TheChickWhoShoots, Paige Roux Talks, Why .380s Rock, Concealed Carry, and Building Her Brand Differently

If you’ve ever scrolled past a Get Ready With Me video and realized the girl was strapping on a concealed carry instead of finishing a skincare routine, you’re probably already familiar with Paige Roux.

We sat down with her at SHOT Show 2026, cracked open a couple Echelon energy drinks, and what was supposed to be a quick podcast turned into one of those conversations where you forget the mics are on. She’s @TheChickWhoShoots on Instagram, and by the time we wrapped we had stories about a pink Walther P22, an SUV full of rifles and Louis Vuitton, a year that nearly took her out, and a client who tried to treat gun shopping like Uber Eats. Honestly it’s a miracle we got through the First, Last, Next questions at all, because the whole thing kept going sideways in the best possible way.

The Kid Who Was Outshooting Cops in Knee-High Converse

Paige didn’t find guns on the internet. Guns were kind of always part of her life.

Her dad’s been in the industry 26 years. This was his 26th SHOT Show. The family owns a shooting range in Arizona, and Paige grew up the way you think she would, on the range pulling triggers. By 14, her dad was bringing her to weekend law enforcement training classes because he didn’t have a babysitter and, more importantly, because she was really good at shooting.

Picture it. Her dad’s teaching a class full of cops. In walks his teenage daughter in her favorite outfit, she refused to wear tactical pants (her words: they don’t fit, they’re not comfortable, and they’re ugly), carrying a stock Glock 19 in a pink holster. And then she proceeds to shoot better than most of the room. The cops were not thrilled. Paige told the story with a shrug, like, what did you want me to do, miss on purpose?

The range itself runs on a philosophy that explains a lot about how Paige operates today. They don’t do commission-based sales. Nobody on the team earns more by pushing a bigger or more expensive gun on a first-time buyer. If a customer walks in without a clue, the staff’s job is to educate them, full stop. Paige brought that same mindset with her into the creator world, which is probably why her students trust her and her brand partners love working with her.

She’s Building a Gun Brand for the Girls Who Go to Brunch

Most of the firearms industry markets to one person: a guy who already knows what he wants and has strong opinions about flashlights on carry guns. Paige saw an entire other audience nobody was talking to, and she decided that was her whole thing.

She’s not trying to reach the “rah rah guns” crowd, as she puts it. She’s trying to reach the woman who’s kind of curious, maybe a little nervous, and definitely not about to cosplay as a door-kicker just to learn how to shoot. The girls she’s going to brunch with. The ones who’d carry every day if somebody would just make it feel normal instead of scary.

Paige might be the perfect person for this, she’s into the girly stuff, but she also has the credentials. She’s a certified professional instructor. She’s worked with law enforcement. She’s done the hours. She just refuses to lead with any of it, because, in her own words, she doesn’t introduce herself with her resume. She’d rather let people figure out the professional side by hanging around long enough to see it. Elliot called her the Dolly Parton of the gun industry on air, and Paige didn’t argue.

Last Gun: A Confession, an SUV, and a Louis Vuitton Cameo

When Elliot asked what her most recent gun was, Paige paused, laughed, and admitted something pretty funny: she genuinely couldn’t remember the last gun she actually bought.

This is where being Paige Roux is a little different from being a normal human. Manufacturers send her firearms constantly for her instructor kit and for review. She brings home stacks of gun boxes the same way other people bring home Target hauls. Her husband is in the industry too, which is how they met, and she was very clear that while he has his corner of the office, the gun wall is mostly hers. Most of the handguns are hers. The pattern here is: mostly hers.

Then she told a story that paints the whole picture better than we ever could. Every year when she’s at SHOT Show in Vegas, she treats herself to a little designer something. Usually red-bottom shoes. One year she was running between meetings, filming content, throwing stuff in her SUV, and when she finally opened the back of her SUV to toss one more thing in, what she saw was so perfect she couldn’t believe it was real. Rifles everywhere. Handgun boxes stacked in the back. Her range bag. And right in the middle of all of it, a Gucci bag and a Louis Vuitton. No staging, no setup, no influencer moment. Just a completely accidental photograph of her whole personality in one shot.

The best part of this entire conversation might have been the aside where she talked about all the guys who say “man, I wish my wife was into guns too.” Paige’s response: do you, though? Because once she’s in, she’s in. And she’s the one picking the expensive optics now, buddy. The rolls reverse quick.

Next Gun: She Wants More .380s and She Does Not Care If You Disagree

This is where Paige decided to pick a fight with the gun-centric internet.

Her answer to “What’s next?” wasn’t a specific gun. It was a whole caliber. Paige wants the industry to lean harder into .380s, and she said so on the record knowing full well what the comment section was going to do. Her literal quote, word for word: “Some of you are going to absolutely roast me for that. But like, sit down.”

Her reasoning is good, and if you hear her out for thirty seconds you’ll stop smirking.

Paige works with women on the range every single week. She watches what happens when a newer shooter gets handed too much gun. A few mags of 9mm, the recoil starts to wear new shooters down, the flinch creeps in, confidence drains out of their body, and suddenly they’re telling themselves “this isn’t for me.” And if that’s their first impression, you’ve lost them. Not just for today. Maybe forever.

