What Dead Ringer does

Dead Ringer is a multi-category hunting, archery, and shooting brand owned by Rock Ridge Outdoors, focused on precision-machined bow sights, broadheads, crossbow accessories, and firearm optics. Its core product portfolio includes multiple bow sight lines (Tackdriver Picatinny, Tackdriver Carbon DT, Quickdraw, The Wheel, Starvation Bead) priced $44.99-$149.99; an extensive broadhead catalog (Great White, Just Nasty 2.0, Triple Acuti, Freak Nasty, Hatchet, Surgeon, PSD, Stingray, Super Freak) at $39.99-$44.99 per 3-pack; firearm optics including the GP-6 pistol sight, RO Green Dot reflex sight, and rifle scopes; and supporting accessories (stabilizers, quivers, arrows, cocking ropes, cases). Notable technology includes Optical Lexan sighting elements for battery-free, high-contrast low-light visibility (used in Beard Buster shotgun sight and GP-6), CNC-machined 6061/T-6 aircraft-grade aluminum frames, carbon fiber arms, and hybrid mechanical broadhead architectures with adjustable speed grooves for crossbow/vertical bow compatibility up to 600 FPS.

The company sells primarily direct-to-consumer through its owned e-commerce storefront at deadringerhunting.com, supplemented by a dealer/wholesale channel with a dealer locator and inbound dealer phone line, military/first-responder discount program, free shipping, and a limited lifetime warranty. Marketing relies on organic social (Facebook, Instagram, YouTube, TikTok), an educational blog with regular 2025 publication cadence, and a Pro Staff brand-ambassador program administered by parent Rock Ridge Outdoors. Customer segments span recreational hunters (turkey, waterfowl, deer, big game), self-defense and tactical firearm users, and youth/beginner archers. Operations and customer service sit under Rock Ridge Outdoors at 148 Country Club Circle, Minden, Louisiana.

The business is structurally a consumer-product brand within a multi-brand parent portfolio that also includes Rock Ridge, Bone Collector, Cupped Waterfowl, The Grind, Mammoth Coolers, Pro Sport Outdoors, Telum Tactical, American Buffalo Knife and Tool, and Rogue Ridge, all sharing corporate back-office, ambassador, and distribution infrastructure.

Name

Dead Ringer

Legal name

Dead Ringer

Website

https://deadringerhunting.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Dead Ringer is a US hunting, archery, and shooting brand under parent Rock Ridge Outdoors, selling CNC-machined bow sights, hybrid mechanical broadheads, crossbow accessories, and firearm optics direct-to-consumer via its e-commerce site and through a dealer network, serving bowhunters, crossbow hunters, firearm/self-defense users, and beginner archers.

Ownership category

akta.pro rank

Product category

Hunting and Archery Equipment

akta.pro primary industry

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

Keywords

• Hunting archery equipment
• Bow sights broadheads
• Firearm optics accessories
• Crossbow bolts accessories
• Outdoor hunting gear

Headquarters

HQ city

Minden

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, Marketing or Sales, Others

Revenue model

1. E-commerce Direct Sales: Dead Ringer sells its hunting optics, archery accessories, broadheads, and lifestyle wear directly to consumers through its owned e-commerce storefront (deadringerhunting.com). All visible transactions are one-time product purchases at listed retail prices.
2. Dealer/Wholesale Distribution: Products are also distributed through a network of physical retail dealers, searchable via the company's dealer locator tool. Interested dealers are directed to call 1-844-471-4868, indicating a wholesale/channel sales motion.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Dead Ringer is a hunting and archery supplies brand that designs, manufactures, and sells precision bow sights, broadheads, crossbow accessories, firearm optics (shotgun, rifle, and pistol sights), archery accessories (stabilizers, quivers, arrows, cases), and lifestyle apparel. The product portfolio is sold primarily through its direct-to-consumer e-commerce storefront at deadringerhunting.com, with additional distribution via a U.S. dealer network and a brand ambassador program operated under parent company Rock Ridge Outdoors.

Product overview

Dead Ringer is a hunting and archery gear brand under Rock Ridge Outdoors, offering a comprehensive product portfolio centered around precision shooting equipment. The core offerings include multiple bow sight lines (Tackdriver, Quickdraw, Wheel, Tack Driver, Starvation Bead series), an extensive broadhead catalog (Great White, Just Nasty, Triple Acuti, Super Freak, Freak Nasty, Hatchet, Surgeon, Stingray, PSD, Nasty, Butcher), firearm optics and sights (Green Dot Scope, G-P 6 pistol sight, Beard Buster shotgun sight), and crossbow accessories. Supporting products include stabilizers, arrows, quivers, cases, and lifestyle wear. The brand emphasizes free shipping sitewide, limited lifetime warranty, and 30-day returns.

Differentiator

Problem solved

Functional benefit

Products and services

• Tackdriver Picatinny Bow Sight – 5-Pin Black Series
• Tackdriver Carbon DT 5-Pin Dovetail Bow Sight A lightweight 5-pin bow sight with a carbon fiber arm and 6061 CNC aluminum frame, featuring micro-adjustable pins, fiber optic pin housing, an integrated sight level, and a rechargeable sight light.
• Quickdraw 5-Pin Bow Sight A 5-pin bow sight with universal mounting, precision-machined 6061 CNC aluminum alloy frame, built-in sight level, and rechargeable sight light for bowhunters.
• Tack Driver Bow Sight A 5-pin bow sight with .029 pins, a top pin that glows in darkness, tool-less windage and elevation adjustments, a glowing aperture, and an included rheostat sight light.
• Starvation Bead Bow Sight An entry-level 5-pin bow sight with a top pin that glows in darkness, a glowing aperture for low-light alignment, a built-in level, and an included sight light.
• Great White Broadhead A 100-grain hybrid mechanical broadhead with a 1" entry and 2.5" exit wound, front-deploy stainless steel blades, brass alignment collar for adjustable weight, and field-tip accuracy rated up to 600 FPS.
• Just Nasty 2.0 Broadhead A hybrid broadhead with a carbon steel ferrule, 3/4" entry and 2" exit wound, adjustable speed grooves, optimized for bows and crossbows up to 450 FPS.
• Triple Acuti Broadhead A 3-blade fixed broadhead with a trocar tip and short profile, available in 100 or 125 grain options, 1 1/4" cutting diameter, and a helix blade design for bone-breaking impact.
• Super Freak Extreme X-Bow Broadhead A 2-blade 100-grain expandable crossbow broadhead with front-deploy design, aircraft-grade aluminum ferrule, O-ring retention system, and 2 3/4" cutting diameter.
• Super Freak Extreme Broadhead A 2-blade 100-grain expandable broadhead designed for higher kinetic energy bows, with an O-ring retention system, aircraft-grade aluminum ferrule, and 2 3/4" cutting diameter.
• The Freak Nasty Broadhead A 100-grain 3-blade hybrid broadhead with 1" entry and 2" exit wound, using retention collars with the SBT (Switchback Technology) blade retention system, switchable between fixed and mechanical deployment, up to 450 FPS.
• The Hatchet Broadhead A rear-deploying mechanical broadhead creating a 2" entrance and exit wound, with CNC-machined carbon steel construction, clipless retention system, and compatibility with bows and crossbows up to 450 FPS.
• The Surgeon Broadhead A versatile 100-grain 3-blade carbon steel fixed broadhead with 1 1/16" cutting diameter, one-piece design, and re-sharpable blades.
• Stingray Broadhead A broadhead with independent blades that maneuver around bone, 2" wound channel, field-tip accuracy, and compatibility with vertical bows and crossbows up to 400 FPS.
• PSD Broadhead A 100 or 125-grain 4-blade steel broadhead with bleeder blades, 1 1/8" cutting diameter, steel ferrule, and brass alignment collar for weight adjustment.
• Super Freak Broadhead A mechanical broadhead with 3/4" entry and 2 1/4" rear-deploy exit wound, compatible with bows and crossbows up to 500 FPS.
• The Nasty Broadhead
• The Butcher Broadhead A 100-grain 2-blade fixed broadhead with bleeder blades, 0.925" cutting width, stainless steel blades, high-grade aluminum ferrule, and re-sharpable blades.
• RO Green Dot Scope A rugged parallax-free reflex sight with four illuminated reticle options, an adjustable brightness rheostat dial, shock- and water-resistant housing, and unlimited eye relief, fitting Picatinny and Weaver rails.
• Snake Eyes G-P 6 Pistol Sight A Glock pistol sight with an Optical Lexan green front sight and orange rear ghost ring, CNC-machined metal construction, and press-fit installation compatible with full-frame and mid-frame Glock models.
• Beard Buster Shotgun Sight A turkey and duck hunting shotgun sight with a T-6 aircraft-grade aluminum base, an optical Lexan orange compass-point rear ring, adjustable windage and elevation, and compatibility with ventilated rib shotguns.
• Crossbow Cocking Rope A crossbow cocking device compatible with most crossbow brands, adjustable for all rail lengths, reducing draw weight by 50% and featuring smooth roller glide hooks.
• Youth Arrow 3 Pack A 3-pack of 26" fiberglass youth arrows with 3" vane length, designed for beginner archers using bows up to 29 lb draw weight.
