Inside the Benelli Factory: Technology, Art & Performance

Step inside the world of Benelli as Eric Poole, Steve Gould, Nick Andrews and Bret Maffett travel to Urbino, Italy — the birthplace of Benelli's legendary "Art of Performance." From Renaissance history and artistic inspiration to cutting-edge robotics, AI-driven manufacturing, cryogenic barrel treatment and advanced shotgun engineering, this episode takes you behind the scenes of one of the most fascinating firearms factories in the world. The crew explores Benelli's innovative approach to firearm design, including: Advanced Impact barrel technology BE.S.T. surface treatment Cryogenic barrel processing Virtual reality product development 3D printing and rapid prototyping Precision manufacturing and robotics The balance between craftsmanship, ergonomics and performance Along the way, exhibition shooter Steve Gould shares how seeing legendary shooter Tom Knapp inspired his own career, while the team discusses the future of firearms manufacturing and why Benelli continues pushing boundaries in innovation and design. This is more than a factory tour — it's a look at how Italian heritage, engineering and passion come together to create some of the most respected shotguns in the world.