Show attendance jumps 20% 

The 17th Great British Shooting Show closed its doors at the NEC Birmingham on Sunday 15 February having delivered one of the most significant editions in the event’s history. Attendance was up 20% on the previous year, the halls were busy across all three days, and the quality of brands, speakers and product launches confirmed what many in the industry have long believed; the UK shooting market is in great shape and commands global respect.

Now under the stewardship of Time Well Spent Group following its acquisition of the show in early 2026, this year’s event marked the beginning of a new chapter. The new ownership brought with it a clear and ambitious vision: to create the largest gun, shooting and associated product and services event the UK has ever seen, whilst remaining genuinely multi-discipline and accessible to every shooter, regardless of budget or background. On the evidence of 2026, that vision is well on its way to being realised.

Hosting the world’s most prestigious brands

Perhaps the most telling indicator of the show’s standing came not from the attendance figures, but from the decisions made by some of the world’s most prestigious firearms brands. Beretta, the oldest firearms manufacturer on earth, chose the Great British Shooting Show to celebrate its remarkable 500th anniversary. Perazzi, whose shotguns are revered by clay shooting champions the world over, selected Birmingham for the global launch of an entirely new model. These are not decisions taken lightly. When Italian gunmaking dynasties of that calibre look to make their most important announcements, the fact that they choose a British show speaks volumes about the international standing of the UK market and, indeed, of this event.

They were not alone. Bergara used the show for the worldwide launch of its new Cima Pro rifle, whilst Daystate unveiled the Blackwolf Zero to an audience perfectly placed to appreciate it. Dozens of other brands timed their new product reveals to coincide with the weekend, knowing they would have a knowledgeable and engaged audience in front of them. The Great British Shooting Show has become the annual moment the industry gathers to make its most significant statements and the world’s leading brands have noticed.

The full breadth of the market

Exhibitors from across the globe filled the halls of the NEC: gunmakers, ammunition manufacturers, optics brands and clothing specialists representing the full breadth of the market. The show served the stalking and rifle shooting community like nowhere else in the UK, whilst remaining the largest showcase and retail opportunity for airguns anywhere in the world, a combination that few events anywhere in the world can match.

The 40 airgun ranges from Air Arms, BSA, Umarex, Stoeger and Weihrauch remained consistently busy throughout the weekend. The opportunity to shoot before purchasing is one the format uniquely affords and the queues at each stand reflected just how much visitors valued it. The Shooting & Hunting Academy complemented this with free practical airgun assessments, with instructors kept occupied throughout helping shooters refine technique and get more from their equipment.

Champions of the shooting community

One of the most significant additions for 2026 was the introduction of a dedicated main stage, hosting daily interviews and Q&A sessions. It proved an immediate success. Vinnie Jones drew a standing-room-only crowd, his genuine enthusiasm for country sports landing well with an audience that appreciated having someone of his public profile championing the shooting community. Mat Manning addressed the airgun world, whilst Olympic clay shooters Nathan Hales and Richard Faulds discussed competing at the highest international level. George Digweed, 28-times world clay shooting champion, drew one of the largest crowds of the weekend for his session, a reminder that the breadth of expertise within British shooting is extraordinary.

The calibre of those on stage, from Olympic medallists to world champions, reflected the depth of the UK shooting community and created an atmosphere of genuine excellence and aspiration that ran throughout the show.

Home to the Great British Shooting Awards

The Great British Shooting Awards ceremony took place during the show, with winners receiving their trophies in front of the wider community. In a particularly well-received moment, outgoing organisers John and Annie Allison were presented with a lifetime achievement award, recognising the years they dedicated to developing the British Shooting Show into the institution it has become. It was a fitting and generous acknowledgement.

A hive of activity

The Gunmakers’ Arms, sponsored by Shooting Times & Country Magazine, provided a welcome space to rest and reconnect, and became a natural hub for the kind of informal conversation between shooters, dealers and industry figures that no formal agenda can replicate.

Looking ahead: BSS 2027

A 20% increase in attendance in the first year under new management is a meaningful result by any measure. It reflects an industry in good health and a show that has retained the trust of its community whilst beginning to realise its broader ambitions. Time Well Spent Group has indicated that 2027 will build considerably on this foundation, more speakers, more interactive content and more reasons to attend across every discipline.

For those who were there, 2026 was a show to remember. For those who weren’t, it is one to put firmly in the diary.

Next year, the show will be held 12-14 February. 

Visit: shootingshow.co.uk

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About Time Well Spent Group

Time Well Spent Group is the largest media business in Europe dedicated to passionate outdoor enthusiasts, firearm owners and the fieldsports community. Its portfolio includes leading specialist publications, digital platforms and industry channels serving millions of readers, viewers and followers across the UK and internationally.

About the British Shooting Show

The British Shooting Show is the UK’s premier retail and trade exhibition for shooting sports, hosted annually at the NEC Birmingham. The event showcases thousands of products and brands, alongside education, demonstrations and networking opportunities for enthusiasts, professionals and families.