• Black Series Bow Stabilizer A bow stabilizer in the Black Series line, priced from $69.99 to $79.99, designed to reduce bow vibration and improve balance.
• Equalizer Series Bow Stabilizer A bow stabilizer in the Equalizer Series, priced from $49.99 to $59.99, designed to reduce bow vibration and improve balance.
• Vector Bow Stabilizer A bow stabilizer priced from $39.99 to $44.99, designed to reduce bow vibration and improve balance.
• Soft Bow Case A soft carrying case for bows, priced at $44.99.
• Quick Fire Quiver A lightweight, durable, and stealth-ready archery quiver priced at $29.99.
• Hip Quiver A hip-mounted archery quiver priced at $24.99.
• Dead Ringer Anthem Tee A Dead Ringer logo t-shirt priced at $19.99, part of the brand's lifestyle wear line.
• Dead Ringer Trucker Lid Hat A trucker hat with the Dead Ringer logo priced at $24.99, part of the brand's lifestyle wear line.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• Rock Ridge OutdoorscoreStrategic or Co-development PartnerDead Ringer is an owned brand of Rock Ridge Outdoors, which serves as the parent company. Rock Ridge Outdoors manages customer service (585-398-8909), dealer inquiries (1-844-471-4868), Pro Staff/brand ambassador program, and job listings. Dead Ringer's address (148 Country Club Circle, Minden, LA 71055) is the Rock Ridge Outdoors corporate location.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• QAD (Quality Archery Designs): QAD is a direct peer in archery accessories, best known for arrow rests but also expanding into bow sights and hunting accessories. Competes with Dead Ringer for archery dealer shelf space and the same bowhunter customer base.
• Rage Broadheads (New Archery Products): Rage is a direct peer and category-defining brand in mechanical broadheads, with Shockwave, Trypan, and Hypodermic series competing directly with Dead Ringer's Great White, Hatchet, and Super Freak mechanical broadheads.
• G5 Outdoors (New Archery Products): G5 Outdoors / NAP manufactures Rage broadheads, Muzzy broadheads, and Trophy Ridge bow sights — directly competing with Dead Ringer across both core categories. Significantly larger scale and broader SKU portfolio in the same hunting/archery retail channels.
• Trophy Ridge (by G5): Trophy Ridge is a direct peer in bow sights, quivers, stabilizers, and rangefinders. Competes with Dead Ringer across nearly every archery accessory category with a larger dealer footprint and longer brand heritage.
• Grim Reaper Broadheads: Grim Reaper is a direct peer in fixed and mechanical broadheads, particularly strong in Whitetail Special and Carni-Four series. Competes with Dead Ringer in the same bowhunter segment and similar price points.
• Muzzy (by New Archery Products): Muzzy is a direct peer specializing in fixed-blade broadheads, broadhead-compatible arrow components, and bowfishing equipment. Overlaps with Dead Ringer in the broadhead category and shares similar archery pro shop distribution.
• Spot-Hogg Archery Products: Spot-Hogg is a direct peer in premium multi-pin and single-pin bow sights, competing head-to-head with Dead Ringer's Tackdriver and Quickdraw lines. Known for Fast Eddie and Hogg Father sight series targeting the same competitive bowhunter.
• HHA Sports: HHA Sports is a direct peer specializing in single-pin and multi-pin bow sights, sight tapes, and archery accessories. Targets the same bowhunter and 3D-shooting segments as Dead Ringer with overlapping product categories.

Broad incumbents

• TenPoint Crossbows: TenPoint is a broad incumbent in crossbow manufacturing and crossbow accessories, adjacent to Dead Ringer's crossbow broadhead, bolt, and cocking-rope lines. A larger player whose crossbow product roadmap influences Dead Ringer's accessory compatibility requirements.
• GSM Outdoors (parent of multiple hunting brands): GSM Outdoors is a broad incumbent that owns and operates multiple hunting and outdoor brands (Caldwell, Champion, QAD, Shooters Ridge). Comparable to Rock Ridge Outdoors in that it operates Dead Ringer's competitive set as a multi-brand hunting portfolio, but at a significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCIXHVQcJpDBS9szhnQIInkw
• Facebookfacebook.com/dead.ringer.hunting
• Instagraminstagram.com/dead.ringer.hunting
• TikToktiktok.com/@dead.ringer.hunting
• Xx.com/deadringerhunt
• LinkedInlinkedin.com/company/dead-ringer-llc-

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 Dead Ringer