Promatic
Promatic International Ltd is a British manufacturer founded in 1985 that designs and produces over 100 models of clay pigeon shooting traps, consumables, and accessories for commercial grounds, clubs, Olympic competitions, and personal use, selling globally through dealers and direct channels.
- Company typePrivate
- Founded1985
- HeadquartersBirkenhead, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Promatic does
Promatic International Ltd is a British manufacturer of clay pigeon shooting equipment founded in 1985 and headquartered in Hooton, South Wirral, England. The company designs and produces over 100 model variants across 35+ distinct trap products organized into four primary lines: Sporting (Super Sporter, FALCON, Kodiak, Pheasant, Chondel variants), Simulated Game (the Peregrine series including Sporter, DTL, Duo, Auto, Trio, and the 2024-launched Covey), Olympic/Competition (ISSF-compliant Olympic Trap, Signature Skeet, Pro Skeet, Signature Double ABT/DTL), and Personal Use (Hobby, Pigeon, MERLIN, Kestrel). Core technology centers on solenoid release mechanisms, patented Claymate WiFi clay-counting systems, ISSF-compliant angle gauges, and turnbuckle/turn-wheel adjustment systems. Supporting products include clay consumables in six sizes, radio and acoustic controllers, Sharp Shooter indoor/outdoor target practice systems, and ISSF-spec Running Boar training systems.
The business model is primarily hardware sales via a direct-to-consumer e-commerce platform with quote-based B2B pricing, complemented by a global dealer network, direct phone sales, and value-added services including installation, commissioning, on-site machine servicing, and expert course design. Customer segments span commercial shooting grounds (heavy-duty, high-volume usage), small clubs (versatile, durable equipment), competition/Olympic venues (precision, ISSF-compliant systems), and individual enthusiasts/beginners (portable, low-maintenance personal-use traps). Notable endorsements include Olympic Gold Medallist Nathan Hales, alongside a broader professional shooting athlete roster. Geographic reach extends across 11+ countries in Europe, North America, Oceania, Asia, and the Caribbean, supported by two regional teams (UK/ROW and US).
Revenue mechanics combine one-time hardware sales across a wide price band (entry-level Hobby trap from £603.60, Pigeon £480, Moorhen £2,798, with premium quote-based systems likely much higher), recurring consumables (clays, spares), and professional services (installation, course design, machine servicing). The company has secured ISSF Official Partner status and FITASC recommendation, two of the sport's highest governing-body endorsements, providing regulated-venue gating and premium positioning. Manufacturing is consolidated at the Hooton facility with no disclosed subsidiaries, funding rounds, or external ownership.
Promatic firmographics
Firmographics- Name
- Promatic
- Legal name
- Promatic International Limited
- Website
- https://promatic.co.uk
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Promatic International Ltd is a British manufacturer founded in 1985 that designs and produces over 100 models of clay pigeon shooting traps, consumables, and accessories for commercial grounds, clubs, Olympic competitions, and personal use, selling globally through dealers and direct channels.
- Ownership category
- akta.pro rank
Promatic industry classification
Industry- Product category
- Clay Target Shooting Equipment
- 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
Where Promatic is headquartered
LocationHeadquarters
- HQ city
- Birkenhead
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Promatic business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Sales: Sale of clay target traps, clay pigeons, trap accessories, and spares. Includes various trap types for sporting, Olympic disciplines, simulated game, and personal use applications.
- Service and Maintenance: Machine service carried out by Promatic service engineers, either on-site at shooting clubs/grounds or at the Promatic factory
- Installation Services: Delivery, installation, commissioning and testing of traps by trained personnel
- Course Design Services: Expert shooting course design service including site assessment, topography analysis, landscaping, trap positioning and pathways design
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Hobby Personal Use Trap - Entry level |
| One time/ perpetual license | Pay-as-you-go | Pigeon Personal Use Trap |
| One time/ perpetual license | Pay-as-you-go | Moorhen Sporting Trap |
| One time/ perpetual license | Pay-as-you-go | Pigeon Trap Key Fob |
| One time/ perpetual license | Pay-as-you-go | ABT/Wobble Base for Hobby/Merlin |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Promatic product offering
Product offeringCore offering
Promatic International Ltd designs, manufactures, and sells clay target traps and related shooting sports equipment from its Hooton, England facility. The product range of over 100 models covers Olympic disciplines (Trap and Skeet), Simulated Game, Sporting, and Personal Use, supported by Claymate clay counting systems, radio and acoustic controllers, clay targets, trap accessories, spares, the Sharp Shooter indoor/outdoor practice system, and the ISSF-spec Running Boar training system.
Product overview
Promatic International Ltd is a British manufacturer of clay pigeon shooting equipment founded in 1985, headquartered in Hooton on the Wirral, England. The company produces over 100 models of traps across multiple product lines: the Peregrine series (Covey, Sporter, Manual, DTL, Duo, Auto, Quattro Hybird, Trio) for simulated game; Olympic/Signature traps for international competition; Sporting traps (Super Sporter, FALCON, Ranger Chondel, Scorpio, Kodiak, Pheasant); Personal Use traps (Pigeon, MERLIN, Kestrel, Hobby, Super Hawk); and Skeet traps. Supporting products include Claymate clay counting/release systems, radio and acoustic controllers, clays in various sizes, Sharp Shooter target practice systems, Running Boar training systems, trap accessories, spares, and merchandise. The company manufactures equipment for shooting clubs, commercial grounds, competition venues, and individual shooters.
