White Flyer

What White Flyer does

White Flyer, founded in 1892 and headquartered in Webb City, Missouri, is the world's leading manufacturer of clay targets for shotgun shooting sports. The company produces a portfolio of three core product lines — Pitch Targets (the American market gold standard used at NSSA World Skeet Championships and ATA Grand American Trapshoot), Blackout Targets (an economical black-composition offering for high-volume ranges), and the newly launched Eco Flyer Targets (PAH-free, pitch- and sulfur-free targets introduced in spring 2024 after more than 10 years of development) — plus a Western Pitch sub-brand. Manufacturing is conducted at five regional U.S. plants in San Bernardino CA, Webb City MO, Knox IN, Dalton GA, and Coal Township PA, with sizes ranging from 60mm Mini to 110mm International and variants for trap, skeet, sporting clays, and ISSF competition. Each target is engineered to meet the weight and performance specifications of the ATA, NSSA, NSCA, and ISSF.

The business model is hardware sales of consumable targets sold through national retail chains (Walmart, Bass Pro Shops, Cabela's, Academy Sports, Tractor Supply, Scheels, Big 5, Rural King, and others), regional and local gun stores, direct relationships with gun clubs and shooting ranges managed by three regional sales managers, and an export channel shipping from East Coast, Southeast, Midwest, and West Coast U.S. ports. White Flyer does not sell direct-to-consumer via e-commerce because targets are fragile in parcel shipping; distribution relies on regional retail and palletized LTL freight. The customer base spans competitive shooting sports (primary segment), gun clubs and ranges, and retail consumers purchasing for recreational practice.

Since 2023, White Flyer has been a wholly owned subsidiary of Olin Corporation, operating as a division of Winchester Ammunition, which reacquired the company 44 years after selling it to Reagent Chemical and Research. The corporate headquarters of Olin/Winchester is at 190 Carondelet Plaza in Clayton, Missouri, and the White Flyer brand is co-marketed with Winchester across NSCA Championship Tour, ATA, SCTP, NASCAR (Richard Childress Racing), and Kids & Clays Foundation channels. Pricing is not publicly disclosed and is not transacted online.

Name

White Flyer

Legal name

White Flyer Targets, LLC

Website

https://whiteflyer.com

Company type

Private

Founded year

1892

Operating status

Operating

Headcount range

1–10 employees

Short description

White Flyer, founded 1892, is the world's leading manufacturer of clay targets for trap, skeet, sporting clays, and international shotgun competition, operating five U.S. plants and distributing through thousands of retailers including Walmart, Bass Pro Shops, and Academy Sports. Owned by Olin Corporation's Winchester Ammunition division since 2023.

Ownership category

akta.pro rank

Product category

Clay Target Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)

Keywords

• Clay target manufacturing
• Trap and skeet targets
• Sporting clays equipment
• Shooting sports consumables
• Target manufacturing

Headquarters

HQ city

Webb City

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Clay Target Sales: White Flyer generates revenue through the manufacture and sale of clay targets for trap, skeet, sporting clays, and international shooting competitions. Products are sold through retail stores, distributors, and directly to gun clubs.
2. Export Sales: International export of clay targets shipped from multiple U.S. plants via East Coast, Southeast, Midwest, and West Coast ports.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

White Flyer manufactures and sells clay targets for shotgun shooting sports across trap, skeet, sporting clays, and international (ISSF) disciplines. Its product portfolio includes three main lines—Pitch Targets (the American gold standard), Blackout Targets (economical, improved black composition), and Eco Flyer Targets (PAH-free, environmentally friendly, launched Spring 2024)—along with sub-brand Western Pitch Targets, available in sizes from 60mm to 110mm and multiple color schemes.

Product overview

White Flyer is the world's leading clay target manufacturer serving more gun clubs and shooters than any other target manufacturer. Founded in 1892, the company operates as part of Winchester Ammunition (Olin Corporation) following reacquisition in 2023. The product portfolio consists of three distinct product lines: Pitch Targets (the gold standard in the American market), Blackout Targets (economical targets with improved black composition), and Eco Flyer Targets (environmentally-friendly PAH-free targets launched in Spring 2024). Additionally, Western Pitch Targets is offered as a sub-brand. White Flyer produces targets in various sizes (60mm, 70mm, 90mm, 108mm, 110mm) and styles (Orange Top, Orange Dome, All Black, Green Top, White Top, Pink Top, 3/4 Orange, All Orange, All Green) for trap, skeet, sporting clays, and international competitions. The company maintains five manufacturing plants across the United States (San Bernardino CA, Webb City MO, Knox IN, Dalton GA, Coal Township PA) and exports worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Blackout Targets: Clay targets made with an improved black composition, offering proven competition performance at an economical price. Available in multiple color schemes for trap, skeet and sporting clays.
• Pitch Targets
• Eco Flyer Targets
• Western Pitch Targets

