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June 20, 2025
Capitalize On Range Trends, Grow Your Membership: Advice From Range Systems’ Doug VanderWoude
A Practical Look at What’s Working and What’s Next for Firearm Ranges and Retailers
From new range owners looking to get into the business to former clients seeking upgrades, Doug VanderWoude shares how the NSSF’s Range-Retailer Business Expo™ created a space for connection and consultation.
We caught up with Doug VanderWoude of Range Systems at NSSF’s Range-Retailer Business Expo, where industry professionals come together each year to exchange ideas, discover new solutions and sharpen their business strategy. With decades of experience helping ranges evolve their infrastructure and operations, Doug had no shortage of sharp insights into what’s working right now and where range and retail businesses should focus next.
Range Memberships Are Thriving. Are You Capitalizing on It?
“If you’re not building a membership model at your range, you’re leaving money on the table,” Doug said.
He’s seeing a surge in successful membership programs across the country and not just at the big, high-traffic facilities. Small and mid-sized ranges are leveraging creative pricing, member perks and exclusive events to drive steady monthly revenue while increasing customer loyalty.
“People want a reason to come back. Membership gives them that. Plus, it builds community,” Doug added.
Build or refine a tiered membership offering that includes access to training, priority booking, member-only nights or discounts on ammo and accessories.
The Curiosity Factor: Don’t Miss the Opportunity to Educate
“There are so many people who are just curious about guns. They’ve never shot one. They don’t know what an AR-15 is. If you don’t educate them, someone else will and it might be the media.”
Doug’s advice? Offer basic intro classes that demystify firearms and encourage open dialogue. Whether it’s hosting an AR-15 101 class, Intro to Handguns or participating in NSSF’s First Shots® program, ranges have a unique opportunity to shape public perception and grow participation at the same time.
Develop one or two “firearms 101” classes aimed at total beginners. Promote them to non-shooting audiences using language that emphasizes safety, education and confidence-building, not just shooting skills.
Retail Sales May Be Slowing, But Training Is Picking Up the Slack
Doug acknowledged that the retail side of the business is under some pressure right now, but he’s seeing signs of resilience, especially in training.
“Even if someone’s not buying today, they still want to learn. Training is something you can always offer. And for some ranges, it’s becoming their strongest revenue stream.”
He’s also seeing retailers without ranges start to add training components, whether that’s classroom-only courses, partnerships with nearby ranges or using simulators.
If you’ve not prioritized training in your business plan, it’s time to reevaluate. Build out a class calendar, train instructors and invest in building a reputation as the go-to place to learn.
Use What’s Already Available: NSSF Education Portal Is a Game-Changer
“I used to do consulting,” Doug said. “And I’ve got to say, the NSSF’s online education portal is phenomenal. You can learn how to run your store, your range, manage compliance, even clean your facility properly.”
Doug believes more businesses need to tap into the free resources that exist rather than try to reinvent the wheel.
Use NSSF’s Retailer and Range Business Resources as a staff training foundation. Encourage employees to regularly complete courses on customer service, safety and operations.
Access the NSSF Portal Become an NSSF Member
Support the Industry That Supports You
Doug is a vocal advocate for NSSF membership not just because of the resources, but because of the advocacy.
“During COVID, it was NSSF that fought to get ranges and stores back open. And it’s NSSF that’s still leading the charge on pro-gun legislation. If you’re in this industry, being a member isn’t optional, it’s part of your responsibility.”
If you’re not yet a member, explore how NSSF membership supports your business through advocacy, compliance assistance, education and exclusive insights.
Keep Innovating, Keep Welcoming
Doug’s advice to range and retail owners is clear: Stay focused on customer needs, stay open to new ideas and never underestimate the power of education and engagement.
“Even if someone just tries shooting once, you’ve made an impression. That’s how you build understanding. That’s how you grow the community.”
Join the Conversation at This Year’s Range-Retailer Business Expo™
The insights above were shared live at the NSSF Range-Retailer Business Expo™, the only industry event designed exclusively for range operators and firearm retailers.
If you’re looking to stay ahead of the curve, connect with like-minded professionals and walk away with real strategies to grow your business, don’t miss your chance to attend. The next Expo takes place next month.
Will we see you there?
Categories: BP Item, Education, Featured, Industry News, Ranges, Retailers, Top Stories
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