Shooter's Choice

What Shooter's Choice does

Shooter's Choice Pro Shop is a Canadian specialty retailer of shooting-sports equipment, founded in 1993 and headquartered at 631 Colby Drive in Waterloo, Ontario. The company operates a single physical retail showroom and a national e-commerce storefront, carrying a multi-discipline catalog that spans new and used firearms (shotguns, centerfire and rimfire rifles, airguns, antiques), archery equipment (compound, crossbow, traditional, Olympic bows plus parts and accessories), optics (scopes, red dots, binoculars, night vision, rangefinders), shooting accessories (cleaning, targets, safes, cases, calls, eye/ear protection), knives and tools, ammunition, reloading supplies, and outdoor clothing. The store carries hundreds of third-party brands (Benelli, Beretta, Browning, Caesar Guerini, CZ, Savage) and offers services including price matching, layaway, free shipping over CAD 300, custom arrow building through the Bow Shop sub-brand, and on-site PAL/Hunters Education course hosting adjacent to the Colby Shooting Club.

Shooter's Choice is a wholly-owned subsidiary of Otis Technology, a U.S.-based firearms-maintenance manufacturer. Through this relationship the company contributes manufacturing capability for proprietary caliber-specific gun cleaning kits (aluminum rods, caliber-specific brushes and jags, patches, bore guides, FP-10 lubricant CLP) that feed private-label deals such as the March 2026 Bud's Gun Shop partnership. The revenue model is unit-based retail sales across both consumer channels, with individual SKUs ranging from approximately CAD 105 to CAD 6,499. GTM is direct-to-consumer through the physical storefront and e-commerce site, supported by email newsletter signups, digital flyers, and seasonal promotions. Customer segments are predominantly individual Canadian shooting-sports enthusiasts (hunters, archers, sport shooters) plus firearms-licensing students, with no enterprise or B2B anchor customers on the retail side beyond the Bud's Gun Shop private-label relationship.

Name

Shooter's Choice

Legal name

Shooter's Choice Pro Shop

Website

https://shooterschoice.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Shooter's Choice Pro Shop is a Canadian specialty retailer (founded 1993, Waterloo, Ontario) selling firearms, archery equipment, optics, ammunition, accessories, and outdoor clothing through one physical storefront and a national e-commerce site. It serves Canadian hunters, archers, sport shooters, and licensing students, and operates as a subsidiary of Otis Technology.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail (Firearms & Shooting Sports)

NAICS

Sporting Goods Retailers (459110), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Firearms & Ammunition Retail (CRAMAKAA), Archery Equipment & Accessories Retail (CRAMAKAB), Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders) (CRAMAKAC), Reloading & Gunsmithing Supplies Retail (CRAMAKAF)

Keywords

• Firearms retail
• Shooting sports supplies
• Archery equipment
• Ammunition and reloading
• Hunting accessories

Headquarters

HQ city

Waterloo

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Shooter's Choice generates revenue through retail sales of firearms (new and used), archery equipment, optics, accessories, clothing, ammunition, and reloading equipment through both physical storefront and e-commerce channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Shooter's Choice is a Canadian specialty retailer that sells firearms, archery equipment, optics, accessories, clothing, ammunition, reloading supplies, knives, lights, and tools to shooting sports enthusiasts through both a physical storefront and an e-commerce platform. The company also manufactures and sells its own gun cleaning kits under Otis Technology and delivers firearms licensing (PAL) and Hunters Education training courses.

