The Ultimate Guide to The Shooting Show 2026

A Staple in the Country Sports Calendar

The Great British Shooting Show: a firm fixture in the country sports calendar, and for many, a turning point in the new year.

With winter beginning to ease, the worst of the weather (hopefully) behind us, and the season’s stories still fresh, attention shifts to what’s coming next, and where better place to start than the UK’s biggest celebration of shooting and country sports?

So, whether you’re a regular on the peg, new to shooting, or simply curious about the country sports world, Serious Country Sports is here to give you all you need to know, as we walk through the ultimate guide to The Shooting Show 2026.

 

What Is the Shooting Show?

You might already know the Shooting Show well, or this could be the first time you’ve ever thought about going. Either way, here’s a quick lowdown on The Shooting Show to get us started:

Widely regarded as one of the UK’s biggest and most established country sports events, The Great British Shooting Show takes place at the NEC, Birmingham, running across three days in February (13th – 15th February 2026), drawing hundreds of exhibitors and thousands of visitors from across the shooting world each year.

At its heart, The Great British Shooting Show is a large-scale country sports exhibition, but I always think calling it that doesn’t quite do it justice. It’s part trade show, part social hub, and part hands-on learning experience, bringing together just about every corner of the shooting and field sports world under one roof.

Chris and Rab from Deer Management Channel Outfitter Tales Talking about The Shooting Show 2026. 

 

What to Expect

Across the halls, you’ll find a wide mix of exhibitors: gunmakers, clothing brands, optics specialists, dog and gundog kit, countryside organisations, outfitters, and independent makers you won’t always find online.

It’s not just about buying gear (though that’s certainly part of the appeal). There’s also plenty going on beyond the stands. Talks, demonstrations, and live displays run throughout the day, covering everything from shooting skills and dog work to conservation and countryside management.

After a full day, you’re sure to come away better informed, usually lighter (in the wallet department), and even if you don’t buy a thing, you’ll come away having learned something.

Most importantly, it’s not just for seasoned shots. Beginners, families, and those wanting to learn more about country sports are very much part of the crowd. The atmosphere is relaxed, friendly, and refreshingly down-to-earth-  far less intimidating than many first-timers may expect.

 

Show Highlights to Look Out For

Image: The Shooting Show Official Website

One of the biggest advantages of the Shooting Show is getting hands-on with kit and the huge variety of brands, information and experiences on offer.

I always find it helps to have a few areas in mind you want to make a beeline for before you arrive (of course, your favourites, but also a quick browse on the exhibitors' list and show programme helps too), and here are a few of my own recommendations to look out for on the day:

Guns & Airguns

For many, this is the main attraction. The gun halls resemble every shooter’s version of heaven, and it’s no surprise, with a strong showing from established names across both shotgun and rifle disciplines. Brands such as Browning, Beretta, Blaser, ATA Arms, and Air Arms are regular talking points, whether you’re looking for a new ‘treat’ or simply get a few ideas for the wish list…

Even if you’re not buying, being able to shoulder kit properly and speak to the experts is invaluable if, like me, you like to ‘try before you buy’.

Country Clothing

I’d say country clothing is best approached via the multi-brand stalls, so look out for retailers carrying trusted field brands such as Deerhunter, Härkila, Swazi, and Ridgeline- all names we stock at Serious Country Sports (so you know they mean business!)

These stands can be the perfect opportunity to try on jackets properly, compare fabrics side by side, and weigh up the options- whether you’re buying at the show or when you get back and have finally convinced yourself! Remember, you can always browse the same styles and ranges online afterwards in our Shooting Collection, once you’ve had a proper look and feel on the day.

Optics

Optics are another area where seeing really is believing (if you’ll pardon the cringe). Brands like Zeiss, Swarovski, and Hawke are well worth spending time with — comparing clarity, weight, and usability in person before committing.

 

Independent Makers, Gundogs & Fieldcraft

It’s also worth spending time with the smaller, independent brands dotted around the halls. These are often run by people who know country sports inside out, and are great for specialist kit, leatherwork, and practical accessories you won’t always see on the high street.

If you shoot with dogs, the gundog area is well worth a visit, too. Expect demonstrations, scurries, training supplies, and plenty of expert advice along with the newest kit. Even if you don’t need anything (though if you own a gundog, it may disagree), it’s one of the liveliest parts of the show and not to be missed!

And finally, at the risk of sounding like a schoolteacher here, it’s also worth keeping an eye on the programme for talks, demonstrations, and classroom sessions running throughout the day. They’re a good way to slow the pace, pick up something genuinely useful, and give your feet a well-earned rest and recharge.

My advice is: don’t rush. Talk to people, take time to ask questions, and use the opportunity to compare properly. Even if you don’t buy, you’ll definitely leave with far more knowledge than when you arrived!

 

Making the Most of Your Visit (The Logistics)

Before you go, it’s worth getting the basics and the logistics straight- and this section should hopefully make it easier than an overhead shot (because let’s be honest, no one likes the boring logistical bit.)

The Shooting Show runs across multiple days, with doors opening at 09:00 am and closing around 16:00 pm each day, so early arrival not only beats the queues but gives you the whole day to explore.

• Tickets are date-specific (Friday, Saturday or Sunday) and it’s worth booking in advance online - while you can buy tickets on the day, pre-booking typically works out cheaper and helps avoid missing out.
  
  
• Once you’re there, on-site parking is free, courtesy of the show, but arriving early makes life easier and usually means a shorter walk (don’t worry, you’ll get your steps in inside!)
  
  
• That said, expect to be on your feet most of the day, so comfortable, waterproof footwear will save your feet when you’re walking halls and stands. Layers are a sensible choice too, so you’re cool enough in the crowds but covered on the walk back to the car.
  
  
• And if you’re planning to buy, make sure bring a backpack (trust me- your arms soon get weighed down!) And it’s always a good shout to bring your gun licence if you have one- just in case, right?...

 

See You at the Show

Image: The Shooting Show Official Website

Whether you’re a regular or planning your first visit, the Shooting Show is well worth a place in the country sports calendar. It’s a chance to see the shooting world laid out in front of you, get hands-on with kit, speak directly to the people behind the brands, and come away better informed for the season ahead.

And you don’t need to buy on the day to get value from it. It’s helpful just to try the gear on, ask questions, and take notes to compare when you’re back home.

Whether the show sparks ideas for new kit, upgrades, or simply confirms what you already had in mind, you can explore a wide range of trusted brands and field-proven gear online at Serious Country Sports. From Shooting Clothing and Footwear for Country Sports, to everyday Shooting Accessories, it’s all there to support your season — long after the halls have emptied.

But most importantly, enjoy it. Go with a plan, take your time, and set yourself up well for the year ahead.

 

Author

Matthew Hollland

Matt Holland is passionate about sharing tips on enjoying the British countryside. From field sports to woodland walks, Matt is a proud enthusiast of all country pursuits, with a keen interest in country sports and the heritage, traditions, and tales they offer. Living and working in the beautiful Cheshire countryside, Matt combines his love for rural life with practical advice, helping others make the most of the seasons while embracing the thrill of country sports and the beauty of country life.