“It’s important to our employees, it’s important to myself & it’s important to Action Target as a whole that we support this community of citizens who have served so greatly for our country.” – Mike Birch, CEO at Action Target. As we approach Veterans Day, take time to thank those that have served and given so much protecting our freedoms.
Last month Action Target launched the “Nominate a Hero” giveaway! Our fans across social media nominated hundreds of Veterans that have served our country to attend the Heroes Among Us Pheasant Hunt in Green River, Utah. 3 Veterans were selected and experienced the beauty of Utah on a great hunt in Green River with our CEO, Mike Birch.
It truly is important to Action Target that we support those that have served our country.
AFTERMARKET SERVICES OPTIMIZE SHOOTING RANGE PERFORMANCE
One of the most compelling reasons to work with Action Target is to access a complete turnkey solution. Not only do we provide professional range consulting, design, manufacturing and installation services, but we also offer a host of aftermarket programs and products to make sure your range operation excels. This translates to a partner- ship that continues after your range is built.
MANAGING HAZARDOUS WASTE
Shooting ranges are responsible for all the waste they generate and must be able to verify that it is properly disposed of or re- cycled. Examples of non-recyclable waste include used PPE and contaminated filters. Recyclable hazardous materials include collected lead and brass. Action Target has pro- grams to significantly simplify the process of managing range waste. Our recycling and disposal procedures are OSHA and EPA compliant and are in strict accordance with EPA and DOT regulations. In addition, we provide detailed documentation of our processes, protecting ranges from potential fines.
METALS RECYCLING PROGRAM
Several years ago, we rolled out our innovative Metals Recycling Program. Members of this program find it exceptionally reward- ing. It requires next to no effort on your part. Simply call us when you’re ready for a pick-up. We will arrive at your range within 72 hours and sort and weigh your spent metals. With our transparent pricing, which is based on the London Metals Exchange (the global center for industrial metals trading), you will receive the best price for your recycled lead and brass in either cash or Action Target credit. Credit can be applied toward our online store products, range equipment, and range services. Customers who opt for credit receive an extra 10% bonus.
RUBBER BERM TRAP CLEANING
Cleaning and mining a rubber berm trap is an inconvenient, time-consuming, and messy process. Action Target removes the hassle and prioritizes the safety and profitability of your range with convenient and comprehensive rubber berm trap cleaning available. Our proprietary lead recovery process is the fastest and most efficient in the industry. Furthermore, our pricing is competitive and transparent, allowing you to maintain control of your metals revenue.
CUSTOMIZED MAINTENANCE PLANS
Many range operators simply don’t have the manpower, expertise, or time to keep their equipment properly maintained. When lack of maintenance leads to equipment failure, critical operating time is lost. Whether your range is a training facility or a commercial operation, an Action Target maintenance
plan will help you focus your time on the important business of running your range. Action Target works with you to build a plan that determines the appropriate number of annual visits your range requires. These visits include specialized services to keep your range running at peak condition. Our technicians thoroughly inspect your range products for wear and assess necessary service and maintenance protocols. Any products in need of service are taken care of on-site.
ACTION TARGET STORE
Action Target carries all the essential products to keep your retail area stocked and your range clean, safe, and ready to operate. Be it range safety products, cleaning supplies, or targets (paper, cardboard, and steel) we have everything you need to make your range or firearms training program a success. We ensure that we keep products in stock and ship them quickly, making it easy to optimize your inventory. We also offer discounts based on annual purchase volume.
CONTACT YOUR ACTION TARGET REP
Action Target can help your range succeed with a variety of services, maintenance pro- grams, discount plans, and equipment retro- fits. To get started, call us at (800) 779-0182 or email us at support@actiontarget.com.
FEATURED RANGES
SECURITÉ GUN CLUB | WOODINVILLE, WASHINGTON
The owner of Securité Gun Club had a strong vision for the type of range operation they wanted. Per their web- site, their mission is to deliver a “uniquely refined” experience in an environment that is “luxurious, modern, secure, and family-friendly.” They chose to partner with Action Target because of our extensive industry experience and reputation as a provider of quality shooting range equipment. Furthermore, Action Target offers the market’s best ventilation systems, which greatly appealed to the safety-conscious owner.
Securité’s 34-lane shooting range is equipped with Action Target’s TCTTM Vortex steel trap system, Defend- erTM stalls, and a combination of our state-of-the-art GenesisTM and Touch Plus target retrievers.
Securité is partnered with an exotic car dealership, so the owner of the gun club may be seen driving a McLaren adorned with Securité’s logo.
KIMBER RESEARCH AND DEVELOPMENT RANGE | TROY, ALABAMA
Gun manufacturer Kimber partnered with Action Target to build their research and development shooting range. Located in the company’s manufacturing facility in Troy, AL, this high-volume shooting range required a powerful bullet trap system. To meet this requirement, the 6-lane range was outfitted with Action Target’s TCTTM Vortex steel trap system as well as the BCS Deluxe 20, which is Action Target’s newest bullet containment system. This system utilizes
large capacity 20-gallon drums connected to the base of each deceleration chamber. The drums are situated upon dollies and utilize a quick release clamp for easy change-out.
The Kimber R&D facility also features Action Target’s tactical ceil- ing baffles, SRET retrievers, Guardsman stalls and a recirculation ventilation system.
Action Target is pleased to announce a new partnership with Jumping Targets. Over the last 10 years, Jumping Targets has excelled in the development of affordable, high-quality tar- gets. Most targets are made solely of AR500 steel, providing a long life and exceptional value. The targets also ring loudly when struck, providing valuable audible feedback to target shooters. Jumping Targets holds eight patents (some pend- ing) for their innovative designs. Action Target is excited to provide additional reactive target options for our customers.
