{"id":5175,"date":"2014-04-11T00:00:00","date_gmt":"2014-04-11T00:00:00","guid":{"rendered":"https:\/\/blog.tractoptics.com\/https-swiftotterincubator-wpcomstaging-com-videosview-why-tract\/"},"modified":"2026-05-21T11:38:45","modified_gmt":"2026-05-21T11:38:45","slug":"why-tract","status":"publish","type":"post","link":"https:\/\/blog.tract-optics.co.za\/why-tract\/","title":{"rendered":"Why you should consider TRACT for your next Optics purchase"},"content":{"rendered":"<div style=\"position:relative;padding-top:56.25%\"><iframe src=\"https:\/\/iframe.mediadelivery.net\/embed\/330784\/835ef4d3-77b7-4638-8148-694fb0757d0c?autoplay=false&#038;loop=false&#038;muted=false&#038;preload=true&#038;responsive=true\" style=\"border:0;position:absolute;top:0;height:100%;width:100%\" allow=\"accelerometer;gyroscope;autoplay;encrypted-media;picture-in-picture;\" allowfullscreen=\"true\"><\/iframe><\/div><p>Whether you&#8217;re frustrated with overpriced <a href=\"https:\/\/blog.tract-optics.co.za\/rifle-marksmanship-follow-through\/\">optics<\/a> that underdeliver or tired of paying retail markups for average quality, <a href=\"https:\/\/blog.tract-optics.co.za\/western-big-game-hunting-outfitting\/\">TRACT Optics<\/a> might be the game-changer you&#8217;ve been looking for. We didn&#8217;t enter this market because it needed another optics company\u2014quite the opposite. We saw a broken system and decided to fix it.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\"><div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p><span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#Why_TRACT_Chose_the_Road_Less_Traveled\" >Why TRACT Chose the Road Less Traveled<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#The_TRACT_Quality_Difference\" >The TRACT Quality Difference<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#Our_34mm_Revolution\" >Our 34mm Revolution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#Who_Benefits_Most_from_TRACT_Optics\" >Who Benefits Most from TRACT Optics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#How_We_Stack_Up_Against_the_Competition\" >How We Stack Up Against the Competition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#The_TRACT_Trust_Assurance\" >The TRACT Trust Assurance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#Final_Thought\" >Final Thought<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#Frequently_Asked_Questions\" >Frequently Asked Questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#Why_did_TRACT_choose_direct-to-consumer_instead_of_traditional_retail\" >Why did TRACT choose direct-to-consumer instead of traditional retail?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#What_makes_TRACTs_34mm_scope_special\" >What makes TRACT's 34mm scope special?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#How_does_TRACTs_quality_compare_to_premium_European_brands\" >How does TRACT's quality compare to premium European brands?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#What_is_the_TRACT_Trust_Assurance_warranty\" >What is the TRACT Trust Assurance warranty?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/blog.tract-optics.co.za\/why-tract\/#Who_should_consider_buying_TRACT_Optics\" >Who should consider buying TRACT Optics?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div><h2><span class=\"ez-toc-section\" id=\"Why_TRACT_Chose_the_Road_Less_Traveled\"><\/span>Why TRACT Chose the Road Less Traveled<span class=\"ez-toc-section-end\"><\/span><\/h2><p>When my co-founder <a href=\"https:\/\/blog.tract-optics.co.za\/why-we-work-with-james-eagleman\/\">Jon LaCorte<\/a> and I started TRACT, the market was already saturated with optics companies. But here&#8217;s the truth: most were taking shortcuts that hurt consumers. Coming from years at established companies like Nikon and Redfield, we witnessed firsthand how retail markups were driving prices through the roof while quality standards were slipping.<\/p><p>That&#8217;s why we made a bold decision\u2014skip traditional retail entirely. By going direct-to-consumer, we eliminate the middleman markups that can add 40-60% to your final cost. Instead of padding retailer profits, we invest that money where it matters: premium components, rigorous testing, and quality control that rivals scopes costing twice as much.