As he prepares to retire after 46 years in the shooting industry, Robert Frampton, Brand Director at GMK, shares his insights on the biggest changes, challenges, and triumphs he has experienced, and offers a glimpse into the future of the trade.
Gun Trade Insider: Looking back on your time in the shooting industry, what would you say has been the biggest change you’ve witnessed, and how has it shaped the trade today?
Robert Frampton: The biggest change for me has probably been ‘ICT’. When I started with Gunmark (GMK) we obviously didn’t have computers (or the internet), no fax machines or mobile phones – so we didn’t know from one day to the next how the business was actually performing. In fact we had to wait until two or three days into each month before we knew the final turnover figure (more or less!) for the previous month, and the annual stock check was always a nightmare five day slog. Back then we usually ordered stock from our suppliers three or four times a year, usually by phone, or by post, or on special occasions via telex. I remember thinking when the internet first arrived how it would surely have very little practical application in our little bubble ..oops! The internet and social media have completely changed the dynamic in terms of marketing product and consumer knowledge.
GTI: What achievements or moments stand out most to you during your time with GMK?
RF: I’ve always worked as part of a small team, so notable personal achievements don’t spring to mind in terms of the business. However, GMK has won many Industry Awards over the years and I would like to think I have contributed towards some of that success (although we all know that many ‘sales’ awards are actually more of a reflection of the orders placed with the supplier the year before!) Perhaps strangely the most significant moments that stand out for me would be Beretta winning the M.9 pistol contact way back in the mid-eighties, along with meeting Bill Ruger Jnr and spending some time with him at his HQ in the late 90’s – he was simply a fascinating man.
GTI: What has kept you passionate about the industry for nearly five decades, and what advice would you offer to those just starting their careers in this field?
RF: In the late 70’s I was just another mad keen young ‘hunter’. Usual story, I just loved being out in the field; first with a catapult, then ferrets, then airguns and finally (best of all) shotgun and rifles. Then I landed a dream job with Gunmark and the rest is history. Perhaps inevitably over the decades the edge is taken off the passion for the sport as a business focus becomes overriding, but I still have a strong affection for most (but not all) of the brands that we have represented over the years – and obviously Beretta in particular.
I wouldn’t be presumptuous enough to offer careers advice to anyone but I have enjoyed every single one of my 46 years with GMK so I must have got something right.
GTI: The shooting trade has faced various challenges over the years, from regulatory changes to shifts in consumer habits. How have you navigated these challenges, and what lessons have you learned?
RF: For firearms the biggest challenge has probably been increased licencing restrictions as witnessed by a large reduction in shotgun certificate holders in particular. When I started shooting you picked up a shotgun certificate from the post office, and stored shotguns under the bed or behind the kitchen door. It feels like we are now down to the hard-core of customers as there is little room for a casual shooter these days in the same way as other sports that you can dip in and out of, such as golf. I am not sure the obstacle of a dwindling customer base can be navigated, it’s more a question of adapting the business to meet the changed circumstances. Obviously on-line shopping has been a game changer for clothing and accessories (even shotgun ammo) and some Dealers have transitioned from mail-order over to eCommerce and seem to be thriving. No doubt this takes a lot of hard work and financial commitment but hopefully the rewards are there even if the competition is stiff.
GTI: As someone with extensive experience in the distribution side of the business, what do you think has been the key to maintaining strong relationships with brands, retailers, and customers?
RF: In each case I would say the cornerstone is honesty and integrity – who could deny that. Unfortunately, when dealing with brands/suppliers, honesty and integrity often have to take a back seat these days to accountability, but with Dealers and consumers I think honesty is still key. Of course, honest transparency alone is not enough, Dealers want to see distributors helping them to grow their retail business, in terms of offering an attractive product portfolio, supporting the sell-out/increasing foot-fall, protecting the margins and a first-class back-up – whether that be after sales support, continuity of supply or accurate information/lead times. I think consumers want to see a supply chain that understands their needs and shares in their passion for the sport. Of course, they are always looking for a bargain – but who isn’t!
GTI: As you step into retirement, how do you see the future of the shooting industry evolving, and what role do you hope experienced professionals like yourself have played in shaping that future?
RF: The industry is still blessed with a strong core of consumers (and a few politicians/celebrities) who are passionate about the sport and all the associated equipment (whether that be shotgun or rifle) and the ‘great outdoor’ way of life; so that’s a good place to start.
Industry professionals and the various associations will need to work/invest ever harder in safeguarding shooting sports for those people, as ultimately, we are obviously an island nation with ever increasing NIMBY type conurbations encroaching on the space we need to pursue our sport. It would be great to see the number of certificate holders stabilize and even start to recover as FO’s get on top of new applications and renewals – and personally speaking (whispering quietly), I hope lead in ammo is eventually given the green light and here to stay.
You can read the full January 2025 issue below:
