Sierra Bullets, Sedalia, MO - Sierra Bullets and Barnes Bullets are excited to announce the appointment of Jim Bruno as CEO, effective July 8, 2024. Jim has been in the Outdoor Industry for 30 plus years, starting out working at his father's retail shop in New Jersey.

Most recently, Jim has held the position of President at Bushnell (a Vista Outdoor brand segment) which holds many brands including Bushnell, Simmons, Primos, Hoppes, Champion, Gold Tip, BeeStinger and many others. Prior to Bushnell, Jim held roles of increasing responsibility throughout his career, culminating with leading & managing Sales, Sales Operations and Customer Service for the Vista Outdoor Hunt/Shoot brands, including Federal, CCi, Speer, Remington and Hevi-Shot.

When asked about the opportunity, Jim replied “Both brands, Sierra and Barnes, have an amazing brand recognition in our industry of being the highest quality, premium products that serve the competitive shooting, hunting, & defense markets. I’m honored to be chosen to lead these two amazing brands, people and products.”

He also mentioned, "In my first 60-90 days, I will listen and learn from our employees at both facilities, customers, suppliers and consumers to put together strategies for both brands to continue down the path of growth and innovation." Andrew Sparks, VP of Marketing, praised the hiring, "While Jim brings a wealth of experience and knowledge about the ammunition and component market, we are excited for his strength in leadership and strategy. Jim receives high praise & recommendations by many industry peers and competitors and we look forward to him leading our businesses.”

Please direct all questions to Andrew Sparks at This email address is being protected from spambots. You need JavaScript enabled to view it..