Ep. 170: Inside the Norma Factory: How Swedish Precision Builds the World’s Most Trusted Ammunition

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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Silvercore Club Promotion and Giveaways - 

Stoeger Canada 40% off clothing, 20% everything else and free shipping on orders over $150 (unit October 14 2025) - https://www.stoegercanada.ca/

Nanuk Cases - 30% off all cases

Armament Technology - Keep an eye on Silvercore Outdoors social media for your chance to win a 3moa Micro Red Dot sight by SAI!- https://armament.com/collections/sai-optics-riflescopes/products/sai-optics-mini-red-dot-sight

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