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April 24, 2025
How to Expand The 2A Community: Marketing Insights from Top Shot Chris Cheng
Reaching New Audiences with Respect and Strategy
Top Shot Season 4 champion and 2A advocate Chris Cheng took the stage at the NSSF Marketing and Leadership Summit with a mission: to help companies in the firearm industry better connect with non-traditional demographics, without compromising their values or risking “cancellation.”
Cheng, who has spent years championing diversity and inclusion in the Second Amendment space, says the key to industry growth lies in reaching out to new communities with intention, authenticity and strategy.
At the 2024 NSSF Marketing and Leadership Summit, we had the chance to sit down with Top Shot Season 4 Champion Chris Cheng. From demographic shifts to real-world marketing strategies, Chris explains how inclusivity and effective planning can help grow your customer base.
“This Makes the Industry Stronger”
Cheng knows firsthand the risks and rewards of speaking publicly about race, ethnicity, sexual orientation and religion—especially in the context of firearm ownership. But to him, there’s no question that this work is essential.
“It’s essential for us to be reaching out to different communities to bring in new gun owners,” said Cheng. “It hits our bottom line, it strengthens the Second Amendment movement and it makes our industry more resilient.”
He emphasized that while the conversations may feel unfamiliar or uncomfortable, they’re no longer optional if the industry wants to remain relevant and grow.
Avoiding the “Corporate Woke Landmine”
Many companies, Cheng said, want to do the right thing, but fear backlash or making a misstep. That hesitation, while understandable, often leads to inaction.
“One key suggestion I give is to simply include people from different demographics in your marketing,” he said. “That could mean an Asian female, a Latino male, someone Jewish or LGBTQ. Representation matters and it sends a message of welcome and inclusion.”
At the same time, Cheng urged companies to avoid pandering. Marketing to new audiences should be done with care and respect, not trend-chasing or tokenism. He advised focusing on three foundational elements:
- Choosing the right message
- Using the right messenger
- Distributing through the right channels
From Women to Mainstream: A Blueprint for Success
Cheng pointed to the industry’s successful engagement with women over the last 15 years as a roadmap for future outreach. Once considered a non-traditional demographic, women are now a cornerstone of the firearm community.
“Fifteen years ago, women were the non-traditional demographic. Today, they’re part of the core,” he said. “That same playbook can work for other communities too.”
His long-term vision? To reach a point where terms like “non-traditional demographic” are no longer necessary, because the community will have fully embraced diversity as a strength.
Encouraging Constructive Conversations
During the summit, Cheng fielded audience questions, including one from a magazine publisher asking how to discuss diversity without losing readers.
“I told him: treat others how you want to be treated. Be respectful. Don’t cancel each other as friends over tough topics,” Cheng recalled. “We can model what it looks like to have difficult or unfamiliar conversations—and come out stronger.”
He sees the industry as a potential leader in demonstrating civil dialogue at a time when other spaces seem increasingly divided.
Highlighting a Success Story: Beretta and APAGOA
When asked for an example of a company doing it right, Cheng highlighted Beretta’s partnership with the Asian Pacific American Gun Owners Association (APAGOA). Through this collaboration, Beretta has sponsored events across the country that introduce new Asian American shooters to firearms in a safe, positive environment.
“Beretta has done a phenomenal job working with APAGOA to sponsor events that help first-time gun owners shoot their first pistol, shotgun or rifle,” said Cheng. “It’s a perfect example of outreach done right—bringing new people into the fold while staying true to your brand.”
Big Picture: Growing the Pie, Protecting Our Rights
At the heart of Cheng’s message is a belief that growth and advocacy go hand in hand.
“When we expand our audience, we’re not just growing the industry,” he said. “We’re protecting our civil rights, strengthening our voter base and ensuring the Second Amendment thrives for generations.”
With a clear, measured approach, Chris Cheng offers a model for how firearm companies can authentically connect with new demographics, create lifelong customers and help lead the industry into its next chapter.
Will you be at the 2025 NSSF Marketing and Leadership Summit?
Industry professionals are encouraged to mark their calendars for the 2025 NSSF Marketing and Leadership Summit. This premier event offers unparalleled opportunities for networking, learning and strategic planning. Attendees will gain invaluable insights from industry thought leaders like Cheng, contributing to the continued growth and evolution of the firearm industry.
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