Dave Barham talks to Elliott Lane from DAI Leisure to discover his thoughts on the UK airgun industry
Dave Barham: How did you first get involved in the airgun industry, and what attracted you to this field?
Elliott Lane: I was a web designer by trade. My best friend owns DAI Leisure. He asked me to build him a website for the company. Over time, I slowly got more involved in the business and eventually became a director in 2016.
DB: What are the most significant changes you’ve observed in the British airgun market over the past decade?
EL: In my opinion, the biggest change has been the constant stream of new brands that have emerged, particularly from countries like Turkey, Czechia and the US. The challenge is to know when a brand is going to be popular and produce quality airguns, and when one is going to be a flop.
DB: Can you tell us about a particularly innovative airgun product you’ve worked on or encountered recently?
EL: My favourite air rifle is an Air Arms S200. They have been discontinued now, but they were always made by CZ. Some of the latest brands coming out of Czechia such as AGT and AirMaks are producing quality airguns. Recently, we also have the US producing RAW and more excitingly, Theoben will be returning to the UK market later this year.
DB: How do you see the role of social media and online communities in shaping the airgun market?
EL: Social media is increasingly important for all businesses. DAI Leisure has pages and profiles on all the main social media outlets. Unfortunately, as shooting sports continue to be demonised, it’s increasingly difficult to post on many platforms. X is now the only place you can link to a product without it being taken down.
DB: How has the growing emphasis on environmental concerns affected airgun manufacturing and design?
EL: I’m not sure if Greta Thunberg has said much about the airgun industry. We haven’t had anyone glue themselves to our car park yet! I know manufacturers are choosing more sustainable materials and recycled plastics. Also, improving energy-efficiency, for instance guns that use less CO₂ to reduce waste.
DB: What challenges does the British airgun industry face in terms of regulations and legislation?
EL: I think dodging the lead pellet ban was a very positive thing for the airgun industry. Airgun licensing in Scotland has been a nightmare. Any move to replicate this in the rest of Britain would be hugely detrimental to the sport and related businesses.
DB: What trends do you foresee in airgun technology and design over the next five years?
EL: I think manufacturers will be using lighter and more durable materials. Technology will see increased precision in the manufacturing processes to improve tolerances and accuracy. Electronic triggers, with built in computers will possibly become more common. My new dishwasher notifies me when it’s finished. Maybe guns will connect to Wi-Fi and record information on an app. Hopefully there will be some exciting new developments.
DB: How does the British airgun industry compare to those in other countries, particularly in terms of quality and innovation?
EL: Airguns manufactured in Britain have always been revered worldwide, with Daystate and BRK Brocock being well received, especially in the US. Elsewhere, Air Arms has always given the Germans, Swiss and Austrians a run for their money. Now BSA has brought manufacturing back to Birmingham, I think the quality and performance of British-made airguns is second to none.
DB: What advice would you give to someone looking to start a career in the airgun industry?
EL: I’m not sure people choose a career in the airgun industry, I think the airgun industry chooses them. Seriously, my advice would be to learn how to fix airguns.
DB: What role do airguns play in introducing newcomers to shooting sports, and how can the industry encourage more participation?
EL: Airguns are the logical first step for any new shooters as there are no licensing requirements. Greater availability of airgun ranges enables people to shoot in a safe environment without annoying their neighbours. This is the main reason why we opened an airgun range above our shop, to make hire guns available for people who want to dip their toe into airgun shooting before committing their hard-earned cash on a sport they are perhaps unsure about.
DB: Can you share an interesting or unusual anecdote from your time working within the airgun industry?
EL: The lengths a customer will go to, when they don’t want their other half to know that they’ve brought another air rifle. During lockdown, our gun delivery service was still running. During this time, a certain customer brought four guns from us. Each time the delivery instructions were the same. Meet him at his air rifle range, where he would turn up with an empty gun bag. All packaging was removed from the gun and scope. He would then setup and zero his new gun before returning home with it in the previously empty bag.
You can read the full December 2024 issue below:
