Slides
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2025 Plan & Business Update
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2 OUR CORPORATE MISSON STATEMENT We deliver, every day… Outstanding Gear And Exceptional Service To Inspire Outdoor Memories.
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WE ARE IN THE…. Outdoor Experience Business. With a powerful purpose in a growing category… we will deliver authentic, locally relevant solutions and experiences for our outdoor enthusiast community.
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OMNI-CHANNEL MARKETING REINVENTION CUSTOMER EXPERIENCE IMPROVEMENTS CAPITAL ALLOCATION AND DEBT PAY DOWN INVESTMENTS IN CULTURE, PEOPLE, TECH AND PROCESSES OPTIMIZED MERCHANDISING AND FOCUSED INVENTORY MANAGEMENT We Are Continuing Our Transformation Strategy… While We Strengthen Retail Fundamentals Reduced Inventory $12.7M YOY Implemented Inventory System Blue Yonder Shifted Media Mix 90% Digital Reset 100 Stores Reduced Debt $27.3M
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2025 Plan
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6 Driving Growth Through Focus We Lost Ground In Our Traditional Strength We are under-penetrated vs. our market position HUNTING FISHING PERSONAL PROTECTION SHARE SHARE We are a trusted leader in an under-served market Simpler, deeper product assortment Seasonally/regionally timed and in-stock Elevate local knowledge and community connection Invest in our brand Expand our offering and establish a stand-alone business WIN BACK GROW SHARE GROW
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7 Strong Markets With Significant Growth Upside HUNTING FISHING Total Addressable Market [Current Share = 4%] 12B Total Addressable Market [Current Share = 1%] $ 13B$
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10.6 M 14.4 M 0.0M 2.0M 4.0M 6.0M 8.0M 10.0M 12.0M 14.0M 16.0M Hunting 2016 2022 Hunting Participation Increased From 2016-2022* 8 CAGR +5.2% Participation (16+) 3% 13% 20% 17% 17% 15% 15% 4% 12% 16% 19% 14% 18% 17% 0% 5% 10% 15% 20% 25% 16-17 18-24 25-34 35-44 45-54 55-64 65+ 2016 2022 Hunting Participation By Age 2016 Avg Age: 44.3 2022 Avg Age: 45.5 20 17 0 5 10 15 20 25 Hunting 2016 2022 Days Per Hunter *Source: 2022 & 2016 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation. Rockville Research, Bridging the 50-State Survey of Fishing, Hunting, and Wildlife-Associated Recreation with Previous National Survey of Fishing, Hunting, and Wildlife-Associated Recreation Trends. Note, due to the methodology and sample changes from 2016 to 2022, participation calculation only includes 16+. 38% First Time Participant Age 5-15
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34.7 M 39.9 M 0.0M 5.0M 10.0M 15.0M 20.0M 25.0M 30.0M 35.0M 40.0M 45.0M Fishing 2016 2022 Fishing Participation Continues To Grow And Attracts Y outh Participation 9 CAGR +5.2% Participation (16+) 5% 11% 20% 19% 16% 15% 14% 4% 11% 17% 19% 16% 17% 16% 0% 5% 10% 15% 20% 25% 16-17 18-24 25-34 35-44 45-54 55-64 65+ 2016 2022 Fishing Participation By Age 2016 Avg Age: 43.8 2022 Avg Age: 45.3 18 20 0 5 10 15 20 25 Fishing 2016 2022 Days Per Fishing Source: 2022 & 2016 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation. Rockville Research, Bridging the 50-State Survey of Fishing, Hunting, and Wildlife- Associated Recreation with Previous National Survey of Fishing, Hunting, and Wildlife-Associated Recreation Trends. Note, due to the methodology and sample changes from 2016 to 2022, participation calculation only includes 16+. 35% First Time Participant Age 5-15
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Our Path To Sustainable Growth We will be known as… THE LEADING-LOCAL EXPERT for HUNTING & FISHING SOLUTIONS Merchandise To “Win The Seasons” In Hunt And Fish Reinforce Our Local Knowledge Become The Personal Protection Authority Build Brand Awareness As THE Local Expert Invest In Critical Infrastructure Solution Selling, Content Rich Marketing That Reinforces Our Distinction First Mover Advantage, Build On Our Authority Elevate Our Outfitters As The Center Of Local Credibility Regional And Seasonal Solutions, Early In and Early Out 1 2 3 4
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Four Key Components Of Bringing Local To Life ALIGNING PRODUCTS TO LOCAL USE CASE SOLUTIONS ALIGNING SET DATES TO LOCAL TIMING (early in, early out) OUTFITTER & INFLUENCER STORIES (inspire & advise) LOCALLY CENTRIC COMMERCE MARKETING Our Outfitter shares his advice so you can bag the bird!
