Interview with Andy Gowan from Elite Optical

Airgun World (AW): Looking back at 2025, what were the major highlights and key successes for Elite Optical specifically within the airgun market?

Andy Gowan (AG): The standout for us was undoubtedly the launch of the HIKMICRO Alpex 4K Lite. It was our first “ground-up” air rifle product — a day/ night scope built on a compact body specifically for shorter ranges. We took a significant amount of weight out of the original Alpex to tailor it to this market, and it has been a huge success. On the glass optics side, our WÜLF brand saw the introduction of several compact, air rifle-focused models. While our entry-level Fireball line remains popular for those on a budget, introducing higher-quality intermediate optics has been a definite step forward.

AW: Did any specific product line or technical innovation drive exceptional performance for you in the last year?

AG: It was definitely our expansion into the digital arena. Bringing high-end digital technology into the airgun sector has given professional users — those controlling rats, rabbits and squirrels — a serious advantage. It has essentially professionalised the use of air rifles for pest control in a way we haven’t seen before.

AW: What were the biggest lessons learned in 2025?

AG: In this trade, every day is a school day. Even though HIKMICRO is a dominant force in digital and thermal, you can never let up; you have to keep pushing and innovating. We’ve also seen the continued strengthening of the air rifle market. Everyone wants a piece of that action now, which means a name and a reputation are no longer enough. You have to stay competitive on price and stay at the cutting edge.

AW: What are your primary goals for 2026, and what new technology can the airgun community expect?

AG: While I can’t spoil the upcoming launches, the community can expect higher resolutions, faster processing and improved image quality, particularly regarding nighttime performance. As airguns become an even more dominant part of the overall firearms trade, shooters can expect more choice, more depth of product and better quality at various price points.

AW: Are there any new markets you are looking to enter or expand into?

AG: HIKMICRO is already expanding beyond the gun trade into industrial and photography sectors. For WÜLF, which is a British brand, we are looking to push beyond the UK and Ireland into Europe and the US in a much, much bigger way.

AW: What is the global outlook for the airgun optics market in 2026?

AG: It is growing massively, not just here but in key markets like the US. Historically, airgun optics were seen as “lower end,” but we are now seeing high-end technology creeping in. As more players enter the market, we fully expect to see even more innovation and competitive pricing.

AW: What do you consider the most transformative development in airgun optics during your time with Elite Optical?

AG: The Alpex 4K Lite stands out. It represented a genuine “step change” — high-end digital technology designed specifically for the requirements of an air rifle rather than being a repurposed riflescope.

AW: Elite Optical offers a vast range of reticles. Which design is currently most popular?

AG: Airgunners generally prefer “less busy” reticles; the standard half mil-dot remains very popular. Some of our more complex designs, like the Mil 5 and Mil 6, can be a bit off-putting for shorter-range shooting. However, our HFT Pro reticle in the Hurricane Compact has been very successful because it was designed specifically for that sport, even if it is a niche market.

AW: Do you have a personal favourite product within the range?

AG: For me, it’s the WÜLF Defender 30. It offers a perfect balance of high-end glass, a simple etched-glass reticle and superb turrets, all in a lightweight, compact form. It hits that sweet spot between technical performance and value.

AW: Who do you consult for strategic advice when making marketing and sales decisions?

AG: Our MD, Stuart Grant, is an industry lifer with immense experience. We also rely heavily on a group of professional pest controllers — real-world users who test pre-production units. We don’t just want “influencer” feedback; we want technical feedback from people using the gear day-in, day-out so we can make appropriate changes well before a product hits the shelves.

AW: What are your personal professional non-negotiables?

AG: Honesty and transparency. The product must work and deliver exactly what it promises. We are also incredibly proud of our service team. Things will occasionally go wrong — nothing is perfect — but the difference lies in how you put it right. We pride ourselves on having the best technical backup in the UK to support our customers.

AW: With many shooting shows on the calendar, do you have a favourite?

AG: For airguns specifically, the British Shooting Show is the destination. It’s vital for connecting with consumers. As long as the key shows remain relevant and build their audience, the industry is in a good place.

AW: How do you balance high-end features with the need for affordability?

AG: It comes down to intelligent buying and specification. We have very close relationships with our vendors, and they listen to our feedback on the UK market. You have to get the “maximum bang for your buck”. Performance and ergonomics are key, but the service aspect is a huge part of that value. If you can’t service or back up a product, it doesn’t matter how well it performs — the consumer deserves that long-term security.