SLG2, Inc. Reports Record Impact in 2024–2025 Annual Report
Shoot Like A Girl and Safe LivinG experiences continue to create new consumers and reinvigorate participation in shooting sports and the outdoors.
5,655 Guests Reached – A Growing Community of Shooting Sports Enthusiasts
SLG2, Inc., the company behind Shoot Like A Girl, Safe LivinG, Hunt Like A Girl, and SLG2 Consulting, released its 2024–2025 Annual Report, highlighting another year of significant growth in its mission to empower men, women, families, and communities through shooting sports experiences. The Calendar Year 2025 Authentic Tour welcomed 5,655 signed-in guests across Shoot Like A Girl and Safe LivinG experiences, with an estimated 17,000 people interacting with the brand at events nationwide.
Turning Experiences into Action
The report’s data, validated through follow-up surveys with a 99% confidence rate (5% margin of error), demonstrates that SLG2’s hands-on approach directly drives consumer activity. Among firearms participants, 29% have already purchased one or more firearms since their experience, and an additional 44% have committed to future purchases. Semi-automatic pistols led demand at 81%, followed by revolvers (28%), shotguns (25%), and traditional rifles (24%). The primary motivation for purchase is home defense (74%), followed by target shooting for fun (60%).
Notably, 64% of firearms guests had limited or no prior shooting experience—underscoring SLG2’s role in creating brand-new consumers for the industry. In archery, 44% of guests had never shot a bow before, and 28% now plan to purchase one, with 24% crediting the Shoot Like A Girl experience as a direct influence on their decision.
Measurable Retail Impact
The report reveals powerful results for retail partners Bass Pro Shops and Cabela’s. A total of 34% of SLG2 guests visited the stores specifically to participate in the experience, and 87% made purchases during or in the weeks following the event. The top purchase categories included clothing (37%), ammunition (28%), fishing gear (20%), and food/snacks (19%). Forty percent of shoppers spent over $100, with 11% spending more than $500.
Expanding the Shooting Sports Community
The ripple effect of SLG2’s mission extends well beyond the trailer. According to the report, 64% of guests went on to recruit others to try shooting, 71% reported spending more time shooting and enjoying the outdoors, and 45% said their attitude toward firearms improved after the experience. An additional 27% of guests expressed interest in hunting, and 26% plan to attend a shooting or safety course.
A Growing, Diverse Audience
Since introducing Safe LivinG, male participation has risen to 32% of signed-in guests, reflecting a growing trend of families experiencing shooting sports together—often with both partners having limited prior experience. The audience spans all age groups, with the strongest representation among those aged 45–64 (47%), and 25% of guests identifying with diverse ethnic backgrounds.
From the Founder
“The data proves that our experience creates new consumers and reinvigorates past participants. I’m overwhelmed with gratitude for our Corporate Partners who believe in us—who see that introducing people to shooting sports in a safe, welcoming environment creates lifelong participants. You took a chance on this vision, and together we continue to prove it works.”
— Karen Butler, President and Founder, SLG2, Inc.
Looking Ahead: 2026 Grand Safety Tour
SLG2, Inc. has announced its 2026 Grand Safety Tour schedule, with events planned across the country at Bass Pro Shops, Cabela’s, AAFES military installations, Bristol Motor Speedway, and the World Fishing Championships. The tour kicks off January 19 at NSSF Range Day in Boulder City, Nevada, and continues through October. For the full schedule, visit Shoot Like A Girl.