Tannerite Sports

What Tannerite Sports does

Tannerite Sports LLC is a privately held, US-based manufacturer and direct-to-consumer retailer founded in 1996 by Daniel Tanner and headquartered in Pleasant Hill, United States. The company designs, produces, and distributes binary reactive rifle targets and related shooting-sports accessories and merchandise under the registered Tannerite™ brand. Its core product is a two-component reactive target (fuel plus separate catalyst) that is mixed on-site at the range and initiates an exothermic, audible-and-visual reaction only when struck by a bullet traveling at least 2,000 feet per second; the formulation carries an approximate 10-year shelf life and is offered in 1/2 lb, 1 lb, and 2 lb sizes, with minimum engagement distances of 100 yards (for 1/4–1 lb targets) and 200 yards (for 2 lb targets).

The company's revenue model is predominantly transactional one-time product sales, with prices ranging from roughly $5.99 (S.O.S. Signal Snaps) and $7.99 (single 1/2 lb target) up to $174+ for higher-volume ProPacks and archery broadheads. Distribution is omnichannel: a primary WooCommerce D2C site (tannerite.com), a dedicated apparel/gifts site (tanneritesports.com), a clearance outlet (tanneritesportsoutlet.com), and a US-wide retail/dealer network accessed via a public store locator and a dealer registration/login portal. The portfolio has been extended beyond core reactive targets into the White Lightning™ rim-fire sub-brand, a Gender Reveal "Boom Box" SKU, branded accessories (tumblers, range bags, earmuffs, scope shields), S.O.S. Signal Snaps, Tannerite® Toys puzzles, and virtual gift cards.

Primary customers are recreational shooters, sport shooters, and long-range marksmen using the product as a shot indicator; secondary segments include law enforcement/training buyers and consumers purchasing the gender-reveal variant for events. The company supports the "Saved in America" nonprofit through the Sniper Shot Series Propack 40. Geographic reach is domestic US, with explicit shipping carve-outs for Hawaii, Alaska, US Territories, and Canada (which requires an Explosive Importation Permit), and the company is not publicly listed and has no disclosed funding rounds, M&A, or investor base.

Name

Tannerite Sports

Legal name

Tannerite Sports LLC

Website

https://tannerite.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Tannerite Sports LLC, founded in 1996 and based in Pleasant Hill, US, manufactures and sells Tannerite™ binary reactive rifle targets and related shooting-sports accessories, merchandise, and gender-reveal products direct-to-consumer online and through a US dealer/retail network.

Ownership category

akta.pro rank

Product category

Shooting Sports — Reactive Rifle Targets

NAICS

All Other Miscellaneous Retailers (459999)

akta.pro primary industry

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

akta.pro secondary industries

Hunting, Shooting Sports & Archery Retail (CRAMABAK), Hunt, Fish & Shooting Sports Distribution (CRAOAJAC)

Keywords

• Reactive rifle targets
• Binary explosive targets
• Shooting sports accessories
• Rim-fire targets
• Gender reveal targets

Headquarters

HQ city

Pleasant Hill

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase of binary rifle targets, accessories, apparel, and gifts through e-commerce website and dealer network. Products range from individual targets to bulk multipacks.
2. Dealer/Retail Distribution: Wholesale distribution through registered dealers and retail locations. The company maintains a dealer login portal and dealer registration program.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Tannerite Sports manufactures and sells the original Tannerite™ brand of binary reactive rifle targets—two-component powder-and-catalyst systems that explosively react when struck by a bullet traveling at least 2,000 feet per second, providing shooters with a visible and audible shot indicator at extended ranges. The company sells directly to consumers via tannerite.com (WooCommerce) and through a U.S. dealer/retailer network, offering 1/2 lb, 1 lb, and 2 lb targets in individual and bulk multi-pack formats, plus complementary White Lightning rim-fire targets, gender reveal targets, archery broadheads, branded shooting accessories, apparel, and gift items.

