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Women in shooting sports: How Amelie Eichinger-Noll and Samantha Wendel influence the market
Young, successful and unerring: Shooting trainer Amelie Eichinger-Noll, known as Amy9x19, and IPSC athlete Samantha Wendel (Sammy) are among the best-known women in the firearms industry. With their expertise and strong online presence, they are changing the image of women in shooting sports and influencing the development of weapons, clothing and consulting concepts. They reach a large audience on social media, but they do not see themselves as influencers. Their aim is to get men and women excited about shooting sports, dispel misconceptions and establish sound, practical advice in the industry
Between marketing and real added value
"We want to have a positive impact, lead by example and create a good approach to shooting," says Amy Eichinger-Noll. Authentic content is crucial, especially for women who are new to shooting. The community reacts positively: "I often get messages saying that our presence gives women the courage to take up the sport. That's the best compliment."
Samantha Wendel goes beyond the end consumer. She communicates directly with retailers: "I often explain in stores that women don't need smaller or lighter pistols, but a proper fit. A woman can shoot the same sport pistol as a man - maybe with a day more training, but she'll be happier with it."
Why small, lightweight weapons are often unsuitable for women
Many people believe that women are more comfortable with small, light weapons. However, the opposite is often true. Light weapons absorb recoil less well, which makes them more difficult to control and the shooter feels the recoil more strongly."Women often instinctively choose a smaller pistol because it seems more manageable. But from the very first shot, they notice that the recoil is more uncomfortable and the gun is harder to keep steady," says Sammy Wendel. Small grips also make it difficult to maintain a stable grip, which further reduces control. A well-balanced weapon with an ergonomic grip that optimally supports the hand is more suitable.Amy9x19: first full-time shooting coach
Amy Eichinger-Noll is a full-time shooting instructor in the civilian sector of defense shooting and teaches in German-speaking countries. Together with her family, she founded "EICHENWERK", a platform for high-quality training and products for the shooting sports (defense shooting, IPSC), advanced first aid, as well as outdoor and survival. Originally a trained florist, she discovered her passion for shooting sports in her youth through her parents. Her father is an active member of the special forces of the Austrian Armed Forces and her mother is also an enthusiastic shooter. Through further training and encouragement from her father, she completed a shooting trainer course and turned her passion into her profession, which you can see on her Instagram Channel.
Part of the Austrian IPSC national shooting team: Sammy takes her followers to comeptitions worldwide. Sammy: from archery to IPSC athlete
Sammy Wendel started out in archery and was on the national squad before switching to dynamic pistol shooting (IPSC) for health reasons. She works at "Jagd & Sport", Austria's largest wholesaler of shooting sports equipment, and is an active competitive shooter. Her academic background is in business administration with a focus on marketing. Born in Germany, she lives and trains in Austria and competes for the Austrian national team in IPSC shooting. Together with her fiancé, also a member of the national team, she travels to international competitions, and takes her followers along on her Instagram Channel as well.
Shooting products for women: from "Pink it and shrink it" to sophisticated solutions
"Many women initially buy smaller guns, but then end up with their husbands' sports pistols," explains Sammy Wendel. The CZ Shadow 2 Compact is a positive example: "The model offers the balance and performance of a full-fledged sports pistol, but has ergonomic adjustments for smaller hands."
A decisive factor in the development was nine-time IPSC world champion Eric Grauffel, who works closely with CZ. "Grauffel involved his wife to create a gun that works optimally for smaller hands without compromising on performance," explains Wendel. This approach shows that serious feedback from female shooters is incorporated into product development.
There were also deficits in clothing for a long time. However, the industry is on the right track. Amy Eichinger-Noll remembers: "Two or three years ago, women's shooting pants were often nothing more than leggings without belt loops. Functional, well-fitting clothing was in short supply. That is now improving." Nevertheless, both shooting experts see potential for improvement: "Some manufacturers are guided by fashion trends rather than the needs of female shooters. High-waist pants are in at the moment - but they're not practical because the shooting belt sits on the hips," says Wendel. Low-waist pants are simply better.
Advice as a key factor for long-term customer loyalty
In addition to product developments that take female needs into account but are still practical, advice is crucial. "The simplest mistake is that retailers always offer women smaller and lighter weapons," emphasizes Sammy Wendel. The right, sound advice is extremely important. Although it takes time, it pays off in the long term: "The wrong choice of weapon is frustrating and often leads to women giving up the sport again quickly. With the right advice, they stick with it - and become long-term customers."
Choosing the right brand ambassadors also plays a role. "Many companies tend to rely on models who pose beautifully for photos but have no idea about guns. Such "gun bunnies" tend to create a false image of women in shooting sports rather than sales figures," criticizes Eichinger-Noll. "Real female shooters look more authentic here and connoisseurs can see at first glance that they know how to handle weapons."
Targeting women in shooting sports
In order to get more women interested in shooting sports, both rely on try-out events. "A safe, pleasant environment is the key," says Eichinger-Noll. "Here you can try things out without pressure and ask questions." Wendel goes one step further: "Retailers and clubs should put themselves in the shoes of women and adapt their advice accordingly."
Another topic is dealing with young people. Here it is important that safety comes first. "Young people often learn faster than adults. Those who are familiarized with safe handling at an early age will retain this knowledge for the rest of their lives," explains Wendel. For both shooters, shooting is something for the whole family - that's how they got into the sport.
Authenticity from real experts pays off
The hunting and shooting sports industry is changing. Women are being taken more seriously as a target group, products are improving and advice is becoming more professional. Nevertheless, there is still a need for optimization - especially in marketing and retail.
Companies that rely on real women experts instead of superficial influencer marketing will benefit in the long term. Eichinger-Noll puts it in a nutshell: "It's not about quick clicks, but about well-founded content that influences trust and purchasing decisions."
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