Differentiator
Problem solved
Functional benefit
Products and services
- Peregrine Series Simulated Game Traps (Covey, Sporter 8, Manual, DTL, Duo, Auto, Quattro Hybird, Trio) Family of simulated game traps and trailers designed to replicate the flight patterns of various game birds. Models include the Peregrine Covey (3-trap trailer with independent rotation motors), Peregrine Sporter 8 (8-column, 400 clay capacity, speeds over 100mph), Peregrine Manual (manually operated for simulated game days), Peregrine DTL (stand-alone DTL trap on square base plate), Peregrine Duo (two DTL traps on heavy-duty trailer), Peregrine Auto (DTL trap on heavy-duty trolley), Peregrine Quattro Hybird (liftable frame with 4 DTL traps), and Peregrine Trio (simulated game trailer succeeding the Huntsman XP). Targeted at commercial grounds, clubs, and individual shooters running simulated game days.
- Olympic / Universal / Double Trap and Olympic Skeet Traps ISSF-compliant Olympic Trap layout machine (15 trap system) with 320 clay capacity, 10 and 12 column carousel, plus Signature Skeet traps (2-machine system with 550 clay capacity and solenoid release) for Olympic and English Skeet disciplines. The Signature Double ABT and Signature Double DTL add competition-standard double-target capability. Targeted at national federations, Olympic training centres, and international competition venues.
- Sporting Traps (Super Sporter, FALCON, Kodiak, Scorpio Chondel, Pheasant, Ranger Chondel, Sporter Chondel, Reverse Ranger Chondel, Super Sporter Double, Harrier XTS, Rabbit, Moorhen)
Quantifiable outcome
- Grounds have reported revenues increasing by up to 40% thanks to Claymate's ability to control and record clay usage
Companies that use Promatic
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Promatic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Promatic partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- International Shooting Sport Federation (ISSF)coreOfficial ISSF partner. Promatic Olympic Trap equipment is fully compliant with ISSF regulations for Olympic Trap and Skeet competitions. ISSF President Luciano Rossi visited Promatic's headquarters, highlighting their long-standing role in supporting international shooting sport.
- FITASCcorePromatic holds FITASC recommendation for sporting clay target disciplines. FITASC is an international organisation that governs sporting clays and compak sporting, established in 1921.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Promatic competitors and assessment
Company assessmentDirect peers
- Ehrmann: Austrian/German manufacturer of clay target traps and shooting sports equipment for Olympic, sporting, and recreational use. Comparable product breadth and ISSF-aligned Olympic Trap equipment.
- Perazzi: Italian premium shotgun and clay shooting equipment maker with strong Olympic and competition presence. Competes for the same elite shooter and high-end commercial-ground customers as Promatic.
- White Flyer: Largest US manufacturer of clay target consumables (clay pigeons). Highly comparable in the consumables stream of the clay shooting value chain where Promatic is restricted from competing in the USA.
- Caesar Guerini: Italian shotgun manufacturer focused on sporting clays and competition disciplines. Comparable premium positioning and target customer base of serious clay shooters and clubs.
- Laporte: France-based direct competitor that manufactures a comprehensive range of clay target traps for Olympic, sporting, and simulated game disciplines. Closest like-for-like rival to Promatic across product categories, geographic markets, and ISSF/FITASC-relevant specifications.
Broad incumbents
- Browning: Major US sporting firearms brand with broad shotgun and clay shooting product lines. Overlaps with Promatic via shotguns, accessories, and competition-level equipment aimed at similar end users.
- Blaser: German premium firearms brand serving hunting and clay shooting markets. Comparable customer overlap at high-end commercial grounds and competition shooters.
- Beretta: Global firearms leader offering shotguns, apparel, and shooting-sports accessories alongside clay shooting infrastructure. Overlaps with Promatic through bundled offerings to commercial grounds and Olympic shooters.
Others
- RCBS: US-based manufacturer of shotshell reloading equipment and consumables. Sits in the broader clay shooting equipment ecosystem with overlapping end users but non-overlapping product categories.
- Kent Cartridge: UK shotgun ammunition manufacturer serving the same clay shooting community. Adjacent value-chain participant — a potential partner or co-marketing counterpart rather than direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Promatic social profiles
Digital presencePromatic compliance and trust
Trust signalCompliance1 record
Promatic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Promatic leadership team
Management profileNumber of profiles
Profiles1 record
Promatic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Promatic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Promatic
What does Promatic do?
Promatic International Ltd designs, manufactures, and sells clay target traps and related shooting sports equipment from its Hooton, England facility. The product range of over 100 models covers Olympic disciplines (Trap and Skeet), Simulated Game, Sporting, and Personal Use, supported by Claymate clay counting systems, radio and acoustic controllers, clay targets, trap accessories, spares, the Sharp Shooter indoor/outdoor practice system, and the ISSF-spec Running Boar training system.
Is Promatic a public or private company?
Promatic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Promatic founded?
Promatic was founded in 1985. It employs 51 to 100 people.
Where is Promatic based?
Promatic is headquartered in Birkenhead, United Kingdom, in the Europe region.
How does Promatic make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are service and Maintenance, installation Services and course Design Services.
Who are Promatic's main competitors?
Direct peers on record are Ehrmann, Perazzi, White Flyer, Caesar Guerini and Laporte. Broad incumbents are Browning, Blaser and Beretta. Others are RCBS and Kent Cartridge.
Does Promatic have an API?
No public API is recorded for Promatic.
What industry is Promatic in?
Promatic's product category is Clay Target Shooting Equipment. Its primary akta.pro industry code is CRAMAKAG, Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection). Its NAICS code is 33992 and its SIC code is 3949.