Product overview

Tannerite Sports operates tannerite.com as a WooCommerce-powered e-commerce platform selling the Tannerite™ brand of binary reactive rifle targets and related shooting accessories and merchandise. The core offering is the Tannerite™ Binary Rifle Target system, which consists of proprietary two-component powder mixtures (in 1/2 lb, 1 lb, and 2 lb sizes) that must be mixed with a catalyst at the range before use; when shot with a bullet traveling at least 2,000 fps, the target explosively reacts, serving as a visible and audible shot indicator. The product portfolio includes individual targets and multi-pack ProPack configurations (ProPack 2lb/PP2X5, Pro Pack 10, Pro Pack 20, Sniper Shot Series Propack 40, Starter Kit), brick-format multi-target packs, specialty targets such as a Gender Reveal Target, and the complementary White Lightning™ Rim-fire Target sub-brand for lower-velocity firearms. Supporting accessories include Kill Shot cardboard stand-up sighting targets, branded hearing protection (earmuffs, earplugs), a 20-oz thermal tumbler, a 600-denier range bag, window decals, magnets, a scope shield, and S.O.S. Signal Snaps. Tannerite Sports also extends its brand into gift and lifestyle products including virtual gift cards, a hand-crafted bottle opener, and Tannerite® Toys—a line of nature-themed puzzles featuring wildlife artwork. The company has a separate outlet store at tanneritesportsoutlet.com and a dedicated apparel site at tanneritesports.com.

Differentiator

Problem solved

Functional benefit

Brands

• White Lightning™: Rim-fire targets for .22 caliber, pellet guns, handguns and lower caliber guns - though explicitly noted as not manufactured by Tannerite Sports LLC
• Tannerite Toys
• Tannerite Gender Reveal Target

Products and services

• Tannerite™ Binary Rifle Targets (1/2 lb, 1 lb, 2 lb) The Tannerite™ binary reactive rifle target is a two-component system (fuel component plus a pre-measured catalyst packet) that shooters mix at the range using the included mixing container. When struck solidly by a bullet traveling at least 2,000 feet per second (transonic round), the target explosively reacts, producing a visible and auditory shot indicator for rifle shooters. Minimum range distances: 100 yards for 1/4–1 lb targets and 200 yards for 2 lb targets.
• White Lightning™ Rim-fire Targets A separate reactive target product designed for lower-velocity firearms (.22 caliber, pellet guns, handguns). Packaged in sets of 15 targets at $46.99. Unlike Tannerite brand targets, White Lightning targets are not sensitive to flame or cigarette butts and only activate when shot.
• Tannerite Gender Reveal Target / Boom Box A specialty Tannerite™ Gender Reveal Boom Box variant of the binary rifle target product line, designed for gender reveal events where the explosion signals the gender announcement.
• Tannerite™ ProPack 2lb – PP2X5, Pro Pack 10, Pro Pack 20, Sniper Shot Series Propack 40, Starter Kit Bulk and multi-pack configurations of Tannerite binary rifle targets at volume discounts. Includes PP2X5 (five 2-lb targets, $90.99), Pro Pack 10 (ten 1-lb targets, $92.99), Pro Pack 20 (twenty 1/2-lb targets, $99.99), Starter Kit (six 1/2-lb targets, $35.99), and Sniper Shot Series Propack 40 (forty 1/2-lb targets).
• Ten 1/2 lb Tannerite™ Targets – HP10 A brick of ten individual 1/2-pound Tannerite™ targets bundled together, including pre-measured catalyst packets, a mixing container, and instructions, sold as a single SKU at $50.99.
• Tannerite™ 1/2 lb Brick & 1 lb Brick Pre-packaged brick configurations of multiple Tannerite™ targets: the 1/2 lb Brick (four 1/2-pound targets at $25.99) and the 1 lb Brick (four 1-pound targets at $37.99), each including catalyst, mixing container, and instructions.
• Tannerite™ Kill Shot Bundle & Kill Shot Target Cardboard stand-up target holders with printed bullseye sighting targets. The Kill Shot Bundle includes four cardboard holders; the Kill Shot Target includes one cardboard holder pre-bundled with a 1/2-lb Tannerite target. Shooters sight in on the cardboard bullseye, then place a binary rifle target on the platform for the explosive shot.
• Tannerite 20 Shot Gift Pack A gift-ready bundle containing 10 lbs of Tannerite mix (two 5-lb bags), 20 target pouches (1/2-lb targets), 20 catalyst pouches, and a Tannerite® Thermal Tumbler, providing 20 shots worth of reactive target material.
• S.O.S. Signal Snaps A fuseless impact firecracker novelty product classified as UN0337, sold in boxes of 20 or cases of 24 boxes. Used for signaling, camping, deer drives, and wildlife hazing. No hazmat shipping fees when shipped via ground.
• Tannerite® Brand Range Bag A large 600-denier polyester shooting bag measuring 18" x 12" x 11" with heavy-duty double zippers, lockable main compartment, double-sized water bottle pocket, pistol/ammo side pockets, elastic chain storage, and rubber feet, featuring the Tannerite® Sports logo on each side. Priced at $46.99.
• Tannerite™ Branded Earmuffs 25dB Low-profile, lightweight, padded hearing protection earmuffs with an adjustable headband, featuring the Tannerite® logo. NRR 25dB rated, foldable for compact storage, and made by Radians. Priced at $29.99.
• Tannerite™ Black Tumbler – 20oz A 20-oz stainless steel insulated tumbler (black with silver logo) featuring double-wall construction, snap-on spill-resistant lid, and non-skid rubber bottom. Keeps drinks hot or cold up to 6 hours, BPA-free, priced at $14.99 individually or $25 for two.

