SHOT Show is generally a time for new, new new: New guns, new ammo, new optics, new scopes. But for one company, it’s a birthday celebration; Sightmark celebrates its anniversary at SHOT Show, as that’s where it was born, at SHOT Show in 2007. But the company’s roots actually go back much further, as its parent company, Sellmark, is celebrating 25 years of business this year. Founder James Sellers says the company is successful today for the same reason they’ve managed to build what they’ve done so far: They sell products in a market they’re passionate about, while offering value to the customer.