Lessons From SHOT Show: How Regulated Brands Must Adapt to Win
Written by Dan Kahn, CEO of TREAD Agency Three weeks ago I was in Las Vegas for the SHOT Show, and now that I have been back for a few weeks, it is clear the industry marketing for regulated brands is in a different place than it was even a year ago. I’ve attended SHOT many times in different capacities. Most years, I am there representing TREAD Agency. One year, I attended as media for “Only The Strong Survive,” using the podcast as a way to have deeper conversations with leaders in the firearms and outdoor industries. This year was a first
The Summit at Overland Expo West: Reflections from a Growing and Evolving Industry
Last month, a group of overlanding industry leaders gathered at the Pepsi Amphitheatre in Flagstaff, Arizona, for The Summit at Overland Expo West. Designed as a focused, high-value event for industry professionals, the Summit was not just a space for connection but a lens into the present and future of overlanding, one of the fastest-evolving categories in outdoor recreation. The event opened with a casual networking evening on May 14. Attendees arrived, greeted by a relaxed campfire atmosphere and reconnected with colleagues, partners and collaborators over shared meals and stories. With a dinner provided by Overland Cookery and the shade of
Lighting the Way Forward with the Future of 2A Marketing at the NSSF 2025
At this year’s National Shooting Sports Foundation (NSSF) Marketing and Leadership Summit, our CEO, Dan Kahn, gave a presentation on marketing in the 2A space. This summit brings together leaders across the firearm industry to share ideas, discuss challenges and explore new ways to grow in one of the most regulated industries in the country. Dan’s presentation focused on niche and highly regulated spaces where traditional marketing tactics don’t always apply. Firearm brands face unique challenges, from platform restrictions to intense public scrutiny. What works in other industries often needs to be completely reimagined in ours. One of the key points he
Is The Oldest and Largest Auto Show Signaling Overlanding’s Mainstream Moment?
The New York International Auto Show (NYIAS) is North America's oldest and largest auto show. It is traditionally known to showcase mainstream vehicles such as luxury sedans, urban SUVs and concept EVs but not necessarily off-road rigs. But this year felt different with the inclusion of the Overlander Weekend at NYIAS. It is no secret that social media influencers during the pandemic took the once-niche hobby of overlanding and expanded it to a much larger audience. Automakers have begun to pay attention as overlanding has exploded in popularity, resulting in the presence of several overlanding vehicles at this year’s New York
TREAD Attends IWA Outdoors Classic in Germany with Montana Department of Commerce
Last week, TREAD Agency had the opportunity to attend IWA Outdoor Classics in Nuremberg, Germany, as an opportunity that came about through our partner, the Montana Department of Commerce, and its Export MT program. This initiative helps Montana businesses to expand into international markets and increase business opportunities that flow back to Montana. Being a part of this program provided a unique opportunity to engage with fellow entrepreneurs and industry professionals while expanding TREAD’s network by talking with businesses that we may not otherwise have the chance to meet. IWA is an iconic tradeshow and is considered one of Europe's premier
That’s a Wrap on SHOT Show 2025!
This year, we kicked off the trip to Las Vegas for the annual SHOT Show with Beretta Range Day. This incredible day at the range offered the chance to enjoy a full day of trying out products from Beretta, Sako, Burris, Tikka, Norma and SilencerCo. We enjoyed hands-on experiences with the brand's variety of products, including pistols, rifles, scopes, ammo, shotguns and some very special instructors from the gold medal-winning U.S. Olympic Shooting Team. On the tradeshow floor, we had a chance to check out the latest products from our friends at Guzzle H20, who were exhibiting at the show for
Backcountry Summit is a Hit Among Brands and Media
Check out photos and read the full event recap after two full days of networking in the Montana Backcountry. The Backcountry Summit kicked off TREAD's Traction Series outside White Sulphur Springs, Montana, in the Big Belt Mountains. Designed as a new concept for connecting brands and media, it was two full days of great conversations, education about backcountry survival and skills, and product demonstrations from outdoor brands. The Backcountry Summit featured outdoor education thought leaders, including Creighton Greene of SCOUTE Arms, Laura Zerra from Carbon TV’s “Decivilized,” Alaskan guide and owner of Outfitter Services Caleb Stillians, U.S. Fish & Wildlife grizzly bear
Save the Date: Backcountry Hunters & Anglers Annual Rendezvous
Our Backcountry Hunters & Anglers friends have announced new dates for the 2023 annual Rendezvous.