He’s the storyteller behind one of the most respected names in ammunition.
Jonas Hellentin of Norma Ammunition joins Travis Bader for an inside look at how one of the oldest ammunition makers in the world continues to innovate while staying true to its roots.
From the Swedish forests to the Norma factory floor, Jonas shares the brand’s 120-year legacy of craftsmanship, how their bullets are tested, and why Scandinavian hunting culture values precision, ethics, and community above all else.
This episode explores the balance between tradition and technology, the ethics of hunting, the coming lead-ban challenges, and what it means to carry pride in every round.
Follow Norma Ammo- https://www.norma-ammunition.com/
Instagram - https://www.instagram.com/normaammo
Facebook - https://www.facebook.com/normaammo/
Youtube - https://www.youtube.com/channel/UC6ArzX0LPgGfkmdmZyVJZoQ
Factory Tour - https://www.youtube.com/watch?v=jRRrf67XT7M
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Timestamps:
00:00 – Intro & Silvercore Club discounts
02:00 – Welcome Jonas Hellentin: carrying Norma’s legacy forward
04:00 – Travis’ visit to the Norma factory in Sweden
07:00 – Inside the factory: automation meets human craftsmanship
09:00 – What makes Norma different from other ammunition makers
11:00 – The philosophy behind “It’s up to you”
13:30 – Swedish teamwork and the “hive mind” culture
17:00 – Hunting traditions: inclusivity and heritage in Sweden
21:00 – The origins of Norma Ammunition – from Norway to Sweden
27:00 – Multi-generational craftsmanship and pride in the factory
31:00 – From brass cup to finished cartridge: how ammo is made
34:00 – The overlooked secrets of ammunition accuracy
40:00 – Human error and humility in shooting
43:00 – Norma’s innovation in bonding technology
48:00 – The story behind Norma’s eco-friendly packaging
51:00 – Social media restrictions and reframing the outdoor message
55:00 – Education through Norma Academy and building trust
59:00 – The importance of unity in the hunting and shooting community
1:03:00 – Hunters as stewards of nature
1:05:00 – Testing and the science of ballistic gel
1:09:00 – Eureka moments and lessons learned in R&D
1:11:00 – Deciding which new calibers to develop
1:12:00 – The lead ban and its ethical implications
1:18:00 – The future of hunting and responsible innovation
1:20:00 – Closing thoughts and Norma Academy links