2023 NSSF Range-Retailer Business ExpoTM

2023 NSSF Range-Retailer Business Expo | July 10-12 | Milwaukee, Wisconsin

2023 NSSF Range-Retailer Business Expo Agenda

Learn more about the tracks and sessions feature this year and you’ll get a feel for the ideas and insights that make up the educational aspect of this totally unique event.


Sunday, July 9 (Travel Day)

8:00am-5:00pm | Exhibitor Move-in/Registration – Milwaukee Center, Hall A/B

Monday, July 10

9:00am – 6:00pm | Attendee / Exhibitor Registration

11:00am – 11:45am

    •  Hank Yacek, Point of Impact & Joe Preston, The Powder Room Shooting Range & Training Center
      What is the retail landscape looking to be? Is it growing? Shrinking? How can I lower my employee turnover and/or attract better talent? How much inventory should I plan to carry? Uncertainty in the U.S. retail market challenges every retailer, every day, to manage their business in a profitable way. The current market conditions demand that retailers take an active and forward-looking strategy to succeed instead of leaning on the “that is just the way we have always done things” mentality. In this session, we will go over the most important facets of a business that depend on having a clear vision of the future: staff scheduling, sales forecasting and inventory planning. Learn from the data and explore ways to navigate and prime your business for success in all these areas and more! You will leave this session with numerous, actionable ways to dial in your business and improve your chances of beating the odds in the future retail market.

12:30pm – 1:15pm

    •  Bryan Stear, Shoot Indoors
      More than 60% of customers check Google Reviews online before they visit a business. Having a poor or low star rating is a guaranteed way to reduce foot traffic and lower your page rank on search engines. Additionally, most operators do not know that your POS system or waiver system can automatically generate review requests using some simple software integrations. These methods generate 7x more reviews than asking alone!In this session you will learn from two different range operators how to easily increase your Google reviews as well as combat bad reviews. B.A. Stear from Shoot Indoors Franchising will walk you through the process from start to finish and show you actual results from three different ranges.

1:30pm – 2:15pm

    •  Brenna McCoubrey, White Birch Armory
      In today’s retail landscape, it is essential for retailers to adapt to the ever-changing needs and preferences of their customers. When shoppers aren’t purchasing firearms and ammunition at the same rapid rate as they have in recent years, retailers must consider alternative sales channels and ways to drive traffic. Brand loyalty has become a significant factor in purchasing decisions, making it crucial for retailers to establish strong connections with their customers and stay proactive in developing strategies that create memorable experiences throughout the year. By partnering with complementary businesses to organize range days and other sales-driving events, this session will leave you thinking about how to create engaging experiences in your range and retail store that spread brand awareness and boosts sales.

2:30pm – 5:00pm | EXPO Floor Opens

3:15pm – 4:00pm

    • Skyler Thomas, Freedom Outdoors
      Strengthen your team and exceed the guest experience – Unlock the immense value of human capital throughout your organization. Leverage the individual capabilities towards the team’s success. This course will introduce and discuss a cross-functional operating model and its key principles, providing insight into optimizing both the customer and team member experiences – thereby unlocking the full potential of your business. It will also explore the efficiencies that can be achieved by deploying a cross-functional model – both quantitatively and qualitatively – as well as provide guidance on how best to implement.

4:15pm – 5:00pm

    • Panel Discussion: Mark Oliva, NSSF (moderator)
      Dan Eldridge, Maxon Shooting Supplies & Indoor Range; Jeff Wait, Okeechobee Shooting Sports; Jeanelle Westrom, Davenport Guns & Shooting Club
      During this panel discussion, you’ll hear from three leading firearm retailer-ranges of how they make media work for their bottom line. This seminar will feature discussions on how to position your business as a firearm safety leader in your community, the benefits of grabbing “earned media” exposure, choosing when to engage with, prepare for and what to expect when media show up at your business.

