The Origins Foundation Podcast

Episode 619 – Carlos Lozano || What’s Next for Bushnell?
Released: January 22, 2026

Episode Overview

In this episode, The Origins Foundation sits down with Carlos Lozano, Marketing Manager at Bushnell, to discuss the brand's recent evolution, their renewed focus on both the hunting and conservation communities, and the major innovations rolling out in 2026. Carlos shares Bushnell’s journey through restructuring, overcoming an identity crisis, and how they aim to deliver accessible, high-quality optics for diverse users—from everyday hunters to outdoor families.

Main Discussion Points & Insights

1. Bushnell’s Brand Evolution

Timestamp: [10:24]–[12:00]

• Long-term relationship: Robbie highlights Carlos’s longstanding and action-driven support for Origins Foundation and conservation initiatives.
• Identity crisis: Carlos admits Bushnell "has been going through...an identity crisis" and trying to define whether they're an outdoor, hunting, or general brand.
• Renewed focus: "We're on the path of who it is...We just make tools for people to be successful in the outdoors, in optics.” ([11:08], Carlos)
  • Bushnell’s new mission is to build "optics...that get the job done." ([11:47], Carlos)
  • Emphasis on being the 'workhorse' of outdoor optics.

2. Company Restructuring: New HQ & Collaboration

Timestamp: [03:06]–[05:43]

• Relocation from Kansas to Bozeman, Montana: Now part of the Revelyst (formerly Vista Outdoor) family.
• Innovation Hub: Bozeman hosts multiple brands (Sims, Stone Glacier, Blackhawk), fostering cross-brand product development—e.g., collaborating on bino harnesses/cases.

3. Commitment to Conservation & Community

Timestamp: [12:00]–[14:14]

• Global application: Bushnell trail cameras are being used in diverse environments, including wildlife monitoring and anti-poaching efforts in South Africa.
• Data & Feedback: Direct feedback from conservation projects informs engineer improvements in Bushnell's hardware and features.
• Conservation Giveback: Bushnell and podcast listeners can win trail camera bundles by sharing conservation stories and goals.

4. De-bunking Bushnell Stereotypes

Timestamp: [15:13]–[17:12]

• Public perception: Long-standing notion that "Bushnell" means ‘cheap’ optics due to ownership changes and large-scale production.
• Reality: Bushnell offers both highly affordable and premium ($1000+) scopes. "We do make...just as well as the thing that’s $2,000." ([16:55], Carlos)
• Improvement & Clarity: The company is focused on aligning its product assortment to make options and quality clear.

5. The New R Series (R3, R5, R7): Elevated Optics for Hunters

Timestamp: [19:24]–[24:24]

• R Series Explained:
  • R Series = Durable, purpose-built optics for hunters: binoculars, rangefinders, riflescopes.
  • R3: One-inch tube, capped turrets, foundational entry-level for hunting up to 200 yards.
  • R5: Enhanced optical performance, better in low light, illuminated reticles.
  • R7: 30mm tube, advanced optical design, first/second focal plane options, “elite tactical” features like zero stop and fiber illumination—all under $700.
• Upgraded features:
  • R7 bridges innovation from Bushnell’s precision lines into hunting.
  • "We're giving people more than they're expecting or asking for...that’s part of that Bushnell mentality." ([27:09], Carlos)
• Accessibility: Designed to be affordable and aspirational, especially for the many blue-collar hunters in America.
  • "Giving more to more people...you want to invest in something that gives you the ability to do more, even if it’s not immediate." ([30:45], Carlos)

6. Rollout Timeline and What’s Next

Timestamp: [31:29]–[32:17]; [45:22]

• R3 and R5: Available now; incremental updates coming in 2026.
• R7: Launches June 2026—timed for the hunting season.
• Broadhead rangefinder: Now integrated into the R5 line.
• Customer Experience: Major improvements in customer service, content, and how-to videos. Warranty program moving to lifetime unlimited globally.

