2021 NSSF Range-Retailer Business ExpoTM

The Agenda

Sunday, July 11 (Travel Day)

2:00pm – 6:00pm | Attendee / Exhibitor Registration

Monday, July 12

7:30am – 5:30pm | Attendee / Exhibitor Registration

7:15am – 8:00am | Breakfast

8:00am – 9:45am | Keynote Speaker Working Session

    • Ross Gibbs
      EOS, the Entrepreneurial Operating System, provides simple, proven, and immediately usable tools to help business owners and their leaders get more from their business. It includes 6 key components that address the root cause of all business ownership challenges. EOS teaches you how to become strong in each component so you can run a better business. If you are the owner, leader or manager of an entrepreneurial organization who wants to see your business consistently run better and grow faster, Ross Gibbs and EOS can help you and your team simplify, clarify and achieve your vision.

9:45am – 10:15am | Morning Break


    • Hank Yacek
      This session will explore the idea of mapping your Customer Brand Journey and Experience (CX). Areas that will be focused on will include:a. What are the entry, mid and endpoints of the customer purchase journey in today’s digital world? COVID Update addition: Are you ignoring entry points (phone, website, etc.)? How does your website solve customer purchasing barriers?? BOPIS/BOPAC going forward?
      b. Within those distinct journey purchase points (Mobile, Web, In-store, Competition) how are you measuring where your customers are making their purchases?
      c. At each potential purchase point how are you mapping the interactions with your customer that may be putting your facility at risk of losing the purchase and/or customer?In this Pandemic world we have been forced to change how we interact with customers. This session will give tactical ways and resources to go back to the business and create your own Customer Experience Map and find ways to improve the overall Customer Experience (CX). This will not only include tried and true avenues but examine the future impacts of the world of retail Post-COVID.
    • Jeff Swanson & Frank Medina
      Choosing the right strategy to fund your project is critically important as you have to consider what best meets your goals now and years into the future. There are various financing methods to consider and each one can be confusing. Between bank loan programs, working capital lines, and raising money via selling equity to investors, we’re here to help break down each source to help you better understand which one (or combination of sources) best fits your project. This session explores the benefits and risks- both short and long-term, requirements, and timing for each of the most popular funding methods.

11:15AM – 12:00PM

    • Dale Krupinski
      The Occupational Safety & Health Administration (OSHA) routinely issues citations to firing ranges for a variety of safety and health violations. Monetary penalties for these citations typically range from thousands to tens-of-thousands of dollars. However, penalties in excess of $100,000 have recently been issued to multiple ranges throughout the country. Attend this presentation to find out more about OSHA, the OSHA inspection process, common range violations, and your rights and responsibilities.
    • Amanda Justino & Deborah Spangenberg
      Smart hiring is crucial for any business, but even more so for the firearms industry. After all, you’re not selling widgets. So how do you find good people? And once you find them, how do you keep them? Amanda Justino and Deborah Spangenberg share their comprehensive, step-by-step procedures to hiring, training and retaining rock star employees.

12:00pm – 1:00pm | Lunch

1:15pm – 2:00pm

    • Paul Bastean
      The industry has just seen a massive surge of new clients buying firearms specifically for self-defense. We currently have the most significant opportunity in recent history to expand our client base and introduce a whole new segment of the population to the positive side of firearms ownership and culture. Learn how to convert a first-time client from a “one and done” sale to an active member of your range who is fully engaged in your training programs, range membership, and retail operation.
    • Doug VanderWoude & Jeff Swanson
      Experiencing setbacks is part of life for every business owner; from overbuilding and being undercapitalized, to poor floor layout and lack of progressive profit centers. Success comes from recognizing these obstacles and taking action to overcome them. This engaging session explores business failures, lessons learned, and strategies to implement, as witnessed by two industry experts that have seen their share.

2:00pm – 2:45pm

    • Dan Eldridge
      Increase your productivity and efficiency by leveraging software solutions. Customer Relationship Management (CRM) software offers solutions that allow you to tailor inventory and special offers to meet your customers’ needs. Today’s technology can help you schedule staff and appointments, post to social media, add new shooters to mailing lists, create automated emails when someone signs up for a class and so much more. Discover all the opportunities during this panel discussion.
    • Jason Smith
      Complying with the Resource Conservation and Recovery Act’s (RCRA) hazardous waste requirements requires shooting range owners and operators to understand the federal requirements as well as the variations in state requirements. We will review a state-by-state compliance matrix to help range owners and operators identify certain state requirements and how they differ from the federal requirements. Course will include strategies for minimizing your hazardous waste footprint, how to manage your waste based on where you located and how much waste you generate; record keeping, EPA ID numbers, reporting, measuring, marking & packaging, transporting & disposal. Issues affecting both indoor and outdoor ranges will be discussed.

