The Holster Makes the Gun: What Women Shooters Are Telling the Industry

There’s an old saying that the shoes make the outfit. Jeans and a white tee look fine, but the right pair of shoes is what makes them work. The same is true for the pistols we carry.

Women don’t just buy pistols. We build systems around them. And across four recent A Girl & A Gun datasets, one message came through clearly: the holster is central to that system, and it is not a one-time purchase.

We looked at a competition-focused fall event, our National Conference, our annual membership survey, and a poll asking members what they plan to buy next. Four datasets, four different groups of women, and the same story each time. Women are paying close attention to their equipment, forming clear preferences, and changing their setups as their needs change. For manufacturers, marketers and instructors, that adds up to a market that is active, fragmented and still very much up for grabs.

Competition Shooters Have Picked Their Favorites

At Fall Fest 2025, where most participants were already competing or seriously considering it, Black Scorpion was the leading holster brand at 19%, followed by Safariland at 13% and Weber Tactical at 10%.

Among dedicated competition shooters, Black Scorpion’s lead widened to 22%, more than double the next brand, Comp-Tac, at 8%. We the People followed at 5%.

Competitors are deliberate buyers. They research, test, adjust, and stick with what works. They also talk to each other constantly, and a recommendation from a fellow competitor carries real weight. That makes this group an outsized influence channel. These aren’t necessarily the brands every woman is buying, but they are the brands earning trust from the shooters other women watch and ask for advice.

Why it matters: For brands, competition is less about volume than credibility. A foothold with competitive women tends to spread outward to the newer shooters they mentor, squad with and train alongside.

The Bigger the Room, the Wider the Field

Our National Conference tells a different story. It’s our largest event of the year, with more than 700 women at every experience level, from first-time shooters to competitors and instructors with decades behind them.

In that room, the holster market looks wide open. Respondents named 171 different holster brands, and 108 women selected “custom” or “unknown.” Comp-Tac led at 12%, followed closely by Black Scorpion at 10.9% and Haven Defense at 10.3%.

Three brands within two points of each other, across nearly 1,000 women, means no one owns this market. Women’s choices track closely with the kind of shooting they do, their experience level, and the setup they’re building.

Why it matters: A fragmented market is an opportunity. Market share among women shooters is still being decided, and the brands that understand what different segments need are best positioned to win it.

What Everyday Carry Actually Looks Like

How we carry when we leave home, go to work, travel or run errands is one of the most important decisions we make about personal defense. The holster has to be comfortable enough that we’ll actually wear it. It has to be secure, especially when we’re carrying or lifting children. And it has to work with the clothes we actually wear, not just the clothes in a product photo. If a holster doesn’t fit into everyday life, it won’t get used consistently.

It’s also about what we carry. Firearm, holster and carry position form one equation, and it’s an individual one.

Our membership survey, which spans every experience level and every reason women carry, shows where members have landed:

Carry method	Share
Appendix inside-the-waistband (AIWB)	38%
Strong-side IWB	15%
Enigma (belt-less)	13%
Outside-the-waistband (OWB)	13%

For concealed carry holsters specifically, PHLster came out on top, with CrossBreed also in the top three.

Two details stand out. First, appendix carry is the clear favorite, well ahead of strong-side. Second, 13% of respondents carry with the Enigma, a belt-less platform. That’s as many as carry OWB, and it reflects a real need: many women’s clothing doesn’t include a sturdy belt, or a belt at all.

A notable number of women also said they don’t know what brand of holster they use. It may have been a gift, a friend’s recommendation, or something grabbed off a store shelf. If it works, they may never think about the name on it.

Why it matters: These women aren’t buying on brand recognition. Fit, feel and comfort drive their daily decisions. That’s a large group with no established brand loyalty, and whoever earns their next purchase has a real chance to keep them.

What’s Next: A Market in Motion

We also asked members what they plan to change about their holster setup. Only 29% said nothing. More than two-thirds are considering a purchase or change.

Planned change	Share
New pistol, needs a matching holster	26%
Switching holster types entirely	14%
Adjusting current setup	12%
Accommodating a new light or optic	10%
Replacing a worn-out holster	8%
No changes planned	29%

The biggest trigger is a new gun. A quarter of respondents have a pistol and no holster for it yet. Another 14% want to change holster types altogether, which suggests that many women’s first choice didn’t turn out to be their last.

What This Means for Manufacturers

Fitment speed wins sales. With 26% of women shopping for a holster to fit a new pistol, being available quickly for popular new models matters. A woman who can’t find a holster for her new gun will buy whatever is available.

