T.R.U. Ball/AXCEL Articles

Looking back at the first-annual Archery & Bowhunting Supershow and other memorable events from the 2026 ATA Show Week.

Using the right release can quickly restore an archer’s shooting control and accuracy. Here’s how to sift through the options and find the best match for each customer who walks through your door.

Using the right release can quickly restore an archer’s shooting control and accuracy. Here’s how to sift through the options and find the best match for each customer who walks through your door.

This year’s winners include a new compound bow, a quick-release bino harness, and an innovative way to mount a wind detector.

Selling archery gear online is vital to existing in today’s digital world.

The 2024 ATA Show is in the books. If you missed it, here are four short videos that do an excellent job of capturing the event.

The Pointer from T.R.U. Ball is an all-in-one hybrid release.

Aaron Lucky named president of Easton; USA Archery and Vortex Optics increase partnership;, TRU Ball/AXCEL Archery becomes gold sponsor for IBO World Championship.

The Beast XT Hybrid release from T.R.U. Ball Archery features a multi-positional, one-piece design trigger that allows forward or relaxed trigger placement.

Though target panic comes in many forms, most archers, at one point or another, suffer from it. Are you ready to be their doctor?

Matt Rowloff from Bay Archery Sales makes his best-of-the-best picks from ATA 2019.

T.R.U. Ball Beast XT releases comes in two different trigger configurations, so shooters can choose the one they like best.

The Reo Wilde Signature Series GOAT release from T.R.U. Ball combines two of the most popular methods of activation into one release.

Attention to detail and a commitment to helping archers is how T.R.U. Ball/AXCEL improves the archery experience.