FRIDAY, MARCH 31, 2023
Bill Wilson: Wilson Combat

For many shooters, Wilson Combat is synonymous with finely crafted 1911-style custom pistols. The company, after all, got its start when competition shooter Bill Wilson started tuning 1911s for competition. Today, Wilson Combat is one of the top-tier custom firearms companies in America. Along the way, Bill Wilson helped grow the sport of practical handgun shooting and was instrumental in the formative years of the IDPA, the USPSA and was a key founder of the IDPA. Today, Bill talks with QA Outdoors about the things he’s learned in his lifetime in the gun business.

Bill Wilson, the shooter who built a gun company, isn’t done yet.

Q
What year did you start?

Bill Wilson
’77…But I have been in the firearms industry since 74, starting at a retail shop called Sportsman's headquarters.

Q
You you are a detail guy. Even though you're a big picture guy. You were trained as watchmaker

Bill Wilson
My folks ran a jewelry show for 32 years. So just you know, I went to watch and jewelry school just to get them off my ass.

Q
You mean you've never been tempted to put like a Rolex in the grip of one of your super grades or anything?

Bill Wilson
No. It's really weird. I mean, I grew up in the jewelry industry. I don't even wear any jewelry. The only thing I wear is a functional watch. I don't have a I don't even own a Rolex or any any. I mean to me, a Seiko is an expensive watch.

Q
As you come along, you've grown… you have how many companies now?

Bill Wilson
We have Chip McCormack custom here in Texas, you know, we gotta lay out a fence here in Texas. And then we have, you know, Wilson Combat in Arkansas. And then under the Wilson Combat umbrella, we have Scattergun Technologies division and Lehigh Defense.Then Melvin Forbes's New Ultra Light Arms.

Q
I hear all this and I know what you're doing... you're just building the excuses to go kill more hogs.

Bill Wilson
(Laughing)...We're trying to stay diversified because I've got several several friends that are in companies that only build AR stuff. I don't want to ever be boxed in that corner. Man. Those those people have had a rough time. It was feast or famine when we only made black rifles.

You're not going to be invited everybody's Christmas dinner no matter what you build. But you really get sworn off on by some folks if you're doing that evil black rifle.

Q
You're known for 1911s, but you do a whole bunch of other stuff now. Like your Berettas, or what started life as a Beretta… Those are great pistols.

Bill Wilson
Yeah, yeah, we do. Try to stay as diversified as we can. You know, because it's one of those deals when one thing is hot. You know, something else is usually slow.

Q
How do you read the business, to know when to zig or zag? What have you learned over the years that helps you do that?

Bill Wilson
The big thing I've learned is don't think too small. That's been one of my issues for the first at least 35 years of doing this. Thinking too small and not not being willing to, you know, to grab opportunities and all that. That's something that in the last 10 years I've kind of grown out of. But I look back and there were, there were lots of opportunities when I could have really grown grown the company earlier than, than what we did. You know. So, that's, that's a biggie.

Q
Timing is important, but you have to be ready to start thinking that way, right?

Bill WIlson
Yeah. Yeah. And I've always been debt averse. So, you know, we tried to grow on our own money and not borrow money. But there are times where, you know, it just makes sense to have a little bit of debt to be able to take advantage of an opportunity. That's something for years, I wouldn't, I would never do. I would pass an opportunity rather than borrow money. You kind of get the point where you realized that if I can borrow the money I can take take advantage of this opportunity. If there's like, a 90% chance I can pay it back within three to five years, it's not a bad idea, you know? Yeah.

Q
Bill, you're a gun guy that's the title of your book (Gun Guy). But is that it? You look at guns and things that surround them, but have you ever been tempted to look at something else?

Bill Wilson
Outside of the industry? Not really. I mean, I've got a real narrow focus, or a real narrow interest. I mean, like any anybody knows me will tell you, I mean, if it doesn't have to do with hunting, shooting or fast cars, I don't have any interest. So if I wanted to get out of the firearms industry lane, only thing else I would be interested the High Performance Accessories for automobiles, you know, something like that. Yeah. Yeah. So it'd be a pretty big be a pretty big switch.

