What Midsouth Shooters does

Midsouth Shooters Supply is a US-based e-commerce retailer specializing in ammunition and ammunition reloading equipment, founded in 1969 by Walter Hawk in New Market, Tennessee, and now headquartered in Clarksville, Tennessee under the ownership of David 'Dirt' King and Connie King, operating as a division of W.O.R. LLC. The company sells directly to consumers through its midsouthshooterssupply.com website, a 1-800 phone order line, and a local will-call pickup desk at its Clarksville warehouse, with products ranging from reloading presses, dies, brass, bullets, powder, and primers (stocking thousands of SKUs across categories like 3,929 dies and 857 presses) to pistol, rifle, rimfire, and shotgun ammunition, optics, AR-15/AR-10 components, gun parts, gun care, muzzleloaders, knives, and survival gear sourced from 50+ manufacturers including Hornady, RCBS, Federal, Winchester, Magpul, Lee, and Lyman.

The underlying technology is a standard e-commerce retail platform with integrated inventory management, order processing, and shipping systems, supporting US-wide fulfillment plus limited international orders subject to additional verification. The company differentiates through haz-mat shipping capability for primers and powder, hand-packed orders, competitive pricing, and a Zinrelo-powered loyalty rewards program that issues 1 point per dollar spent and offers tiered benefits including free shipping. Marketing channels include daily promotional emails, social media engagement across Facebook, Instagram, X, and YouTube, a referral program, an educational articles section, and sponsorship of the Precision Rifle Series.

The business model is direct-to-consumer transactional retail with no subscription components; revenue is generated through one-time hardware and consumable sales across tens of thousands of SKUs in 100+ categories. The customer base is horizontally segmented toward individual shooting enthusiasts and reloaders, ranging from novice handloaders to advanced precision shooters, with no disclosed enterprise or B2B anchor accounts. Sub-brands include Midsouth Reloading (store-brand reloading equipment), Midsouth Gear (branded apparel/accessories), and the Midsouth Shot Report newsletter, while a wholly-owned subsidiary structure houses the Midsouth Reloading line.

Name

Midsouth Shooters

Legal name

W.O.R. LLC

Website

https://midsouthshooterssupply.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Midsouth Shooters Supply is a US e-commerce retailer founded in 1969 that sells ammunition, reloading equipment, optics, and shooting supplies directly to individual shooting enthusiasts and reloaders through its website, phone orders, and Clarksville, TN will-call pickup.

Ownership category

akta.pro rank

Product category

Shooting Supplies Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Wholesale-Misc Durable Goods (5090)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Reloading & Gunsmithing Supplies Retail (CRAMAKAF), Firearms & Ammunition Retail (CRAMAKAA), Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Firearm Storage & Safety Retail (Safes, Cases, Locks) (CRAMAKAI), Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH)

Keywords

• Ammunition retail
• Reloading supplies
• Shooting accessories
• Firearms components
• Outdoor sporting goods

Headquarters

HQ city

Clarksville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of ammunition, reloading supplies, shooting equipment, gun parts, and accessories through e-commerce and phone orders. Products include reloading equipment (presses, dies, accessories), ammunition (pistol, rifle, rimfire, shotgun), optics, gun parts, gun care products, muzzleloaders, knives, and survival gear. Revenue is generated through one-time product transactions with no subscription components mentioned.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Midsouth Shooters Supply is an e-commerce retailer that sells pistol, rifle, rimfire, and shotgun ammunition together with a comprehensive catalog of ammunition reloading equipment, components, and shooting sports accessories. The company carries tens of thousands of SKUs across 100+ categories from brands such as Hornady, RCBS, Redding, Lee, Federal, Winchester, and Magpul, and ships orders throughout the United States with phone-order and local pickup options from its Clarksville, TN warehouse.

