Vista Outdoor Separates Shooting from Mountain Bike & Other Non-Shooting Brands

May 5, 2022 at 16:43
by Alicia Leggett  
Vista Outdoors

Vista Outdoor, the parent company of Camelbak, Giro, BlackBurn, and Bell - along with shooting sports and ammunition brands - has decided to split into two distinct companies to separate its shooting and its non-shooting categories.

In today's release announcing the split, the company cited wanting to increase strategic focus and capital allocation for each branch, strengthen the companies' ability to attract and retain employees, and better position both companies to acquire and partner with related brands. The release did not mention the controversy that surrounded the company in 2018, when the outdoor industry reckoned with its relationship to gun violence.

Vista Outdoor came under fire in the wake of the Stoneman Douglas High School massacre in Parkland, Florida, when consumers and retailers alike faced decisions about where they put their money. At the time, Vista Outdoor also owned firearm brands Savage Arms and Stevens, along with ammunition brands. Those connections, along with Vista Outdoor's support of the National Rifle Association, spurred an outcry that led REI, Canada's MEC, and several other major retailers to stop purchasing from Vista Outdoor. They resumed their business relationships after Vista Outdoor sold Savage Arms and Stevens, but retained its ammunition brands.

In 2020, Vista Outdoor acquired another ammunition brand, Remington. The separation of what is now called Sporting Products - to be renamed - from Outdoor Products - also to be renamed - means it can court investors and partners that would be alienating to the other company. The now-two companies will be publicly traded and fully independent of each other, and current CEO Chris Metz will continue with Outdoor Products, which will be based in Bozeman, Montana. Sporting Products will remain in Anoka, Minnesota, and will be led by Jason Vanderbrink, who has previously led the shooting side of Vista Outdoor.

Outdoor Products stock will be distributed to its current shareholders 2023, the press release said, as Outdoor Products establishes itself in its next phase.

Like the rest of the outdoor industry, Vista Outdoor has seen significant gains throughout the last two years, reporting a 37% sales growth in its 2021 fiscal year. Within the Outdoor Sports segment, sales rose 18% to $1.3 billion and gross profit increased 24% to $399 million. Company-wide sales exceeded $3 billion for the year and gross profit increased by 75% to $1.1 billion.

bigquotesOver the past few years, we've made significant progress executing on our strategy to grow our leading portfolio of brands, driving operational efficiencies and delivering value to our shareholders. As a result of our efforts, we have built strong businesses that are well-positioned for continued growth and success as independent companies. As a result of the separation, our Outdoor Products and Sporting Products businesses will have resources, management teams and capital allocation priorities tailored to their respective strategic goals. We are confident that this increased focus will better allow each company to deliver long-term value for its shareholders, employees, customers and other stakeholders. The Centers of Excellence we have built will reside within the Outdoor Products business and continue to provide meaningful industry differentiation.Current Vista Outdoor CEO & future Outdoor Products CEO Chris Metz


