The New Laws of Performance

Bushnell operates under a unique set of laws that mandate our products outperform, outlast and outhunt anything in their class. The New Laws of Performance are here to crush industry standards and exceed expectations – no longer will a product’s worth be relative to brand hype or hollow claims. We only value performance. And we promise to deliver it.

These Laws govern everything we create. And once the Laws become product, the product becomes Law. That is, the bar our competition strains for until we raise it again.

  1. Performance is the
    only thing.

    If it bears the Bushnell name, it will offer superior performance over every competing product in its class. Head to head, ounce for ounce, we give you more of what matters through our commitment to these laws.

  2. Offer the hardest-working
    product at every given price.

    Simply put, your money will always go farther with Bushnell. It’s a byproduct of smarter engineering and our commitment to delivering more of the performance you demand at every given price.

  3. Others pursue
    perfection. We
    guarantee it.

    Bulletproof 100%25 Money Back Guarantee

    We believe our customers should make the final call on product performance. That’s why we empower them with our 100% money-back Bulletproof Guarantee – the best in the business.

  4. Every shot is once in
    a lifetime. Honor it.

    The experiences of our customers are the lifeblood of what we do. Our understanding of the importance of every shot is why no one has developed more technology to get you on target with speed and surety at the moment of truth.

    • RainGuard HD Lens Coating
    • DOA (Dead On Accurate) Reticle
    • Vivid Display Technology (VDT)
  5. If it's not reliable,
    it's irrelevant.

    Ruggedness and dependability are trademark characteristics of every Bushnell product. Because to raise the bar on performance, you must be able to hold it there.

    The Bushnell Trophy Cam will run flawlessly for up to an entire year on one set of batteries.

  6. Simplicity is
    the hallmark
    of genius.

    Our Backtrack fuses the most essential GPS features into an incredibly easy-to-use format. Turning more of the things you need into something you truely want.

    We push technology to be smarter and simpler because when there’s less to learn, you’re on a shorter path to positive results and enjoyment of your outdoor experiences.

  7. If it can be built,
    it can be improved.

    This is our continual drive. By the time an optic or technology gets to you, we’re already charging down the road of a next generation that delivers more. Every product we offer is an improvement over those that preceded it. It is engineering with foresight, giving you not just what you want, but what you need – before you knew you needed it.

  8. Precision is king.

    We’re makers of the most accurate, most popular laser rangefinders in the business. But even more than that, exacting craftsmanship and attention to detail are guiding principles in everything we produce.

  9. Restore America's faith
    in customer service.

    The loyalty of our customers – and our success – lives and dies by our devotion to you. With every Bushnell® purchase, you get the most highly trained staff of customer service advocates in the U.S. When you choose Bushnell, we’ll do everything in our power to keep you in the fold.

  10. Freedom isn't free.

    No Law of Performance, nothing we do, means anything without the brave men and women who put their lives on the line to protect the sovereign liberty of our nation. Every morning we wake cradled in the arms of freedom, the sacrifice of our soldiers becomes our responsibility. As a proud U.S. company we’re thankful to be able to support the Folds of Honor Foundation and challenge every American to give back in any way possible to those who serve.

    The Folds of Honor Foundation provides scholarships and support to the spouses and children of soldiers killed or disabled in combat. They need your help. Visit to find out how you can get involved.