction of the Lynx Brutality GunExpo, the event left an impression. Word began to spread, and now, the match sells out in seconds. As we enter our fourth year in 2025, Lynx Brutality has evolved into something we’re truly proud of. The event now features live streaming with graphics and commentary, a GunExpo hosting over 30 exhibitors, and most importantly incredible stages surrounded by an amazing community. That’s what Brutality is all about.”

 

How Can this Benefit Shooting Retailers?

This is all well and good, but what does it mean for retailers of shooting products? How important is this event for the wider shooting industry?

“That’s a difficult question but I personally believe shooting competitions are essential to the firearms industry,” says Samo. “Beyond driving new trends and pushing shooting techniques to the next level, they play a vital role in strengthening our community, legitimising the sport, and providing a physical space for like-minded individuals to connect. It’s hard to imagine a gun industry without the sporting aspect and the same goes with hunting. Can you even imagine?”

Two IWA OutdoorClassics employees talk to the managing director of Akila Waffen at Lynx Brutality 2025. Weapons in the foreground, cars are parked in the background.
The competition is not only of interest to players: Gun Expo is attended by enthusiasts as well as dealers and manufacturers.

There’s no doubt that this is an area of the industry that is gaining a lot of interest at a rapid pace – the popularity of tactical-style gear was in full evidence in the halls of IWA OutdoorClassics this year. Shooters are seeking professional-grade products for their own personal shooting, and this trend will surely only strengthen as more civilian shooters try their hand at popular competitions such as Lynx Brutality.

These kinds of events are becoming essential for shooting retailers to follow – they showcase what kinds of products people want to use and also drive innovation from manufacturers as they seek to create gear that helps people engage with Brutality Matches more efficiently and improve their performance.

The trend-setting nature of this relatively new phenomenon has been identified by Samo and his team with the addition of the GunExpo previously mentioned above. At this year’s event, it was clear that professional-grade gear was a big theme with brands such as 5.11, Spar Tac, Helikon, Tex, and UF Pro all proving very popular. There was also a strong presence of independent Slovenian brands producing high-quality items that improve the experience for the shooter such as holsters and suppressors.

If you already deal in tactical gear, then it would really pay for you or someone from your retail team to attend or even compete in a Brutality Match so that you can offer authority, authenticity, and the right equipment to your audience. If you are a shooting sports retailer seeking a new revenue stream, then this style of fitness shooting competition offers something fresh that could help rejuvenate your store’s layout and offering.

 

Where Do We Go From Here?

As previously mentioned, the other huge strength of these kinds of events is that they are creating a community – helping like-minded people enjoy their passion together. They are helping to redefine gun culture: what it means to own and operate firearms safely and how to showcase your experience and prowess using them. It’s a cultural shift from traditional shooting sports, but one that is attracting a different demographic and also arguably elevating the skills required to be classified as a good sporting shooter. Brutality Matches have a lifestyle element attached to them that is helping them thrive.

Whatever these events tell us about gun culture, one thing we cannot argue with is that they are here to stay. This kind of tactical competition has clearly inspired many shooting enthusiasts around the world, so, what of the future? We asked Samo.

Different badges on one table. One with the Slovenian flag. One shows the Polenar Tactical logo.
Will we see more Brutality Matches in Europe soon? Currently, Polenar Tactical only organizes the Lynx Brutality in Slovenia.

“In the short term, I hope we continue organising the event with the same core team, gradually improving it year by year – not through radical changes, but with steady, evolutionary progress. I also hope that more people across Europe are inspired to launch similar events.

“In the long term, I’ll be bold: I’d love to see a Brutality League emerge across Europe, with ten matches per year and a professional circuit where top competitors make a living from the sport. I envision everything televised or streamed, bypassing traditional media and social platforms that increasingly limit our reach. The future lies in building our own platform where we can speak, market and shoot what we want – one where we’re free to grow without nonsense.”

Author

David Guest
David Guest
IWA OutdoorClassics