America's Rifleman: nine and a half minutes, shot at Superior Shooting Supplies in Canadian, Texas.
David Tubb
A champion the next generation had never heard of, and a company whose link to his name had gone quiet. One documentary connected the man, the range, and the business, and put it on Amazon Prime.
The film America's Rifleman (2020) · Watch on Prime Video · IMDb
America's Rifleman, released on Prime Video with Sheldon Charron credited as director, and the story of the competitor, the engineer, and the company told as one
Inside competitive shooting, David Tubb had been a champion and an innovator in long-range performance for decades. Outside that circle, the picture had blurred. A younger generation did not know his story. Even experienced shooters misunderstood the scale of what he had built: Superior Shooting Supplies and its manufacturing operation in Canadian, Texas, and the private range on the ranch where he developed equipment and trained elite military teams.
His name, his company, and his legacy were operating side by side without being connected. It was his daughter who came to Enter360. She knew her father was something of a legend and wanted a legacy film, one that would be good for the business and, if the family ever chose to sell, add to its value. The brief was plain: document the whole story, align the personal brand with the business, and leave a permanent narrative asset.
Connect the dots, do not glorify
The brief Enter360 set for itself was not to glorify a legend. It was to connect the dots: to show how the competitor became the engineer, how the ranch became a working laboratory, and how decades of testing under pressure shaped the rifles, components, and systems the company produces today, without letting the film turn into a commercial.
So the documentary was structured life first. The story unfolds through the man, the range, and the work, and the products appear naturally as extensions of his mindset and process. Only toward the end does the full scope of Superior Shooting Supplies come into focus, not as a sales pitch but as the logical result of a lifetime spent chasing better performance. Enter360’s founder produced, directed, shot, and edited the film himself, on the ranch in the Panhandle.
The release
Released on Amazon Prime Video and distributed across social and streaming platforms, the film reintroduced David Tubb to a younger generation, made the relationship between his name and Superior Shooting Supplies clear, and lifted awareness and sales across his rifles, components, books, and training programs.
The result
A permanent legacy asset for the family, a clearer brand for the company, and a story that now travels ahead of both. The same approach, a documentary built around a founder’s life rather than a product line, later anchored the full Bryant Custom rebrand in Wheeler, an hour down the road.
Sooner than anyone expected
David Tubb passed away in 2026. Nobody knew it when the film was made, and nobody planned for it. The funeral was crowded, and in the days after, the film was what people shared, across Facebook and the rest of social media, as the way to remember him. The legacy piece his daughter had asked for turned out to be exactly that.
It is the clearest case the studio has for why a founder’s story is worth telling while the founder can still tell it. A film like this sells product in the year it comes out. Long after the business is gone, it will still be up there, on Amazon and across social media.
