The moment a human figures out they can affect change outside their physical sphere of influence, they become a marksman.”
That belief, part philosophy, part origin story, is what launched Asheville’s Nathan Masters into trailblazing the modern slingshot movement.
While attending Clemson University, Masters became an avid archer. Before a big exam, he had a ritual: take his bow, fire a single arrow, and if it hit the mark, he knew he was ready to succeed. Precision brought him focus.
Years later, Masters combined his love for marksmanship with another passion, woodworking. In 2008, the earliest iteration of his company, SimpleShot, began as a handcrafted project made in his basement. After creating his first handle design, a functional work of art, he posted it on online forums. The move literally helped carve his path, right out of the gate.
SimpleShot now employs 10 and has customers globally, with more than 40,000 units sold annually. Beyond product design, marketing plays a key role in the company’s success, says Masters, who retains 100% ownership. The company has more than 100,000 email subscribers and a deep understanding of their behavior, he says.
TAKING HIS BEST SHOT
From the start, branding also mattered. The company’s logo, a simple “W” stacked over an “M”, was based on a maker’s mark passed down in his family. It was a practical nod to his initials — Nathan Wade Masters — and the tradition of marking one’s work, tying together craftsmanship and personal identity.
When the Great Recession hit in 2008, Masters was working in commercial real estate in upstate South Carolina when he faced a big decision: should he pursue producing slingshots full time?
Using his life savings, Masters bootstrapped SimpleShot, starting in 2012. After getting accepted into the business incubator at Asheville-Buncombe Technical College, he moved operations from his basement to an Asheville building in 2013.
The entrepreneurial journey hinged on Masters’ notion that there was a place for a better-crafted precision shooting tool, made famous by the future King David about 1,000 years before Christ’s birth. Most competitors in the slingshot world consisted of mass-market “wrist rockets,” which are sold at both big retailers like Walmart or smaller toy stores.
Masters also picked slingshots as a venture because it doesn’t require permits or other permissions such as other shooting sports. Over the years, SimpleShot’s offerings evolved from hand-carved one-offs to highly engineered, injection-molded plastic slingshots.
The designs also embraced flat latex bands over traditional tubing for a better shooting experience. The result is improved performance and a sleek, compact form that easily fits in a pocket, Masters says.
Prices for the slingshots range from about $25 for a starter set to $120 for the all-aluminum Scout X Pro version, according to SimpleShot’s website.
More recently, the company has developed models and accessories to enter adjacent markets. Their slingbow design allows users to shoot arrows, and appeals to archers, bowfishers and outdoor survivalists.
Education is a key part of the brand’s growth. The company launched SimpleShot Academy as a digital platform to teach safety, technique and advanced skills to anyone interested in improving their aim.
As the sport continues to grow globally, Masters would love to see slingshot marksmanship added as an Olympic Games event. That is in sync with the Zug, Switzerland-based World Slingshot Association, whose objective is to develop the sport according to “the spirit of the Olympic principles.”
Mostly, Masters is pleased with how SimpleShot has helped develop a broad community of slingshot enthusiasts. “The joy of slingshots” has become a company tagline, and Masters cites customers for whom the sport has provided relief, focus and healing. Veterans have found it therapeutic. Parents and children have bonded.
During the pandemic, it became an accessible outdoor activity, helping connect neighbors and others.
“It’s very approachable,” Masters says. “Ultimately, it’s fun. Fun is the core of what we do. We sell fun.” ■