Design for bodies and wardrobes, not just firearms. The popularity of appendix carry and belt-less systems points to demand for holsters that work with a range of body shapes, higher-rise and belt-less waistbands, leggings, dresses and seasonal clothing. Adjustable ride height, cant and concealment features aren’t extras for this buyer. They decide whether she keeps wearing the holster.

Optic- and light-ready is becoming standard. One in ten women plans to change holsters because of a light or optic. As those accessories become common on carry guns, compatibility is fast becoming an expectation.

Durability is a retention opportunity. The 8% replacing worn holsters have been carrying long enough to wear gear out. That’s a committed customer, and clear guidance on inspection, retention adjustment and replacement keeps her loyal.

What This Means for Marketers

Reach the unbranded buyer. Women who don’t know their holster’s brand are waiting to be won over. Messaging built around comfort, concealment with real clothing and everyday life will land better than specs alone.

Show up at the transition moments. New pistols, new optics, new carry positions and worn-out gear all drive purchases. Point-of-sale partnerships, bundled pistol-and-holster offers and “just bought a new gun?” campaigns meet women at the moment they’re deciding.

Competition is a credibility channel. Competitive women are the ones other women ask. Sponsorship, product feedback programs and visible support of women’s matches build trust that reaches well beyond the match.

Show real women in real clothes. Women want to see how a holster works on bodies like theirs, in outfits they actually wear, while doing things they actually do.

What This Means for Instructors

Treat the holster as part of the lesson. When more than two-thirds of women are planning a gear change, every student setup is worth a look. A holster should fully cover the trigger guard, hold the gun securely, and stay put during movement and while drawing.

Plan for students who don’t know their gear. Students who can’t name their holster brand may also not know whether it’s a proper fit for their gun. A quick equipment check at the start of class helps them make an informed next purchase.

Put extra focus on appendix carry. With AIWB the most common carry method, deliberate reholstering, clearing clothing from the holster mouth and consistent draw practice deserve dedicated time.

Include belt-less and off-body setups. With 13% of respondents using the Enigma, instructors should be comfortable coaching belt-less systems and helping students practice with the exact setup they carry every day.

Teach access and draw. A new pistol, optic or carry position means new habits. Encourage students to train with any new setup before carrying it.

Build inspection into routine. Show students what wear looks like: loosened retention, cracked shells, stretched leather and failing belt clips.

Trends to Watch

Belt-less carry going mainstream. The Enigma’s showing alongside OWB suggests belt-less carry is no longer a niche solution.

Accessory-driven upgrades. As optics and weapon lights spread to compact carry pistols, expect holster replacement cycles to speed up.

Crossover from competition to carry. Competitive shooters influence the wider community, so brands popular on the range may gain ground in everyday carry.

Custom makers holding share. With 108 conference respondents choosing custom or unknown, smaller makers are competing seriously with established brands.

Repeat purchases. Many women are on their second, third or fourth holster, and they know what they want. Brands that treat the first sale as the start of a relationship will be well positioned.

Key Takeaways

The holster isn’t just something that holds a pistol. It is how women carry, compete and build confidence with their firearms, and our members are telling us they will rethink it whenever their needs change. For the companies that make, sell and teach with these products, that means a market that is always in motion, and one that rewards brands that listen.

About A Girl & A Gun

A Girl & A Gun is the most influential women’s firearms organization in the United States, helping women of all experience levels learn how to safely and responsibly own and use firearms. The organization provides multiple pathways for growth, including self-defense training, competitive shooting, educational programs, and social events that foster both skill development and lasting friendships.

Members have access to thousands of instructional videos and articles, along with hands-on training led by highly qualified instructors. Programs range from beginner-friendly introductions to advanced, performance-focused courses and are offered at hundreds of shooting ranges across the country. A Girl & A Gun also hosts destination training events that give women opportunities to develop new skills, build confidence, and connect with other women who share their commitment to responsible firearms ownership.

More than a club or a shooting organization, A Girl & A Gun exists to inspire women to live their best lives through firearms education, competition, and connection. It is a community built on the belief that confidence extends well beyond the range, empowering women to thrive in every aspect of life. That’s why A Girl & A Gun has always been, and continues to be, More Than Shooting®. For more information or to become a member, visit AGirlandAGun.org. Follow AG & AG on Facebook, Instagram, X, YouTube, and LinkedIn for social media and corporate news.