So she does something brilliant. She calls it her gun flight. Like a mimosa flight, but with firearms. She lays out a spread of guns for her students and refuses to tell them the names, the brands, or the prices. No preconceived notions, no brand loyalty, no sticker shock. Just shoot the things and see which one feels right in your hands. And then at the end she reveals what they picked. Her clients laugh because they always pick the most expensive one. Paige laughs back because, as she admits, so does she.

What she’s found, over and over, is that women shoot .380s with confidence. They enjoy them. They carry them. And carrying a gun you actually like is the whole point. She called out the Springfield Hellcat .380 and the Sig P365 .380 as guns that have genuinely impressed her lately, but what she really, really wants is FN to make a .380. She has a long relationship with them, she loves the brand, and she says she asks about a .380 every single time they announce a new product. FN, if you’re reading this, the woman has been patient.

There’s a bigger philosophy underneath all of this, and it’s the thing that separates Paige from most instructors. Her rule: the gun has to fit the person’s lifestyle, not the other way around. If a woman’s outfit, body, job, and day-to-day doesn’t accommodate a full-size handgun, you don’t tell her to change her life. You find her a gun that fits. Because the best carry gun is the one she’s actually going to carry.

Oh, and she told a story about a client who texted her “I want this gun, what is it?” after seeing Paige carry an FN Reflex XL. Paige told her what it was, and five minutes later the client texted back that she’d already sent her husband to go buy it. Paige’s response was, and we quote, “This isn’t Uber Eats.” Except, Elliot pointed out, kind of it is.

The Year Paige Lost Everything and Filmed Her Way Out

This is the part of the podcast where the room got quiet, and it’s the story Paige said she’d never told publicly before.

The first week of January 2024. Paige had just bought a house. She was getting married that year. Her creator business was humming. And then, in the span of a single week, every brand contract she had dropped her. All of them. No warning, no phone call, no explanation. She lost her car sponsorship. The sponsor literally told her they needed the car back and wouldn’t tell her why. She sat there asking “what did I do?” and nobody would answer.

When she reflected on it later, she was honest about what she thinks happened. She’d been saying yes to everything. Every deal, every campaign, every opportunity, whether or not it actually aligned with who she was and what her brand stood for. The content stopped feeling like hers.

So she did something most creators don’t do when their world falls apart. She stopped. She put the phone down. She stepped off social media for a couple of months because she knew that if she kept scrolling, she’d keep absorbing other people’s ideas and never find her own. She wanted her brain quiet so her own voice could come back.

Then one night, her best friend was over, and Paige said “watch this.” She walked into her bedroom, propped up her phone, and filmed herself getting dressed and strapping on her carry gun. No script. No voiceover. Nothing fancy. She didn’t even edit it. She just posted it.

It went viral.

That was the first Get Ready With Me video. The format that became her signature. The format that everyone else in the space is now copying badly. And Paige knew, the second it hit, that she was back. Not because of the numbers, but because the video felt like her again. Her words: “I was like, I’m back. I love this.”

The comeback is the best part, because it’s not just “she got her contracts back.” She rebuilt the entire way she runs her business. She hired a brand manager. She hired an assistant. She started treating her content career like a real job instead of a side hustle. And she got very, very good at saying no. She turns down more deals than she takes now. The ones she says yes to are the ones she actually believes in. Silencer Shop ended up in that smaller, stronger circle, and that’s how we ended up here.

About That World Tour Tee

We have to tell you about the shirt.

Paige collaborated with Silencer Shop on a “Vintage Band” graphic tee, and the story of how it got made is basically a perfect Paige story. We loved working with Paige. Somebody said, “we should do something cool with her,” and the next thing you know we were sending her shirts.

A lot of shirts. Roughly a dozen blanks. Paige is, in the most loving possible way, extremely particular. She was not going to slap her name on a scratchy, weird-fit, mid-fabric piece of merch just because it was fast. She picked the exact shirt she wanted, down to the hand feel of the material, and then came in on the design itself. The result is a grungy graphic tee that looks like something you’d buy off a merch table at a show you actually liked. You can wear it to brunch. You can wear it to the range. You can wear it to a bar and nobody’s going to ask you weird questions. And if you look closer? You get the joke.

Elliot confirmed on the podcast that it’s the most-requested piece of merch Silencer Shop has ever made, and guys keep asking for it too. Which, honestly, is exactly what Paige said would happen.

Go Watch the Episode

We could keep going. Seriously. We didn’t even get to the part where Paige compared shopping for guns to shopping for cars in a video that went viral, or the post she made asking if it’s cool to carry again that Elliot admitted to watching five times in a row, or her vision for bringing more women into the creator side of this industry because she’s tired of being one of the only ones doing it at this level.

But honestly, you should just hear her tell these stories herself. Half the magic of this episode is watching Paige be Paige. The timing, the laughs, the way she doesn’t blink when she drops a hot take, the way her whole face changes when she talks about that pink Walther her dad just handed back to her. None of that fits in a blog post.

Go watch it. Follow @TheChickWhoShoots on Instagram.

Catch the full episode of First, Last, Next on YouTube.