Product Profile: Extreme Archery

June 29, 2010

Kentucky-based Extreme Archery has always been known for its extra-rugged sights, especially—sights made almost entirely of rock-solid, yet lightweight machined aluminum. This past summer, the company was also a great destination for CNC machine salesmen. Back then the company was busy adding equipment to its expansive 250,000-square-foot headquarters based in Ashland—ramping up to produce its new-for-2010 lineup that includes several new sights.

extreme archery sight

“A new sight called the HD (for Heavy Duty or Harmonic Damper) features Mathews Harmonic Dampers in the housing; it’s going to be offered in the Mathews Lost Camo, and in Realtree AP, to match the Mathews Monster, as well as in Black and Titanium,” explained company president Mark Whitt. Whitt said the sight will be available in both a 1¾- or a 2-inch housing, a choice that will also be offered with the company’s proven Bone Collector sight.

Suggested retail price for the new HD with Dovetail Micro Adjust will be $179, with the Fixed Plate Micro Adjust coming in at $139. The body of the HD will hold the Harmonic Damper, and, as you might guess, Extreme, in addition to a solid presence at the ATA Show in January, will again make a point to display the sight, and others, at the upcoming Mathews Inc. Trade Show, to be held December 7-9.

Why is Extreme adding a new housing size option?

“We think it was a logical next step, we developed the larger housing to support more pins—but we think the bulk of the market still wants the smaller housing,” Whitt said. “It’s also easier to center in your peep sight. The original Bone Collector sight had five pins; the new Bone Collector model is going to have four pins, and will be offered in a dovetail or a fixed plate, in either micro-adjust, or a toolless design.”

Whitt explained the Bone Collector series was the company’s hottest seller in 2009.

“It went really well, we were actually behind on production for a bit, but we’re caught up now,” Whitt said in early October. Whitt wasn’t too surprised his accessories business did as well as it did in 2009, despite a depressed economy.

“You’ll benefit as an accessories manufacturer because of that,” he said. “But, I think we’re on the rebound. Based on our sales this fall, our orders were stronger than the past two years. I see signs of it coming back, I really do. That’s the reason for us offering more products in the $100-plus price range for 2010—that seems to be where the market is going.”

extreme archery bone collector

Another new Bone Collector sight for 2010 will feature the company’s proven RT900 housing, and there also has been an inline change to the company’s 850 and 900 series—they now incorporate the Bone Collector-style fixed plate, which makes use of the company’s Tail Light system. The light system is easier to adjust, and offers more clearance for quivers and rests.

Whitt said in October the rest of the 2010 lineup had not yet been solidified, but added that the company’s popular Shrinkfletch lineup will likely grow.

“We’re looking at some new colors with the Team Realtree line, using the logo on the tube, with new colors of Bohning Blazer vanes.”

To see all of Extreme’s latest and greatest.

Contact: Extreme Archery, (606) 928-9447