Eric’s passion for airguns began at an early age
Gun Trade Insider (GTI): What first sparked your personal passion for airguns and target shooting, and how does that enthusiasm translate into the unique, customer-centric ethos of Crackshot?
Eric Irish (EI): As a teenager, once my jobs had been completed, I was always out on the farm shooting for pest control and then onto targets when there was a lull in farm rodents and so on. I know that I grew up in a different era and was fortunate to have the opportunity right on my doorstep, but I do believe that this experience has shaped my passion to provide the right equipment at various price points enabling everyone the opportunity to experience the possibilities that I had in the past.
GTI: Crackshot integrates retail with a state-of-the-art indoor range. What does a typical, successful day look like for you personally, managing these distinct yet connected parts of the business?
EI: My days vary considerably throughout the week; I normally have a couple of days in the shop especially during holiday periods; this keeps me focused on what our customers are really looking for. This can involve sales advice, valuing part exchanges, setting up scopes and zeroing customer airguns on the range. I also take bookings, replenish stock, answering general phone calls and running the range. The remainder of my time is spent in the office with my marketing team discussing customer promotions, current trends, planning events and driving the business forward.
GTI: Beyond the latest rifles, what is the single most important piece of advice you find yourself giving to a complete beginner walking into Crackshot for the very first time?
EI: I would always encourage anyone new to the sport to spend a bit of time on our range, trying a few different makes and models to get an understanding of what’s available. The difference between a back yard plinker and a fully kitted target gun is like chalk and cheese, don’t rush the decision and we don’t push for sales, we want you to be comfortable and to make your first purchase correct for yourself and within your personnel budget.
GTI: Crackshot stocks a vast array of equipment, from entry-level springers to high-end PCP rifles and advanced night-vision optics. What is the core philosophy or criteria you use when deciding which new brands, models or accessories will make it onto your shelves?
EI: In the early days we would stock whatever we could purchase from the few suppliers we had, it’s a little different now. To add to our extensive stock a new product needs to fill a proven gap in the market or maybe replace an obsolete model. Our stock also needs to be profitable with a respectable margin which enables us to always continue to be at the forefront of the airgun market.
GTI: How does Crackshot ensure the quality, reliability and confidence in the wide selection of pre-owned rifles, pistols and scopes you offer for sale?
EI: The pre-owned market for airguns and accessories is a huge part of our business. Every airgun is thoroughly tested for safety, power and accuracy, it is then priced according to its condition and age. All preowned guns come with a minimum of a three-month warranty, this can be increased to our lifetime warranty if it’s a gun that we have sold in the past providing it is in excellent condition.
GTI: With the growing popularity of slug pellets, how has this newer ammunition technology changed the way you advise customers on calibre and pellet selection compared to traditional domed or flat-head pellets?
EI: Slug pellets have added a new dimension into the world of airgunning but most sub 12ft/lb guns still prefer the standard high quality domed pellets over the slugs. These are much more effective in FAC-rated airguns due to the drag which is caused by the larger surface area of the slugs, a sub-12ft/lb airgun would need to have its velocity turned up to shoot at an effective power, which may cause issues with the power output of the gun when shooting with pellets.
GTI: What singular achievement or milestone in Crackshot’s history are you most proud of, and what was the key factor that made that success possible?
EI: The defining achievement in our history was being recognised as the Retailer of the Year in 2023 at the Great British Shooting Show, we have a very loyal customer base who voted in their droves to push Crackshot to the top of the list. Our team worked extremely hard in the pursuit of the award, which really pushed Crackshot’s name right into the top of the airgun destinations in the country.
GTI: How has the combination of a physical retail shop and a dedicated shooting facility contributed to overall business success and customer loyalty?
EI: Our customer base is huge; we have regulars who come in to meet friends and maybe even make new like-minded friends. The benefits of the range being onsite provides a huge advantage -customers can try out any of our pre-owned airgun selection before purchasing, then fine tune afterwards. We are also a unique destination for an activity that just about anyone can take part in.
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