Product overview

Shooter's Choice Pro Shop is a Canadian shooting sports retail store offering a comprehensive e-commerce platform and physical storefront in Waterloo, Ontario. The company operates as a multi-category retailer specializing in firearms (new and used shotguns, centerfire rifles, rimfire rifles, antique firearms), archery equipment (compound bows, crossbows, traditional bows, Olympic bows, and related accessories), optics (scopes, red dots, binoculars, night vision, rangefinders), shooting accessories (cleaning supplies, targets, cases, safes, calls, eye/ear protection), knives and tools, ammunition (rimfire, centerfire, shotgun), reloading supplies, and outdoor clothing. The store carries hundreds of third-party brands including Benelli, Beretta, Browning, Caesar Guerini, CZ, Savage, and others, and offers services such as free shipping over $300, a physical shooting range, and custom arrow building through The Bow Shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Firearms (New, Used, and Antique) Sale of new, used, and antique firearms to licensed Canadian sport shooters, hunters, and recreational firearms owners (PAL holders). Available through the Waterloo, Ontario physical store and the company's e-commerce channel.
• Archery Equipment Sale of archery bows, equipment, and accessories for Canadian archery and bowhunting enthusiasts.
• Optics Sale of shooting optics (scopes, sights, and related glass) to shooters and hunters.
• Shooting Accessories Sale of supplementary shooting accessories and gear for firearms owners and sport shooters.
• Ammunition Sale of ammunition for sport shooting, hunting, and recreational firearms use by licensed Canadian consumers.
• Reloading Supplies Sale of reloading components and supplies for sport shooters who handload their own ammunition.
• Clothing Sale of clothing suited to shooting, hunting, and outdoor use.
• Knives, Lights & Tools Sale of knives, lights, and tools for outdoor, hunting, and shooting sports use.
• Firearms Licensing & Hunters Education Training (PAL Courses) Canadian Possession and Acquisition Licence (PAL) courses and Hunters Education training delivered to prospective first-time firearms owners and new hunters, delivered through the Waterloo, Ontario storefront.
• Gun Cleaning Kits (Otis Technology) Caliber-specific gun cleaning kits manufactured by Otis Technology and sold under the Shooter's Choice / Otis Technology brand to firearms owners for routine firearm maintenance.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Bud's Gun ShopminorChannel Partner/ Reseller/ Distributor · 11 March 2026Otis Technology announced a private label partnership with Bud's Gun Shop, under which Shooter's Choice (an Otis Technology company) will manufacture a line of caliber-specific gun cleaning kits branded for Bud's. The kits include aluminum rods, caliber-specific brushes and jags, cleaning patches, a bore guide, and FP-10 lubricant CLP. The partnership combines Otis and Shooter's Choice manufacturing expertise with Bud's retail reach to offer firearm maintenance solutions.

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Emerging players

• Palmetto State Armory: US-based direct-to-consumer firearms and accessories brand/retailer with strong e-commerce fundamentals. Comparable as a digitally-native competitor in the firearms and accessories vertical where Shooter's Choice also sells, though with a much narrower category focus.

Direct peers

• Brownells: Long-established US retailer and manufacturer of gunsmithing tools, cleaning supplies, and reloading equipment. Most comparable peer in the cleaning-kit and reloading categories that Shooter's Choice has been expanding through its Otis Technology manufacturing capability.
• Cheaper Than Dirt: US online retailer focused on firearms, ammunition, and shooting accessories. Operates a similar e-commerce-led specialty model and competes for cross-border Canadian e-commerce demand in the same SKU categories Shooter's Choice carries.
• Midway USA: A US-based online retailer specializing in firearms, reloading, ammunition, and shooting accessories. Highly comparable business model to Shooter's Choice's e-commerce leg and a benchmark for catalog depth and direct-to-consumer fulfillment in the shooting sports vertical.
• Bud's Gun Shop: Large US online firearms retailer. Direct comparable on e-commerce scale and firearms category depth; uniquely relevant as the counterparty to Shooter's Choice's March 2026 private-label manufacturing partnership.
• SAIL (Sail Outdoors): Canadian outdoor and sporting-goods retailer with stores across multiple provinces. Comparable as a domestic multi-category sporting-goods retailer competing for the same Canadian active-outdoor customer base, though its shooting-sports depth is narrower than Shooter's Choice.

Broad incumbents

• Cabela's: Iconic outdoor retailer (now under Bass Pro) whose category mix — firearms, hunting gear, archery, optics, and apparel — directly overlaps Shooter's Choice's catalog. Comparable as a broad incumbent competitor shipping into Canada.
• Bass Pro Shops: The largest North American outdoor/shooting-sports specialty retailer, now encompassing Cabela's and Sportsman's Warehouse. Carries the same multi-discipline mix (firearms, archery, optics, accessories, apparel) that Shooter's Choice sells, but at national scale with materially larger marketing budgets and private-label programs.
• Canadian Tire: Canada's largest general-merchandise retailer with a substantial hunting, shooting, and outdoor recreation assortment. While not specialty-focused, it competes for the same Canadian customer wallet on price, accessibility, and breadth.
• Sportsman's Warehouse: Multi-store US outdoor retailer with a strong firearms, optics, and ammunition assortment. Operates the same one-stop-shop specialty retail format Shooter's Choice follows, but with far greater geographic reach and an active e-commerce channel into Canada.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_ShootersChoice
• Facebookfacebook.com/ShootersChoiceProShop
• LinkedInlinkedin.com/company/shooters-choice

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Shooter's Choice