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November 5, 2018

How to Create a Next Generation Range Through Retrofitting

By Jeff Swanson, NSSF Range Action Specialist Team Member

Develop a modern, up-scale shooting sports destination.

In this video, Jeff Swanson from NextGen Range Consulting discusses cost-effective ways to create a Next Generation range through retrofitting. One of the hottest developments in the firearms industry is the evolution of the “Next Generation” shooting range, a move to modern, up-scale shooting sports destinations offering amenities that would be more typically associated with first-class country clubs. These amenities often include restaurants, private lounges, cigar rooms, gun lockers, concierge services, conference rooms, event spaces and even private entrances with extended hours for VIP members. Although creating amenities such as these (which should be viewed as profit centers, more on that in a bit) can often be cost prohibitive to build, there are many ways to incorporate these trends — with nominal cost — by reimagining your space.

Whether retrofitting your facility or building from scratch, the “Next Generation” approach includes diversifying revenue sources across several “profit centers.” The goal is threefold:

  1. Attract the next generation of shooters and the rapidly growing female demographic.
  2. Entice your range’s shooters to stay longer at your facility and do more while they’re there.
  3. Build a level of insulation against typical revenue ups and downs created by retail market fluctuation and range seasonality.

With those three goals in mind, profit centers generally include a mix of the following:

  • A clean, bright shooting range with enhanced target retrieval systems.
  • A modern retail floor staffed by friendly, team-oriented individuals.
  • Attractive classrooms and a full suite of training offerings.
  • A virtual simulator and other customer-engagement technology.
  • A focused membership strategy.
  • Food and beverage service.
  • An event business.

Read more here and tackle some basic improvements that can really help your range shine.

About the Author
Jeff Swanson is co-founder and an owner of a “Next Generation” range in Oklahoma, and the Managing Member of NexGen Range Consulting. An attorney, entrepreneur and business development consultant with more than 22 years of experience, Swanson and his team created NexGen Range Consulting to help new and existing range owners across the country create their own next-generation facilities. He also serves on NSSF’s Range Action Specialists team and can be reached for consulting services by contacting NSSF Member Services at 203-426-1320. Learn more about NSSF’s Range Action Specialists and their services on

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