Eley Group
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.
- Company typePrivate
- Founded1828
- HeadquartersSutton Coldfield, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Eley Group firmographics
Firmographics- 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
Eley Group industry classification
Industry- 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
Where Eley Group is headquartered
LocationHeadquarters
- HQ city
- Sutton Coldfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Eley Group business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- 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.
- 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.
- 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
Eley Group product offering
Product offeringCore 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
Companies that use Eley Group
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
Eley Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Eley Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- International Shooting Sports Federation (ISSF)coreELEY 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
Eley Group competitors and assessment
Company assessmentDirect 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
Eley Group social profiles
Digital presenceEley Group compliance and trust
Trust signalCompliance1 record
Eley Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eley Group leadership team
Management profileNumber of profiles
Eley Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eley Group 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 Eley Group
What does Eley Group do?
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.
Is Eley Group a public or private company?
Eley Group is a private company. It is classified as family owned and is currently operating.
When was Eley Group founded?
Eley Group was founded in 1828.
Where is Eley Group based?
Eley Group is headquartered in Sutton Coldfield, United Kingdom, in the Europe region.
How does Eley Group make money?
Three revenue lines are on record. Ammunition Sales are the primary driver. The others are competition Air Pellets and electronic Scoring Technology (x-Shot).
Who are Eley Group's main competitors?
Direct peers on record are RWS (RUAG Ammotec), Lapua, Aguila Ammunition (Industrias Tecnos), SK Ammunition (RUAG Ammotec), Magtech Ammunition and H&N Sport. Broad incumbents are Federal Premium (Vista Outdoor), Winchester Ammunition and CCI (Vista Outdoor). JSB Match Diabolos is listed as an emerging player.
Does Eley Group have an API?
No public API is recorded for Eley Group.
What industry is Eley Group in?
Eley Group's product category is Precision Rimfire Ammunition Manufacturing. Its primary akta.pro industry code is IMABAHAG, Ammunition Manufacturing (Small-, Medium- & Large-Caliber), with a secondary code of CRAMAKAG, Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection). Its NAICS code is 332992 and its SIC code is 3480.