TRU Ball Archery
A Legacy of Precision
In the rolling hills of Amherst, Virginia, a small family business that began in the 1980s has grown into a world leader in archery equipment manufacturing. The name is now synonymous with excellence in both competitive athletics and the sporting industry.
From Lynchburg to the World
Listen to Ben Summers, Vice President of TRU Ball Archery, explain how quality talent and devoted business support in the Lynchburg region has helped the company thrive globally for 30+ years.
Forty years ago, our father chose to start a business in the Lynchburg region that allows Olympic athletes from around the world to achieve their dreams. He has proven that the people of Lynchburg are intelligent, hard-working, and greatly care about quality and dependability. Our family is committed to expanding our businesses in the Lynchburg region over the next several decades and highly recommend that dreamers, leaders, entrepreneurs, and business leaders join us in making the Lynchburg region home!
Striking the Bullseye for Business
TRU Ball Archery started with contracts in the local nuclear technology industry. But the company’s story took a pivotal turn in the mid-1990s, when current Vice President Ben Summers’ father, an avid bowhunter, decided to focus the business on archery manufacturing. The transformation would set the stage for a significant impact on the global archery scene.
Harnessing Local Talent
One of the key factors in TRU Ball Archery’s success has been its ability to tap into the rich pool of talent available in the Lynchburg region. The company, which now employs 110 skilled machinists and specialists, found the region’s workforce to be essential in creating the precision-engineered sights, stabilizers, finger tabs, releases, and scope apertures that have become synonymous with excellence in the archery world.
Ben Summers credits his education at the University of Lynchburg’s MBA program as a cornerstone of the company’s achievements. The program, ranked among the top online MBA programs by U.S. News & World Report, provided Ben with the skills and knowledge necessary to navigate the complex landscape of both national and international markets.
Robust international trade assistance is also available through the Lynchburg SBDC and Virginia SBDC’s International Business Development Program, helping businesses to remain competitive on the global stage.
Shooting for Gold
TRU Ball Archery’s commitment to excellence is evident in its sponsorships of athletes and events around the world. The company sponsors dozens of Olympic archers with over $1 million annually — an investment that has paid off in a big way. At the 2024 Paris Olympics, eight of the ten gold medals were won by athletes using the AXCEL sight, a precision aiming device manufactured by TRU Ball Archery. This remarkable achievement underscores the company’s status as a leader in the industry and highlights the global reach of its products.
The company’s relationship with World Archery, the governing body of Olympic archery, further cements its influence on the sport. By sponsoring World Archery, TRU Ball Archery not only supports the athletes but also ensures that the sport itself continues to grow and thrive.
Anchored in Community, Soaring Globally
While TRU Ball Archery’s products can be found in major retailers like Cabela’s and Bass Pro Shops across the globe, the company remains deeply rooted in the Lynchburg region. The community that helped nurture and grow this family business is integral to its identity and success. The region’s support, coupled with the company’s dedication to innovation and excellence, has enabled TRU Ball Archery to make a lasting impact both locally and internationally.
TRU Ball Archery’s story is one of passion, precision, and partnership. From its humble beginnings in the 1980s to its current status as a world leader in archery equipment, the company’s journey is a testament to what can be achieved when a business is firmly rooted in its community while keeping its sights set on the global stage.