Q
Yeah. And that's a pretty crowded field.

Bill Wilson
Yeah, I mean, not that we haven't done a little bit of OEM work for people out the industry. But, you know, that's, that's just not me.

Q
You're quite the collector too, aren't you?

Bill Wilson
Yeah, because I'm interested in pretty much all aspects of shooting. I mean, I'm not into the black powder. I'm not big into shotguns. I don't really enjoy that much -and I'm not very good at it either. So, you know, of all the shotgun stuff for me it's the tactical shotgun.

Q
Here’s a direct question: I'm a young guy in this business. I want to know what I need to do. What's the advice you give a young person?

Bill Wilson
Well, one of the things, you need to try to figure out how you know, what little line you can get into, where you don't have to play the discount price game. I mean, there's so many people out there, they're just, you know, trying to survive. A lot of them don't ever make any real money. So you want to want to try to find your niche. Take Christensen Arms, for example. There's a real successful company that has been successful, because they kind of picked their little niche in the market . And they service it properly.

Q
Where you get people to do general stuff?

Bill Wilson
I don't even know where you would find a good general gunsmith anymore, because nobody can make a living doing that. No, no, no. You kind of gotta have your have your little have your little niche. So a lot of market research goes into it. Today, I mean, people are still jumping into the AR 15 market. I don't understand that. I mean, it's already it's already so saturated and so crowded, and, and so many of them go into them, just like wow, why would anybody jump into that arena now?

Q
I saw an announcement this past week that a company was coming out with a chassis rifle. I'm like, really? Now? Aren't they kind of fading from favor? Why are they SO late to the party? Maybe they wanted to wait until it was safe. If you if you wait until it's safe, I think you’ve missed the boat. Do you agree?

Bill Wilson
I think so.

Q
How do you evaluate a risk? Or decide what you do and what you don't?

Bill Wilson
Oh, not very well, actually. I'm still bad about bringing things to market that I'm passionate about, without really thinking about, okay, is this profitable or not? Like, for example, last Wednesday morning, I had a had a meeting with my new products, people, you know, and they were they were reminding me that hey, you know, THIS project is gonna make us a lot of money. And this other pet project over here will consume this amount of time and we're not going to make much money out of it.

Q
And you said, “me, Boss, you're not, we're doing that one,” right?

Bill Wilson
(Laughing) No... I said, I really can't argue with you guys's logic.

Q
Ok so you don't chase shiny toys. But you still get excited by good ideas, right

Bill Wilson
Well, yeah. I mean, when we're working on a new product idea, for example, I'll say: "Okay, are we going to move forward this or not?" "Does it fit into our kind of business model?"

You know, us coming out with a sporting clay shotgun would be completely out of our line. But a tactical shotgun? That's a different story. Every now and then we can successfully get a little bit out of our normal line. An example would be, you know, we just came out with this rear sight for revolvers. That's a little bit out of our lane. But, you know, I just felt confident that could be a success. And it's been such a success that now we're working on one for the Rugers now.

Q
But that's not even a little bit out of Bill Wilson's line. Bill Wilson has always been about sight picture.

Bill Wilson
Yeah... but that's not really playing to the company. Not that we may never come out with a revolver. Because there are several on our team that really think that's probably a good idea...but in the future, you know?

Q
You have taken on companies under the umbrella. Why did you do it? Because you thought it made business sense? Or because you wanted to see those products continue? Because they're, they're icon lines that you picked up.

Bill Wilson
Well, let's let's just go back to you know, the start with Scattergun thing. I mean, at the time, we were kind of transitioning from being known as a company that built competition guns to a company that builds, you know, real world, you know, self defense guns. So that fit in with what we were doing.

And then then the chip McCormick thing, I mean, he was my number one competitor, right? So being able to take that out of the picture. He had a lot of loyal customers, so I had an end user. That was somewhat of a no brainer, for sure.

You know, the real "out of our lane" thing was was Lehigh Defense. But I said "we build things that can last generations. We need to be in the business of making something that you use one time, then you need to buy another one.

Q
Oh, I never thought of it that way.

