Eley Group

What Eley Group does

ELEY Group Ltd is a privately held British manufacturer of precision .22LR rimfire ammunition and competition air pellets, founded in 1828 and headquartered at Minworth Industrial Estate, Sutton Coldfield, West Midlands. The company produces one of the broadest product ranges in the segment, with 20+ cartridge SKUs spanning premium competition lines (ELEY tenex for rifle and pistol, ELEY match, ELEY team), specialty competition rounds (biathlon, rapid fire pistol, ultra extreme long range, benchrest precision/outlaw), club- and sport-grade products for amateur shooters, and hunting/recreational variants (high velocity hollow, subsonic hollow, force, contact). It also produces the ELEY tenex air pellet line in 4.49mm, 4.50mm, and 4.51mm calibers.

Manufacturing is centered on statistical process control and a proprietary 40-shot ISSF batch-testing protocol: every premium lot is fired at an ISSF target and the consolidating score (e.g., 426.6 cited publicly) is published, with performance data surfaced through the ELEY Lot Analyser and ELEY Finder recommendation tools. Beyond ammunition, ELEY has extended into electronic competition infrastructure with the ELEY x-Shot portable real-time shot detection device and the myELEY.com competition management platform (launched 2018).

ELEY generates revenue primarily through hardware sales via its own website and a global network of authorized retailers, with no publicly disclosed pricing. Customer focus is split between elite competitive shooters (Olympic and national-level athletes sponsored under Team ELEY, with sponsorships including two-time Olympian and 2025 European record holder István Péni) and a broader base of competitive and recreational .22LR users. Distribution is supported by five international test ranges in Birmingham (UK), Budapest (Hungary), Munich (Germany), Whidden Gunworks (USA), and Korth (Canada), and the company holds an ISSF Gold Sponsorship as of 2025/2026.

Name

Eley Group

Legal name

ELEY Group Ltd

Website

http://www.eley.co.uk/

Company type

Private

Founded year

1828

Operating status

Operating

Short description

ELEY Group Ltd, founded in 1828 in Sutton Coldfield, England, manufactures precision .22LR rimfire ammunition, competition air pellets, and the ELEY x-Shot electronic scoring device for elite, competitive, and recreational shooters distributed globally via authorized retailers and direct website sales.

Ownership category

akta.pro rank

Product category

Precision Rimfire Ammunition Manufacturing

NAICS

Small Arms Ammunition Manufacturing (332992), Sporting and Athletic Goods Manufacturing (33992), Sporting and Athletic Goods Manufacturing (339920)

SIC

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

akta.pro primary industry

Ammunition Manufacturing (Small-, Medium- & Large-Caliber) (IMABAHAG)

akta.pro secondary industry

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

Keywords

• Rimfire ammunition
• Competition shooting
• Precision ammunition
• Air pellets
• Benchrest shooting

Headquarters

HQ city

Sutton Coldfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ammunition Sales: ELEY generates revenue primarily from the manufacture and sale of precision .22LR rimfire ammunition and competition air pellets, sold directly through its website and through authorized retail distribution globally. Products span multiple competition disciplines including rifle, pistol, benchrest, biathlon, and air pellets.
2. Competition Air Pellets: Sale of premium competition air pellets (ELEY Tenex Air in 4.49mm, 4.50mm, and 4.51mm calibers) targeted at air rifle and air pistol competition shooters.
3. Electronic Scoring Technology (x-Shot): Revenue from the ELEY x-Shot portable real-time shot detection device and associated myELEY.com competition management software platform, which enables organizers to run and score competitions.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

ELEY Group Ltd manufactures precision .22LR rimfire ammunition and competition-grade air pellets for competitive shooting sports. The company also develops electronic scoring hardware (ELEY x-Shot) and the myELEY.com competition management software platform to support shooting events.

Product overview

ELEY Group is a global leader in manufacturing the most consistently accurate .22LR rimfire ammunition and competition air pellets in the world, operating since 1828. Their product portfolio centers on precision ammunition for rifle and pistol shooting, including flagship products like ELEY tenex (for rifle), ELEY tenex pistol, and various specialized competition rounds such as ELEY biathlon, ELEY tenex rapid fire pistol, and ELEY ultra extreme long range. The company also produces competition air pellets in the ELEY tenex air line (4.49mm, 4.50mm, 4.51mm) and has expanded into technology products including ELEY x-Shot (portable real-time shot detection and scoring device), myELEY.com (event management software), and ELEY Lot Analyser. Their ammunition range spans from premium competition-grade (tenex, match, team) to accessible club-level products (club, sport), plus specialized offerings like high velocity hollow, subsonic hollow, and benchrest precision rounds.