Quantifiable outcome

• Targets require bullets traveling 2,000+ feet per second for reliable initiation
• +2 more outcomes

Segments2 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Saved in AmericaminorStrategic or Co-development PartnerA percentage of sales from the Sniper Shot Series Propack 40 is donated to 'Saved in America,' a non-profit organization of current and former Law Enforcement Officers, Special Operators and Navy SEALS who volunteer to assist parents and law enforcement in locating missing, runaway, and exploited children.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Champion Traps & Targets: Long-established manufacturer of shooting range equipment including paper and reactive targets, target holders, and shooting accessories. Overlaps with Tannerite at the shooting-targets shelf and competes for the same retail dealer relationships and consumer shooting budget.
• Caldwell (Batavia): Brand of shooting rests, bags, targets, and range accessories sold through sporting goods retailers and online. Targets and shooting accessories overlap directly with Tannerite's accessory line (range bags, hearing protection, scope shields), and Caldwell competes for similar dealer endcaps and consumer purchases.
• CeaseFire Targets: Binary reactive rifle target brand that competes head-to-head with Tannerite in the exploding-target category, selling similar two-component powder targets activated by centerfire rifle impacts. Tannerite's own website references 'competitors that don't follow the same guidelines,' directly acknowledging this peer.

Broad incumbents

• Sportsman's Warehouse: Specialty sporting goods retailer focused on hunting, shooting, and outdoor recreation with national footprint. Direct competitor for end-consumer spending and controls important dealer-shelf real estate that affects Tannerite's retail distribution.
• Hodgdon Powder Company: Leading manufacturer of smokeless propellants and reloading supplies, with adjacent exposure to shooting sports consumables and a long-standing dealer network. Same retail endcaps, same end consumer, and overlapping compliance/explosives-handling know-how that parallels Tannerite's binary reactive formulation.
• Midway USA: Major direct-to-consumer shooting sports retailer carrying thousands of firearms, reloading, and target SKUs. Functions both as a potential retail channel for Tannerite and as a competitor set for consumer shooting-supplies spend, with comparable e-commerce marketing maturity.
• Vista Outdoor: Publicly traded parent of numerous shooting and outdoor brands (Caldwell, Hoppe's, Federal, CCI, Speer, etc.). Vista's portfolio puts Tannerite-style target brands into direct dealer and shelf competition at sporting goods retailers and exposes Tannerite to a potential acquirer or aggressive competitor.
• Bass Pro Shops / Cabela's: Outdoor and shooting sports mega-retailer with deep firearm/hunting assortment. Competes for the same discretionary shooting budget and dictates national shelf-space and pricing dynamics that constrain any shooting sports brand, including Tannerite.
• Action Target: Major manufacturer of steel targets, shooting range equipment, and reactive target systems serving ranges, law enforcement, and military customers. Adjacent product overlap (reactive targets) plus broader range infrastructure footprint that competes for dealer and range-operator budgets.
• Remington Arms: Iconic firearms and ammunition brand (and one-time maker of branded exploding targets). Massive brand recognition and dealer relationships that influence consumer expectations and pricing benchmarks for any reactive rifle target sold into the same category.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCymPu2rzDCHsuYbS1uVV3Tw
• Facebookfacebook.com/therealtanneritesports
• Instagraminstagram.com/tanneritesportsllc
• Xx.com/Tannerite_LLC

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Tannerite Sports