Smart Shooting: Caldwell's New App Aims to Revolutionize Clay Target Shooting

COLUMBIA, MO – January 19, 2026 – American Outdoor Brands (NASDAQ Global Select: AOUT) today announced a significant leap into the digital age for shotgun enthusiasts with the launch of the Caldwell Clays™ App. The mobile application, designed to control a new ecosystem of smart target launchers, promises to give shooters unprecedented control over their practice, effectively allowing them to create a sophisticated sporting clays course in their own backyard. The system, which made its official debut at the SHOT Show 2026 in Las Vegas, represents a bold strategy to blend traditional shooting sports with modern smart technology.

The launch centers on a free app for iOS and Android that acts as a central command hub for Caldwell's new and existing smart launchers. This move signals a deliberate shift by the company, aiming to transform the user experience from simply shooting at a predictable target to orchestrating a dynamic, challenging, and fully customized training session. For a sport steeped in tradition, this infusion of digital control could represent one of the most significant evolutions in decades.

A New Way to Clay: The Technology Explained

The power of the new system lies in the seamless integration of software and hardware. The Caldwell Clays™ App can wirelessly connect to and control up to 10 individual launchers simultaneously, allowing users to design complex target sequences that were previously the exclusive domain of high-end commercial ranges.

At the heart of the new hardware lineup is the Claymore Connect™, a revolutionary take on the traditional clay thrower. While portable throwers are not new, the Claymore Connect™ distinguishes itself with its built-in Bluetooth connectivity. Weighing just 35 pounds including its powerful 12-volt Li-ion battery, the unit is designed for easy transport and setup. According to Caldwell, the battery is potent enough to launch over 350 standard clay targets on a single charge. Users can remotely adjust launch angles and trigger the machine from up to 100 yards away via the app, eliminating the need for cumbersome wired remotes.

Complementing the traditional thrower is the ClayCopter Surface-to-Air™ launcher. This ground-based unit builds on the success of Caldwell's handheld ClayCopter™ platform, introduced in 2025. It launches biodegradable, propeller-style discs that can mimic the erratic and unpredictable flight of live birds. The app introduces a standout feature for this launcher: 'Touch-to-Launch' technology. A user can take a photo of the shooting field within the app, then simply tap the screen to dictate the precise direction, speed, and angle of the ClayCopter™ target's flight path. This level of interactive control offers a new dimension of realism and challenge.

The app allows shooters to mix and match, coordinating launches from both Claymore Connect™ and ClayCopter™ units to create complex patterns, flurries, and pre-set pairs. For solo shooters, a Hands-Free Voice Launch feature is a potential game-changer, allowing them to initiate launches with a simple voice command and maintain focus on their shooting form.

Democratizing the Sporting Clays Course

Beyond the technological novelty, the core strategy behind the Caldwell Clays™ ecosystem is accessibility. The tagline, "Sporting Clays in Your Own Backyard™," encapsulates the company's ambition to break down the barriers of cost and location that often limit participation in advanced shotgun sports. A formal sporting clays course requires vast acreage and thousands of dollars in commercial-grade equipment, making it a destination activity for most.

Caldwell's system, with its portable launchers and app-based control, empowers individuals and small groups to replicate that experience on any suitable private land or local range. The ability to design and save custom courses, practice specific target presentations, and introduce the varied flight of ClayCopter™ targets provides a level of training flexibility that is difficult to achieve otherwise. This could significantly broaden the appeal of the sport, making it more approachable for beginners, families, and casual enthusiasts who might be intimidated by the formality of a large club.

The system's modularity allows it to grow with the shooter. A user could start with a single Claymore Connect™ launcher and the app, and later add more units or a ClayCopter™ launcher to increase the complexity of their setups. This scalable approach lowers the initial barrier to entry while providing a clear upgrade path for more serious hobbyists.

A Strategic Shot for American Outdoor Brands

This product launch is more than just a new gadget; it is a calculated strategic maneuver by American Outdoor Brands. The company has faced headwinds, with fiscal guidance for 2026 projecting a sales decline. In this context, the Caldwell Clays™ ecosystem represents a significant bet on innovation as a driver for future growth. The goal is to pivot Caldwell from being perceived as a seller of individual hardware accessories to a provider of a complete, connected shooting experience.

The market's reaction has been cautiously optimistic. AOUT's stock saw a 16% short-term rally on the news, a notable spike against a backdrop of a longer-term annual decline. This suggests that while investors are intrigued by the innovation narrative, they remain watchful, waiting for proof of market adoption and a positive impact on the company's bottom line. The debut at SHOT Show 2026 is therefore a critical moment, serving as the first major test of customer and industry interest.

By creating a proprietary digital ecosystem, AOUT is also building a competitive moat. The value of each hardware component is amplified by its ability to integrate with the app and other launchers. This strategy encourages brand loyalty and creates a platform that can be expanded with future smart accessories and software updates, potentially opening doors to new recurring revenue models down the line—a concept not yet fully priced into the company's valuation.

Industry Reception and the Road Ahead

The initial buzz from SHOT Show has been strong, with industry observers noting the system's potential to carve out a new niche in the shooting sports market. While established companies like Promatic and MEC dominate the commercial and club-level clay machine market, Caldwell's focus on a portable, consumer-friendly, and digitally integrated system targets a different segment of the market altogether.

The success of the Caldwell Clays™ App and its associated hardware will ultimately hinge on several factors. The app must be intuitive, reliable, and free of the bugs that can plague ambitious software projects. The hardware needs to live up to its claims of durability and performance in the field. Most importantly, consumers must embrace the concept, seeing tangible value in the enhanced customization and convenience that justifies the investment, starting with the Claymore Connect's MSRP of $549.99.

If American Outdoor Brands can successfully execute this vision, the launch could do more than just reverse a sales trend. It could redefine how a generation of shooters practices and engages with their sport, solidifying Caldwell's brand as a leader in outdoor innovation. The clay has been thrown; now, the market will decide if it's a hit.