How one woman’s persistence reshaped the future of gun fit and women’s shotguns.
It was a sunny Sunday morning in January when Tracy found herself restless, bored, really. She had just sold a nationwide business she’d built over 17 years and was struggling to find her next chapter. Her husband, Troy, came in and asked her to join him at the trap club with some friends. At first, she hesitated. When the couple had moved from Minnesota to Montana years earlier, Tracy was told women weren’t really welcome at the club, so Troy had always gone alone. But now, he explained, times were changing, several women were shooting there.
She remembered one of her first dates with Troy, at a trap club in Minnesota, where she broke a 22x25 her very first round. Like so many women introduced to shooting by their husbands or boyfriends, she was instantly hooked. Maybe this was her chance to fall in love with the sport all over again.
Finding Her Fire
The couple soon made Sunday trapshooting a tradition. Yet, not everyone was welcoming. A few men made it clear they didn’t want her there. Instead of backing down, Tracy dug in, determined to outshoot them. Like many women, she went home with bruises on her shoulder and cheek week after week, frustrated and chasing that elusive 25 straight.
She began researching how to become a better shooter and stumbled upon a video from an Australian woman explaining gun fit. Skeptical but curious, she discovered just how limited the options were for women’s shotguns. At the time, even she didn’t realize how crucial gun fit was, and most shooters still don’t today. That discovery changed everything. Her curiosity evolved into determination and a decision not only to pursue better gun fit but to become a dealer herself. Her modest goal: sell 11 guns a year.
The industry, however, was less than encouraging. Some manufacturers refused to support a woman-focused dealership. More than one suggested she should focus on men and hope an occasional woman wandered in. Undeterred, Tracy and Troy pressed forward. Today, under her brands Xcel Shooting Sports and Passionate Outlaws, Tracy sells hundreds of shotguns each year, often booking fittings and deliveries three to four months in advance. Customers travel from across the country, from Alaska, Nebraska, California, and beyond, just to work with her.
A New Path
Then came April 1st, April Fool’s Day, the day their FFL was approved. Just as their first shipment of guns was arriving, COVID-19 shut down public gatherings. Instead of folding, Tracy pivoted. They began hosting small, private events at their range, and bookings filled immediately. What could have been a setback turned into an opportunity to create something bigger than they had imagined.
From Survival to Sport
Tracy’s roots gave her the grit to thrive. Raised in a family of five children, she grew up hunting, fishing, and snaring rabbits. If you didn’t gather food, the table stayed lean. Firearms were a way of life. But until she met Troy, she had no idea that organized shooting sports even existed. At their range, Tracy noticed an alarming trend, many newcomers, especially from urban areas, had never touched a shotgun. They only knew firearms through negative headlines. Fear and hesitation were written across their faces.
Once Troy related trapshooting to football, many men quickly broke 20-plus targets in their first outing. But women continued to struggle, confirming what Tracy already suspected: the industry had not yet solved the unique challenges women face in gun fit and confidence. This realization fueled her mission. She and Troy dove into gun-fitting education, and Tracy focused especially on women. She discovered firsthand that not only do women’s bodies require different stock dimensions, but women also see and process targets differently. Studies have confirmed it, men and women have distinct spatial perceptions.
Breaking Barriers
Within months, Tracy’s dealership was outperforming expectations. She was named a top dealer almost immediately, outselling competitors who had told her it couldn’t be done. But more importantly, she saw women transform. Bruised shoulders disappeared and confidence soared.
Over time, Tracy has personally fit more than 1,000 women, documenting every detail to identify what truly works for female shooters. It took hundreds of fittings, years of data collection, and deep study to fine-tune what women really need in a shotgun. The results were clear: 92% of women immediately hit more targets and experienced greater comfort after proper fit. She emphasizes, however, that gun fit is just the beginning. “Fit gives women the foundation,” she explains. “But you still need technical training, time behind the gun, and the right mindset to reach your full potential.”
