The Story Behind 979 Outfitters: Hunting, Competition, Suppressors, The Firearms Industry and Fish

I’m Austin Elbert, and no, I am not here to tell you about a vision board or some carefully crafted business plan. This story starts where real stories begin—out in the field, with the grit of everyday life and the people who shape it.

I grew up west of Phoenix, Arizona, where the desert stretches endlessly and the mountains rise like rugged sentinels against the horizon. My world was hunting. My father, grandfather, and uncle taught me the ways of the wild on the public lands of western Montana and northern Arizona. We chased elk, whitetail, mule deer—whatever was in season, we were after it. These hunts weren’t just about filling the freezer; they were lessons in patience, precision, and a deep respect for the land that shaped me.

The turning point came when I was 12 years old. My father and I had been invited on a dove hunt by a friend of his and off we went. He handed me a single-shot Ithaca .410ga with a fixed full choke and a pocket full of shells. We were hunting doves in the Arizona desert for the first time and knew nothing about it. For two days, I didn’t miss a bird. My father’s friend was impressed and loaned us a Winchester Model 12 in 12ga, telling us to try our hand at trap shooting. That simple suggestion was the spark that lit my path. Little did I know, I was about to take my first steps toward a career I hadn’t even imagined yet.

I shot clays like a natural, and it wasn’t long before we stumbled upon the Scholastic Clay Target Program (SCTP). I joined the Ben Avery Clay Crushers, a team that took me under their wing, sharpening my skills. I’d jump into my dad’s truck after school, head straight to the range, and shoot until I couldn’t feel my arms anymore. It wasn’t about the trophies—it was about pushing myself, about doing whatever it took to be the best.

The calendar moved on, and we find ourselves at the 2009 NRA Annual Meeting. My SCTP friends and I wandered into the McMillan Fiberglass Stocks booth, and that was when everything changed. Kelly McMillan, the man behind the name, asked, “Aren’t you the kid who just won the Copper State Classic?” I said, “Yes, sir.” And just like that, Kelly offered me a chance that would connect me to the world of precision rifles and high-performance shooting. “Will you shoot for me this summer?” he asked. I told him, “I shoot shotguns, not rifles,” and his response was simple: “Shoot for me, and we’ll change that.”

Two weeks later, I was on the range with Kelly, learning the ropes of the Sportsman’s Team Challenge (STC). The challenge combined shotgun, rimfire, and centerfire rifles and pistols in a test of skill and endurance. I learned fast, and I learned well. Kelly and his team took me under their wing, teaching me what it meant to be a better person and a better shooter. They taught me about customer care, about understanding what people need, and about how to market in an industry I was just beginning to understand.

After years of competing and racking up national and regional titles, I moved to Texas for college and started working the gun counter at Gander Mountain. I was just a freshman at Texas A&M, but my time on the range and in competition had taught me the power of connection. I applied Kelly’s lessons—connecting with customers, speaking from personal experience, and offering them products that were designed to perform. Over time, I moved up in the ranks, sharpening my skills both behind the counter and in front of the customer.

My next big move came when I joined Champion Firearms, diving headfirst into the world of suppressors and NFA items. What I thought would be a mountain of paperwork turned out to be simple—a Form 4, fingerprints, a photo, and a $200 tax stamp. That’s it. From that point on, I immersed myself in learning everything about suppressors. I dove deep into what made a great performing can, what to look for in a poor performer, and what each suppressor was designed to do. But it wasn’t just suppressors; I made sure to learn everything I could about rifles, shotguns, optics, and accessories. Every product had a story, and I made it my mission to know that story.

Then came Horizon Firearms. I jumped at the chance to work for this new manufacturer based in Bryan, TX, just as they launched their groundbreaking 22 Creedmoor rifle. Horizon had lightning in a bottle. It was here I learned about building dealer relationships, using data to drive performance, and working the trade show floors to represent a brand I believed in. I had almost come full circle from that kid who met Kelly McMillan at the NRA show to operating a booth at those same shows, representing a company that was making its mark in the industry. Horizon was a fast-growing, innovative company, and I loved every second of it.

Keeping true to my bloodline, I tried my hand casting a rod and reel. Little did I know, it was fishing that really started to shape my outlook in a new way. When the world slowed down in 2020, I turned to the Gulf Coast, launching a bay boat out of Matagorda Harbor with friends I would ride into battle for. Chasing redfish, speckled trout, and flounder with them became my second passion. In 2020, we set a record for ourselves over three days—57 hours of fishing with nothing but lines in the water, and a lot of fish on the deck. That time on the water expanded my world beyond just shooting and hunting. I connected with a new community of anglers, guides, and shop owners who shared their knowledge with me, deepening my appreciation for gear designed for the water just as much as for the field and range.

As we progress to 2024, my time at Strategic Armory Corps (SAC) rounded out this journey. There, I worked with McMillan Firearms, AWC Silencers, Armalite, and Surgeon Rifles—some of the best brands in the industry. It was a powerful, full-circle moment. I had gone from that kid meeting Kelly at the NRA show to working alongside him, rebuilding these iconic brands and leading the charge in a fast-paced and competitive market. My role as Inside Sales Manager and Texas Sales Rep allowed me to work directly with dealers and customers, helping them understand not just the products, but the passion and performance that went into creating them. SAC taught me everything from rebuilding brand reputations to international marketing and managing a sales team. It was there that I saw firsthand the power of a brand that truly connects with its customers, and it was there that I realized: it was time to start something of my own.

And that brings me to why 979 Outfitters exists today.

979 Outfitters isn’t just another shop. It’s a culmination of everything I’ve learned in the industry—hands-on shooting experience, hunting in the mountains, chasing fish in the Gulf Coast, and working with some of the best brands in the business. I wanted to create a place where people could come to shop, sure, but also to learn. A place that could give you the gear you need for your hunt, your shoot, or your next adventure—and the knowledge to make sure you’re using it to its fullest potential.

Why “979 Outfitters”? The name comes from the heart of Texas—the 979 area code—but it’s more than that. It’s a symbol of the grit, the hard work, and the passion that defines everything we do. It’s about offering the very best gear, whether you’re chasing big game in the mountains or casting a line off the Gulf Coast. It’s about giving you not just products, but the expertise to go with it.

So, welcome to 979 Outfitters. Whether you’re a shooter, a hunter, an angler, or all three, we’ve got your back. Let’s make some memories that last a lifetime. Let’s do this right.