The Great British Shooting Show (BSS) returns to the NEC Birmingham from 13–15 February 2026, reaffirming its status as the UK’s largest and most commercially important event for the shooting industry.
Bringing together the full breadth of the trade – from leading manufacturers and distributors to retailers and end users – the show remains a vital date in the calendar for anyone involved in the business of shooting.
For three days, the NEC’s exhibition halls become the industry’s most significant marketplace. Distributors and manufacturers unveil new products, retailers place early-season orders, and visitors experience the latest firearms and equipment first-hand. At a time when the UK trade continues to navigate a complex regulatory and economic landscape, BSS offers a welcome opportunity to engage face-to-face, strengthen supply relationships, and gauge market sentiment ahead of the 2026 season.
Global brands, British traditions
The Great British Shooting Show has grown into an international event, yet it retains a distinctly British flavour. Prestigious gunmakers such as Holland & Holland and Westley Richards & Co. exhibit alongside major international names including Blaser, Browning, and Anglo Italian Arms – representing Caesar Guerini, Fabarm, and Syren. Distributors including GMK, Edgar Brothers, and Sportsman Gun Centre anchor the trade presence, supported by a growing number of European and American brands eager to engage directly with the UK market.
For airgun retailers, the show’s dedicated halls have become an unrivalled opportunity to assess new releases and negotiate dealer agreements. Confirmed exhibitors include Umarex, Weihrauch, Daystate, BRK, BSA, Airmaks Arms, and FX Airguns, represented by Sportsman Gun Centre. Rifle stockists will find a similarly strong presence from Accuracy International, Tikka, and Bergara, alongside a host of accessory manufacturers and ammunition specialists.
Hands-on testing
Among the show’s defining features are its extensive indoor airgun ranges – more than 30 in total – allowing trade visitors to test new models in realistic conditions. This practical element sets BSS apart from many other exhibitions, enabling retailers to evaluate trigger feel, balance, and handling before committing to new stock. Manufacturers often staff the ranges with technical experts, giving dealers a rare chance to discuss performance characteristics and gain product knowledge directly from those who build the guns.
New product launches
BSS has firmly established itself as a platform for major product launches, with many global brands timing their UK debuts to coincide with the show. The 2026 edition promises another wave of significant unveilings across every category.
Weihrauch will showcase its new HW30 Junior, designed to introduce younger shooters to the sport responsibly, while Daystate’s Blackwolf and Umarex’s T4E TC68 represent highlights of the airgun category. RTI’s new Mora and Air Arms’ X200 Vanguard will be available to handle for the first time.
In the shotgun segment, Blaser is expected to reveal its new FBX model, Browning will bring the B825 to UK audiences, and Webley & Scott is set to present its expanded range including the XS912, XSP, Sport X, and 800 Series semi-automatic. Rifle specialists should look out for the Tippmann Arms M4 Magnum Elite, marking its British debut. For RFDs, these launches present a key opportunity to secure distribution arrangements or early stock allocations before products reach general retail.
Optics and digital imaging
Optics remain one of the fastest-evolving categories in the shooting trade, and BSS 2026 will again deliver a comprehensive showcase. Traditional optics will be represented by leaders such as Swarovski Optik, Schmidt & Bender, Hawke Optics, and Vortex, while the digital sector continues to expand with HikMicro, PARD, Pulsar (via Thomas Jacks), Thermtec, and DNT Optics all confirmed.
For retailers, the ability to compare image quality, interface usability, and aftersales support in person is invaluable. The surge in demand for thermal and night vision devices across pest control and stalking applications continues to drive retail growth, making this an area of strong commercial potential.
Gunmaking heritage and craftsmanship
The Gunmaking Heritage area is always a highlight, connecting modern trade professionals with the traditional skills that underpin the British gunmaking industry. Visitors can watch craftsmen demonstrating live barrel making, action work, stock fitting, engraving, and restoration. For retailers, this area provides compelling storytelling opportunities for customers increasingly interested in authenticity and provenance.
The UK’s largest retail platform
Beyond its trade meetings and product showcases, BSS is also the largest single retail shooting event in the country. Over the three show days, exhibitors transform the NEC into a vast, fully stocked marketplace. Retailers and distributors offer exclusive show-only promotions on firearms, optics, ammunition, clothing, and accessories. For RFDs, it’s a useful barometer of pricing trends, consumer demand, and emerging product categories likely to define the coming year.
Ammunition and reloading
The UK’s major cartridge manufacturers – Gamebore, Lyalvale Express, Fiocchi, Eley Hawk, and Hull Cartridge among them – will once again have a strong presence. For trade visitors, this means direct access to brand representatives and technical staff able to advise on the latest load developments, wad technologies, and environmental initiatives. Rifle shooters and reloaders can explore presses, dies, and case prep tools from leading brands, alongside powders and primers through authorised resellers.
Safety, clothing, and accessories
Hearing and eye protection manufacturers continue to play a vital role at the show, offering bespoke in-ear moulding services and on-the-day fittings that demonstrate both innovation and practicality. Clothing and footwear exhibitors span from traditional tweed outfitters to high-performance fieldwear specialists, ensuring coverage for every retail segment. Accessories remain another major draw – from Teague Chokes and Promatic’s clay equipment to bipods, gun safes, chronographs, and cleaning systems.
Family and future generations
BSS also serves as a key platform for introducing younger participants to the sport responsibly. Junior-specific products, dedicated instruction, and a family-friendly environment make it an ideal setting for promoting shooting’s next generation – a point of interest for RFDs looking to expand their customer base and engage new demographics.
An unmissable event for the trade
For the UK shooting trade, the Great British Shooting Show represents far more than a public exhibition. It is the first major business event of the year – a chance to reconnect with suppliers, negotiate new arrangements, and gain insight into the direction of the market. With an unrivalled exhibitor lineup, exclusive launches, and an engaged audience of trade and consumer visitors, BSS 2026 promises to set the tone for another pivotal year in British shooting. Adult one-day tickets cost £31.80 in advance or £35 on the day.
shootingshow.co.uk
