Agenda — NSSF Range-Retailer Business ExpoTM

The Agenda

  • Monday A.M.

    • • Range-Retailer Startup Track (new businesses)
    • • Range-Retailer Reboot & Marketing Tracks (all businesses)


    Monday P.M.

    • • Field Trip: Five-Star Range Tour & Product Demo (optional)
    • • Educational Sessions & Roundtable Discussions



    • • Expo Show Floor Open 9:30AM – 5:30PM
    • • Educational Sessions on Show Floor



    • • Expo Show Floor Open 7:45AM – 12:00PM
    • • Educational Sessions on Show Floor
    • • Keynote Presentation

    Download Event Program PDF


    The education provided within this track is geared for those exploring the idea, or who are currently in the developmental stages of opening an indoor range-retail business. Attendees will gain valuable insights from industry experts who will help to guide and better prepare you while in the business planning and decision-making process.


    In this session we will discuss one of the most overlooked aspects of developing a business. All too often the concept of what your business should be or look like often doesn’t align with what will make you truly happy with your business. Every business owner’s definition of how their business will make them happy is different, to truly succeed, must align squarely with the business’s ability to achieve that goal. By the end of this section you will have a much better sense of how well your business model and your personal happiness align.

    Hank Yacek, Point of Impact Firearms Range & Retail Consulting



    Determining the appropriate size for your new range can be challenging but following a few guidelines can keep you on the right path to profitability. This talk will answer questions such as how many lanes do I need, how large should the retail area be, what are the typical build-out costs, is bigger always better, and can I actually afford this. Oversizing your facility is a common problem which leads to funding challenges and long return-on-investments. Get the advice you need to avoid some common mistakes and get your range running profitably!

    Bryan Stear, Shoot Indoors



    From concept to cash register, this session will provide you a clear outline of the major steps and obstacles you will have to navigate through while in the developmental process. Establish a clear understanding on the importance of their order, how much the cost, the time it may take to get through each step and keys to surviving the process.

    Stuart Mullen, Range Development Services
    Bobby Cummings, Clark Nexsen



    Your business plan and financial model are critical elements to the success of your range. This is important to ensure that you have a sound, well thought-out “road map” that leads to a successful, viable business. Further, if your plan includes funding from a third party (bank loan, investment partners, etc.), they will want to review the business plan for themselves to confirm the use of funds and a reasonable expectation for future returns. With these goals in mind, this presentation focuses on (1) the basics incorporated in most successful shooting range business plans, (2) profit centers and market niches to consider incorporating into your model, and (3) what to consider when estimating the projected costs and revenues.

    Jeff Swanson, Wilshire Gun, NexGen Range Consulting



    When private money is not an option, a small business loan is an alternative route to pursue. Gain a clear understanding on what most lenders will require for a down payment and loan applications for range financing.

    Jimmy Neil, Live Oak Bank



    Beyond the building, range equipment will be your second largest expense and the choices can be overwhelming. This talk will be presented by two industry expects who understand the pros and cons of every piece of equipment from the prospective of both an installer and an owner/operator. Expert tips will be provided on facility safety, customer interaction, maintenance issues, design aspects, structural building elements, ceiling baffle considerations, target technology, and ventilation requirements.

    Bryan Stear, Shoot Indoors
    David O’Meara, Ti Outdoors



    The education provided within this track is geared for existing ranges and retailers who are looking to refine their current business practices by adopting new business management techniques and marketing strategies to generate sales while enhancing the customer experience. Startups who are further down the developmental path will also find these tracks worthwhile as they will help identify gaps within your current business plans.


    Pile it high and let it fly, may not be the best way to manage your inventory. Learn new techniques to leverage your inventory for profit in today’s ever-changing retail landscape.

    Doug VanderWoude, Point of Impact Firearms Range & Retail Consulting
    Gary Kunn, United Sporting Industries



    For shooting ranges, training & education are typically 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 as well as developing customer loyalty in retail product sales.

    Paul Bastean, Ultimate Defense Firing Range & Training Center



    The world of retail is changing faster today than it ever has. With this change comes a change in expectations about what consumers expect from a brick-and-mortar retail business. In this section we will discuss and review the current trends, expectations, and success stories around modern retail. By the end of this section you will have a solid handle on current trends that consumers have come to expect from an engaged and successful retail establishment.