<\/p><p><strong>PRO TIP:<\/strong> When you buy direct from the manufacturer, you&#8217;re not just saving money\u2014you&#8217;re getting better customer support since you&#8217;re dealing with the people who actually build your optic.<\/p><h2><span class=\"ez-toc-section\" id=\"The_TRACT_Quality_Difference\"><\/span>The TRACT Quality Difference<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Our commitment to quality isn&#8217;t just marketing speak. Take our TORIC line, which features SCHOTT HT glass\u2014the same premium German glass found in optics costing $2,000-$3,000. By eliminating retail markups, we can offer this level of performance at prices that make sense for serious hunters and shooters.<\/p><p>But quality goes beyond glass. Every TRACT optic undergoes extensive testing in real-world conditions. We&#8217;re talking temperature extremes, shock testing, and waterproof validation that exceeds industry standards. When you&#8217;re tracking a once-in-a-lifetime buck at dawn or making a precision shot at 600 yards, &#8220;good enough&#8221; isn&#8217;t in our vocabulary.<\/p><h2><span class=\"ez-toc-section\" id=\"Our_34mm_Revolution\"><\/span>Our 34mm Revolution<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Let&#8217;s talk about our 34mm scope platform\u2014what we consider the pinnacle of our engineering efforts. This isn&#8217;t just about bigger tubes; it&#8217;s about maximizing your potential in the field.<\/p><p>The larger 34mm main tube provides several key advantages:<\/p><ul><li><strong>Increased adjustment range:<\/strong> More elevation and windage travel for long-range shooting<\/li><li><strong>Better light transmission:<\/strong> Larger internal components mean brighter images in low light<\/li><li><strong>Enhanced durability:<\/strong> Stronger construction handles recoil and field abuse better<\/li><li><strong>Superior tracking:<\/strong> Precise, repeatable adjustments you can trust<\/li><\/ul><p>Notice something? These aren&#8217;t just technical specs\u2014they translate directly to better performance when it matters most.<\/p><h2><span class=\"ez-toc-section\" id=\"Who_Benefits_Most_from_TRACT_Optics\"><\/span>Who Benefits Most from TRACT Optics<span class=\"ez-toc-section-end\"><\/span><\/h2><p>If you&#8217;re wondering whether TRACT is right for you, here&#8217;s who gets the most value from our approach:<\/p><p><strong>Value-conscious hunters<\/strong> who want premium performance without premium retail prices. You understand that good glass is an investment, but you&#8217;re smart enough to avoid paying for marketing budgets and retailer markups.<\/p><p><strong>Precision shooters<\/strong> who demand reliable tracking and consistent performance. Whether you&#8217;re competing or practicing long-range fundamentals, you need optics that perform the same way every time.<\/p><p><strong>Experienced outdoorsmen<\/strong> who&#8217;ve been burned by overhyped, underperforming gear. You know what quality looks like and you&#8217;re tired of paying twice for it.<\/p><h2><span class=\"ez-toc-section\" id=\"How_We_Stack_Up_Against_the_Competition\"><\/span>How We Stack Up Against the Competition<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Let&#8217;s be honest\u2014you&#8217;ve got options. Companies like Vortex offer solid warranties and good customer service. Premium brands like Swarovski deliver exceptional optical performance. But here&#8217;s where TRACT finds its sweet spot:<\/p><p>We combine the optical quality of premium brands with the value proposition that makes sense for real-world users. When you compare our <a href=\"https:\/\/blog.tract-optics.co.za\/right-binocular-or-binocular-rangefinder\/\">TORIC binoculars<\/a> to similarly-priced Vortex models, you&#8217;ll notice our enhanced eyepiece design provides wider field of view and longer eye relief while minimizing blackout issues.<\/p><p>Against premium European brands? Our SCHOTT HT glass delivers 95% of their optical performance at 60% of their price. That&#8217;s not compromise\u2014that&#8217;s intelligent engineering and honest pricing.