5:00pm – 6:30pm | Welcome Reception

Tuesday, July 11

7:30am – 5:00pm | Registration Open

8:00am – 8:45am

    •  Bryan Stear, Shoot Indoors & Todd Heirls, ArcWest Architects
      Creating a bullet-proof range box in the middle of another box that involves moving thousand-pound pieces of equipment, huge steel beams, tons of rubber, and all through a three-foot wide door has some unique challenges, but it is possible. In addition, many general contractors do not understand what is involved in building a shooting range, so it’s critical that we as range operators educate them in advance to avoid costly mistakes and avoid potential landmines.
      Coupled with construction challenges, real estate is also becoming more expensive so your best (or only) option might be to rehabilitate an existing building. Learn the Top Ten Tips from a mechanical engineer and an architect who have done them on three separate occasions in the past four years. Todd Heirls from ArcWest Architects and B.A. Stear from Shoot Indoors Franchising will walk you through the most common issues and how to overcome them.

9:00am – 5:00pm | EXPO Show Floor Open

9:30am – 10:15am

    •  Paul Bastean, Ultimate Defense Firing Range & Training Center
      For decades, the firearms industry has undergone unpredictable and, at times, erratic changes in demand. Active killers, election cycles and legislative actions have created waves of clients that subside when the event/situation passes out of social awareness. This session will cover and provide detailed strategies for proven techniques to use in your business that will keep clients engaged through ALL sales cycles. Learn how to use targeted themes, events, client experiences and social engagement beyond social media that demonstrates to the customer the need for them to return and the excitement that will follow each time they do.

10:45am – 11:30am

    • Subject Matter Experts: Toby Ragsdale, Paul Bastean, Sarah Parkhurst, Erin Crooks, Skyler Thomas, Rebecca Schmidt, Richard Sprague
      As sales cycles constantly change within the retail and entertainment segments, establishing new revenue streams and building on existing ones being offered is a vital component in maintaining a successful business. Gain insights from industry experts on ways to generate new and or increased revenue stream through different product and service categories. Topics covered include Archery, Apparel & Branded Merchandise, Consumer Financing, E-Commerce, Training Enrichment Programs and Other Creative Ideas and Product Categories to Consider.

11:45am – 12:30pm

    •  Nancy Bacon – Southwick & Associates
      The pandemic years saw many first-time firearm purchasers enter retailers and ranges. Anecdotal feedback indicates many may have been intimidated by the buying process or had other unpleasant experiences, possibly causing some to forego their purchase: Was this a common problem across the retail scene? What were first-time firearm customers expecting and wanting when they entered the retail store, and what was their actual experience? How can firearm retailers better connect and serve first-time customers to win their business and loyalty?To help answer these questions, the NSSF and Southwick Associates contacted these critical new customers to better understand their experiences, impressions, preferences and collect their post-purchase feedback. The results compare first-timers’ purchasing experience to other major shopping experiences, plus reveals the paths these consumers frequently take from becoming aware of their desire to buy a firearm through the actual purchase. This presentation will share the full results along with recommendations about how to best serve first-time firearm buyers.

1:00pm – 1:45pm

    • Dale Krupinski, NSSF OSHA Compliance Consultant / On Target Safety Academy; Harry McCab, NSSF ATF Compliance Consultan Jason Smith, Firing Range Services; Judy Bender, NSSF ATF Compliance Consultant; Judy LeDoux, NSSF ATF Compliance Consultant; Wally Nelson, NSSF ATF Compliance Consultant
      Regulatory Compliance is key to your operation’s survival as a firearm retailer and shooting range business.  Connect with leading industry experts to get your questions answered while learning effective methods to improve your compliance practices related to ATF, EPA and OSHA. Topics covered within this roundtable include but are not limited to:

      • Update on Zero Tolerance Policy/The 5 Deadly Sins/Would You Survive a Compliance Inspection?
      • Straw Purchases/Common indicators and how to spot them.
      • New Form 4473/Common errors we see on Forms 4473/Digital storage of Forms 4473
      • BSCA Update/NDNA Update.
      • Less Common Sales and Mistakes FFLs Make on Them
      • Out of state residents, military service members, special order sales, sales to aliens.
      • Firearms Acquisition and Disposition Record Requirements/Identification of Firearms/Other Common Errors.
      • Taking Inventory, an Essential Compliance Tool.
      • NFA Update.


