Action Target is pleased to introduce the newest member of the Torso Family, the IPSC A-Zone.
The IPSC A-Zone was designed with competitive shooters in mind. With a torso made to the exact size and dimensions of the standard IPSC Metric Target and a reactive A-zone cutout for immediate visual feedback, the IPSC A-Zone is a great target for competition training.
Because it combines the scoring benefits of a paper target with the immediate visual and audio feedback of a steel target, the IPSC A-Zone can save you time and frustration. Instead of having to constantly go downrange to switch out paper targets, you can shoot thousands of rounds at this steel version of the IPSC torso without having to reset or replace anything. The A-Zone cutout also makes scoring simple with a reactive swinging plate that allows you to instantly see if you hit the right spot. The swinging plate is gravity reset and can be repainted with a spray paint of your choice to show shot placement.
The torso and swinging plate are made of through hardened AR550 armor steel with no exposed bolts, clamps, or brackets allowing you to shoot just about anything you have at it without fear of ricochet, splatter, or damage to the target. The rear hinge brackets are also made of armor steel (AR500) to minimize wear and tear from daily use and provide you with a lifetime of tactical training.
Because all of the shooting surfaces are made of AR550 steel, the IPSC A-Zone is compatible with rifle shooting from distances greater than 100 yards and with ammunition that does not exceed 3,000 fps. Shooting the target closer than 100 yards and/or with rifle ammunition exceeding 3,000 fps may cause dents and deformities in the shooting surfaces rendering the target unsafe to shoot.
Be the first of your buddies to get the new IPSC A-Zone!
Our nation was shocked yet again by another senseless mass murder on July 20th when deranged psychopath James Holmes walked into a movie theater in Aurora, Colorado, and murdered 12 unarmed citizens and wounded more than 100 others.
With the increased frequency of mass murder incidents in our nation – Virginia Tech, Fort Hood, and now Aurora – are you prepared to deal with the next active shooter incident when it happens in your backyard?
As a police officer and professional trainer, I can’t emphasis enough (law enforcement officers and armed citizens alike) how important it is to remain vigilant, maintain situational awareness, and be ready for anything – anytime, anywhere!
I teach personal defense courses to law enforcement officers and civilians across the country on how to respond and react to active shooter situations, and while the rules of engagement may differ based on situation, the combat mindset is the same.
There is a long history in the evolution of combat mindset and how we prepare the mind for combat going all the way back to World War II with Rex Applegate’s publication Kill or be Killed. This was followed by two excellent short books in the ‘70’s by Jeff Cooper: Principals of Personal Defense and Color Codes of Awareness.
Fast forward to the late 90s and early 2000s and we have Dave Grossman’s fascinating research On Killing: The Psychology of Killing in War and Society as well as Sharpening the Warrior’s Edge by Bruce Siddle. Do a quick search on the Internet and you’ll find a plethora of articles and publications by writers from all over the country supporting combat mindset research and development.
But once we have absorbed all this combat mindset information, how do we use it, and how is it applied in real world situations such as active shooter incidents?
I like to break it down the same way I learned it:
A catchy phrase, but what does it mean? I think the Color Codes of Awareness best summarizes how you should be conducting yourself in your everyday travels – stay out of condition white (the lowest awareness level of Jeff Cooper’s color code), be aware of your surroundings, identify specific problems or threats, and be prepared to execute a tactical plan to deal with each threat as it presents itself.
Part of being prepared to deal with a situation is to play the “what if” game in your mind everywhere you go. As a field training officer for the Chicago Police Department teaching new recruits how to work the mean streets of Chicago, one of the first things I would teach them is to always be prepared for the unexpected. I challenged them to think about locations we would respond to for calls before we arrived. Visualize the interior of a structure or building upon approach, and always play the “what if” game. Think to yourself, “If this or that happens, what would I do?”
The same game can be played off-duty or as a civilian. If you walk into a store, bank, mall, theater, etc., your head should be up and on a swivel. You should be looking around for things out of the ordinary (running through the Color Codes of Awareness), looking for things that are odd or out of place, paying attention to detail, and always looking for a point of egress. I call this the “Krupa relaxed paranoid mode,” because that’s exactly how you feel, but this is what you need to do to develop Situational Awareness.
A trait that can’t really be taught but is learned through life experience. Alertness is the first principal of personal defense. Some people have it, some never will.
Obviously, victims are never to blame when tragedy strikes, but there are some actions and habits that may decrease your chances of survival in dangerous situations. The people in the most danger are what I like to call “sheeple.” We’ve all seen them – people that walk around every day like wandering sheep in condition white, oblivious to their surroundings. Just stand outside on a busy street, public transportation hub, or in a mall. Everywhere you go, people are walking around with their heads down, texting or operating one of the many electronic devices that have become an integral part of our daily routines and way of life.
People are walking into each other, walking into obstacles, walking into oncoming traffic, falling off train platforms, and falling down stairs because they are oblivious to what is going on around them! In order to avoid this dangerous distraction, people need to put those devices away, minimize their use in public, and get back to being aware of their surroundings. You will never have situational awareness if you are not vigilant.
The Winning Mindset
To avoid becoming a victim, there may be a time when you have to use various levels of force, up to and including deadly force for personal defense.
The last three principals of personal defense are needed to accomplish this task – decisiveness, aggressiveness, and ruthlessness. Jeff Cooper was specific in selecting these last three principals, and he combined them as the primary elements of what he believed is necessary to win the fight when you’re at the phase where the meat meets the metal.
Once you have made the decision to execute a tactical plan, be decisive in its execution. Aggressiveness is needed to overcome your adversary – dominate the threat! Ruthlessness is necessary in the application of ANY level of force that may cause death or great bodily harm to stop an assailant’s deadly actions.
Ultimately, the person that possesses superior mindset, tactical aptitude, and situational awareness is the person that is most likely going to WIN the fight!
It’s not a matter of if another mass murder active shooter incident is going to occur but when and where! ARE YOU READY?
John is an active duty police officer with the Orland Hills Police Dept. (IL.) and has over 21 years of experience in LE. He has previously served as a patrol officer, rapid response officer, FTO and firearms instructor with Chicago PD. He is a graduate firearms instructor from the Secret Service Academy, FBI, DEA and FLETC. John is founder and president of Spartan Tactical Training Group, Director of Training for the DS Arms LE Training Division and has previously presented at training conferences across the country with the AFTE, ASLET, GTOA, IALEFI, ILEETA, ISOA, LETC, MidTOA, NTOA and TTPOA.
By Mike Stilwell, Action Target Range Consultant and owner of Range Masters indoor shooting range in Springville, Utah.
When I bought my first handgun 20 years ago, there wasn’t a place to shoot it. There were hardly any shooting ranges in the area, and the ones that did exist required expensive long-term memberships. That really bothered me, so when my midlife crisis hit, I decided to build my own shooting range. I wanted to build a place where anyone could feel comfortable and enjoy the fun of target shooting. I wanted to build the kind of range I would have wanted to go to 20 years ago.
In building and managing that range, however, I didn’t always make the best business decisions. I already had a good job, so I wasn’t in it for the money. I was in it for the love of the industry. Owning my own shooting range was a dream come true, but to be successful, I needed to combine my passion with a little business sense. Over the years, I’ve learned a thing or two through trial and error and by watching what successful range managers do. Based on my own experiences, these are three marketing strategies I would recommend to any shooting range trying to pay the bills.
#1: Constantly look for new customers
The truth of the industry is if you don’t market to get new customers, your customer pool will quickly dry up. People lose interest, they move away, they get more demanding jobs, and sometimes they just find a shooting range they like better than yours. No matter the reason, your customers won’t be around forever, and that is why you need to constantly work to get new people in your range every day. Think of it as a funnel. The more people you get to come through your door, the more people are going to come back. The more people you get to come back, the more money they will spend. The more money they spend, the more likely they are to buy a membership and become a long-term customer. Obviously, not everyone that comes in your door is going to buy a membership, but some of them will. The key is to constantly add customers to the funnel so it can siphon down to the few who are going to be loyal for months and years to come.