    Hank Yacek, Point of Impact Firearms Range & Retail Consulting


  • Technology, software, and automation is not something to fear. In fact, it can greatly alleviate a lot of your operational stress and free you up to do what you go into business to do – serve your guests! During this presentation, you will learn about a variety of different technologies Blackstone Shooting Sports uses to run a more efficient business, from providing better operational clarity to delivering a more enjoyable guest experience.Taylor Hayden – Blackstone Shooting Sports



    The world of industry leading physical retail today looks nothing like the retail store of 5 years ago. Technology, interactivity, lighting, and the general layout of retail has come a long way in the last few years to make physical retail a very different landscape. In this section we will cover the current and future trends in physical retail, how to incorporate them into your store layout, as well as trends and technologies that are not far off the horizon that can help you get ahead of your competition.

    Hank Yacek, Point of Impact Firearms Range & Retail Consulting


  • All bus arrival and departures – The Veranda
    Join us for a tour at Centennial Gun Club, one of NSSF’s most well-regarded Five-Star ranges. During this tour attendees will see firsthand some of the innovative business strategies and technologies that are being covered in the EXPO’s educational tracks. Attendees will also have the opportunity to try out a variety of new interactive range systems to gamify and enhance the indoor range user experience.

  • 12:00pm – First Bus Departure returning roughly around 2:30pm
    1:30pm – Second Bus Departure returning roughly around 4:00pm
    3:00pm – Third Bus Departure returning roughly around 5:30pm


    When not touring Centennial Gun Club, visit with our subject matter experts who will help guide you while addressing questions or challenges you may face on important business management and operations topics that include OSHA/EPA Compliance, Store Security and Insurance.

  • 12:00pm – 12:45pm
    Determining the Right Insurance Coverages for Your Business

    Insurance for any business is a necessity, and while most basic policies are designed to protect an entity from catastrophic physical losses, customer liability issues, workers compensation situations and the like, that should be a starting point for FFL retailers and shooting ranges. Properly protecting your staff, customers and entity requires exceptional, specialized coverage specific to businesses in which firearms are inventoried or handled on a day-to-day basis. During this session you will learn common gaps some ranges and retailers have in their policies today, discuss why finding an agent who understands the nature of your firearms business is important and help you discover the right questions to ask them in order to develop a comprehensive policy that truly protects your livelihood.

    Heather Gillingham, Specialty Insurance Consultants / NFP
    John Paulk, Shot Spot LLC.

    12:45pm – 1:30pm
    OSHA & EPA Compliance

    Range owners are fined thousands of dollars each year for workplace safety and environmental violations—fines which could have been avoided. Range operators are required by law to provide and maintain a safe workplace and comply with all environmental laws. Keep the regulators at bay by understanding your obligations, implementing best practices for lead and noise compliance, and avoiding the mistakes that result in fines. Learn what to do before and if regulators come knocking on your door.

    Jason Smith – Firing Range Services
    Michael Degan – Kutak Rock

    1:30pm – 1:45pm

    1:45pm – 2:30pm
    FFL Security & Risk Management

    Firearm theft is no joke. It impacts public safety, your profits, insurance expense, and more. If you’re an FFL, you undoubtedly have questions about your store’s security; How is my FFL at risk for loss such as burglary, theft or robbery? What do I do if my business becomes the victim of a crime? What can I expect from the ATF after a loss? What are other retailers doing to deter and mitigate this threat? How do I start building a security plan? What should be included? Where can I get some help with a security risk assessment? In this session you’ll learn about recommended strategies to improve upon your business’s security, areas of common weakness to take into consideration, and other observations held by the ATF and NSSF as part of Operation Secure Store.

    Bill Napier – Napier Consulting, LLC
    John Clark – PCI Services, LLC

    2:30pm – 2:45pm

    2:45pm – 3:30pm Determining the Right Insurance Coverages for Your Business
    See 12:00pm – 12:45pm track for description detail

    3:30pm – 4:45pm OSHA & EPA Compliance What to Do and When to Do It
    See 12:45pm – 1:30pm track for description detail

    4:45pm – 5:30pm FFL Security & Risk Management
    See 1:45pm – 2:30pm track for description detail


    To kick off the day, we will begin with breakfast followed by a keynote presentation in the general session area. From there, we will open the EXPO show floor on level one where attendees can visit with exhibitors and participate in the educational sessions being offered on the show floor throughout the day.

  • Most leaders, marketers, salespeople and managers struggle to explain what they do. It’s not because they aren’t smart, hard-working or likable, it’s because they aren’t communicating clearly. StoryBrand helps companies understand what customers are looking for so they can tell their story in such a way people listen. The human brain is drawn to CLARITY and away from confusion. If customers are confused about what you offer, they’ll look past you for somebody who can say it clearly. Once you clarify your message, your company will begin to grow.