<\/p><h2><span class=\"ez-toc-section\" id=\"The_TRACT_Trust_Assurance\"><\/span>The TRACT Trust Assurance<span class=\"ez-toc-section-end\"><\/span><\/h2><p>Here&#8217;s something that sets us apart: our lifetime warranty isn&#8217;t just coverage\u2014it&#8217;s confidence. We call it the TRACT Trust Assurance, and it means we stand behind every optic for its entire usable life.<\/p><p>But warranty is just the safety net. The real story is that our optics are built to last. When you eliminate the pressure to hit specific retail price points, you can focus on building products that simply don&#8217;t fail.<\/p><h2><span class=\"ez-toc-section\" id=\"Final_Thought\"><\/span>Final Thought<span class=\"ez-toc-section-end\"><\/span><\/h2><p>The optics industry needed disruption, not another company playing by the old rules. By going direct-to-consumer, we&#8217;re not just offering better value\u2014we&#8217;re proving that quality and affordability aren&#8217;t mutually exclusive. Whether you choose our entry-level RESPONSE scopes or flagship TORIC products, you&#8217;re getting honest performance at honest prices.<\/p><p>The market didn&#8217;t need another optics company, but it desperately needed a better way to buy premium optics. That&#8217;s exactly what we built.<\/p><p><strong>Let&#8217;s make every shot count.<\/strong><\/p><h2><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span>Frequently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2><h3><span class=\"ez-toc-section\" id=\"Why_did_TRACT_choose_direct-to-consumer_instead_of_traditional_retail\"><\/span>Why did TRACT choose direct-to-consumer instead of traditional retail?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>TRACT chose direct-to-consumer to eliminate retail markups that add 40-60% to optic prices. This allows them to invest in premium components like SCHOTT HT glass while offering better value to customers.<\/p><h3>What makes TRACT&#8217;s 34mm scope special?<\/h3><p>TRACT&#8217;s 34mm scope platform offers increased adjustment range, better light transmission, enhanced durability, and superior tracking precision. The larger tube allows for bigger internal components and stronger construction.<\/p><h3>How does TRACT&#8217;s quality compare to premium European brands?<\/h3><p>TRACT uses the same SCHOTT HT glass found in premium European optics, delivering 95% of their optical performance at about 60% of their price through direct-to-consumer savings.<\/p><h3><span class=\"ez-toc-section\" id=\"What_is_the_TRACT_Trust_Assurance_warranty\"><\/span>What is the TRACT Trust Assurance warranty?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>The TRACT Trust Assurance is a lifetime warranty that covers all <a href=\"https:\/\/blog.tract-optics.co.za\/how-to-glass-effectively-western-hunting\/\">TRACT binoculars<\/a> and rifle scopes for their entire usable life, demonstrating the company&#8217;s confidence in their build quality.<\/p><h3><span class=\"ez-toc-section\" id=\"Who_should_consider_buying_TRACT_Optics\"><\/span>Who should consider buying TRACT Optics?<span class=\"ez-toc-section-end\"><\/span><\/h3><p>TRACT is ideal for value-conscious hunters, precision shooters, and experienced outdoorsmen who want premium optical performance without paying retail markups for marketing and middleman profits.<\/p><p>{  &#8220;@context&#8221;: &#8220;https:\/\/schema.org&#8221;,  &#8220;@type&#8221;: &#8220;FAQPage&#8221;,  &#8220;mainEntity&#8221;: [    {      &#8220;@type&#8221;: &#8220;Question&#8221;,      &#8220;name&#8221;: &#8220;Why did TRACT choose direct-to-consumer instead of traditional retail?&#8221;,      &#8220;acceptedAnswer&#8221;: {        &#8220;@type&#8221;: &#8220;Answer&#8221;,        &#8220;text&#8221;: &#8220;TRACT chose direct-to-consumer to eliminate retail markups that add 40-60% to optic prices. This allows them to invest in premium components like SCHOTT HT glass while offering better value to customers.&#8221;      }    },    {      &#8220;@type&#8221;: &#8220;Question&#8221;,      &#8220;name&#8221;: &#8220;What makes TRACT&#8217;s 34mm scope special?&#8221;,      &#8220;acceptedAnswer&#8221;: {        &#8220;@type&#8221;: &#8220;Answer&#8221;,        &#8220;text&#8221;: &#8220;TRACT&#8217;s 34mm scope platform offers increased adjustment range, better light transmission, enhanced durability, and superior tracking precision. The larger tube allows for bigger internal components and stronger construction.