Crossbow hunting continues to grow each year throughout the country, with post-season harvest data showing incremental gains. Depending on who you talk with, crossbows are “exploding in popularity!” or “making gains, but they’re just part of the process.” Either way, crossbow hunters pursuing whitetail deer and other game animals continues to increase each year.

Barnett Crossbows has been an industry leader for more than six decades. Bernard Barnett started his company in 1962 in his garage in England as a hobby, then began creating them for others. His business grew in Europe and eventually moved to the United States. As more states, slowly but surely, got away from the “they’re only for handicapped, with a doctor’s permission” status, Barnett’s business grew, as did that of other crossbow companies. Full manufacturing operations moved to the U.S. in 2003.

Since then, the interest in crossbows has grown immensely. State wildlife agencies continued to approve their use without a physician’s diagnosis of a physical disability. States included crossbows in previous “archery only” seasons, and then weathered the wails and howls of outcry. Companies pushed and prodded these agencies, of course, similar to how inline muzzleloading became part of the conversation. Today, crossbows aren’t considered unusual, weird, “only for the handicapped!” or anything much more than a tool to be used in the field. They’re fun, effective and have helped hunters stay in or get into the sport.

This month, we check in with Barnett Crossbows and hear from Joe Snatchko, executive vice president of sales and brand, about what’s new with the company and in the industry.

AB: Thanks for taking the time to talk with us this month. Can you give us an update on what’s happening with Barnett Crossbows in the last 5-6 months since the show season?  

JS: We’ve been focused on executing for our retail partners. The No. 1 rule in retail is “newness sells,” and we’re launching a number of great, new products in 2024. Our retail partners have jumped on board to provide their consumers with these new and exciting offerings. Among the new products are a completely revamped youth bow assortment with plenty of fresh colors and added features; a full assortment of compact, break-action crossbows and accessories in the Demun lineup, featuring industry-leading innovation that our consumers will be sure to love; and last but certainly not least, the collaboration with Buck Commander with the next generation of Hyper Raptor BCX crossbows, which are faster, lighter and outfitted with game-changing Buck Commander BUK OPS optics (see sidebar). These feature our exclusive Primetime Color Vision – color-enhanced, low-light optics – designed to maximize performance during legal shooting time.

AB: The Hyper Series was introduced a couple of years ago. What’s the latest with it, and how has it been received in the industry and by hunters?  

JS: Our consumers have grown to love the performance of our Hyper crossbows featuring the .204 small-diameter bolts, which are extremely accurate and out-penetrate a standard-diameter bolt by 25 percent. It all started with the Hyper Ghosts and has evolved to the Hyper Raptor Series of crossbows, which are shorter, lighter and much narrower at 7-inches axle-to-axle cocked – while still offering 400+ fps speeds.

AB: Barnett Crossbows always has provided great value for the money, and at different price points for hunters. The Step-Through Riser and Compound crossbow lines continue that legacy. Are those still well-received by hunters? Anything new coming in either line that dealers should know about?  

JS: The step-through riser was certainly one of the features that Barnett was known for, and our consumers responded in a big way when we incorporated it into the Hyper Raptor series of crossbows last year and continued with it in the Hyper Raptor BCX series for 2024.

AB: With more than 60 years of innovation at Barnett, what do you think the next frontier is for crossbows? Will we see even smaller crossbows? Lighter? Faster speeds? 

JS: I believe the industry will remain focused on lighter, more compact and faster crossbows, although these specs can be pushed only so far. We believe we’ll see consumers begin to move towards an optimal size, weight and speed with more focus on the overall shooting experience. David Barnett and our engineering team continue to focus on compact, lightweight and fast crossbows while also innovating with new features to enhance overall usability and shootability.

AB: Among the products in Barnett’s lineup is a series of slingshots. I had one of these as a kid and loved it. Old soda cans and other targets didn’t stand a chance. Are these still popular? They seem to be a great way for dealers to add a few sales.  

JS: Same here. I can remember picking up “railroad marbles” and spending hours flinging them at anything and everything with my slingshot. Yes, slingshots are very popular and a great way for a retailer to sell additional products all year long. We launched our new King Rat series of slingshots and accessories in 2023, and it’s been one of our hottest categories that continues to grow.

AB: The Barnett Crossbows story as a homegrown startup decades ago in England is unique and cool. How does it feel to have grown and survived this long in such a competitive industry? 

