Sammy: from archery to IPSC athlete
Sammy Wendel started out in archery and was on the national squad before switching to dynamic pistol shooting (IPSC) for health reasons. She works at "Jagd & Sport", Austria's largest wholesaler of shooting sports equipment, and is an active competitive shooter. Her academic background is in business administration with a focus on marketing. Born in Germany, she lives and trains in Austria and competes for the Austrian national team in IPSC shooting. Together with her fiancé, also a member of the national team, she travels to international competitions, and takes her followers along on her Instagram Channel as well.
Shooting products for women: from "Pink it and shrink it" to sophisticated solutions
For a long time, manufacturers relied on "pink it and shrink it" when it came to equipment for women: small, lightweight weapons with feminine design elements. But this strategy often misses the mark.
"Many women initially buy smaller guns, but then end up with their husbands' sports pistols," explains Sammy Wendel. The CZ Shadow 2 Compact is a positive example: "The model offers the balance and performance of a full-fledged sports pistol, but has ergonomic adjustments for smaller hands."
A decisive factor in the development was nine-time IPSC world champion Eric Grauffel, who works closely with CZ. "Grauffel involved his wife to create a gun that works optimally for smaller hands without compromising on performance," explains Wendel. This approach shows that serious feedback from female shooters is incorporated into product development.
There were also deficits in clothing for a long time. However, the industry is on the right track. Amy Eichinger-Noll remembers: "Two or three years ago, women's shooting pants were often nothing more than leggings without belt loops. Functional, well-fitting clothing was in short supply. That is now improving." Nevertheless, both shooting experts see potential for improvement: "Some manufacturers are guided by fashion trends rather than the needs of female shooters. High-waist pants are in at the moment - but they're not practical because the shooting belt sits on the hips," says Wendel. Low-waist pants are simply better.
Advice as a key factor for long-term customer loyalty
In addition to product developments that take female needs into account but are still practical, advice is crucial. "The simplest mistake is that retailers always offer women smaller and lighter weapons," emphasizes Sammy Wendel. The right, sound advice is extremely important. Although it takes time, it pays off in the long term: "The wrong choice of weapon is frustrating and often leads to women giving up the sport again quickly. With the right advice, they stick with it - and become long-term customers."
Choosing the right brand ambassadors also plays a role. "Many companies tend to rely on models who pose beautifully for photos but have no idea about guns. Such "gun bunnies" tend to create a false image of women in shooting sports rather than sales figures," criticizes Eichinger-Noll. "Real female shooters look more authentic here and connoisseurs can see at first glance that they know how to handle weapons."
Targeting women in shooting sports
In order to get more women interested in shooting sports, both rely on try-out events. "A safe, pleasant environment is the key," says Eichinger-Noll. "Here you can try things out without pressure and ask questions." Wendel goes one step further: "Retailers and clubs should put themselves in the shoes of women and adapt their advice accordingly."
Another topic is dealing with young people. Here it is important that safety comes first. "Young people often learn faster than adults. Those who are familiarized with safe handling at an early age will retain this knowledge for the rest of their lives," explains Wendel. For both shooters, shooting is something for the whole family - that's how they got into the sport.
Authenticity from real experts pays off
The hunting and shooting sports industry is changing. Women are being taken more seriously as a target group, products are improving and advice is becoming more professional. Nevertheless, there is still a need for optimization - especially in marketing and retail.
Companies that rely on real women experts instead of superficial influencer marketing will benefit in the long term. Eichinger-Noll puts it in a nutshell: "It's not about quick clicks, but about well-founded content that influences trust and purchasing decisions."