      • Waste Determination / Methods for Reducing Haz Waste Volumes & Weights
      • Effective Storage & Disposal Tactics to Save Money and Time
      • Human Behavior – Getting Employees to Buy into Your Business Health & Safety Culture
      • When Should you be Skeptical and Challenge Regulator Findings?  How qualified are the Inspectors?  Case studies.
      • How to Prepare for an OSHA Inspection?
      • Understanding the Different Types of Lead “Testing” and When they are Required
      • Selecting the “Right” Type of Personal Protective Equipment (PPE) for your Range Operations
      • Do the OSHA Recordkeeping and Reporting Requirements Apply to Your Range?
      • Top 10 Most Applicable OSHA Standards for the Shooting Range Industry

2:45pm – 3:30pm

    •  Oliver Bourne, Elevate
      The power of messaging can be found inside every great business. A clear plan, a strong voice, and a dedication to creating original content builds an environment where customers can relate, engage and ultimately purchase from you. You will learn about unique and authentic content that appeals to customers and how to craft it for your purposes to build relationships that turn into profit. Every successful Range/Retailer needs new customers and more valuable ones. You’ll learn the most impactful ways to clarify your message to new and existing customers and how it can propel your business forward.

4:15pm – 5:00pm

    • Amanda Carey, Richard Abramson, Erin Crooks, Tim Lang, Skyler Thomas
      A healthy membership model plays an integral part for many retail-range businesses. They not only increase long-term sustainability, but they can also serve as a revenue stabilizer in an uncertain marketplace. During this roundtable session, attendees will gain a wealth of insights from leading businesses that have developed strategies to effectively take their membership programs to the next level. Topics covered include implementation, successful membership models, active recruitment, effective retention strategies, enhancing the member experience and more!

Wednesday, July 12

9:00am – 12:00pm | EXPO Show Floor Open

9:15am – 10:00am

    •  Kaleb Seymour, Gearfire & Hank Yacek, Point of Impact
      Using market data is more important now than ever! Using your current Point of Sale System data, in tandem with Market Level Data, can bring you insights on how to make better decisions about your business, generate more profits and even help you manage your workforce. In today’s marketspace every dollar counts, and this session will help you extract more of them through business insights. This session will give you actionable ways to use data to your greatest advantage, derived from multiple sources, and give you tools you can use immediately to improve your day-to-day business processes and profits.

10:05am – 10:25am

    •  Kaleb Seymour, Gearfire

10:30am – 11:15am

    •  Paul Bastean, Ultimate Defense Firing Range & Training Center
      Many new clients coming through our doors are people with limited experience and are purchasing firearms for safety and security purposes. As business managers and owners, we want staff to emphasize selling knowledge and experience but often only train them to sell the tools. This course will help you change the emphasis on “tools only” and provide details on how to train counter staff on effectively understanding the substantial benefits of selling the model’s other two aspects. Staff who can effectively communicate all three aspects of the equation create a connection with the client and can make the client more comfortable and confident which directly leads to reoccurring sales and a substantial reduction in the “one and done” customer purchase.

2023 Sponsors


U.S. Concealed Carry Association logo



4473 Cloud logo
SilencerShop logo



Gearfire logo



GoAxil logo
GoAxil logo
Black Hole Ammo logo
Carey's Small Arms Range Ventilation logo
Coreware logo
Gun Accessory Store logo
Mobile Range Technologies
NFP logo
Rushing Ranges
SAGE Underwriters logo
Troy Acoustics logo
US Lawshield logo


Sponsorship Opportunities Available

For more information contact:

Chris Tatulli
T: 203-426-1320 ext. 214

Quinn Cassidy
T: 203-426-1320 ext. 240

Zach Maddox
T: 203-426-1320 ext. 256