SGC Group managing director Gary Lamburn continues to play a prominent role in the UK shooting industry. Here, he discusses customer service, supply chains, new product launches and the opportunities shaping the airgun market in 2026.

Gun Trade Insider (GTI): How’s business, in a nutshell?
Gary Lamburn (GL): As the weather improves and this year’s new releases begin arriving on our shelves, we’ve seen some fresh momentum within the business, particularly around the Umarex and FX brands.  So, on a whole, business is positive and we have lots of exciting new product for shooters to look at.


GTI: Following the British Shooting Show, how did consumer engagement this year compare to previous shows, and what were the main talking points from an airgun perspective?
Since our first British Shooting Show in 2019, we’ve always had a great time at the event. People usually leave our stand happy—often armed with a bit more knowledge and sometimes with the latest kit as well.

This year was particularly strong for the airgun consumer. Among our guests were renowned shooter Thayne Simmons (Saber Tactical), Donny Du (DonnyFL), along with ammunition specialists Zan Sude (Zan Slugs) and Pavel Kobalec (JSB). Compared to previous years, visitor numbers felt noticeably higher, and there was a clear increase in interest around slug shooting—especially from people wanting to understand how to extract the very best performance from their individual setups.

GTI: Sportsman Gun Centre handles everything from high-end optics to bulk ammunition; how has the current landscape of global conflicts impacted your supply chains and lead times for imported goods?
Although the picture in the press can often appear quite negative, we’ve yet to experience any significant knock-on effects. Much of this is due to the fact; most key manufacturers are based in the US and Europe.

Of course, it’s difficult to predict exactly what the rest of 2026 may bring, but currently the outlook for supply and lead times remains positive.

GTI: How do you manage the delicate balance of supporting your independent dealer network while maintaining a strong direct-to-consumer presence?
At the end of the day, the consumer is the most important part of any business, and every end user is our customer. Because of that, it’s important for us to treat every independent dealer as if they were an extension of our own business.

Maintaining a first-class level of service for every product is essential, as brand loyalty and long-term support are fundamental to success in any industry.

GTI: What are the core “dos and don’ts” that define the Sportsman Gun Centre’s business philosophy regarding customer service and after-sales support?
With after-sales support, it’s really about what you do rather than what you avoid doing. For us, it comes down to three key areas: information, ownership, and strong relationships with suppliers.

It’s important to have knowledgeable staff who can help customers understand the products they’re buying and assist with troubleshooting if an issue arises. In the rare event a product does develop a fault, it’s equally important to have a team that takes ownership of the issue and works to resolve it.

Supporting both areas are our strong relationships with suppliers. These partnerships enable us to deliver first-class service and support.

GTI: Which new arrivals do you believe will have the most significant impact on the UK airgun market over the next 12 months?
One of the standout new PCP releases for 2026 is the FX DRS MKII. Building on the outstanding success of the original DRS, the latest generation raises the bar for what shooters can expect from a mid-priced PCP platform.

The popularity of the original model is reflected in FX’s decision to expand the range significantly. Shooters can once again choose from three distinct variants: Classic, Tactical, and Pro, each offering unique stock configurations, accessory options and in some cases, different power sources to suit a variety of shooting disciplines.

With its combination of innovation, performance and value, the DRS MKII is a model that every FX dealer should consider. Starting at just £789.99 RRP, it delivers the quality, refinement and versatility that shooters have come to expect from FX, while remaining one of the most competitive options in the PCP market.

From Umarex, one of the standout launches was the PAC range of compressors. From the compact and affordable Eco Silent through to the powerful PAC1400, sales have been particularly strong—especially for models that can be powered by popular drill batteries.

GTI: The UK shooting industry faces constant legislative scrutiny; what is the biggest regulatory challenge currently facing a business of your scale?
Outside the airgun sector specifically, the legislation currently being discussed around firearms licensing is something the wider shooting community will be watching closely. We have a great deal of confidence in the work the GTA are doing and hope that the views of experienced and informed stakeholders continue to be considered.

The positive news at present is that airguns are not included in the current scope of discussions, and airgun ammunition is exempt from the proposed lead ban. Both of these factors leave airgun shooting in a good position moving forward.