One of the great ways to get new customers is through free range passes. I know it can be painful to watch someone use your range without paying a dime, but maybe that person didn’t even know your range existed until now, and after a day of shooting, he/she plans to come back again and again. Giving someone a freebie can sometimes mean more money for you down the road. For example, I send free range passes to Sportsman’s Warehouse and Cabela’s. When people walk into one of those stores and buy a Glock 17 or some other gun, they get a free pass to shoot it on my range. All of a sudden, they have a great excuse to visit me, and when they do, they may find a new weekend pastime. Additionally, they may realize that I sell the same gun for a little cheaper which means they’re likely to come to me for their next firearm purchase. So instead of spending a ton of money on mass advertising, I target the customers I really want by handing out a few freebies to new gun owners.
Another good way to get people in your range is to do games and contests. I call this the “bowling league philosophy.” Often, bowling alleys rely on bowling leagues to stay open. Why? Because it’s a lot more fun to go bowling with a group of people that love it as much as you do, and that is what gets people in the bowling alley. Shooting ranges have a lesson or two they can learn from that. Shooting is quickly becoming more and more of a social activity and the industry needs to adjust. I’m not talking about professional target shooting competitions, though. I’m talking about fun contests and games that anyone can participate in. Every other week, I have a “fun shoot” at my range. We shoot bowling pins, we do trick shots, we do playing card targets where whoever shoots the best hand can win a cash prize. The purpose is to be safe and fun while getting new people in my shooting range. It’s not strictly regulated so more people can participate without feeling they have to be professional or even good, for that matter. Every time, I get 40 to 50 shooters who participate and 10 to 12 of those are new shooters. We hold a new shooter orientation with those 10 or 12 so they can be familiar with the rules of safe shooting, and then we have a great time. The people that participate are hooked and come back again and again.
Once you get someone hooked on your range, the next hurdle is to get him/her to buy a membership. For the majority of shooting ranges, memberships are what pay the bills. They provide consistent revenue and are likely to carry over from year to year. But convincing a new customer to drop a wad of money on a long-term commitment can be a little difficult. Sometimes you need to give them a little taste of what having a membership would be like so they can convince themselves it’s something they want to do. I sell 10-time discount punch cards that essentially give customers benefits similar to owning a membership. They get discounts on range use and ammo, and after they use the card up, they can roll it over into a membership. Many customers shy away from buying a membership at the start, but after using up a discount punch card, nearly every one of them end up becoming a member.
#2: Use classes to build a faithful following
Classes and firearms education are a great way to bring new customers into your range and build rapport with the community. For new shooters, walking into a shooting range can be a little intimidating. They’re not familiar with the procedure, and the ex-marine behind the counter with a concealed Uzi isn’t likely to give much encouragement. Instead of making extensive experience a prerequisite to using the range (or at least making newcomers feel that way), take advantage of this teaching opportunity to create loyal customers. Introductory classes and other training courses are a great way to help people gain the confidence they need to become shooting range regulars.
At my shooting range, I personally teach all of the concealed carry classes we hold each week. I have never advertised the class, but I get several people to sign up every time. It’s all word of mouth. If you make it enjoyable for people, make it informative and entertaining, people will share it with who they know, and you’ll never have an empty class. Of the people who attend my classes, many of them have never been to my range before, but after a day of shooting and having fun, you can bet they’re going to come back.
