Choice Ammunition

What Choice Ammunition does

Choice Ammunition is a privately held manufacturer of hand-loaded centerfire ammunition, reloading components, and handloading equipment, headquartered in a 15,000 square foot manufacturing and distribution facility in Victor, Montana. Founded in 2015 and led by President/CEO Jon Wemple, the company produces over 700 product options spanning approximately 100 calibers (25 pistol and 75 rifle). Its core technology is a 100% hand-loading process featuring meticulous component inspection, consistent powder charges, and tight tolerances designed to deliver superior accuracy and reliability versus mass-produced factory ammunition. A key proprietary element is the Hi-Tek Super Coating applied to Chey-Cast cast bullets, which reduces bore fouling, improves accuracy, and enables smooth feeding and extraction.

The company sells through two channels: a direct-to-consumer e-commerce website (primary) and a developing nationwide network of firearms dealers and sporting goods retailers. Pricing varies materially by caliber and configuration, ranging from roughly $13/box for entry-level pistol ammunition to over $450/box for premium safari-grade rifle loads. The product line is organized around distinct use cases: big game and varmint hunting, lead-free hunting, cowboy action shooting (via the Cowboy Choice sub-brand), bear defense, and self-defense, plus a Chey-Cast Bullets line supplying premium coated cast bullets and brass to reloaders. Customer segments are individual consumers and hobbyist reloaders—no enterprise or institutional customers are disclosed.

Revenue is not publicly disclosed, the company has no disclosed funding rounds, no parent company, and no institutional investors. Marketing is digital-first, centered on the e-commerce site, a content blog covering hunting topics, an email newsletter (offering a 10% new-customer discount), and organic social media on Facebook, X, and Instagram. Operating geographies are limited to the United States.

Name

Choice Ammunition

Legal name

Choice Ammunition

Website

https://choiceammunition.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Choice Ammunition is a privately held Montana-based manufacturer of hand-loaded centerfire ammunition, reloading components, and specialty loads across 100 calibers, selling direct-to-consumer online and through a growing nationwide dealer network to hunters, competitive shooters, and reloaders.

Ownership category

akta.pro rank

Product category

Sporting Ammunition Manufacturing

NAICS

Small Arms Ammunition Manufacturing (332992), Small Arms, Ordnance, and Ordnance Accessories Manufacturing (332994)

SIC

Sporting & Athletic Goods, Nec (3949), Ordnance & Accessories, (No Vehicles/Guided Missiles) (3480)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industries

Hunting, Shooting Sports & Archery Retail (CRAMABAK), Reloading & Gunsmithing Supplies Retail (CRAMAKAF), Hunt, Fish & Shooting Sports Distribution (CRAOAJAC)

Keywords

• Hand-loaded ammunition
• Centerfire cartridges
• Reloading components
• Hi-tek coated bullets
• Hunting ammunition

Headquarters

HQ city

Victor

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ammunition Sales: One-time product sales of hand-loaded centerfire ammunition across rifle and pistol calibers. Products are sold in various quantities from individual boxes to bulk quantities (250-500 rounds per box for some products). Revenue is generated through direct e-commerce sales and dealer/distributor sales.
2. Reloading Components: Sales of reloading components including new brass, once-fired brass, Chey-Cast bullets with Hi-Tek coating, and premium bullets from brands such as Barnes, Berger, Hornady, and Nosler for customers who prefer to load their own ammunition.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Choice Ammunition manufactures and sells hand-loaded centerfire ammunition cartridges across approximately 100 rifle and pistol calibers (over 700 SKUs), along with reloading components such as brass cases and Hi-Tek-coated Chey-Cast bullets. Products are organized into specialty lines including Rifle, Handgun, Bear Defense, Lead-Free Hunting, and Cowboy Action loads, and are distributed through the company's own e-commerce site and a nationwide dealer/sporting-goods store network.

Differentiator

Problem solved

Functional benefit

Brands

• Cowboy Choice Ammunition: Authentic Old West loads for SASS and single-action shooters
• Chey-Cast Bullets