Even now, some manufacturers still won’t respond to her inquiries about becoming a dealer. The challenges are real, from the lack of equipment designed for women, to resistance at clubs that don’t always welcome them, to the hesitation of companies to support a woman-led dealership or league. But, Tracy says, it is getting better. Change is slow, but it’s happening, and she’s helping lead it.
The Lady Outlaw Is Born
A few years later, Tracy and Troy toured the Kolar Arms plant. When Tracy asked if they would ever make a woman’s model, the answer was a firm “no.” She was disappointed, but not surprised. Not long after, a woman representing a major firearm manufacturer interviewed Tracy about what truly makes a woman’s shotgun. After reviewing her growing reputation and success in women’s gun fit, the representative called back to ask if Tracy would be interested in flying to the company’s headquarters to help them develop a real women’s shotgun. Tracy was excited, finally, it seemed someone in the industry was ready to listen. And then… nothing. Crickets. They took her research, her findings, and her time, but ultimately still declined to allow her to become a dealer.
Like so many well-intentioned inquiries before, the opportunity simply faded away. The reality was that most manufacturers still weren’t ready to take direction from a woman dealer, let alone accept technical feedback from one. Even lead gunsmiths at respected brands often dismissed her insights. Tracy recalls politely responding to one who seemed unaware of her expertise:
“Apologies, I didn’t realize you could personally relate to women’s gun fit issues and the unique challenges that come with them.” Still, she didn’t stop pushing, and that persistence would soon pay off. Then, one day, a mysterious box arrived from Kolar Arms. Inside was a prototype lady’s stock. Sean Mainland, President of Kolar Arms, called with a grin in his voice: “It’s yours. Try it and tell us what you think.” Tracy was thrilled, finally, someone had listened. Sean Mainland had recognized her expertise after she shared her documented insights from fitting more than 1,000 women. She had devoted years of time and energy to truly become an expert in the field of women’s gun fit.
For once, someone in the industry saw what most had overlooked. Too often, whether it was a manufacturer, a gunsmith, a spouse, or someone at the club, men had dismissed her perspective, as if she couldn’t possibly understand or relate as deeply as they could or know what they thought they knew. That moment marked the beginning of a groundbreaking collaboration. Tracy worked hand-in-hand with Sean and Jeff Mainland to refine the design. Together, they tested it with women shooters, making adjustments until it was just right.
The result: the Lady Outlaw, a Kolar shotgun made specifically for women. Tracy collaborated on every component of the build, from stock geometry and ergonomics to the receiver engraving she personally designed, and right down to the distinctive turquoise-colored choke tubes.
Why “Lady Outlaw”?
Tracy explains: “Because women in this sport are renegades. They’re relentless in their pursuit of excellence. They’re tough, bold, and unapologetic about breaking the rules placed on them.” The Lady Outlaw reflects her brand, Passionate Outlaws ~ Shotguns for Women, and now includes three signature models: the Fiery Rose, Relentless Rose, and Fearless Rose.
When asked why Kolar chose Tracy to lead this project, Sean Mainland answered simply:
“Tracy was the right person to bring this new lady shotgun to market. Her expertise and passion
have made the Lady Outlaw an immediate success.”
From One Woman to a Movement
Tracy’s journey didn’t end with the shotgun. Determined to ensure every woman has a place to shoot, she founded the Women Shooting Sports Association (WSSA), a nonprofit that supports leagues across multiple states and welcomes women from ages 9 to 82. WSSA provides access to club women league starter kits, education, and competitive opportunities that empower women to step confidently into shooting sports. Through Xcel Shooting Sports, Passionate Outlaws, and WSSA, Tracy Kienitz is doing more than selling shotguns, she’s building a legacy of inclusion, confidence, and empowerment for women in the shooting world.
Editor’s Note:
Tracy Kienitz, founder of Xcel Shooting Sports and Passionate Outlaws, shares her personal journey that led to the creation of the Lady Outlaw, a groundbreaking collaboration with Kolar Arms redefining gun fit for women shooters.