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Drive Seasonal Readiness And Assortment Productivity • Prioritize in-stock core SKUs; reduce low-margin, non-core items. • Curate focused assortments aligned to occasion, species, and seasonal demand. • Use defined sell-through and markdown cadences for each micro-season. • Accelerate early sell-through to improve margins, working capital, and seasonal transitions. • Expand strategically in hunting and fishing through high-impact SKU rationalization. OUT NEXT IN SEASONAL PRODUCTIVITY LOOP
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Sharpening Our Strategy To Reinforce Our Competitive Advantage WIN THE SEASONS SEASONAL PLANNING STRATEGIC VENDOR PARTNERSHIPS FOCUS ON THE 20 FOR THE 80 DATA DRIVEN CATEGORY MANAGEMENT
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Optimizing Our Vendor Partnerships To Accelerate Category Growth STRATEGIC PARTNER Strategic business partners and brands that are central to driving hunting & fishing authority. KEY VENDOR Secondary vendors/brands that fill out our category assortment. SPECIALTY PROVIDER Local/regional brands that are “must have” for credibility with customers. Vendor Sales Mix
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15 Reinforce Our Local Knowledge Through Assortment And Outfitters As Influencers • Leverage Outfitters (knowledge, community, connection) • Curate local brands and offerings • In-stock on relevant local merch by season via solution selling • Stores and digital platforms become community hubs for hunting and fishing enthusiasts
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Outfitters as Local Experts Tenille leverages her extensive knowledge and experience as a competitive shooter. Teaching and empowering women through firearms education, brings her the most joy. NRA Basic Pistol Instructor USCCA Range Safety Officer Utah CCW Instructor 2023 World Shotgun Shoot Dale is a trusted expert behind the gun counter, known for his unmatched knowledge. As a long- range shooter he is also a subject matter expert on optics 16 Years competitive shooting in PRS, NRL, and USPSA USPSA Master Shooter Nearing Grand Master status. Tenille Chidester: Store Manager Legacy Shooting Center, UT Dale Ervin: Firearms Outfitter 204- Portland, OR Will is active conservationist and renowned fly-fishing expert known industry wide. It is like having a legend work at the store. Authored "Fly Fishing In Idaho" §Fly fisheries international Lapiz Lazuli award winner §Fly tying programs in juvenile facilities Tom Goodrich: Store Manager 608- Washington, PA Tom has been guiding and competing on the waters of the Lake Erie region for over 30 years. He loves to teach people how to "Catch Em", and they keep coming back for more! 10 yrs Certified USCG Charter Captain 20 yrs Competitive Bass Fishing 20 yrs Pro Staff Angler Will Godfrey, Fishing Outfitter Lewiston, ID Our Outfitters Are Also Our Customers. They are passionate about fishing, hunting and everything outdoors and love to share their knowledge with our customers.
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72% Of U.S. Firearm Owners Site Protection As The Major Reason For Ownership* *Source: PEW Research Center: Survey of U.S. adults conducted June, 2023
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Building A Customer-Driven Business Foundation Merchandising And Assortment Brand Positioning And Marketing In Store Experience And Training Less-Lethal Rollout Optimize assortment against Personal Protection use cases Develop a distinct brand position and omni-channel marketing plan Elevate the in-store experience with immersive shop-in-shops and pop-up displays Accelerate the nationwide rollout of Byrna
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19 Launch An Omni-Channel Branded Assortment Experience • Leverage our firearm expertise • Expand solutions beyond firearms and train our Outfitters • Tap into new consumer segments • Enhanced marketing opportunity “Sportsman’s Warehouse is your partner of choice in providing personal protection products, solutions, and advice for anyone looking to be prepared and proactive at home, on the street, or in the wild, empowering people of all experience levels to feel safe, confident, and in control, no matter what.”
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20 Exclusive Omni-Channel Partnership with Byrna Less-Lethal • Byrna shop-in-shop and test range in select locations + Ecommerce • Personal Protection customer engagement training • In-store signage and merchandising for self-directed learning. • Develop local partnerships for seminars and training • A-List Influencers Drive Omni-Traffic and SW Awareness
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We are headed toward becoming a content forward brand… Locally-Centric Solution-Based Outfitter Empowered
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22 Rebuilding Our Outdoor Authority Awareness • Consistent, consumer-led branding • Content-centric, big-bet focused, solution selling marketing • Hyper-targeted messaging • Full-funnel digital mix • Experiential event marketing • Outfitters as key influencers
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Content Marketing Builds Our Outdoor Authority and Market Distinction Owned Content Corporate Created Content Trade & Brand Partner Integrated Content High Impact Influencer User Generated Local Outfitter Product Demos, Reviews, Seasonal Guidance
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Solution Storytelling Builds Brand Awareness And Consideration Product Highlights & Demo's (new arrivals, best-sellers, gear reviews, demos) Outdoor Adventures (hunting, fishing, camping) How To Education (gear set up, maintenance, pro-tips) Seasonal Event Based (new arrivals, best-sellers, gear reviews, demos)
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Scale National Grass Roots Programming To Reinforce Our Local Authority COMMUNITY & CUSTOMER ENGAGEMENT INFLUENCER, ADVOCATE & WORD OF MOUITH GROWTH LOCAL BUSINESS PARTNERSHIPS HYPER LOCAL DIGITAL AND GUERILLA MARKETING EDUCATION & EDUTAINMENT
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Thank you!