Nashville, TN — ZeroTech Optics has named Pine City Outdoors of Jackson, Alabama, its 2026 Sports Inc. Dealer of the Year, recognizing the independent retailer as the brand's strongest partner across the Sports Inc. buying group.
The award was presented at the ZeroTech Optics Dealer Appreciation Party at the historic Belle Meade Mansion in Nashville, an evening that brought dealers, sales representatives and brand partners together and featured a special performance by Nashville singer/songwriter trio Three Times a Lady.
Dealer of the Year is not a sales leaderboard. ZeroTech evaluates the whole relationship: how well a dealer presents the product on the floor, the depth of its staff's product knowledge, how faithfully it represents the brand to customers, and how it stands behind ZeroTech long after the sale. Pine City Outdoors, owned by Shane Sturdivant, earned the honor on all four counts.
“This award goes to the dealer who represents ZeroTech the way we’d represent it ourselves. Shane and his team know the optics, they know their customers, and they put the right scope on the right rifle every time. That’s earned in the field, not claimed in an ad.” — Nathan Dudney, President, ZeroTech Optics
Alongside the award, ZeroTech presented Pine City Outdoors with a Bardstown bourbon bottle and decanter set and a custom limited-edition ZeroTech Optics timepiece by Stirling Timepieces. Featuring ZeroTech accents, only 14 of the watches exist worldwide, reserved for key ZeroTech team members and select partners — making Pine City Outdoors one of the few retailers to hold one.
The account is serviced by dealer representative Morris Swarts of Professional Marketing Inc., whose work on the ground has been central to the partnership's growth.
“I’m truly honored to accept the ZeroTech Dealer of the Year award. This recognition means a lot to me and the entire team at Pine City Outdoors.” — Shane Sturdivant, Owner, Pine City Outdoors
ZeroTech riflescopes — including the Trace, Thrive, Thrive HD, Vengeance and Trace Advanced lines — are carried by independent retailers across North America and are covered by the ZeroTech Triple A Lifetime Warranty: any owner, any problem, always covered, with no receipt required.
About ZeroTech Optics USA: ZeroTech Optics USA is an American optics company based in Nashville, Tennessee, offering riflescopes, red dot and reflex sights, binoculars and spotting scopes for hunters, shooters and outdoor enthusiasts. ZeroTech products are backed by the Triple A Lifetime Warranty: any owner, any problem, always covered, with no receipt required. ZeroTech. Confidence Built. Learn more at zerotechoptics.com.
About Pine City Outdoors: Pine City Outdoors is an independently owned outdoor and shooting-sports retailer in Jackson, Alabama, proudly serving southwest Alabama and the surrounding area with a wide selection of firearms, optics, ammunition and general outdoor-life necessities. ZeroTech Optics offers a broad field of quality optics for just about any application at a price point its customers can live with — often combined with rifles in-store to give shooters a better option for a great price.