7. Trail Cameras & Community-Driven Improvements

Timestamp: [32:34]–[33:59]

• App & hardware feedback: Direct input from conservationists and hunters, resulting in UI, software, and hardware upgrades.
• Educational resources: Bushnell producing ‘how-to’ video content to help users maximize technology.

8. Modernizing the Brand: Packaging, Outreach, & Consistency

Timestamp: [34:10]–[36:45]

• New packaging: “Modern heritage” look that pays homage to Bushnell’s 1948 roots.
• Unified brand: Outdoor, hunting, and precision shooting lines housed under one consistent brand, with clear product distinction for user needs.

9. Technical Deep Dive: Optics Features & Binocular Set-Up

Timestamp: [39:13]–[44:05]

• Binocular user tips:
  • Field of view can be increased by adjusting/using “eye cups”—with multiple options provided in R7.
  • Carlos: "All you're doing is, [the binocular] is a projector, it's gathering the image and projecting it into your eye." ([42:45])
• Setting diopters: Many users don’t know to adjust their diopter for personal eye differences—Bushnell’s new video content and QR codes will address this.

10. Resources and Next Steps

Timestamp: [45:03]–[46:08]

• Website updates:
  • Major overhaul and segmentation coming in February 2026:
    • Bushnell.com: Hunting & precision products
    • Bushnelloutdoors.com: Outdoor/general consumer
  • Enhanced blog, video content, and buying guides forthcoming.

Notable Quotes & Memorable Moments

• “We just make tools for people to be successful in the outdoors, in optics.”
  — Carlos Lozano, [11:13]

• “If we do our job correctly, you don’t think about [the product] at all. It just happens.”
  — Carlos Lozano, [12:09]

• “Bushnell does make an excellent product anybody can get to...We make [entry-level] just as well as the thing that's $2,000.”
  — Carlos Lozano, [16:55]

• “We always want [Bushnell] to be approachable and real. So…now we’ll make it really easy to understand what you get when you step up to the next level.”
  — Carlos Lozano, [21:43]

• “If you want a tool, you’re gonna get that tool.”
  — Carlos Lozano on the R7, [21:03]

• “You just want something a little better… part of society… the Yeti effect. But for Bushnell, it's about giving more to more people.”
  — Robbie, [28:42]–[30:45]

• “Shopping 33 binoculars is difficult—what is the right thing for you? That’s where we get back to being a workhorse and a tool.”
  — Carlos Lozano, [36:45]

Key Takeaways for Listeners

• Bushnell has redefined its identity: Focused on creating dependable, accessible tools for hunters, conservationists, and outdoor enthusiasts.
• Major product refresh: R Series optics (R3, R5, R7) deliver clear feature and price distinctions, ensuring users get exactly what they need—from entry-level to advanced.
• Community engagement: Bushnell values user feedback and incorporates it into design, customer service, and educational resources.
• Modern, unified brand presentation: Upcoming website and packaging revamp aligns all segments under one banner with clear, easy-to-understand information.
• Tech tips for users: Setting up binoculars/diopters for your unique eyes can vastly improve your experience—helpful content is on the way.

Important Segments & Timestamps

• [03:06] – Bushnell’s move to Bozeman & collaborative product innovation
• [10:24] – Partnership history and brand identity crisis
• [19:24] – Introduction and technical details of R Series
• [30:45] – Philosophy on accessibility for everyday hunters
• [32:34] – Trail cams, customer feedback, and community engagement
• [34:10] – Modernizing the brand; unified segmentation
• [39:13] – Practical tech tips for binocular users
• [45:22] – Website overhaul and future resources

For more information about Bushnell’s new lineup and conservation initiatives, visit Bushnell.com (hunting/precision) and BushnellOutdoors.com (general outdoor), with updates going live from February 2026.

Want a Bushnell trail camera bundle?
Email info@theoriginsfoundation.org sharing how you’d use it for conservation; quarterly winners get a trail cam package!

End of Summary