2:45pm – 3:30pm

    • Ben Brickweg & Frank Medina
      Everyone exits their business at some point, whether by choice or by chance. Savvy business owners prepare their exit strategy years before an exit. Being prepared and ultimately deciding to exit on your own terms is one of the most important decisions you can make and it’s critical to have the right information, the right plan and the right people by your side.Topics include:
      What are your options for exiting?
      What can you do to make your business more sellable?
      What’s your current estimated business value?
      How do you identify prospective buyers?
      Exit Strategy experts Ben Brickweg & Frank Medina will walk you through everything you need to start thinking about and planning an eventual business exit. You’ll learn street-smart strategies for building a valuable and sellable firearm retail and or range business. All attendees will receive a complimentary exit strategy planning workbook courtesy of NexGen Range Consulting and Sagewood Advisors.
    • John Clark, Dr. Christine Moutier & Dr. Matthew Miller
      Suicides at ranges or where guns are sold is a rare but devastating event. Recognizing that nearly two-thirds of all firearms deaths involve suicide, NSSF and the American Foundation for Suicide Prevention have developed a Suicide Prevention Toolkit to help firearms retailers, shooting range operators and customers understand risk factors and warning signs related to suicide, know where to find help and encourage secure firearm storage options. NSSF asks retailers and ranges to participate in this program because they can help save lives.In this session you’ll hear from mental health experts from the American Foundation for Suicide Prevention, the Veterans Administration and a NSSF Crisis Response Consultant about suicide, prevention and providing support to retailers and ranges when the unfortunate occurs. The presenters will provide insights on what to do if you’re concerned about someone’s mental health and how to have a brave conversation. You’ll gain an understanding of the AFSP-NSSF program and the resources available that can help prepare you and your staff to recognize warning signs related to suicide and how to help someone who is going through a difficult time. The program also helps you and your staff prepare to handle immediate concerns following an onsite or customer-involved suicide. You will receive access to resources and materials that will help you implement policies and programs that support prevention efforts.

3:30pm – 4:00pm | Afternoon Break

4:00pm – 5:00pm

  • Krista Peterson & Mark Bowlin
    In this session, Dr. Krista Peterson will demonstrate how to connect people to performance by using applied behavioral analytics. Topics covered include:
    a. Identifying blind spots: what and/or who, is hindering you from hitting your top and bottom line goals?
    b. Gloves-off approach to your top performers, the people currently struggling, and actionable solutions.
    c. Investing in your leaders: Maximizing impact and leveraging the people on your team.
    d. Crushing your competition: building and maintaining a winning culture.

Tuesday, July 13

7:00am | Exhibit Hall Open for Exhibitors Only

7:15am – 8:00am | Breakfast

8:00am – 8:55am | General Session: Welcome from NSSF President/ Presenting Sponsor Presentation

9:00am – 5:30pm | Explore the EXPO Floor

9:30am – 10:15am

    • Bryan Stear & Tim Christopherson
      The top reason people visit indoor ranges is to have fun! Focusing on entertainment and recreation is an effective way to attract new customers and motivate your current customers to visit more frequently. It’s even more challenging with higher ammunition prices, but we have some tips to help including:
      * Using games and training tips to offset ammunition scarcity
      * Exploring the cost vs benefit of projection systems and target scoring cameras
      * Finding solutions to reduce wait times while increasing range revenue
      * Entertaining and marketing to customers while they wait
      * Identifying common mistakes when implementing new technologyLearn how to leverage this new technology and stand out from the competition!

10:30am – 11:15am

    • Ty Eggemeyer
      In this session we will cover “how to make more money” using a well thought out margin strategy. Implementing a sound margin strategy using data organized for data driven decision making will typically increase margins by 3-5% at a minimum. Can you afford to give this up? We’ll cover:
      * Tailoring your retail assortment, brands and conducting smart category management
      * Buying smart-learn to factor in total cost including factors such as potential obsolescence
      * Better tactical pricing using data driven decisions
      * Emphasis on total profit and return vs. % (i.e. you “eat dollars not percentages”)
      * A comprehensive look at training margins

11:30am – 12:15pm

    • Charles Anderson – GAT Marketing
      Markets and demographics differ greatly for shooting ranges and firearm retailers. Many think of marketing and advertising as a necessary expense rather than a revenue and profit generator. In this session learn innovative techniques to promote, advertise and market your business with tools you likely already have. We will teach you how to capture additional data from consumers to make your marketing more affordable and profitable. We’ll cover how to maximize your internal data to increase the lifetime value of each customer. You will also learn what you can do to protect your marketing budget against big tech changes and how to determine if a marketing outlet is worth the time and money invested. We’ll cover the various media with real life examples on measuring and increasing your effectivity.