JS: It’s amazing that the Barnett family has been running this business for more than 60 years. David Barnett and Ryan Busbice's partnership has kept it that way by combining ideas and changing the way the Barnett brand, as a whole, outlasts the competition. It's all about the passion and drive to innovate for our consumers.

AB: What kind of torture testing and trial-and-error do Barnett’s crossbows go through? Hunters can do some crazy things to them in the field, along with having accidents. What kind of things do you do during testing to make sure they’re ready to go?  

JB: First and foremost, it’s about the design, engineering, manufacturing standards and quality control of products to ensure quality and safety, and that’s our main focus. That said, we’re all passionate end-users at Barnett. We love every chance we get to sit in a stand or blind and are always thinking of new, creative ways to enhance our crossbows.

AB: What kind of feedback — good and bad — do you receive that helps you grow and thrive?  

JB: Consumer feedback is absolutely crucial to the success of Barnett. We’re constantly monitoring what our consumers are saying, and yes, both good and bad, to better our products, service, marketing and the overall customer experience.

AB: What should dealers know about Barnett Crossbows, perhaps one or two key things that set you apart?  

JS: You mentioned earlier about Barnett offering great value for the price and different price points for hunters. That couldn’t be more true. We offer crossbows from $200 to $1,000 and strive to make sure that every price point within that range offers industry-leading quality and value. We partner with industry leaders such as Gordon Glass, Headhunter Strings, BCY and TriggerTech Triggers to offer top-quality components in affordable crossbows.

AB: Where do you think the archery industry is headed in the next 5-10 years?  

JS: I believe it will remain strong. Even though the archery industry isn’t the largest, it’s made up of a ton of passionate leaders and strong competitors who will continue to fight for our sport. We’ll all keep pushing the envelope on new and innovative products for our consumers to keep their engagement and excitement levels high.

AB: Do you work with retailers on special pricing, holiday sales or other promotions? If so, tell us about that and how to take advantage of those offers or incentives.   

JS: Yes, we know the value and importance of a strong program for our retailers to have success in their businesses. We attend the various buying groups and distributor shows with programs that provide opportunities for our retailers to buy early and program orders to take advantage of discounts, exclusive items, hot buys and terms.

AB: Is there anything else you’d like retailers to know about Barnett Crossbows?  

JS: We truly appreciate all your support over the years and work hard to provide the best products and experiences for your consumers – thank you!

Sidebar: New BUK OPS Crossbow Optics

Barnett Crossbows is offering two new optics for hunters, the BUK OPS Cycloptic-X with Primetime Color Vision and BUK OPS X-Factor with rangefinding capabilities.

The BUK OPS Cycloptic-X features Primetime Color Vision, which produces a brighter and more vivid sight picture than other crossbow optics. It enables a hunter to utilize those last few minutes of legal shooting light to easily identify their target.

Archery Business Editor Dave Maas had a chance to check out this new technology in the Archery Business Pavilion at SHOT Show 2024 and was thoroughly impressed. “The team from Barnett had this optic mounted to one of their crossbows, and a bright-red foam target was set in the back of a dark room for demonstration purposes. With the naked eye, I could hardly see the target, and I certainly couldn’t identify its color. However, when I looked through the BUK OPS Cycloptic-X, the scene looked like I was outside at noon on a sunny day. It was crazy!”

In addition to the “you have to see it to believe it” view of the Cycloptic-X, hunters can use the optic to record their hunts with a quick click of a button. It has high-resolution digital imaging, a 25mm objective manual focus lens, 1-5x zoom, 1.39-inch HD viewfinder and fully adjustable red/green crosshairs. Images and video are recorded on a Micro SD card.

The BUK OPS X-Factor does not use thermal or infrared technology but instead maximizes the available light to provide a clear, enhanced view. It has an integrated angle-compensating laser rangefinder activated instantly by pressing a button. It accurately ranges from 10-250 yards and has a 1.5-5x zoom. The X-Factor’s Magnification Compensation feature enables the aiming point to remain consistent. The angle-compensating inclinometer automatically adjusts for different hunting situations and varied terrains. If a hunter is in a ground blind, 12-foot ladder stand or perhaps has climbed 28 feet in a tree saddle, the X-Factor automatically adjusts. It has an easy mounting and adjust bracket with locking system for added security.

Both optics have extended battery life and have been tested in various conditions. Visit the BUK OPS website for more information.