Five markers around ZeroTech's *Thrive X* dial
ZeroTech’s new Thrive X 3-9x40 announcement adds five adjustable distance references to three versions. The ordinary MOA scale stays visible, and Canadian classic Thrive listings need their own model-code check.
ZeroTech’s October 26 U.S. announcement introduces four Thrive X 3-9x40 versions, three with five adjustable reference markers around the elevation dial. You can put your own confirmed distances beside the ordinary quarter-MOA scale. That is the useful detail in the company's October 26 U.S. announcement, especially for a Canadian shopper who already knows the older Thrive name.
The choice runs deeper than the reticle picture. The G4, PHR 3, and PHR 4 configurations include the Adjustable BDC Turret. The Zeroplex version uses the conventional arrangement. Canadian listings for an existing Thrive 3-9x40 need a model-code check before anyone carries the new features across to local stock.
My own detour into 40x scopes taught me to pay closer attention to the picture I could use. That experience makes me pause over the practical part of a new optic. With this dial, I want to see the actual adjustment as well as the distance I have chosen to remember. A neat label earns its place by making a known setting easier to find. The ammunition and the conditions still get a vote.
Five markers, with the scale still underneath
ZeroTech describes five markers that lock individually, with the full 0.25 MOA scale readable beneath them. Its PHR 3 product page confirms that the turret retains ordinary elevation adjustment when the markers are unused. The markers add references to the dial; the underlying clicks still determine the adjustment.
That arrangement lets the owner associate a marker with a result established for a particular rifle and ammunition. The October 26 announcement describes matching the references to distances confirmed with that combination. The owner chooses the useful distances using results from that rifle and ammunition.
For someone who uses a few familiar distances, I can see the appeal. You get a visible reminder of the setting you meant to use, while the angular scale remains available for other corrections. Whether the markers are legible, secure, and comfortable to work with in the field still requires handling and testing. Holdover has no Thrive X test results to report.
The manufacturer's instruction manual also deserves a look. Its version line dates to August 2026, so October 26 establishes the current U.S. announcement. It supplies no basis for calling the mechanism a worldwide first or treating the announcement date as the birth of the entire Thrive X family.
Reticle references have their own magnification
The PHR 3 and PHR 4 product pages specify second focal plane reticles calibrated at 9x. Their published holdover references therefore need that magnification context. Turning the power ring changes the angular relationship between the reticle markings and the scene, even though the reticle keeps the same apparent size.
A distance marker on the elevation turret and a reference below the reticle's centre involve different ways of applying a correction. One identifies a dial setting. The other gives an aiming reference in the sight picture. An owner comparing these versions should understand which method they expect to use and read the relevant reticle chart.
That matters more to me than collecting another reticle name. PHR 3 provides a simplified holdover pattern. PHR 4 combines a floating central aiming point with an open upper field. G4 offers another sight picture while keeping the adjustable turret in the package. The useful choice depends on how the owner wants to read the target and the adjustment together.
Four configurations, three adjustable dials
The announcement separates the versions by code:
| Reticle | Model code | Adjustable BDC Turret |
|---|---|---|
| Zeroplex | THX3940 | Excluded |
| G4 | THXB3940G | Included |
| PHR 3 | THXB3940P3 | Included |
| PHR 4 | THXB3940P4 | Included |
ZeroTech lists a 30mm tube and 40mm objective across the line. The Zeroplex weighs a stated 521 g; the other three weigh 532 g including the adjustable turret. Those are manufacturer specifications, with a small weight difference between the configurations.
The PHR 3 specification table also lists fixed parallax at 100 metres, a 0.25 MOA click value, 60 MOA of internal elevation adjustment, and no zero stop. These describe separate features. The adjustable reference markers give you selected positions to recognize; the table still leaves the zero-stop entry at “No.” A buyer who wants a physical return stop should keep that requirement visible while comparing scopes.
The family's manual covers several configurations and includes features that depend on the model. An exact 3-9x40 product page is the better starting point for its specifications, followed by the manual sections that apply to that configuration.
Canada's existing Thrive stock needs its own identity
Corlane Sporting Goods currently lists a Thrive 3-9x40 Zeroplex at C$279 before tax, with the model code TH3940. The new announcement identifies its Zeroplex as THX3940. That extra letter matters when the product names look almost identical in a search result.
Corlane's listing establishes an offer for its stated model. It supplies no Canadian price or delivery promise for the new X configurations. This source check did not establish a Canadian Thrive X offer, and the U.S. announcement cannot supply one on a dealer's behalf.
Canadian buyers can still use the announcement to ask a more precise question: which model code will arrive, which reticle accompanies it, and does that exact package include the adjustable turret? Those are concrete points a retailer can answer against the box and its supplier record. Currency conversion would add arithmetic while leaving the actual Canadian offer unresolved.
The Thrive X's attraction is easy enough to understand from the published design. Five chosen references sit above an ordinary adjustment scale, with three reticle options carrying that arrangement. I would want the exact configuration in front of me, a readable dial, and enough time with it to judge the details. Until then, the markers are a reason to look more closely at the scope, with the model code doing the first useful work.
Sources
- ZeroTech Optics USA's October 26 Thrive X 3-9x40 announcement
- ZeroTech Thrive X 3-9x40 PHR 3 specifications
- ZeroTech Thrive X 3-9x40 PHR 4 specifications
- ZeroTech Thrive X 3-9x40 Zeroplex specifications
- ZeroTech Thrive X instruction manual, August 2026
- Corlane Sporting Goods' TH3940 listing
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