  • 220 8
 They could do a combo deal for riders in Oakland.
  • 134 0
 beta moving towards magazines, and camelback moving away from them.
  • 62 0
 Shots fired ...oh wait
  • 15 7
 Hey, man, you talkin' back to me?
Take him out (you gotta keep 'em separated)
Hey, man, you disrespecting me?
Take him out (you gotta keep 'em separated)
Hey, they don't pay no mind
If you're under 18 you won't be doing any time
Hey, come out and play
  • 15 0
 The Joaquin Miller Starterpack
  • 8 5
 @DizzyNinja: What does The Offspring have to do with anything?
  • 8 35
flag drakefan705 (May 6, 2022 at 13:53) (Below Threshold)
 @sunanddirt: pinkbike’s corny caucasian demographic is definitely the type to love the offspring
  • 66 0
 I don't like the offspring. But you can't talk about the offspring being corny, if your name is drakefan705.
  • 1 0
 Seriously please keep bringing up recent events to scare off the locals. I'm enjoying having JMP all to myself.
  • 5 0
 @drakefan705: from someone with the screen name "drake fan" lol
  • 1 0
 I know people in Florida would be thrill ab that combo
  • 204 4
 Damn I thought this was a Win it Wednesday article.
  • 48 0
 That would be a solid prize pack haha.
  • 68 3
 And here I thought we were going to get gun racks for our bikes.
  • 21 2
 They already exist. Hunters love to use E-bikes for further access than their trucks allow.
  • 13 0
 Already exists. Bass Pro Shops sells electric eBikes with racks and trailers... Can mount your gun and use the trailer to haul the carcass. No joke.
  • 4 0
 @Jamminator: Our gun laws up here are more similar to California, very much restricted, so I don't think those would fly in this country.
  • 4 1
 @rustiegrizwold: ebikers packing heat coming at yah in 2022.
  • 9 0
 You got me a gun rack?! A gun rack?!
  • 8 0
 @metsrangers35: i don't own A gun, let alone MANY guns...
  • 1 0
 @gucci: you can have a gun rack on a quad no problem up here.
  • 1 0
 @Jamminator: looked at those bikes. Truly disgusting.
  • 54 1
 Meet the new boss, same as the old boss
  • 24 0
 Pew pew!--operational efficiencies. Centers of Mass Excellence
  • 42 5
 I'm still waiting for my swat box to be big enough for my black rifle
  • 29 2
 Not surprised - the "outdoor" industry is so diverse and many sports do not crossover. It's a good business approach: distance your other brands from unnecessary controversy while continuing to grow your other brands (like acquiring Remington ammo).
  • 25 16
 The two general umbrellas I find of the outdoor industry are the 'I'm going to go frolicking through nature!' and the 'I'm going to kill things in nature!'.
  • 11 0
 @FMHUM: I have more respect for someone that hunts their own meat, vs buying it in a grocery store.
  • 25 1
 "Vista Outdoor came under fire ... " *slow clap*
  • 21 1
 thanks folks, I'll be here all day Smile
  • 17 1
 I just want a bike with in frame handgun storage. They could call it a SWAT box.
  • 1 1
 check out gunKASE
  • 29 16
 Maybe here in the US they should make a tax for all outdoor recreation to help pay for use and abuse to our public lands and wildlife like they do firearms and ammunition. Most firearms are not used for violence here in the US, no matter what NPR tells you. The Pittman-Robertson Act has been a very good thing for this country and its public land.
  • 8 3
 I'm happy that someone pointed this out. Things are a bit different up here in Canada, but I appreciate that someone pointed out the benefit that the public receives from excise taxes place on firearms and ammp.
  • 20 2
 Yeah lets push for more taxes... because they have such a fine history of properly spending the funds from the current amounts we're overtaxed.
  • 10 6
 That and revenue from hunting licenses and tags fund more wildlife protection than any other source. You're welcome.
  • 4 1
 @onemanarmy: trust me when I say I cry when I see the amount of taxes taken on my paystub. However, excise taxes that they are supported by some legislation (ie. Pittman-Robertson Act) are great because the money goes directly into funding public land and other environmental projects.