Products and services

• Eco Flyer Targets Environmentally-friendly clay targets that are PAH-free and contain no Pitch or Sulfur. Available in AA 108mm (trap and skeet) and Pheasant 108mm (sporting clays). Launched Spring 2024 after 10+ years of development with a patent-pending design.
• Pitch Targets White Flyer's flagship gold-standard clay targets in the American market, known for consistent reliability. Used at NSSA World Skeet Championships and ATA Grand American Trapshoot. Available in AA 108mm, International 110mm, Pheasant, Rabbit, Mini 60mm, Pro 70mm, Midi 90mm, Battue, and Orange Crusher variants.
• Blackout Targets Clay targets made with an improved black composition, offering proven competition performance at an economical price. Available in Standard 108mm (trap and skeet) and Sporter 108mm (sporting clays). Function in both handset and automatic traps and come in multiple color schemes.
• Western Pitch Targets Sub-brand of pitch targets marketed as 'America's Best Trap & Skeet' targets and positioned within White Flyer's three distinct product lines.

Quantifiable outcome

• Served more gun clubs and shooters than any other target manufacturer in the world
• +1 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Richard Childress RacingcoreGTM or Marketing Partner · 29 April 2026No. 3 Richard Childress Racing Chevrolet showcases the famous Winchester AA shotshells and White Flyer targets during NASCAR events at Texas Motor Speedway and other tracks.
• Kids & Clays FoundationcoreGTM or Marketing Partner · 17 March 2026Winchester and White Flyer announce their twenty-seventh year of support with ammunition, targets, and merchandise for Kids & Clays events across the country. The foundation supports Ronald McDonald House Charities.
• National Sporting Clays Association (NSCA)flagshipStrategic or Co-development Partner · 9 March 2026Winchester and White Flyer return as the title sponsor and official ammunition and target of the NSCA Championship Tour, Powered by Winchester and the Winchester Ladies Cup. The partnership includes $40,000 in payouts and 120 cases of AA shotshells for female sporting clays athletes in 2026.
• Scholastic Clay Target Program (SCTP)coreStrategic or Co-development PartnerOfficial ammunition and clay target sponsor of SCTP, supporting youth shooting sports development.
• Academy Sports and OutdoorscoreChannel Partner/ Reseller/ DistributorNational retail partner selling White Flyer targets through retail locations across the United States.
• Bass Pro ShopscoreChannel Partner/ Reseller/ DistributorNational retail partner selling White Flyer targets through retail locations.
• Tractor Supply Co.coreChannel Partner/ Reseller/ DistributorRetail partner selling White Flyer targets through stores in rural communities.
• Winchester AmmunitionflagshipStrategic or Co-development PartnerWinchester Ammunition reacquired White Flyer in 2023, bringing together two leading brands to serve millions of people who participate in competitive and recreational shotgun shooting sports. Both are divisions of Olin Corporation.
• South Dakota Game, Fish, and ParksminorGTM or Marketing PartnerDonated over 200,000 clay targets to the new Pete Lien & Sons Shooting Sports Complex in Piedmont, South Dakota.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Promatic International: UK-based manufacturer of clay target traps and shooting sports equipment used in trap, skeet, and sporting clays competitions. Direct overlap with White Flyer's shooting sports customer base and complementary role in the target-throwing value chain.
• Do All Outdoors: US manufacturer of clay target traps and consumables for trap, skeet, and sporting clays. Directly comparable target sports equipment manufacturer serving the same shooting ranges and clubs that purchase White Flyer targets.
• Laporte: French manufacturer of clay targets and shooting sports equipment for international ISSF competitions. Directly comparable manufacturer serving European and international clay shooting markets where White Flyer also exports.

Broad incumbents

• Winchester Ammunition: Parent of White Flyer within Olin Corporation and the dominant US shotshell brand. Comparable through shared shotgun shooting sports customer base and co-marketing activities, but operates in ammunition rather than targets.
• Vista Outdoor: Diversified outdoor and shooting sports conglomerate with ammunition, accessories, and shooting-related products serving overlapping shotgun sports customers. Comparable as a broad shooting-sports incumbent rather than a direct target competitor.
• Federal Ammunition: Major US shotshell and ammunition manufacturer serving trap, skeet, and sporting clays shooters. Adjacent competitor with overlapping shotgun sports end users and joint sponsorship opportunities at competitive shooting events.
• Remington Ammunition: Historic US ammunition brand producing shotshells for the same competitive and recreational shotgun shooters who consume White Flyer targets. Comparable as a broad shooting-sports incumbent in the shotgun sports ecosystem.
• Beretta: Italian firearms and shooting sports conglomerate with shotgun, apparel, and competition-event operations. Comparable through shared presence in competitive clay shooting circuits and ownership of adjacent shooting sports brands.

Others

• Bass Pro Shops: Largest US specialty outdoor retailer and major White Flyer distribution channel. Comparable as the most important retail customer for clay targets and a significant downstream pull channel for shooting sports participation growth.
• Academy Sports + Outdoors: National sporting goods retailer and core White Flyer distribution partner. Comparable as a mass-market channel for clay targets and a leading indicator of consumer demand trends in shooting sports.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/White-Flyer-Targets-Midwest-269956648586
• Instagraminstagram.com/whiteflyertargets
• LinkedInlinkedin.com/company/white-flyer

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about White Flyer