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Byrna Takes Center Stage at SHOT Show 2026
Byrna Nation—welcome to SHOT Show, the largest shooting, hunting, and outdoor trade show in the world. For one week each year, the industry’s biggest manufacturers and innovators gather in Las Vegas, welcoming attendees from across the globe to showcase new products and the future of personal protection.
This year marked Byrna’s fifth appearance at SHOT Show, and from the moment the doors opened, it was clear that momentum around less-lethal self-defense has never been stronger.
The Byrna booth was packed all week with industry insiders, dealers, instructors, and international partners eager to see how a less-lethal powerhouse stands shoulder to shoulder with the largest firearms manufacturers in the industry. One major reason for the buzz? Byrna was one of the only booths among more than 2,800 exhibitors where attendees could actually shoot the product.
Both the Byrna trailer and the new dealer shooting pod ran nonstop, with steady lines of attendees waiting to experience Byrna launchers firsthand. The hands-on access reinforced what many already knew—less-lethal technology isn’t theoretical. It’s practical, effective, and ready for real-world use.
Inside the booth, the Byrna InBoost Studio became another hub of activity. Throughout the week, we sat down with industry leaders, instructors, security experts, and law enforcement professionals to discuss how Byrna products are making an impact across a wide range of applications around the world.
One of the standout moments of the week was Byrna’s collaboration with Alexa Athletica, hosted at the iconic Las Vegas Harley-Davidson. Byrna presented a fashion show highlighting Alexa Athletica’s athletic wear—purpose-built to empower women to conceal carry comfortably, confidently, and stylishly in everyday life.
The week also featured a series of special events, including the Byrna Dealer of the Year Awards, where dealers from both the U.S. and abroad were recognized for their outstanding achievements and contributions to the less-lethal self-defense space over the past year.
By the numbers, SHOT Show continues to be unmatched in scale. Over four days, more than 60,000 visitors traveled 14 miles of exhibit pathways, exploring over 100,000 products from manufacturers and suppliers representing 35 countries—all pushing the boundaries of innovation and technology to better prepare civilians, law enforcement, and military personnel alike.
Byrna is proud to be part of that mission—and even prouder to provide tools that expand choice, responsibility, and preparedness. As the demand for effective, less-lethal options continues to grow, Byrna remains committed to empowering people everywhere to defend themselves, their communities, and what matters most.