I'll re-state, I'm not a fan of lining the pockets of politicians, but if taxes are used 100% for something useful, I'm all for it. Also, remember here in the great white north I have to watch Trudeau spend tax payer money.
  • 2 0
 @onemanarmy: I agree with you and the unaccountability of tax money being wasted or misspent. But the Pitt-Rob has had a positive effect for this country and it’s wildlife and public lands. If we relied on people or states to just fund this or make donations we would be much worse off.
  • 5 1
 Thanks for pointing that out as well. There are many species of wildlife/big game that would be gone if it wasn't for hunter and shooter dollars. State game agencies can't operate without the sale of hunting/fishing licenses and game tags. We all use the same lands and sometimes trails/roads to ride and hunt. It can be made better and maintained so we all win. Enough with dividing people with propaganda.
  • 2 0
 @tsleep: ..also alot of outdoor gear is taxed as part of PR excise tax. It's fun watching anti-gun/anti-hunters have there brains melted when they learn the facts about Pittman-Robertson Act and how it does more for conservation then anyone or any other group in the US. The tax is required to be spent for conservation by the states or they will lose there share of the tax, something along those lines.
  • 14 1
 Oh man. That statement is absolute gold from the random B.S. Generator. Classic meaningless corporatespeak! They need to ideate more on orchestrating magnetic niches.
  • 14 0
 In France, shooting at MTBikers is a thing.
  • 31 1
 Name checks out
  • 2 0
 Thought that was a Spanish rabbit they were aiming at
  • 10 0
 Beginning to think all the name changes and restructuring are intentional smoke and mirrors
  • 9 0
 This is super weird...they're still the same damn company, right? Is this not just a move to try to split interest in their stocks by artificially sub-dividing?
  • 14 5
 I’ll get the popcorn.
  • 17 5
 No need, might be enough popping off in here as it is.
  • 18 0
 very triggering
  • 10 0
 This story is loaded.
  • 11 0
 this comment section is going to be a blast
  • 15 0
 I'll be reloading it regularly
  • 3 0
 @neatoneto: i dont want to eat what pops, that would be uncomfy
  • 7 0
 I have my sights on this story and seeing who sticks to their guns.
  • 3 0
 @oatkinso: very triggering. Sorry, I'm a repeater.
  • 2 0
 A lot of recoil on some of these comments.
  • 2 0
 Everyone’s going off half cocked.
  • 10 2
 Cool story - Now where's my Friday Fails, it's almost noon!?
  • 6 2
 Cute. I'll always remember when the Vista VP came to Camelbak HQ with the Vista "talking points" a few days after the parkland shooting... a reaction to all the sales boycotts that were going on a the time. Genuinely bizarre to experience in person.
  • 2 0
 Kinda like when they came in and said... don't worry, we'll be leaving all of your leadership in place. We like what you do so we're going to use you all as a model on our other action sports segments. Then they took the VP from Blackburn and put them over Camelbak, etc. Then they wondered why every company was struggling all of sudden. And instead of fixing it they made it worse. So the layoff kicked on and then everyone started quitting....
  • 7 0
 Dammit why can't a brand just be a brand and not always part of damn conglomerate.
  • 1 0
 Crazy! In the end game of one company buying everyone I think the English Royal family will the surprise winners
  • 2 0
 The goal of a lot of small businesses is to grow and become hugely successful and then cash out by selling to big business. One of the worst examples was the sale of 5.10 to Adidas.
  • 8 1
 Missing the mark with this sorry corporate blather
  • 6 3
 Hey vista the guns and ammo sales do more for wildlife than the people your trying to pull one over on. Hell us mountain bikers need something like Pittman–Robertson Federal Aid in Wildlife Restoration Act. So Everything we buy helps preserve trails for all.
  • 4 1
 Why do Americans love war and guns so much they need to make everything "tactical"? Even bike gear. For a Swede like me this is INSANE. It has NOTHING to do with each other. I even heard on JRE that there is a fashion style in the US called Tactical Chic. It's like people wearing camo clothes and stuff casually on the street to feel kewl.
  • 5 1
 I’m wearing camo right now! And I do have a tactical gun or guns… I can’t say I love war at all though. Don’t know anyone that does. War isn’t kewl.
  • 1 0
 @PtDiddy: And you don't see ANY correlation between this love for weapons, war culture (including this weird tactical fashion trend) and acts of gun violence? Schools being shot up, cyclists murdering other cyclists etc. You are ALL part of the problem. Makes me sick tbh.
  • 6 1
 And I was still waiting to get that fork mounted AR15 holder. I guess it’s over now
  • 2 0
 Mountain bikes are a means of off road transport, riding through the tracks of a Private Scotish estate, with a 10 22 folded stock over your back to deal with invasive greys seems reasonable to me, tenant farmers needing the rats and pigeons dealt with, the stealthy aproach over a quad bike had its advantages.
  • 4 2
 I had the chance to deal with Vista Outdoors lately and was really impressed. I had broken a small part on my Champion clay target thrower making the machine inoperable. A few emails later and a new part was mailed out to me free of charge. The folks at Champion were awful friendly and easy to work with. Excellent service that's greatly appreciated!!
  • 8 4
 They're trying to trick liberals into still buying their stuff. Smoke & Mirrors
  • 7 3
 So acting like they give a shit without actually giving a shit..... Dolla dolla bills Yo
  • 9 9
 Selling guns or ammo doesn't mean you dont give a shit. Dumb people who think selling ammo is bad give a shit so they are pivoting.
  • 2 1
 @Garradmiller: no shit.....
  • 13 11
 So it’s still 2 companies under the same people? The woke don’t operate in reality anyway, they create their own reality to suit what makes them feel virtuous. So might actually be a smart play.
  • 8 5
 Always want a backpack with a dedicated rifle compartiment. Guess I'll have to look elsewhere now
  • 4 0
 For all us Americans out here, is there a gun+ one outdoor product option?
  • 8 4
 Guns are wwaaayyyyy more American then bikes.
  • 3 0
  • 10 3
 Didn't America invent the mountain bike?
  • 1 1
 @wburnes: yep.
  • 4 1
 I have more guns than mountain bikes.
  • 3 0
 @PtDiddy: I own a small bike shop. I too own more guns than bikes. Heck, most of my PRS rifle setups are worth more than my bikes.
  • 2 0
 @waxman: I don't own a bike shop but I do have a lot of the same stuff.
  • 3 0
 Wow. Has anyone looked up all the brands under Vista? I had no idea.
  • 1 0
 My copilot shoots only Estate Cartridge. You've come a long way, baby
  • 8 4
  • 3 0
 Meanwhile at Stark Industries...
  • 4 1
 hydrate or (get shot and) die.
  • 4 1
 It was worth a shot?
  • 3 0
  • 2 0
 So they separate under the same investors, cool.
  • 1 0
 Camelback would be a weird one to seperate / allocate to one side and not the other…?
  • 1 0
 Well, I still won’t buy giro or camelback unless they are sold by Vista or what ever they want to call themselves.
  • 3 1
 Bang on target
  • 4 5
 Hot hot hot hot hot take here but I don't think guns and bikes should mix. Unless someone is stealing your bike... Then you're either SOL, or a lucky SOB.
  • 4 2
 Guns and bikes go together! Just like nuts and gum!
  • 13 4
 Guns are part of the outdoors industry. It makes sense for them to be in the same category IMO.
  • 6 6
 Weird, some dickhead intentionally swerved at me the other day while I was on my gravel bike on a country road. First thing I thought was I need to carry a piece just in case.
  • 3 0
 @nyhc00: Ugh that sucks dude. Been there myself. People love to hate for no good reason...
  • 14 9
 @nyhc00: can we play this scenario out?