1:00pm – 1:45pm

    • Ron Dan and Chelsie Cooper, Stryk Pay

1:45pm – 2:30pm

    • Amanda Carey, David Sabo & Jeff Swinford
      David Sabo and Jeff Swinford cut their professional teeth as a Top 5 Multi-Unit Franchisee for Entrepreneur Magazine’s No. 1-ranked Global Fitness franchise. From there, they successfully transitioned to the shooting sports industry, conceptualizing their 24-lane indoor shooting range – Midwest Shooting Center in Cridersville, Ohio. With a business model based on the long-term sustainability of a membership-centric business, they adapted the lessons in program design and management learned from the fitness world and brought on Amanda Carey to spearhead the launch and long-term growth of their membership services. During this session, Amanda will share how directly mirroring the membership structure from their operation of the largest fitness franchise in the Midwest catapulted their indoor shooting facility to profitability in less than 10 months from opening. It’s an eye-opening discussion on the power and predictability of a well-executed membership program, and one any range seeking increased profits won’t want to miss.

3:00pm – 3:45pm

    • Dale Krupinski
      Did you know OSHA requires exposure assessments to evaluate your range staff’s exposure to both lead and noise? Ranges cannot simply provide personal protective equipment (PPE) like earmuffs and respirators and move on from the OSHA requirements. Worker exposure assessments are needed. These essential assessments are required to determine the applicability of OSHA’s regulations to your facility and to evaluate the adequacy of the PPE provided. Attend this session to learn how best to manage your lead and noise responsibilities.

4:00pm – 4:45pm

    • Paul Bastean
      For shooting ranges, training and education are typically the products that have the highest margin potential with the least amount of product competition. Learn how to market your courses to get people in the classroom not only for the first time, but how to get them back in the classroom for additional training. Additionally, learn how to structure your training programs to directly lead to range usage, membership sales and develop customer loyalty in retail product sales.

5:00pm – 6:30pm | Evening cocktail reception

Wednesday, July 14

8:00am – 11:30am | Explore the EXPO Floor

8:30am – 9:15am

    • Doug VanderWoude & Hank Yacek
      This session will focus on reliable techniques to determine if inventory deals are the best deal for your individual store. What might be a great deal for one store may be a horrible deal for another. Topics will include:
      a. Understanding the “Cost of Cash”. Participants will get a worksheet to take back home that will walk them through how to calculate their own Cost of Cash for their business.
      b. Emphasizing the need for a quality Point of Sale system to be able to predict inventory needs and demand
      c. Exploring the differing values of Discounts, Dating, and Anticipation when buying inventory
      d. When there are no options available for discounts or dating how does that affect the margins I need to chargeOnce these topics are covered the bulk of the session will then take the audience (with worksheets) through some exercises to help them calculate the true value of a “deal” being presented on their own.

9:30am – 10:15am

  • Jeff Swanson
    From private events such as birthdays and team building to smaller date night events, food kiosks to full-service cafes with take-out, cigars to bars, axe throwing to corporate Christmas parties, there are many revenue streams that can easily and cost-effectively be incorporated into your range. These strategies require next-level innovation to ensure that your facility continues to gain customers’ trust in a post-COVID world. How you adopt new operating procedures, communicate with your customers, and refocus on experiences provided to groups big and small will largely determine your success. This session explores out-of-the-box ideas to get the next-generation of customers in your doors and keep them there longer, all while increasing your per-person ticket average. Financial examples, operational procedures, and floor plan ideas for these revenue streams will also be shared to take home.

Sincere thanks to the 2021 Expo Sponsors:


U.S. Concealed Carry Association logo


Gearfire logo


Stryk Pay logo


Ammo Ready logo
Carey's Small Arms Range Ventilation logo
Coreware logo
Coreware logo
FastBound logo
FFL Guard logo
FortisPay logo
Geisselle logo
Inveris logo
OTIS logo
Prudent American Technologies, Inc. logo
Quivers logo
Targetworx logo
Trident 1 logo
U.S.LawShield logo
Winchester logo