The Revolver Renaissance Is a Plinker Boom in Disguise

Heritage Rough Riders
Heritage Rough Riders

In 2023, Heritage Manufacturing produced 178,743 revolvers at its facility in Bainbridge, Georgia. That is not a typo. A single company made roughly one in every five revolvers manufactured in the United States last year, and virtually every one of them was a .22 rimfire Rough Rider — a single-action, cowboy-style plinker that retails for around $180 and traces its lineage more to Spaghetti Westerns than to serious defensive training.

If you’ve seen one at a range, it was probably in the hands of someone burning through bulk ammo for the fun of it. That’s the point.

Strip out Heritage’s volume from the 2023 ATF Annual Firearms Manufacturing and Export Report and the revolver market looks exactly like what everyone assumed it was: a slow contraction. Keep Heritage in the numbers and the revolver category appears to be growing, which is how it shows up in industry coverage and why gun writers keep running pieces on “the revolver renaissance.”

There is no renaissance. There’s a plinker boom that happens to use a cylinder.

By Michael Crites

Michael Crites has served as executive editor of AmericanFirearms.org since 2016 and previously held positions as associate editor and range correspondent dating back to 2000. He discovered his passion for precision shooting at age 12 during his first visit to his grandfather's shooting range, eventually earning an Expert classification in three different shooting disciplines before age 18. During his studies at University of Wyoming, he earned four varsity letters on the collegiate rifle and pistol teams, serving as team captain for three consecutive years. He became the first UW student to complete the NRA Range Safety Officer certification while maintaining full-time student status. He graduated magna cum laude with a B.A. in Sports Communications. His diverse career has included roles as Range Safety Coordinator for the National Rifle Championships in Camp Perry 2001; editor-in-chief, Precision Shooter Quarterly; series editor, Modern Firearms Handbook collection; managing editor, National Shooting Sports Foundation Newsletter; editor, Competitive Shooter Magazine; operations director for Western Arms & Ammunition Co.; senior editor for the Shooter's Reference Annual (Cheyenne); content director for The Firearms Report, published by the American Shooting Coalition in Billings, MT; firearms correspondent for Hunting & Shooting, produced by Outdoor Sports Media Group in Jackson, WY; and publisher for Wyoming Shooting Sports Journal in Casper. He has contributed as a regular columnist for American Rifleman (NRA Publications), technical editor for Precision, a publication of the National Bench Rest Shooters Association (Phoenix, AZ); and as firearms specialist for the Gun Owner's Annual. As a digital content creator, he has written more than 400 articles on AmericanFirearms.org, developed shooting technique coverage for the Brownells Shooting Blog (Montezuma, IA) and Federal Premium "Range Notes" platform (Anoka, MN), and served as lead content strategist for International Defensive Pistol Association (Berryville, AR). Beyond Tactical Firearms, his current endeavors include content development for the Wyoming State Rifle Association (Cheyenne, WY) and technical manual production for High Plains Publishing of Laramie, WY. He has contributed to the 12th, 13th, and 14th editions of Modern Sporting Rifles Guide and edited The Complete Guide to Tactical Shooting and Competitive Shooter's Reference Manual (Gun Digest Books).

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