Products and services

• Rifle Ammunition Hand-loaded centerfire rifle ammunition spanning 75 rifle calibers (e.g., .204 Ruger, .22 Creedmoor, .223 Remington, .243 Winchester, .25-06 Remington, .270 Winchester, .30-06 Springfield, .300 Winchester Magnum, .308 Winchester, 6.5 Creedmoor, 7mm Remington Magnum, etc.). Sold by caliber, grain weight, bullet brand (Barnes, Berger, Hornady, Nosler, and proprietary Chey-Cast), and quantity per box, aimed at hunters, target shooters, and reloaders seeking precision hand-loaded loads over mass-produced factory ammunition.
• Handgun / Pistol Ammunition Hand-loaded centerfire pistol ammunition spanning 25 pistol calibers across ranges from .32 to .500 S&W Magnum, including 9mm Luger, .380 ACP, .38 Special, .357 Magnum, .40 S&W, 10mm Auto, .44 Magnum, .45 ACP, .45 Colt, .460 S&W Magnum, and .500 S&W. Sold for self-defense, concealed carry, target practice, and Cowboy Action applications.
• Bear Defense Ammunition Specialized defensive handgun loads engineered for maximum penetration and stopping power against dangerous game, including .45 Colt +P Bear Defense. Designed for outdoor enthusiasts and concealed-carry users who need reliable performance in life-threatening wilderness encounters; typically priced from approximately $23 to $34 per box.
• Lead-Free Hunting Ammunition Lead-free centerfire hunting loads for use in environmentally sensitive areas requiring non-toxic projectiles. Targeted at hunters operating in jurisdictions or seasons that prohibit traditional lead-based bullets; typically priced from approximately $34 to $175 per box.
• Cowboy Action Ammunition (Cowboy Choice) Authentic, reduced-recoil Old West loads for SASS (Single Action Shooting Society) competitions, Wild Bunch matches, and historical reenactment shooting sports. Sub-categories include Cowboy .32, .357, .38, .41, .44, .45, plus Cowboy 9mm and .45 ACP Wild Bunch; typical pricing from approximately $34 to $276 per box.
• Reloading Components Brass casings and bullets for firearm enthusiasts who load their own ammunition. Includes Choice Ammunition-branded new and once-fired rifle and pistol brass across many calibers (e.g., .223 Rem, 6.5 Creedmoor, .308 Winchester, .300 Win Mag), and premium bullets from Barnes, Berger, Hornady, and Nosler.
• Chey-Cast Hi-Tek Coated Bullets Choice Ammunition's proprietary cast lead bullets finished with Hi-Tek Super Coating, which reduces fouling, improves accuracy, and protects the bore while enabling smooth feeding and extraction. Sold to reloaders and competitors across various calibers and diameters (e.g., .45 Cal .452 diameter, .38/.357, .40 S&W/10mm .401 diameter, .41 Cal .411 diameter).
• Apparel and Merchandise Branded apparel and merchandise items sold through the company's e-commerce store alongside ammunition and reloading products.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sierra Bullets: Sierra is a direct peer producing premium match and hunting bullets for the hand-loading community; it competes for the same reloader/bullet end-customer that Choice serves through its Chey-Cast line.
• Nosler: Nosler produces premium hunting bullets and loaded ammunition, competing with Choice Ammunition in the precision-hunting category and also serving as one of Choice's named bullet suppliers.
• Barnes Bullets: Barnes manufactures premium all-copper and lead-free hunting bullets and loaded ammunition, overlapping with Choice Ammunition's hunting and Lead-Free Hunting product lines while also being a bullet supplier to Choice.
• Hornady Manufacturing: Hornady is a direct peer that manufactures centerfire ammunition, bullets, and reloading components; it directly competes with Choice Ammunition's finished ammo lines and supplies bullet components that Choice uses, making it both a competitor and an upstream partner.
• Black Hills Ammunition: Black Hills Ammunition is a direct peer — a US-based manufacturer of premium, match-grade and hunting ammunition across centerfire rifle and pistol calibers, with a similar focus on precision hand-loading and niche enthusiast segments such as hunting, defense, and Cowboy Action.
• Wilson Combat Ammunition: Wilson Combat produces premium hand-loaded pistol ammunition and components for defensive, competition, and hunting use, closely mirroring Choice Ammunition's premium hand-loading approach in the pistol and defensive categories.
• Starline Brass: Starline is a direct peer in the reloading-components space, specializing in brass cases — the same category in which Choice sells its once-fired and new brass — making it a direct competitor in the reloader supply chain.

Broad incumbents

• Winchester Ammunition: Winchester is a broad incumbent offering a full portfolio of factory-loaded ammunition across hunting, defense, and sporting categories; it competes with Choice in the same end markets but does not focus on the hand-loaded segment.
• Federal Premium Ammunition: Federal Premium is a broad incumbent in the ammunition industry with mass-produced rifle, pistol, and shotshell lines; it competes indirectly via pricing and shelf availability in sporting-goods retailers that also stock Choice Ammunition.

Emerging players

• HSM (Hodgdon Specialty Manufacturing): HSM is a custom ammunition loader producing premium hunting, cowboy action, and specialty loads, overlapping meaningfully with Choice's product set but typically operating at a smaller scale and narrower catalog breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/choiceammo
• Facebookfacebook.com/choiceammunition
• Instagraminstagram.com/choiceammunition
• LinkedInlinkedin.com/company/choice-ammunition

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 Choice Ammunition