TRUGLO: Founded by a Shooter Who Had a Big, Bright Idea.
For TRUGLO, necessity truly was the mother of invention. As is the case with many outdoorsmen, this came when avid sportsman Paul LoRocco discovered that his middle-aged vision was impacting his performance as a competitive shooter and bow hunter. Specifically, the beginnings of middle-aged eyesight variances were preventing him from accurately identifying the individual solid brass sight pins on his archery bow.
With each misplaced shot, LoRocco became more frustrated. Searching for solutions and finding none, he set out to solve the problem himself. After much trial and error, LoRocco successfully enhanced the visibility and accuracy of archery sight pins by incorporating a colored fiber-optic that created a highly visible, glowing aiming point. As soon as he introduced the product to the archery market, it was a resounding success. He then applied the fiber-optic concept to aiming devices for shotguns, handguns, muzzleloaders and other firearms.
“We have earned the consumers’ trust by continuing to deliver outstanding, innovative products at very reasonable price points.”
LoRocco introduced that novel fiber-optic archery sight pin 20 years ago and, as the saying goes, “the rest is history.” TRUGLO has revolutionized the shooting sports industry and has continued to evolve thanks to a corporate culture that champions innovation. Using fiber-optics as an aiming device was innovative, but the TRUGLO team didn’t stop there. LoRocco discovered that adding tritium to the company’s proprietary formula enhanced fiber-optics by enabling them to glow both day and night (24/7). The company’s patented Tritium/Fiber-Optic (TFO) technology is available for both archery and firearms.
Reflecting on the company’s recent 20-year anniversary, TRUGLO’s Vice President of Marketing, Lorraine Hellinghausen, stressed the importance of innovation. “TRUGLO was born out of innovation, so innovation is what people expect from us. Delivering exciting new products is a necessity for any company’s vitality and longevity. We strive to live up to that demand each and every day,” she said.
“We’ve successfully weathered the storm for more than 20 years and have remained relevant in a very tough, competitive marketplace through innovation and truly caring about enhancing consumers’ outdoor experiences. Over the next 20 years and beyond, we’ll continue to strive to remain relevant by working diligently to keep consumers excited about purchasing and using TRUGLO products.”
TRUGLO certainly has remained relevant, according to a survey whose results were released in March of this year. Southwick Associates, a market research and economics firm specializing in the hunting, shooting, sportfishing, and outdoor recreation markets, surveyed hunters and shooters to discover the most frequently purchased hunting and shooting product brands in 2015. TRUGLO made it onto this highly exclusive list; the company was named the top archery sight brand for 2015.
Expanding into related product categories has also kept TRUGLO relevant. More than 10 years ago, the company added a line of scopes and red-dots to its product offering. “It was already an overcrowded marketplace,” Hellinghausen said, “but we knew that if we could somehow convey to the consumer that he was getting more value than he was paying for, we would be able to hold our ground and get the peg space that we needed.” That’s precisely what TRUGLO did. While competitors focused on price and maintaining their brands, TRUGLO focused on creating truly unique, value-added products that would turn heads in that cut-throat market segment.
“Our team was laser focused on producing a jam-packed, feature-filled product at an affordable price point,” Hellinghausen said. Before the company could wow consumers with its outstanding product, though, it had to entice them to try it. “We used bright, easy-to-read packaging with eye-catching icons and bullet points so consumers would be motivated to reach for our product in lieu of the competition.”
Innovation is engrained in TRUGLO’s corporate culture, and “Value-Added” is its mantra. “We have earned the consumers’ trust by continuing to deliver outstanding, innovative products at very reasonable price points,” Hellinghausen said. Thanks to its loyal customer base, TRUGLO has been able to continue to expand into new product lines and new product offerings year after year.
Recent TRUGLO innovations include the new TFX™ and TFX™ PRO handgun sights. TFX™ is the next generation of TRUGLO’s revolutionary TFO® (Tritium + Fiber-Optic) sight technology. TFX™ uses the same dual-illumination technology as TRUGLO’S original TFO® system, but takes it even further — now hermetically sealed in a chemical-resistant capsule and mechanically locked in place with FOCUS•LOCK retention rings. Not only is this a bright idea, but a concept that is proving its brilliance and durability with tactical instructors, law-enforcement agencies and elite operators worldwide.
The National Tactical Officer’s Association critically evaluated both TFX™ and TFX™ PRO, and recommended both, giving them high marks. Rest assured, the innovations will continue as TRUGLO’s product development team is hard at work each day working on sighting solutions and shooting accessories for hunters and shooters of all types. Current projects include everything from technically advanced electro-optic systems to simple aiming solutions that are accessible and affordable to any hunter. No matter whether a shooter uses a rifle, pistol, shotgun, muzzleloader, bow, or crossbow there is a TRUGLO product that will make shooting more comfortable, convenient, and more accurate. The variety and future of TRUGLO shooting accessories gets brighter every day!