December 4, 2025

Unlock New Revenue Opportunities at SHOT University 2026

As retailers and ranges continue navigating shifting consumer behavior, rising operational costs and the challenge of staying competitive in a crowded marketplace, SHOT University 2026 delivers a timely set of sessions designed to help businesses strengthen sales, modernize operations and build resilient teams. Whether you’re looking to drive foot traffic, expand services, improve customer engagement or boost profitability during slower seasons, these sessions offer practical, real-world guidance you can apply immediately.

Below are three standout courses, each led by respected industry professionals, designed to help your business increase revenue, grow stronger relationships and improve performance heading into 2026 and beyond.

Profit Under Pressure: Diversifying Revenue Streams for Ranges and Retailers in 2026 and Beyond

Speaker: Shelia Farr
*Tuesday, January 20 • 11:30 AM – 12:30 PM • Murano Ballroom, Level 3

With fluctuating foot traffic and rising costs, many ranges and retailers are feeling the pressure of traditional revenue models. In this forward-thinking session, business strategist Shelia Farr equips attendees with actionable strategies for strengthening financial resilience by diversifying income streams.

You’ll explore tested approaches such as memberships, community events, education programs, digital services and partnerships that extend customer engagement far beyond the sales counter. Attendees will walk away with a tangible roadmap to reduce financial vulnerability and unlock new growth opportunities — without relying solely on product sales.

Learn More from Sheila

Mastering Media Relations: Tips & Tricks from Former Broadcasters

Speakers: Shannon Newth & Jason Laird
*Tuesday, January 20 • 2:45 PM – 3:45 PM • Murano Ballroom, Level 3

Media coverage can amplify your business, strengthen your brand and position you as the trusted expert in your community. But understanding how to earn that coverage is critical.

In this insider-focused session, veteran broadcasters Shannon Newth and Jason Laird pull back the curtain on newsroom decision-making and share practical strategies for building meaningful, long-term media relationships. You’ll learn how to craft compelling pitches, avoid common pitfalls, communicate with confidence and position your range or retail shop as the go-to resource for journalists covering firearms, safety, training and community issues.

If increasing visibility is part of your 2026 goals, this is a must-attend session.
Learn More from Jason Laird

Smart Staffing: Hiring, Onboarding and Building a Resilient Team

Speaker: Jessica Keffer
< *Thursday, January 22 • 8:30 AM – 9:30 AM • Murano Ballroom, Level 3

A strong team drives strong sales — but hiring and retaining the right people has become increasingly challenging. In this session, industry leader Jessica Keffer guides attendees through the full employee lifecycle, from sourcing top talent to building a culture that motivates and retains high performers.

The session covers interviewing strategies, onboarding best practices, cross-training, staff development and how to address staffing-related customer reviews that affect reputation and revenue. Retailers and range operators will walk away with actionable tools to build an engaged, customer-focused workforce ready to support long-term business growth.

Learn More from Jessica Keffer

Treat 2026 SHOT Show as More Than a Trade Show — Consider It a Business Reset

For many, the SHOT Show is about hardware — new guns, gear and accessories. But the retailers and business owners who stand out know: it’s about adaptation, education and evolution. With SHOT University, you’re not just shopping — you’re building a plan, gaining skills and investing in the future of your store or range.

If you’re serious about growth in 2026 — about increased revenue, diversified income streams and lasting customer relationships — then now’s the time to act. Register for SHOT University. Add the sessions that best align with your business goals. Show up ready to learn — and ready to implement.

See you in Las Vegas.

Enroll in this and other educational opportunities during the SHOT Show registration process, or add sessions anytime to your registration.

Seats will be limited. Enroll early to get your spot! Enrollment Fees Per Session: $40 NSSF Members | $75 Non-Members. Learn more about NSSF Membership here.

SHOT Show Registration

Stay In Touch

• For real-time highlights and breaking news from the show, the SHOT Show’s Facebook, Instagram, LinkedIn, YouTube and Xfeeds are your instant-access points. Don’t forget to use #SHOTShow to join the conversation.
• Bookmark the official show dates: January 20-23, 2026 at the Venetian Expo + Caesars Forum, Las Vegas.
• Visit the SHOT Show Blog for ongoing updates, travel & hotel tips, exhibitor insights and more.

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Don’t Miss Deals

Whether it’s travel, lodging, dining or entertainment, saving money during the 2026 SHOT Show is more than possible.

Budget-Saving Tips for the 2026 SHOT Show