Bill Wilson
Here's how. Here's a quick story about how I got into the bullet business. Okay. I was reading reading the, I think, Firearms News. And they published an old interview with Joyce Hornaday.

And the interviewer asked Joyce, you know, 'what made you get into the bullet business?'

Because at the time of the interview, all they made was bullets. That was before Steve turned it into this, you know, big thing that is now.

And Joyce Hornady said, 'Well, think of it like this. Would you rather be selling dogs or dog food?'

Couldn't get that off my mind. You know how, you know, sometimes you get like a song or something in mind. You need to knock, but it's hanging on. Well, I couldn't. I couldn't get that little sentence out of my out of my head. And so it's like, that makes so damn much sense. You know?

And I was kind of on a mission to get into the bullet business. One of our outsource machine shops is Millennium precision in Pennsylvania. It was the sister company to Lehigh Defense.

And so once I decided I was going to get in the bullet business, I called and said, Hey, Dave, I don't want to blindside you, but I'm planning to get into the business, and I'm probably going to be a competitor against Lehigh Defense.” Well, he called me back about three days later and says, 'Why don't we talk about you buying?'

So that's kind of how that whole thing. Whole thing went, you know, I mean, went from, you know, never even thinking about being in the bullet business to reading reading an old article to you know, I'm in the bullet business six months later, you know?

Q
Yep. And, and it has worked pretty good for you.

Bill Wilson
Ah, there's a lot of potential there.

Q
I want to touch on how much do you talk to other people in the industry. You know, hey, I'm thinking about this or I'm thinking about that. Do you have a network of people you talk to on a regular basis?

Bill Wilson
Not a very big network. But I mean, I visit with them probably once a once a month. And I'm good friends with the people at the Anderson manufacturing, we stay in touch pretty well.

And I've got a real good working relationship with SIG, both the firearms and the ammo division. I know lots of people with the ammo, ammo plant. And so you know, we we visit a lot about stuff.

Q
What what's next for Bill? I mean, you've got ranches, you've have the things that come with being successful. You've got the recognition. What what gets your motor running to get up in the morning and put up with these kinds of conversations?

Bill Wilson
Well, actually right now, I'm having a blast developing new products for Lehigh. You know, have been handloading since I bought my first loader, back around 1968. So I'm having a blast developing new product right now. I'm spending almost all my time, you know, testing, testing new product right now and trying to expand the product line.

Q
I was in your basement once and thought there was an ammo company down here. There was more stuff down there a mad scientist's laboratory.

Bill Wilson
And a lot more here in Texas than there ever was in Arkansas. Yeah.

Q
Well, what’s what's ahead for bullets? Where are we headed? Technologically? They keep getting better. I guess.

Bill Wilson
Well, unfortunately, whether you like it or not, I and this is one of the reasons I wanted to get into the solid copper business- I think lead core ones will eventually be regulated out of out of this existence, just like I say gas engine vehicles are gonna be.

Q
So are you and your guys looking at materials other than solids? Are you looking at frangible and all that powdered metal stuff?

Bill Wilson
I'm no metallurgist, so we're focusing on on bullets that have the best terminal performance. That's the niche we're after. In both handgun and rifle bullets. You know, ‘our bullet will kill stuff faster than anybody else's bullet.’ That's what we're after. Right there. You know, with good accuracy.

We're not We're not chasing that whole PC thing for this current long range craze. You know, we're like, okay, when you shoot the animal with this bullet, you know, it usually runs so far. You shoot it with our bullet, it usually drops. That's our goal.

Q
Is there one thought you would give anybody in any business that Bill Wilson has picked up over the years.You know..."If I had one thing I could tell you would be.."

Bill Wilson
......don't don't be afraid to take take a little bit of risk. You know, be cautious. Be cautious about it. Yeah. But don't don't be afraid to you know, to step out of the box a little bit and take some risks. You know, I'd say that's that's my biggest regret is for years. You know, we grew way slower than we could have thought I've been a little less risk averse, you know?

Q
Don't be afraid to take a risk and go a little bit against the current?

Bill Wilson
Yeah

Q
All right, Bill. Thanks so much.

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