    Tim Arnold, StoryBrand


  • Membership programs drive recurring revenue, customer loyalty, and business stability. This presentation will inspire you to build a robust membership program in your business. Successful membership programs require focus and long-term commitment. Learn the secrets to maximize the benefits of membership.

    Richard Abramson, Centennial Gun Club


  • In order to survive economic swings and election upsets that impact your business, you must have a vision for your business. That means creating a business strategy, with a clear vision, purpose, and long-term goals. Once that’s in place, you can plan for the future and handle any crisis. In this session, we’ll discuss methods for implementing a strategy, and more importantly, ways to sustain your business in any environment.

    Jared Sloane, Shoot Smart
    Bill Provencher, Carey’s Small Arms Range Ventilation
    Doug VanderWoude, Point of Impact Firearms Range & Retail Consulting


  • When developing your business model with the goal of attracting the next generation of shooters, consider the “entertainment destination” centers that are successfully bringing in customers by promoting their entertainment offerings (think “Top Golf”, “Lucky Strike Bowling” and “Main Event”). Marketing a shooting range as an “Entertainment Destination” can often be accomplished by creating events with an entertainment-focus, retrofitting your facility with minimal cost and space, and executing the right marketing plan. This should lead to increased revenue across all your profit centers. This presentation focuses on creating events and marketing the entertainment value that shooting sports and your range facility offers.

    Paul Bastean, Ultimate Defense Firing Range & Training Center
    Jeff Swanson, Wilshire Gun & NexGen Range Consulting


  • Formulating effective marketing strategies to attract new business while keeping established customers engaged is challenging. Learn these five critical marketing concepts that you must implement to make your range as successful as it can be.

    Kim Shugart, Magnum Shooting Center & Wicked Think Marketing


  • Moderator: David O’Meara, Ti Outdoors
    Jeanelle Westrom, Davenport Guns and Shooting Club
    Alex Hague, VRA Range & Evolve Range Solutions


  • You’ve had an active website for years. You post your contact information, hours of operation, the occasional sales notice or video, and your user numbers are good, but they’re stalled. That means your loyal customers are on board and using your website as a resource—but new customers aren’t finding you. Believe it or not, it doesn’t take a Master’s in web design to change that. However, you need to clearly define the goals of your website to formulate an effective strategy to achieve them. During this discussion you’ll gain insights from our panel on how to improve your website design and methods for increasing traffic to your site while attracting more foot traffic to your business.Julie Golob as moderator, Jared Sloane – Shoot Smart, Tracy Carlson – Range-Retailer Marketing Consultant, Alex McCann – Elevate, Nick Herbst – Xcite



    For the final day, attendees will proceed directly down to the EXPO show floor for an early breakfast. After breakfast, attendees will have further opportunities to visit with exhibitors and or participate in the educational sessions being offered on the show floor throughout the morning followed by a keynote presentation to wrap up the EXPO.

  • “The more you know about your customers the better off you will be” is a phrase that has rung true since the dawn of customer service and the first salesmen. Customers have different reasons for visiting firearms retailer shops and shooting ranges and knowing what their needs and wants are will help you better serve them. This presentation will focus on customer segmentation research and in-store testing specific to the firearms industry plus will provide insights regarding how to best reach first-time firearm purchases based on their own words. The insights gained will help you sell directly to customers’ core reasons for wanting a firearm using messages and approaches targeted to unique types of consumers. Armed with this knowledge you will be able to better serve your current customer base as well as improve your marketing efforts to acquire new customers for future growth.


    Jim Curcuruto, NSSF
    Rob Southwick, Southwick & Associates
    Richard Abramson – Centennial Gun Club


  • Product positioning; Benefits of the different products lines; Training vs. Personal defense
    Chris Laack, Federal Ammunition


  • “In God We Trust. All others bring data.” Emotions can run high when things don’t go as planned, especially for an industry like ours. When customer flow takes a turn for the worse and revenues decline, what do you do next? Using your data to manage your business strategy and tactics will boost your sales and most importantly, help you navigate the turmoil of economic swings. In this session, we’ll review examples of tools you can use and why it’s important to get your team involved.
    Jared Sloane, Shoot Smart



U.S. Concealed Carry Association


Federal Premium Ammunition


Action Target
Axis| Gearfire
Carey's Small Arms Range Ventilation
Ammo Ready CoreWare


Additional Sponsorships Available