Sportsman Gun Centre has been named retailer of the year at the 2026 Great British Shooting Awards, one of the headline honours presented during this year’s programme recognising achievement across the fieldsports sector.
Now in its eighth year, the awards highlight product innovation, professional excellence and commercial performance throughout the industry. Former Great British Shooting Show owners John and Annie Allison were also recognised with the lifetime achievement award for their longstanding contribution to shooting.
For the trade, Sportsman Gun Centre’s success reinforces the continued importance of specialist retail in supporting both manufacturers and distributors while maintaining strong engagement with the shooting public.
Product categories reflected sustained demand for premium firearms and advanced optics. The Tikka T3x Ace Target was named rifle of the year, while Browning’s 825 Game Prestige secured game shotgun of the year. In the optics space, the Swarovski Z8i+ took riflescope of the year and the NL Pure 10x52 was awarded binocular of the year.
Thermal technology also featured prominently. Headline sponsor HikMicro collected multiple honours, including thermal scope of the year for the Stellar 3.0 SQ50L and thermal handheld of the year for the Lynx 3.0 LH25, underlining the growing commercial significance of the category for retailers.
Elsewhere, the Beretta SL2 with Steelium Pro X barrels was recognised as innovative product of the year, signalling continued appetite for high-performance platforms at the premium end of the market.
Individual awards were presented to several well-known figures within the sector. Conor O’Gorman of BASC was named media contributor of the year, while Ben Randall of Beggarbush Gundogs received gundog trainer of the year for the second time, having previously won in 2024. Scott Mackenzie, headkeeper at Fearann Eilean Iarmain, was awarded gamekeeper of the year, adding to earlier wins in 2019, 2022 and 2024.
Paul Childerley of Childerley Sporting was recognised as professional deerstalker of the year, and Niall Rowantree received the outstanding contribution to conservation award for his work with West Highland Hunting.
Taken together, the winners provide a useful snapshot of current market momentum, with retailers likely to note particularly strong consumer interest in optics, thermal imaging and premium-grade firearms.
2026 GREAT BRITISH SHOOTING AWARD WINNERS