&#8221;      }    },    {      &#8220;@type&#8221;: &#8220;Question&#8221;,      &#8220;name&#8221;: &#8220;How does TRACT&#8217;s quality compare to premium European brands?&#8221;,      &#8220;acceptedAnswer&#8221;: {        &#8220;@type&#8221;: &#8220;Answer&#8221;,        &#8220;text&#8221;: &#8220;TRACT uses the same SCHOTT HT glass found in premium European optics, delivering 95% of their optical performance at about 60% of their price through direct-to-consumer savings.&#8221;      }    },    {      &#8220;@type&#8221;: &#8220;Question&#8221;,      &#8220;name&#8221;: &#8220;What is the TRACT Trust Assurance warranty?&#8221;,      &#8220;acceptedAnswer&#8221;: {        &#8220;@type&#8221;: &#8220;Answer&#8221;,        &#8220;text&#8221;: &#8220;The TRACT Trust Assurance is a lifetime warranty that covers all TRACT binoculars and rifle scopes for their entire usable life, demonstrating the company&#8217;s confidence in their build quality.&#8221;      }    },    {      &#8220;@type&#8221;: &#8220;Question&#8221;,      &#8220;name&#8221;: &#8220;Who should consider buying TRACT Optics?&#8221;,      &#8220;acceptedAnswer&#8221;: {        &#8220;@type&#8221;: &#8220;Answer&#8221;,        &#8220;text&#8221;: &#8220;TRACT is ideal for value-conscious hunters, precision shooters, and experienced outdoorsmen who want premium optical performance without paying retail markups for marketing and middleman profits.&#8221;      }    }  ]}<\/p><p><strong>Let&#8217;s make every shot count.<\/strong><\/p><p>Have questions? We&#8217;re here to help:<\/p><ul><li>\ud83d\udcde Call: <a href=\"tel:631-662-7354\">631-662-7354<\/a><\/li><li>\ud83d\udce7 Email: <a href=\"mailto:support@tractoptics.com\">support@tractoptics.com<\/a><\/li><li>\ud83d\udcac Live Chat available on <a href=\"https:\/\/tractoptics.com\" target=\"_blank\" rel=\"noopener\">tractoptics.com<\/a><\/li><\/ul><p><a href=\"https:\/\/www.trustpilot.com\/review\/tractoptics.com\" target=\"_blank\" rel=\"noopener\">\u2b50 See what our customers say on Trustpilot<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>TRACT Optics revolutionizes the industry by eliminating retail markups and delivering premium quality directly to consumers. Learn why this direct-to-consumer approach offers better value for serious hunters and shooters.<\/p>\n","protected":false},"author":2,"featured_media":12648,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2256,2274],"tags":[4460,2797,2805,4461,2899,4462,3004,3032,3047,3048,3049,3050,3053,3054,3056,3057,3058,3060,3064,3074,3078,3079,3082,3085,3086,3087,3088,3089,3091,3092,3093,3101,3351],"class_list":["post-5175","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-to","category-video","tag-34mm-scope","tag-hunting","tag-hunting-binoculars","tag-lifetime-warranty-optics","tag-long-range-rifle-scope","tag-premium-rifle-scopes","tag-rifle","tag-rifle-scope","tag-rifle-scope-objective-size","tag-rifle-scope-reticle","tag-rifle-scope-reticles","tag-rifle-scope-reticles-explained","tag-rifle-scope-turret-knobs","tag-rifle-scope-turrets","tag-rifle-scope-windage-adjustment","tag-rifle-scope-with-ballistic-calculator","tag-rifle-scopes","tag-rifle-scopes-for-sale","tag-rifle-size-for-deer-hunting","tag-rifle-turret","tag-rifles-for-deer-hunting","tag-riflescope","tag-riflescopes","tag-rimfire-bdc-reticle","tag-rimfire-bdc-scope","tag-rimfire-optics","tag-rimfire-rifle-scope","tag-rimfire-rifle-scopes","tag-rimfire-scope","tag-rimfire-scope-3-9x40","tag-rimfire-scope-with-bdc","tag-schott-ht-glass","tag-wistia"],"_links":{"self":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/5175","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/comments?post=5175"}],"version-history":[{"count":3,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/5175\/revisions"}],"predecessor-version":[{"id":12649,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/5175\/revisions\/12649"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/media\/12648"}],"wp:attachment":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/media?parent=5175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/categories?post=5175"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/tags?post=5175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}