LYALVALE EXPRESS LOOKS TO TAKE SHOOTING TO A NEW AUDIENCE AT NATIONAL OUTDOOR EXPO

With the number of active shotgun certificates currently at its lowest level since records began, the shooting industry is facing the challenge of rekindling some interest in the sport. Recognising the need to engage new participants, Lyalvale took a bold step by exhibiting at the National Outdoor Expo, aiming to introduce clay shooting to a wider audience.

Stepping outside the usual shooting events, Lyalvale’s presence at the expo marked a deliberate effort to showcase shooting as an accessible, exciting and rewarding sport. The positive reception demonstrated that there is genuine curiosity and enthusiasm for clay shooting among the broader outdoor community.

The Lyalvale team explained the rationale behind their approach: “With the number of active shotgun certificates at its lowest since records began, the industry can’t afford to battle over a shrinking market. We need to expand it. That’s why we’re taking action to engage with the wider outdoor community to showcase shooting as an accessible, exciting, and rewarding sport.”

One of the most encouraging outcomes was the unexpected familiarity many visitors already had with clay shooting. Numerous attendees shared experiences from corporate events or organisations such as Scouts, where they had tried clay shooting before. Many expressed enthusiasm about giving it another go, highlighting the potential for growth if the industry can effectively capture this initial interest.

Lyavale’s James Rose (left) and Marcus Iddon.

Despite some concerns that shooting sports might face resistance at an event geared towards outdoor activities more broadly, the reality was quite the opposite. Lyalvale reported overwhelmingly positive feedback from attendees who were keen to learn more about the sport and how they could get involved. A key insight from the event was the need for better retention strategies. While many people experience shooting through one-off events, few progress to become regular participants. Lyalvale and other industry stakeholders see an opportunity to develop more structured pathways, guiding newcomers from casual exposure to long-term involvement.

The success of Lyalvale’s initiative at the National Outdoor Expo was supported by key advocates, including Curtis Mossop from BASC, Nicole Moore (Shooting Girl With an Afro), and Nathan Martin. Their efforts to engage visitors and share their passion for shooting made a significant impact, helping to change perceptions and spark interest.

By reaching out to the wider outdoor community, Lyavale is helping to break down barriers and position clay shooting as an inclusive, enjoyable activity. Building on the insights gained from the expo, the company plans to continue exploring new ways to promote the sport and expand its appeal.