Eric Irish of Crackshot in Devon: Interview

Airgun World (AW): What first sparked your personal passion for airguns and target shooting, and how does that enthusiasm translate into the unique, customer-centric ethos of Crackshot?
Eric Irish (EI): As a teenager, once my jobs had been completed, I was always out on the farm shooting for pest control and then onto targets when there was a lull in farm rodents and so on. I know that I grew up in a different era and was fortunate to have the opportunity right on my doorstep, but I do believe that this experience has shaped my passion to provide the right equipment at various price points, enabling everyone to have the opportunity to experience the possibilities that I had in the past.

AW: Crackshot integrates retail with a state-of-the-art indoor range. What does a typical successful day look like for you personally, managing these distinct yet connected parts of the business?
EI: My days vary considerably throughout the week; I normally have a couple of days in the shop, especially during holiday periods; this keeps me focused on what our customers are really looking for. This can involve sales advice, valuing part-exchanges, setting up scopes and zeroing customer airguns on the range. I also take bookings, replenish stock, answer general phone calls and run the range. The remainder of my time is spent in the office with my marketing team discussing customer promotions, current trends, planning events and driving the business forward.

AW: Beyond the latest rifles, what is the single most important piece of advice you find yourself giving to a complete beginner walking into Crackshot for the very first time?
EI: I would always encourage anyone new to the sport to spend a bit of time on our range, trying a few different makes and models to get an understanding of what’s available. The difference between a back yard plinker and a fully kitted target gun is like chalk and cheese: don’t rush the decision. We don’t push for sales, we want you to be comfortable and to make your first purchase correct for yourself and within your personnel budget.

AW: Crackshot stocks a vast array of equipment, from entry-level springers to high-end PCP rifles and advanced night-vision optics. What is the core philosophy or criteria you use when deciding which new brands, models or accessories will make it onto your shelves?
EI: In the early days we would stock whatever we could purchase from the few suppliers we had. It’s a little different now. To add to our extensive stock a new product needs to fill a proven gap in the market or maybe replace an obsolete model. Our stock also needs to be profitable with a respectable margin which enables us to always continue to be at the forefront of the airgun market.

AW: You feature custom-made Theoben and RAW ranges on your site. What is the significance of offering these high-performance, bespoke air rifles, and who is the target customer for this specialised market?
EI: The Theoben and RAW airguns will be on display very soon in the shop. Theoben is an old name and many customers have memories of the simplicity of their build and ease of use — for many this was their first experience of PCP airguns. There will be nostalgic looks at the new versions when they arrive. The RAW airguns are causing quite a stir in the competitive world of airgunning and it’s not going to be long until they feature consistently on the winner’s podium at some major events.  Both brands will only serve to enhance our offering at Crackshot.

AW: The pre-owned market is crucial for many airgun enthusiasts. How does Crackshot ensure the quality, reliability and confidence in the wide selection of pre-owned rifles, pistols and scopes you offer for sale?
EI: The pre-owned market for airguns and accessories is a huge part of our business. Every airgun is thoroughly tested for safety, power and accuracy, it is then priced according to its condition and age. All pre-owned guns come with a minimum of a three-month warranty, this can be increased to our lifetime warranty if it’s a gun that we have sold in the past providing it is in excellent condition.

AW: With the growing popularity of slug pellets, how has this newer ammunition technology changed the way you advise customers on calibre and pellet selection compared to traditional domed or flat-head pellets?
EI: Slug pellets have added a new dimension into the world of airgunning but most sub-12ft/lb guns still prefer the standard high quality domed pellets over the slugs. These are much more effective in FAC-rated airguns due to the drag which is caused by the larger surface area of the slugs, a sub-12ft/lb airgun would need to have its velocity turned up to shoot at an effective power, which may cause issues with the power output of the gun when shooting pellets. We will always supply sample packs of various types of pellets to try in your newly purchased air rifle on our range.

AW: What singular achievement or milestone in Crackshot’s history are you most proud of, and what was the key factor — staff, strategy or location — that made that success possible?
EI: The defining achievement in our history was being recognised as the Retailer of the Year in 2023 at the Great British Shooting Show. We have a very loyal customer base who voted in their droves to push Crackshot to the top of the list. Our team worked extremely hard in the pursuit of the award, which really pushed Crackshot’s name right into the top of the airgun destinations in the country.

AW: You specifically market Crackshot as a community hub with an indoor range. How has the combination of a physical retail shop and a dedicated shooting facility contributed to overall business success and customer loyalty?
EI: Our customer base is huge; we have regulars who come in to meet friends and maybe even make new like-minded friends. The benefits of the range being onsite provides a huge advantage — customers can try out any of our pre-owned airgun selection before purchasing, then fine tune afterwards. We are also a unique destination for an activity that just about anyone can take part in. Many annual family holidays have included a repeat visit to the shooting ranges at Crackshot, where the competitive nature of family rivalry comes to the fore.

AW: As a Registered Firearms Dealer (RFD), how do ongoing changes or clarifications in UK firearms legislation and the legal framework surrounding airguns present the most significant operational challenge to the business?
EI: The proposed changes will not make a huge difference to the majority of our business as it’s predominantly sub-12ft/lb air rifles, with lead pellets still being allowed for these calibres. We always promote and lead by example — safety first, especially to newcomers of the sport.

AW: In the age of online retail, what is the biggest challenge Crackshot faces in maintaining a robust, in-person, brick-and-mortar presence, and what strategies do you employ to bring customers into the Devon centre?
EI: Our biggest challenge is the faceless online stores with minimal costs. If you are looking for a professional service with huge amounts of experience then you need to pay a visit to a reputable gun shop. It may cost a few pounds more but you will be looked after. Do you need help setting up the eye relief with your scope, or maybe zeroing it in, then you know where to go, all included with no additional cost. We also take care of warranty claims and any minor issues that you may encounter without the drama of postage halfway across the country.

AW: Are there any specific plans to expand, upgrade or introduce new services, competitions or dedicated events at the range in the coming year?
EI: We have just undertaken a planned expansion; we have been discussing the Airsoft market for a long time and the opportunities that it offers. We now have two members of our team who are avid Airsofters, and they know their stuff.

AW: You offer a wide range of products, including Airsoft gear and advanced thermal/night-vision optics. Which of these categories do you see as the biggest area for growth and investment for Crackshot over the next, say three years?
EI: We will always be predominantly airgun focussed but the Airsoft market is one where we have identified a gap in the local area; first impressions have been great! Following our open evening a steady flow of new faces have appeared on the shop floor. Some of our existing airgunning customers have already moved across to try their hand at Airsoft, and I’m sure that in future there will be a role reversal and Airsofters will have a crack at airgunning. I can see the Airsoft market expanding at Crackshot, with significant investment in new stock and displays, but we will never forget where we started: airgunners will always be taken care of.

For more information on Crackshot’s range and shop, tel 01626 242978 or visit crackshot.online