If he’s swerving at you and with intent to kill, he will kill you before you access your gun.

But let’s just say you can access the gun in time. The what? Do you fire shots at the car? If you miss him, is he now justified in escalating his sociopathic intimidation to actually deadly force? I’d you hit him, does he don’t continue on his trajectory and end up hitting you instead of swerving away? If you hit him and he dumps the car in the ditch, do you keep on riding? Call the cops? Walk over to inspect and potentially finish him off? Administer first aid?
  • 6 3
 @pmhobson: nah, man, you just shoot him.

Everything else is irrelevant.
  • 6 1
 @pmhobson: if they swerve and keep driving, most states would say the threat of deadly force is over and any self defence claim would be hard-ish to prove.

However....if dude decides to stop and get out of his truck, then it's very easy to claim your life was in danger. Especially if he had just swiped you.

State laws very, and most are fairly clear on what is/what is not allowed. DYOR if you decide to arm yourself. Every bullet has a lawyer attached to it.
  • 4 4
 @pmhobson: should have the freedom to make the choice , right or wrong.
  • 4 0
 @pmhobson: when he swerves at you, you leap off your bike and while flying in mid air you draw two guns and hold them sideways while firing both , you hit the psycho in the chest and head and the head explodes, the car crashes and explodes into flames. You ride away into the sunset, you are badass.

Seriously, I would rather have some hope in hell of defending myself.
  • 2 0
 @Garradmiller: Sure. Not sure why you thought I was insinuating otherwise. I was exploring and putting thought into the scenarios that lead to that choice and what happens in the aftermath.
  • 1 0
 @pmhobson: Not sure why you think i thought you were insinuating otherwise.
  • 1 2
 @pmhobson: that is the most idiotic reply to someone who literally just recalled a seriously malicious event. So to add context, i gave the driver the middle finger and they hit the brakes and turned around. When i put my hands up to signal "lets go" they turned around again and took off.
  • 3 1
 @nyhc00: thinking things through is idiotic.

Got it.

I’ve been verbally and physically threatened from drivers more times than I can count. I’m sorry it happened to you. It shouldn’t happen to anyone.

In my experience, the best response is none at all.
  • 3 2
 I ride with handgun every time. Usually in a chest rig, sometimes in my pack depending where I'm at. There are some pretty isolated places, meaning no cell service areas, in Idaho and surrounding areas. I am the sole person responsible for my safety. How long for the calvary to arrive when I'm miles from town? We all have a choice. Each person should do what they are comfortable with.
  • 1 0
 @troutwest66: Are you mostly concerned with wildlife or humans in your neck of the woods?
  • 1 0
 @pmhobson: Not paranoid about either but prepared for both. Loaded for bear should take care of lesser threats. To be honest I'm probably more concerned about some meth tweaker or pot growers than a bear or mountain lion but you never know.
  • 5 4
 But they still sell bullets? Whew, luckily bullets do not kill anyone.....
  • 16 9
 I must have lazy bullets....they sit around my house all day doing nothing. Bullets don't kill people. People kill people.
  • 12 6
Just remember, you're telling this to people who can't figure out which bathroom to use, and think "birthing persons" can have wieners.
  • 2 2
 @greenblur: all
My bullets need a kick in the butt to do anything.
  • 2 0
 @greenblur: OK try loading your gun with cheese and then shoot an intruder.
  • 2 0
 @greenblur: Not many bullets in Japan, lots of cameras, school shootings in Japan, people posing for pictures. School shootings in the states, people getting hit by...........
  • 3 2
 I want to buy a DH helmet and a carbine at the same time. Murica
  • 8 8
 american problems
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