GSM Is Acquired by Sentinel


GSM, a portfolio company of Huron, sale to Sentinel


Good Sportsman Marketing, LLC (“GSM” or the “Company”), a portfolio company of Huron Capital (“Huron”), has been acquired by Sentinel Capital Partners (“Sentinel”). Terms of the transaction were not disclosed.

Baird served as the exclusive financial advisor to Good Sportsman Marketing, LLC on this transaction.


GSM is a leading provider of technologically-advanced, branded accessories for the hunting, shooting and outdoorsman markets. The Company offers an extensive portfolio of innovative products across multiple categories that are sold under the well-known brands of Stealth Cam (technologically advanced game scouting cameras); Walker's (hearing protection and enhancement devices); Cyclops (specialty outdoor lighting); Western Rivers (game calls); American Hunter (game feeders); HME (hunting knives and tools); and SME (targets and related accessories). GSM sells through a diverse mix of channels, including online retailers, sporting goods stores, mass merchants, outdoorsman retailers, farm and fleet stores, and distributors across the United States and Canada. The Company is headquartered in Grand Prairie, Texas.

Huron is an operationally-focused private equity firm with a long history of growing lower middle-market companies through its proprietary ExecFactor® buy-and-build investment model. Huron prefers complex situations where the firm can help companies reach their full potential by combining its operational approach, substantial capital base, and transaction experience with seasoned operating executives. Founded in 1999, Huron has raised over $1.8 billion in capital through six committed private equity funds and invested in over 150 companies, and its portfolio companies have employed over 11,000 people throughout North America. The Huron Capital buy-and-build investment model includes equity recapitalizations, family succession transactions, market-entry strategies, corporate carve-outs, and management buyouts of companies having revenues up to $200 million. Huron targets both control and non-control equity stakes in fundamentally-sound companies that can benefit from the firm’s operational approach to creating value. Huron’s sector focus includes business services, consumer products & services and specialty industrials. Huron is headquartered in Detroit, Michigan.

Sentinel specializes in buying and building businesses at the lower end of the midmarket in the United States and Canada in partnership with management. Sentinel targets aerospace and defense, business services, consumer, distribution, food and restaurants, franchising, healthcare, and industrial businesses. Sentinel invests in management buyouts, recapitalizations, corporate divestitures, and going-private transactions of established businesses with EBITDA of up to $65 million. Sentinel also invests in special situations, including balance sheet restructurings and operational turnarounds. Sentinel is based in New York, New York.

GSM, a portfolio company of Huron, sale to Sentinel

June 2018
Good Sportsman Marketing, LLC
M&A - Sellside
Target Geography
North America
Acquiror Geography
North America