Transcript of a short YouTube conversation (Pro Archer Shot‑Coach) in which Blake—an Elite Archery rep—describes the company’s identity, values, and market positioning. Key points: Elite is a family‑owned company based in Rochester, New York; Blake is in his ninth year with Elite’s outdoor group and manages the Western territory; the speaker contrasts Elite with larger manufacturers and traces product evolution (Elite → CBE → Scott → Slick Trick → Altra).
Questions this video answers
Nine years.
Rochester, New York.
Chapters
So, Blake, it is a very interesting time of the year, isn't it?
It's getting to be. Yeah, it's getting to be. It's getting to that busy time. It's getting to be an exciting time of year for us here at Elite.
Yeah. This is your. What, What? How many medians have you been for, man?
This is. So this coming year is my ninth year with Elite archery in the outdoor group.
Okay. Okay. That's awesome. That's fantastic. Is there anything that.
Because you're.
You're running the. The whole Western territory. Right. Is there anything that you would like to say to the Western territory about Elite? Maybe something that they don't know? You know, this is your opportunity to just let them know what Elite is. There's. There's. You know, I'm always so impressed about our company. People think we're so much bigger than we actually are.
Correct.
You know, you have the giants like Matthews and Hoyt and so on and so forth, and it's kind of like David and Goliath. Right?
It really is up like that sometimes.
Yeah. And for us, it's been so difficult to really get our message out there and like, let people know the story, why we do what we do. And so speaking to the Western market.
Yeah. What is Elite? You know, it's funny that you asked me that. I actually had a conversation with the dealer the other day and totally change his perspective on who we are at TOG and Elite. First things first. I mean, we're a family owned company and I'm very proud to be able to say that. Sit next to you, my CEO. And you know, the Steel family is. We are a family owned company. We're not a conglomerate of brands that were just purchased to put under an umbrella to move products overseas and sell to the. You know, we're. We're a company that's based out of Rochester, New York, and we're truly a company of Archers, building products for archers. And, you know, that's very different in comparison to other manufacturers. I think other manufacturers are building products and creating demand in their own way, but it's really driven by the engineers and what the engineers feel the industry needs and what the consumers need. I think one thing a lot of our dealers and consumers can take a step back and look at is look where we started and look where we are today. And when you see how our products evolve from Elite to CBE Scott, Slick trick, and now the introduction of the brand Altra.
Yeah.
Our brands and products have evolved with the demands of our customers. The demands of our dealers, but also through, you know, the pain that comes along with, you know, being a young company. Yeah, but what that shows me is that, you know, we have the ability to pivot when we need to pivot. We can overcome adversity, and we truly are a company there to support our consumers and dealers, to bring them products to market that, you know, they feel confident with in the field.