Differentiator

Problem solved

Functional benefit

Brands

• X-Shot: Portable real-time shot detection device and target combo - a technological breakthrough in electronic scoring hardware developed by ELEY Ltd.
• myELEY.com
• ELEY Outdoors

Products and services

• ELEY tenex
• ELEY tenex pistol
• ELEY match
• ELEY ultra extreme long range
• ELEY tenex biathlon
• ELEY tenex rapid fire pistol
• ELEY team
• ELEY semi auto benchrest precision
• ELEY semi auto benchrest outlaw
• ELEY club
• ELEY sport
• ELEY target
• ELEY force
• ELEY contact
• ELEY biathlon club
• ELEY high velocity hollow
• ELEY subsonic hollow
• ELEY bullseye pistol X
• ELEY tenex air 4.49mm
• ELEY tenex air 4.50mm
• ELEY tenex air 4.51mm
• ELEY x-Shot
• myELEY.com competition management platform
• ELEY Trial Packs

Quantifiable outcome

• European Record: István Péni achieved a 467.1 score in Men's 50m Rifle 3 Positions at the 2025 European Shooting Championships, setting a new European record using ELEY ammunition.
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• International Shooting Sports Federation (ISSF)coreStrategic or Co-development Partner · 1 January 2026ELEY became a Gold Sponsor of the ISSF (International Shooting Sports Federation) as of 2026, marking a defining milestone as the company enters its 198th year. This partnership brings together two of the most iconic and enduring names in international shooting sport, united by a shared commitment to precision, performance, and progress on the world stage. As an ISSF Gold Sponsor, ELEY gains high-profile visibility across all ISSF competitions globally.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• RWS (RUAG Ammotec): RWS is a German premium ammunition manufacturer under RUAG Ammotec producing rimfire, centerfire, and air gun products for sport shooting — directly comparable to ELEY in product portfolio, European heritage, and competitive shooting market focus.
• Lapua: Lapua (owned by Beretta) is a Finnish premium manufacturer of competition rimfire and centerfire ammunition — the closest direct peer to ELEY in the precision .22LR and competition shooting category, with comparable Olympic-athlete sponsorship programs and similar heritage in elite marksman markets.
• Aguila Ammunition (Industrias Tecnos): Aguila is a Mexican rimfire and centerfire ammunition manufacturer with strong presence in the .22LR category across the Americas — a direct competitor in the rimfire segment with overlapping sporting and recreational shooter customer bases.
• SK Ammunition (RUAG Ammotec): SK Ammunition, also under RUAG Ammotec, produces precision rimfire and match ammunition for competitive shooters — a direct peer to ELEY in the match-grade .22LR segment with overlap in Olympic-level competition shooters.
• Magtech Ammunition: Magtech is a Brazilian ammunition manufacturer producing rimfire, centerfire, and shotshell products with global sporting goods distribution — a direct competitor in the .22LR category with comparable export-driven, multi-market distribution model.
• H&N Sport: H&N Sport is a German manufacturer of competition air pellets, rimfire ammunition, and air gun accessories — a direct peer to ELEY in the competition air pellet segment with overlap in Olympic-level air rifle and air pistol markets.

Broad incumbents

• Federal Premium (Vista Outdoor): Federal Premium is a major U.S. ammunition manufacturer owned by Vista Outdoor producing rimfire, centerfire, and shotshell products including precision .22LR offerings — competes with ELEY across the broader ammunition portfolio while serving similar competitive shooter end-markets.
• Winchester Ammunition: Winchester is a heritage U.S. ammunition brand producing rimfire products including .22LR match and target lines — a broad incumbent competitor in the same sport shooting market with much larger scale and mass-market distribution.
• CCI (Vista Outdoor): CCI is a major U.S.-based rimfire and pistol ammunition manufacturer owned by Vista Outdoor, offering the widely-used CCI Standard Velocity and Mini-Mag .22LR products — a broader incumbent that competes with ELEY across both premium and volume .22LR segments.

Emerging players

• JSB Match Diabolos: JSB Match is a Czech specialist manufacturer of premium air gun pellets used by Olympic and competitive air rifle and air pistol shooters — a niche competitor to ELEY's ELEY tenex air pellet line in the precision air gun segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/EleyAmmunition
• YouTubeyoutube.com/user/EleyAmmunition
• Facebookfacebook.com/EleyAmmunition
• LinkedInlinkedin.com/company/eley-ammunition
• Instagraminstagram.com/eley_ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Eley Group