
August 25, 2025
Leveraging NSSF Membership: Insights from Scottsdale Gun Club’s Ron Kennedy
How One Arizona Range is Using NSSF Programs, Technology and National Shooting Sports Month® to Stay Ahead
As General Manager of the renowned Scottsdale Gun Club, Ron Kennedy knows what it takes to keep a high-volume range and retail operation running smoothly, innovating continually and staying relevant in a fast-changing market. With more than 20 years of NSSF membership under his belt, Ron says that while tools like SHOT Show® are invaluable, it’s the day-to-day resources, data and programs that make the biggest difference.
We spoke with Ron during the NSSF Marketing & Leadership Summit, where he shared why he continues to invest in education, attend events and participate in annual campaigns like National Shooting Sports Month.
Technology and Trust: A Modern Approach to Customer Experience
One of the biggest themes Ron took away from this year’s Summit? Empowering the customer.
“We’ve talked a lot about embracing technology, letting the customer have more control over how they interact with our business, rather than forcing them into our mold,” he said.
For Scottsdale Gun Club, that means pursuing innovations like automated check-in, online reservations and in-range ammo vending to streamline the experience and drive revenue.
Using NSSF Tools to Support Smarter Strategy
Ron has attended the Marketing & Leadership Summit for many years and he’s now bringing his team along. “This year I brought my marketing coordinator. It’s his first time here, and he’s really seeing the value in the data, tools and topics.”
From webinars to compliance guidance and e-commerce trainings, Ron says NSSF is his go-to source for trusted business information.
“NSSF helps us stay informed on legislation, industry trends and new marketing strategies. Even if you’re not attending events, there’s so much available to members. It’s been worth it from day one.”
A Creative Take on National Shooting Sports Month®
When August rolls around, Ron and his team don’t just check the box, they get creative.
Every year, Scottsdale Gun Club partners with other ranges across the country to run fun, competitive shooting challenges during National Shooting Sports Month. One example? A team-based target competition where the losing range has to wear the winner’s shirts and hats and post about it on social media.
“It’s a fun, friendly rivalry that gets staff and members engaged across state lines,” Ron said. “Nobody wants to lose and everybody wins with the exposure and participation.”
Beyond competitions, Ron views National Shooting Sports Month as a key opportunity to bring in new shooters, increase word-of-mouth referrals and reengage existing customers.
“It’s a great excuse to invite someone down who’s never shot before. It gives us a chance to show people what a responsible, fun and community-oriented experience shooting can be.”
Maximizing the Value of NSSF Webinars and Resources
Scottsdale Gun Club actively participates in NSSF’s ongoing webinar series, which covers topics ranging from e-commerce optimization and store management to ATF inspection preparedness. Kennedy noted that these one-hour sessions consistently spark new ideas and provide practical tools for implementation.
For maximum impact, Kennedy suggests that ranges and retailers go beyond simply attending webinars. Instead, they should:
- Assign team members to participate and report back key insights.
- Create action lists from each session, identifying at least one improvement to implement.
- Leverage follow-up materials and recommended suppliers provided by NSSF.
By treating these webinars as strategic planning tools, businesses can consistently evolve and strengthen their operations.
Final Thoughts: Why NSSF Is Worth the Investment
For any business owner or operator still on the fence about NSSF membership, Ron offers a clear message:
“Dive in. Figure out what you want to do with your business and then look at the resources NSSF offers. Even if you don’t attend every event, there’s value waiting for you.”
Ready to Engage?
Whether it’s through webinars, research tools, national promotions or hands-on leadership summits, NSSF helps ranges and retailers strengthen their operations and connect with customers in meaningful ways.
Learn more about how to participate in National Shooting Sports Month and unlock the benefits of year-round NSSF membership.
Access the NSSF Portal Become an NSSF Member
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