SHOT Show 2026: New Releases & Industry Reactions — A Comprehensive Wrap-Up
Posted by Noah Ross on Jan 29th 2026
SHOT Show 2026: Our Thoughts
The 48th annual SHOT Show—the world’s largest trade event for the shooting, hunting, outdoor, and tactical industry—wrapped up in Las Vegas from January 20–23, 2026, bringing with it thousands of exhibitors, innovation from major brands, and a palpable mix of excitement and skepticism from attendees and observers. So, as we watched with the rest of the world, we wanted to sit down and record some of the things that got us excited for what is to come.
Setting the Stage: The Industry’s Big Week
SHOT Show 2026 reaffirmed its central role as a hub for business and innovation. With more than 2,700 exhibitors and over 53,000 industry professionals in attendance, the event underscored the continuing commercial strength and breadth of the shooting sports and outdoor market.
Top New Product Launches: What’s Turning Heads
Firearms & Platforms
SHOT Show is best known for new hardware, and 2026 did not disappoint in terms of variety—if not always in sheer shock value.
- Canik + Radian caught our eyes. You can check out our thoughts in detail here. However, this project sets a very interesting precedent for the future of Radian and its collaborations with OEM products.
- RXM Chassis generated buzz with something many people have been asking for. Strike Industries is now expanding a modular chassis for the Ruger RXM. Essentially, making it very simple to build out a fairly affordable RXM sub-gun.
- Expanding optic lines or creating new ones is a move several companies have made. Holosun notably expanded several of its lines, like the Aems series, and Steiner is adding a concealed-carry minimal optic. Eotech also made headlines for a new rifle optic that will break the bank for most.
Industry Reaction: Cheers and Criticisms
Positive Momentum
Many manufacturers reported strong engagement:
- Busy booths, steady dealer traffic, and meaningful dialogues with media and customers were common themes.
- Award recognition and featured product showcases emphasized the show’s importance as a strategic launch point.
Podcasts and media coverage are expanding their focus too, with longer expert reviews and discussions aimed at building deeper consumer engagement with the latest products.
Mixed and Critical Voices
Not all reactions were rosy:
- Some industry analysts and shooters felt Industry Day at the Range was smaller and more fragmented, with fewer people showing up and some major brands opting for alternative off-site demos or private showcases—a sign that exhibitors are second-guessing the traditional SHOT model.
- Community forums reflected a sentiment that 2026 releases were more evolutionary than revolutionary, with familiar designs and incremental updates dominating many booths.
- Some major brands (e.g., longstanding favorites in certain niches) didn’t unveil significant new platforms, leaving enthusiasts waiting for true breakthroughs disappointed.
A Show That Reflects an Evolving Market
SHOT Show 2026 showcased a healthy industry anchored in tradition but pushing forward. From classic firearm redesigns to next-generation optics and business technology, the event highlighted both the depth and complexity of the shooting and outdoor marketplace.
The reactions ranged from elation to critique, but most observers agree on one thing: SHOT Show remains the year’s most influential launchpad for what’s coming next in firearm design, shooting tech, and industry strategy.