Product overview

Midsouth Shooters Supply is an e-commerce retailer offering a comprehensive catalog of shooting sports and outdoor recreation products. The core offerings center on ammunition reloading equipment and supplies (dies, presses, brass, bullets, powder, primers, case preparation tools) and firearms ammunition across pistol, rifle, rimfire, and shotgun categories. The product portfolio extends to complementary categories including optics (scopes, red dots, night vision, binoculars, rangefinders), AR-15/AR-10 parts and accessories, shooting range supplies (eye/hearing protection, targets, chronographs), gun parts (magazines, muzzle devices, triggers), gun care products (cleaning supplies, cases, safes), muzzleloaders, knives, and survival gear. The company also operates a Zinrelo-powered loyalty rewards program. Midsouth carries products from over 50+ major manufacturers including Hornady, RCBS, Redding, Lee, Federal, Winchester, Lyman, Magpul, and others.

Differentiator

Problem solved

Functional benefit

Brands

• Midsouth Reloading: Store brand reloading equipment and supplies
• Midsouth Gear
• Midsouth Shot Report

Products and services

• Reloading Equipment and Supplies

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Precision Rifle SeriesminorGTM or Marketing PartnerMidsouth Shooters sponsors the Precision Rifle Series, a competitive shooting organization. The partnership appears on the website with a logo link to precisionrifleseries.com.
• GunBlastminorGTM or Marketing PartnerGunBlast (Quinn family) visited the Midsouth facility for a video tour, showcasing day-to-day operations and company values. This was a content partnership that generated promotional video content.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Bass Pro Shops / Cabela's: Largest U.S. outdoor retailer combining hunting, fishing, camping, and shooting sports with a strong firearms and ammunition business. Competes with Midsouth at the ammunition, optics, and reloading level but serves a much wider lifestyle customer.
• Sportsman's Warehouse: Publicly traded outdoor sporting goods retailer with broad hunting, shooting, and firearms assortments including ammunition, reloading, and optics. Larger, multi-store, full-line competitor with a significantly broader product portfolio than Midsouth.

Direct peers

• Midway USA: The largest direct-to-consumer retailer of shooting, reloading, and firearms supplies in the U.S. Overlaps almost entirely with Midsouth's ammunition, reloading, optics, and gun parts assortment, but operates at substantially greater scale with a Columbia, MO-based multi-channel operation.
• Lucky Gunner: Online-focused ammunition retailer offering pistol, rifle, and shotgun ammunition with educational content. Directly comparable to Midsouth's ammunition and reloading categories, though more narrowly focused on ammo and lacking the broader reloading catalog.
• Graf & Sons: Missouri-based retailer specializing in reloading supplies, shooting components, and ammunition — a closely comparable mid-sized private retailer targeting the same reloader/shooter customer segment.
• Brownells: Long-established retailer specializing in gunsmithing tools, reloading components, and firearm parts — directly overlapping Midsouth's reloading equipment, AR-15 parts, and gun care categories. Known for its proprietary brand and lifetime guarantee on gunsmithing tools.
• Ammo.com: Online ammunition marketplace/retailer aggregating inventory from multiple distributors, with strong SEO-driven direct-to-consumer demand. Comparable to Midsouth on ammunition selection and pricing, though more limited in reloading equipment depth.
• Natchez Shooters Supplies: Mississippi-based catalog and online retailer of ammunition, reloading supplies, optics, and shooting accessories with a similar customer base of reloaders and shooting enthusiasts. Highly comparable mid-sized private competitor.
• Cheaper Than Dirt: Long-running online firearms and ammunition retailer with a large catalog of ammo, reloading, and shooting accessories. Direct competitor in Midsouth's core categories, though it has historically emphasized firearms and ammunition over deep reloading.
• Palmetto State Armory: Direct-to-consumer firearms, parts, and ammunition retailer with strong in-house brands and aggressive pricing. Comparable to Midsouth in AR-15 parts, ammunition, and accessories categories, but with a manufacturing dimension (PSA firearms) that Midsouth lacks.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/midsouthshooters
• YouTubeyoutube.com/midsouthshooterssupply
• Facebookfacebook.com/midsouthshooterssupply
• Instagraminstagram.com/midsouthshooterssupply

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Midsouth Shooters