GTI: How do you approach selecting which international brands to bring into the UK, and what are the primary criteria a brand must meet to join your portfolio?
The first questions we ask are simple: do we believe in the product and the people behind it, and does it bring something positive to the airgun market? In some cases, we may also work with brands that are already well established, but perhaps not receiving the exposure they deserve.

With our team, infrastructure, and buying power, we like to think we can make a meaningful impact to any brand we represent. Ultimately, that should translate into better availability and competitive pricing for the end user.

GTI: In an era of increasing overheads, how are you balancing remaining competitive on price while still investing in your physical showrooms and staff expertise?
It’s certainly true that the business landscape has changed significantly since the pandemic, and many companies have had to absorb increased overheads. From a pricing perspective, it’s important that products remain accessible to customers, so we work closely with our suppliers to keep prices as reasonable as possible. Sometimes that means difficult negotiations and the occasional compromise.

Staff training is an ongoing process and is often supported by our suppliers, who are always keen to share their knowledge and expertise. As for our showroom investment, we’re fortunate that healthy footfall and strong gun sales continue to support it. Unlike many industries, firearm transactions require a face-to-face element, which naturally helps maintain a steady flow of customers through the business.

GTI: We have seen a significant trend toward “tactical” and modular airgun designs; do you see this as a long-term shift in the market or a passing fashion?
While tactical styling isn’t to everyone’s taste, these designs offer genuine practical advantages. Many provide mounting options and levels of customisation that traditional wood or synthetic stocks simply can’t match.

For shooters who value flexibility and the ability to tailor their setup, these features are extremely appealing, so we believe this trend is likely to remain part of the market for the foreseeable future.

GTI: Digital presence is vital for any modern business, but the shooting industry faces unique restrictions on social media and online advertising; how do you navigate these digital hurdles?
The approach taken by platforms such as Meta and Google can certainly be frustrating at times. However, we’ve found that success often comes from understanding their rules and working within them.  By focusing more on education, product awareness, and community engagement rather than direct sales messaging it’s often still possible to achieve good results.

GTI: What is the single most important “don’t” when maintaining long-term relationships with international manufacturers and suppliers?
Simply put: never take the brand for granted.

Strong relationships are built on adding value for the manufacturer, whether that’s through maintaining healthy stock levels, effective marketing, strong customer service, or solid after-sales support. If we do our job well and help the brand succeed in the market, then everyone benefits.

GTI: With the increasing popularity of disciplines like benchrest, how is the Sportsman Gun Centre adapting its stock profile to cater to these more specialised target shooters?
Fortunately, we work with two of the most innovative companies in the airgun sector. FX in particular has always focused on pushing the boundaries, and their recent Benchmark rifle features one of the most specialised competition stocks available.

Alongside the rifle manufacturers, we’re also fortunate to work with Saber Tactical. Designed and built by some of the best benchrest and target shooters in the world, their accessories can transform much of the FX range into highly capable competition platforms.

GTI: Inventory management is a mammoth task for a business with such a vast catalogue; how has your approach to stock changed in the post-pandemic era?
Interestingly, our stock holding has actually grown since the pandemic. We firmly believe in having products available—particularly for popular lines.

We’re also fortunate to work with manufacturers who put a great deal of effort into meeting demand and maintaining consistent supply.

GTI: When looking at the next generation of shooters, what initiatives is the company taking to ensure the sport remains accessible and inviting to newcomers?
As part of our ongoing commitment to the sport, we take part in numerous open days around the country and also host shooting ranges at the British Shooting Show.

We feel it’s important to give younger people the opportunity to experience shooting first-hand and discover the enjoyment it can offer, always in a safe and supervised environment. From there, we hope to encourage them, along with their families, to further explore field sports or target shooting.

GTI: Looking ahead to the remainder of 2026, what is the primary goal for the Sportsman Gun Centre, and what can the trade expect from you in the coming year?
Our goal remains the same as always: to provide the best possible service and products to the industry.

We see 2026 and 2027 as particularly exciting years for Umarex and their associated products. As a relatively new brand within the SGC portfolio, we’re looking forward to getting more of their pistols and air rifles into the hands of the airgun community.

From an FX perspective, there are also several excellent new rifles entering the market, and knowing the team there, we wouldn’t be surprised to see more exciting releases before the year is out.

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