One range that does a wonderful job of utilizing firearms education is the Range at Lake Norman in Cornelius, North Carolina. As one of only 25 ranges in the country to be given a five star rating by the NSSF, this range is a great place to get ideas from. Designed and installed by Action Target, their state-of-the-art facilities allow for 16 different classes including advanced concealed carry, mother/daughter self defense, build your own AR, and a zombie survival class. With four or five different introductory courses, they constantly get new shooters into the range with NRA certified instructors who can help them gain confidence and become more comfortable in that setting. In addition, two of their classes, the mother/daughter self defense class and the parent teen intro class, encourage family shooting which brings more foot traffic and encourages the trend of social shooting.
#3: Make your range as comfortable as possible
You can have the best range in the world, but if you don’t have good customer service and an inviting atmosphere, you don’t have anything. Scowling Scott may be able to build an AR-15 from scratch out of raw jungle materials, but he’s not going to be a benefit to your shooting range if he doesn’t leave people with a positive impression. Unfortunately, the world of shooting seems to be dominated by hyper-masculinity and the notion that you have to know everything before you can set foot in a gun store.
Having been on both sides of the experience barrier, I do my best to consider the people who may not have a clue about what they’re doing. I remember just starting out and how much I would have liked someone to show me the ropes without making me feel like less of a man for not knowing what to do. The reality is, gun ownership is increasing and not everyone belongs to the good ol’ boys club. That’s why your employees not only need to be knowledgeable about guns and shooting, they need to have customer service backgrounds. In the end, it’s not the products you sell, it’s not how many lanes you have, and it’s not even how great your prices are. Your shooting range’s biggest asset is the people behind the counter. Hire the right people and you will get more customers coming back.
Another way to get more customers coming back on a consistent basis is to make your range as comfortable as possible. Again, customer service is probably the biggest aspect of this, but your facilities also play a huge part. Ranges that are comfortable and inviting attract customers. You would be amazed at what a little extra lighting and proper ventilation can do to the atmosphere of a shooting range. Gone are the days of hot, smoky indoor ranges where you can barely even see your target. People want to feel comfortable and safe. That’s where Action Target comes in. We design and install shooting ranges with your customers in mind. Action Target ranges are known for being clean, easy to maintain, and comfortable. Whether you’re considering building a new range or if you would like to upgrade your existing range, we can help. This isn’t an easy industry, but with a little extra help, you can definitely succeed. We’re all in this together.
Rely on the Experts for Help
There are hundreds of things to take into consideration when building a shooting range, but your top priority should always be safety. Before anything else, make sure your range is going to be safe for your customers, your employees, and the environment. If you are considering building a range, talk to the Action Target representative in your region and he will be happy to help you find the right equipment to fit your needs and budget. You can also use our Request a Quote form to get started on your range upgrades today.
Please note, the tips included in this message have been found to be helpful for many clients throughout the years but may not apply in all situations. Please use judgment in determining which tips will be helpful in your particular situation.
PROVO, Utah – Action Target Inc. executives announced a recent partnership with international sales facilitator iGlobal Stores which will allow the company to begin selling and shipping internationally via the Action Target online store.
“The new partnership is the result of increasing international inquiries about Action Target products and a push to expand into a growing world market,” Action Target co-founder Addison Sovine said. “Through the systems provided by iGlobal Stores we were able to add an international option to the online store so we can sell to customers outside the U.S.”
Prior to the recent partnership with iGlobal Stores, transactions involving international sales of portable targets took place via email and special shipping arrangements had to be made.
The new international sales option now allows customers outside the U.S. to order items online. Once products have been added to the shopping cart on the online store, a button appears below “Proceed to Checkout” labeled “iGlobal checkout for all customers outside the U.S.” International customers can then enter their country and address before choosing shipping and payment methods
Action Target Inc. is a privately owned business headquartered in Provo, Utah. As a world leader in shooting range technology with more than 4,000 products and 40 patents for the systems it designs and manufacturers, Action Target has installed thousands of shooting ranges across the United States and in 25 other countries around the world. Action Target also designs systems and conducts firearms training for law enforcement and various military divisions. For more information on Action Target, visit www.ActionTarget.com. To learn more about Action Target products or to purchase items online, visit www.ActionTarget.com/store.