Slayer Calls team with Bill & Stephanie Ayer in the middle.For Bill and Stephanie Ayer, the journey to founding Slayer Calls wasn’t just about building a business—it was about honoring a legacy of craftsmanship, innovation, and a deep-rooted passion for hunting. From a childhood surrounded by skilled artisans to creating cutting-edge game calls that push the boundaries of tradition, Bill’s story is one of persistence, creativity, and a commitment to the hunting community.
The Roots of Craftsmanship
Bill’s inspiration for making game calls traces back to his grandfather, an immigrant from Sicily who arrived in the U.S. in the early 1920s. Initially a baker in New York, his grandfather lost his business during the Great Depression and pivoted to cabinet making in Pittsburgh, California. Growing up, Bill was surrounded by handcrafted wooden furniture, from kitchen tables to the very bed he slept in. His uncle, a fourth-generation Italian shoemaker, also played a significant role in shaping his appreciation for skilled trades.
Spending time in his grandfather’s woodshop and his uncle’s shoe repair shop, Bill absorbed the principles of craftsmanship, precision, and hands-on work. Meanwhile, his father, a steelworker, and his grandfather, a machinist for Boeing, reinforced the value of working with one’s hands to create something durable and functional. However, while he admired their skills, Bill knew he wanted to carve his own path—one that would blend his passion for craftsmanship with his love of the outdoors.
Founder, Bill Ayer
From Hobby to Business
A dedicated duck hunter, Bill first attempted making his own duck calls purely for personal use. “The first ones were terrible,” he admits with a laugh. “The second ones were terrible. But they slowly got better.” Over time, his skills improved, and what started as a hobby became a method of unwinding from high-stress jobs in the software industry.
After moving to Idaho and working for TSheets, he frequently hunted with the company’s founder, Matt Rissell. One season, he gifted Rissell custom red and black duck calls—a nod to TSheets’ branding. Impressed by the craftsmanship and performance, Rissell encouraged Bill to turn his passion into a business.
At first, Bill hesitated. “I knew what taking it to the next level meant,” he says. But after a year away from work, he was ready for a new challenge. With Rissell’s backing and the expertise of Jen Hetherington, former VP of Marketing at Bodybuilding.com and TSheets, Slayer Calls was born.
Setting Slayer Calls Apart
The hunting call industry has remained largely unchanged for decades, with many companies recycling the same designs. Slayer Calls, however, set out to innovate. “We’re trying to bring new ideas and technology into the industry,” Bill explains. “Coming from the software world, I’m used to moving fast—pivoting, adding features, and constantly improving.”
One of Slayer’s standout products is the DUBAR, a duck call unlike anything on the market—super ducky and as raspy as it gets. The company also developed the Enchantress, an innovative elk call designed so that anyone can use it; no special skills required. Beyond innovation, Slayer Calls prides itself on exceptional customer service. Unlike many companies that rely on automated systems, Slayer ensures that every customer inquiry is met with a personal response within 24 hours.
Additionally, Slayer Calls offers a lifetime guarantee, reinforcing their commitment to quality and customer satisfaction. “Our products aren’t just tools; they’re heirlooms,” Bill says. “They’re made to last a lifetime.”
A Mission Rooted in Conservation and Tradition
Beyond crafting superior calls, Slayer Calls is dedicated to preserving the tradition of hunting for future generations. Bill emphasizes the importance of introducing kids to the sport, ensuring they have opportunities to learn and engage. “If your dad, grandpa, or mom didn’t hunt, how do you get into it?” he asks. “We want to make it special for kids and keep the tradition alive.”
Slayer also advocates for habitat conservation, recognizing the impact of urban development on wildlife. “We’re watching places where animals have raised their young for generations turn into concrete,” Bill says. “Hunters are often the ones looking out for these animals and their environments.”
Expanding the Call Lineup
Slayer Calls has grown its product line to include elk, duck, goose, predator, and turkey calls, each designed with innovation and user success in mind. “We started in waterfowl, then expanded into predator calls, elk, and now turkey,” Bill explains. “The goal is to give hunters the best tools for success—because if they’re successful, they’re more likely to keep hunting.”
As Slayer Calls continues to grow, Bill and Stephanie remain committed to their core values: quality craftsmanship, exceptional customer service, and a deep respect for the hunting tradition. With a name that pays homage to both Bill’s nickname and his wife Stephanie Lynn Ayer’s initials (S.L.A.), Slayer Calls is more than just a brand—it’s a tribute to family, passion, and the pursuit of excellence.
Stay tuned for the second half of this article, where we dive deeper into Slayer Calls’ cutting-edge technology, their role in conservation efforts, and the future of hunting innovation.
In the meantime, Slayer Calls is working on a June Event in Eagle.
