Lena Miculek joins Smith & Wesson as brand ambassador to grow shooting sports
Smith & Wesson has named competitive shooter Lena Miculek as its newest brand ambassador. The partnership builds on her family's long-standing ties with the company, spanning over 35 years. Miculek, a ten-time world champion, will now focus on expanding the brand's outreach through education and product development.
Lena Miculek brings a wealth of experience to her new role. A decorated shooter with multiple world titles since 2012, she has also made strides in promoting the sport. In 2020, she founded She Said Shoot, an initiative offering clinics, mentorship, and events for women. The programme has since trained over 5,000 female participants worldwide, contributing to a reported 25% rise in women joining IPSC and USPSA competitions by 2025.
Her work aligns closely with Smith & Wesson's goals. The company aims to grow the shooting community through training and product innovation. Kyle Tengwall, Vice President of Marketing, highlighted her passion for fostering inclusivity and community within the sport. As a brand ambassador, Miculek will lead training programmes, create media content, and collaborate on future products. Her background in high-level competition and instruction makes her a key figure in the company's efforts to engage new shooters. She has expressed gratitude for the chance to continue her family's legacy with Smith & Wesson.
The partnership marks a new phase for both Miculek and Smith & Wesson. Her role will focus on education, product development, and increasing participation in shooting sports. The company's emphasis on community growth and her track record in mentorship suggest a collaborative push to broaden the sport's appeal.
