The Gun Trade Association’s Annual General Meeting at Bisley saw chief executive Stephen Jolly set out a clear vision for strengthening the organisation, supporting its members and meeting the challenges facing the trade.
Jolly, who took up the role earlier this year, told members that the GTA must be more than a representative body. It should be an effective and trusted partner that influences policy, provides technical support, delivers training and ensures the industry’s voice is heard at the highest levels. “The GTA recognises that there is a mountain to climb,” he said, “but we are confident that we can begin the ascent now and the sunlit summit beckons. Together, let’s defend, support and promote the trade we love.”
A career of experience
Although new to the gun trade, Jolly brings with him a wealth of experience from a career spanning business communications, government and the armed forces. He has held senior roles with PwC, HSBC, Nomura, Regus and the University of Cambridge, as well as serving in the Ministry of Defence, the Cabinet Office and as a military intelligence officer in the Army. He has also been a lifelong shooter, from game shooting to representing Cambridge in the annual Varsity Clay Pigeon shooting tournament.
That diverse background, he suggested, provides him with a fresh perspective on the industry and a determination to modernise the association so that it can deliver effectively for its members.
Renewing the GTA
Central to Jolly’s address was the need to ensure the GTA is relevant and fit for purpose. He acknowledged that members are right to ask what they get for their fees, and he outlined the six core functions of a trade association: influencing policy, providing technical support, delivering training and qualifications, collating data, offering networking, and providing partnerships such as insurance.
“In truth, we do three of these things reasonably well – influencing policy, providing technical support and offering high-quality training,” he said. “But we are a team of 2.5 people and for legacy reasons, we are fighting with one hand tied behind our backs.”
To address this, the association is undergoing a process of renewal, supported by a generous member contribution. A new website, refreshed branding, streamlined administration and a shift to a modern, virtual business model are all on the way.
A committed team
Jolly praised the dedication of the GTA’s small staff. Technical director Paul Green, he said, works tirelessly to resolve complex membership issues and deliver the highly regarded two-day RFD course. Operations manager Elaine Gallen was described as the “unsung hero” who keeps the association moving.
“Our team is small, but the work being done is immense,” Jolly explained. “What we need now is to expand our capacity so we can deliver more training, more support and more value to members.”
Policy priorities
The policy environment dominated much of Jolly’s speech. He warned members to expect a wide-ranging Home Office consultation on firearms law this autumn, including proposals on private sales, the convergence of sections 1 and 2 licensing, and new proofing requirements for blank firers. Lead ammunition and sound moderators remain firmly on the agenda.
“We regard licensing convergence as a potentially existential threat to the trade,” Jolly said. To challenge it, the GTA has commissioned independent research with funding from the Shooting Industry Fund and will shortly be launching surveys through Gun Trade Insider and online. “I urge you to make your voice heard,” he told members.
Other looming issues include a winter consultation on crossbows, the impact of the Online Safety Act on legitimate online sales, and the commercial practices of Parcelforce as it re-merges with Royal Mail. The GTA is also working with ammunition manufacturers on post-lead solutions and remains engaged with the challenges of firearms licensing across 43 separate constabularies.
At the table with government and regulators
Jolly stressed that the GTA holds a seat at the highest levels of discussion with the Home Office and the National Crime Agency. “We are the only non-governmental body that sits at the top table,” he said, pointing to the GTA’s involvement in initiatives ranging from antique firearms to 3D-printed guns and counterfeit products.
On firearms licensing, the GTA has been closely involved with the relaunch of the National Firearms Licensing Management System and the introduction of quarterly performance statistics for firearms enquiry officers. It also continues to work constructively with Adrian Davies, the national policing lead for firearms.
Celebrating success
Alongside policy work, Jolly argued that the GTA must do more to champion the industry. Too often, he said, the trade is defensive and demoralised when it should be highlighting its strengths. “There are huge success stories out there – consider Rigby, Sportsman or Viking as examples – but we make too little of these,” he said. “The GTA needs to get far better at promoting and celebrating success.”
He also sees opportunities in broadening the association’s remit to better serve the defence and law enforcement sectors, which he described as a vital part of the community. “There is a defence premium out there and the GTA needs to be tapping into that and growing that segment of its membership,” he explained.
A call to members
For all the challenges ahead, Jolly concluded on an optimistic note. The GTA, he said, must grow its membership and improve its finances to deliver the services that members expect. It must also improve its communications, increase networking opportunities, and bring greater value to younger audiences.
“We don’t market ourselves effectively, we don’t celebrate the trade as we should, we don’t trumpet the contribution made by our members,” he told the room. “That has to change.”
With the right support and engagement from members, Jolly believes the GTA can meet the test. “Let’s take pride in our industry and get back onto the front foot,” he concluded. “Together, let’s defend, support and promote the trade we love.”