This fall, you can purchase these new targets at Sportsman’s Warehouse or from shop.actiontarget.com.
PILOT TARGET RETRIEVER
Action Target’s PilotTM target retriever was developed to pro- vide a wireless out-and-back target retriever solution in place of traditional wire-drive based systems. Additionally, the Pi- lot includes damage-preventing features such as a hidden backer clamp and Strike WatchTM technology. Strike Watch detects when the carrier is struck and will terminate sessions if excessive strikes occur, protecting the range owner’s in- vestment. The system’s integrated target lighting and em- bedded camera displays the target on the shooter’s control screen, providing an unrivaled target shooting experience. Furthermore, Pilot interfaces with Action Target’s range control software SmartRange AxisTM to provide total retriever control, lane time control, and equipment permissions.
GAME SERIES PAPER TARGETS
Action Target recently launched our Game Series paper targets, bringing an added element of competition and entertainment to target shooting. Inspired by arcade games, wildlife hunting, carnival entertainment, tabletop gaming, and team sports such as baseball, these targets create a riveting and interactive shooting experience. Each target includes rules for game play. For example, the object of ‘Ocean Battle’ is to be the first player to sink an opponents’ ships by shooting the ships’ target rings. Some targets, such as ‘Alien Invasion’, employ fluorescent colors, allow- ing ranges to amplify the game experience with black lights. Many of these paper targets have been integrated with Action Target’s GenesisTM target retriever control system for automated game-play and training.
Visit shop.actiontarget.com to peruse the Game Series target selection.
INNOVATION INSIGHT
MASTER TARGET CONTROL
Operating targets has never been simpler or more convenient than with Action Target’s new Master Target Control. This wireless control system boasts an intuitive interface and gives users complete control of target systems from their mobile devices. When developing the Master Target Control, Action Tar- get incorporated extensive feedback from federal and local law enforcement agencies.
“With the ability to run drills, adjust lighting, change target speed and modify target behavior from anywhere on the range, instructors have the opportunity for a more hands-on approach with their trainees,” said Chris Hess, Product Marketing Manager at Action Target.
The Master Target Control is available for Action Target’s Fixed LateralTM and FTTSTM advanced electric turning target products.
Max Michel recently gave Action Target a little glimpse into his world as a competitive shooter. He stated, “I was fortunate to compete in the European Steel Challenge and the Infinity Open last month. I took my family with me to enjoy the experience and won both events. It’s great to be able to expose my kids to the world and I’m very appreciative for Action Target and all of my sponsors who make it possible.”
KYLE SCHMIDT
Kyle Schmidt represented Action Target at the NRA Bianchi Cup this year and was the Bianchi Metallic Champion. Action Target proudly supports NRA Competitive Shooting and has been the steel target sponsor of the Bianchi Cup since the beginning.
AUSTIN ARISS
We are pleased to announce our sponsorship of Austin Ariss. At just 17 years old, this California native is an IDPA Master in most divisions. He is a USPSA Grand Master in Carry Optics, Open and Limited. He won this year’s HiCap USPSA Nationals Jr. National Championship in the Carry Optics class, placing 5th overall in the Carry Optics class. We are thrilled to support Austin’s career in competitive shooting.
DANYELA D’ANGELO
Action Target is excited to announce that 16-year-old Danyela D’Angelo will be sporting the Action Target logo on her jersey this year. We are also proud that she will be using Action Target products to prepare for her upcoming championships.
ACCEPTING NEW DEALERS!
Becoming an Action Target dealer is quick and easy. Call (763) 746-5390 and we will get you up and running today!
NOMINATE A HERO GIVEAWAY
To show appreciation to our veteran heroes, Action Target sponsored veterans to attend the “Heroes Among Us Pheasant Hunt” at the Banasky Shaw Ranch in Green River, Utah.
DISCOUNTS AND PROMOTIONS
Sign up for discounts and promos on products such as steel targets, paper targets and safety apparel at shop.actiontarget.com. Follow our social media channels to make sure you never miss a giveaway.
Tony Sentmanat, Diego Devera & Ruben Alvarez instructing the LEO Tactical Survival at Action Target’s annual Law Enforcement Training Camp in Provo, Utah.
Kadance Konecny of American Fork Police Department interviewed.
Real World Tactical
Our Mission at RealWorld Tactical is to teach real life focused firearms training specializing in urban concepts that we have learned through our operational experience. Our primary goal is to give the average hard working person the skills and knowledge for a fighting chance against the human predator looking for its prey.
There isn’t always a happy ending, in fact most of the time the bad guy usually wins.
When you need a police officer they are never around, and when you only have seconds to react it takes them minutes to respond.
When you think things cant get any worse, they always do, and they usually come in threes.
When you become a victim of a crime, you have only seconds to make a difference in your life or the lives of your loved ones and you don’t get 10 takes to get it right (like in a movie), you only get one.
Keep your friends close and your enemies closer.
Situational Awareness is as important as carrying a gun.
Tell me who you hang around with and Ill tell you who everybody thinks you are.
Don’t judge a book by its cover.
Never under estimate your opponent no matter his/her size or weight.
If you run every time you have a problem, you will be running for the rest of your life, and I don’t know about you, but I hate running.
Everybody that carries a gun has a plan until they get shot at.
The faint zipping sound of a round as it passes your head is the most humbling experience that a man will ever feel in his lifetime..
Last but not least I have come to realize that we live in the greatest country in the world, a country where free men have sacrificed there lives so that we can have the freedoms we have today, and this country gives us the right to a carry a gun, do not give evil men and women the advantage, always carry a gun so that you can protect yourself and your family from those willing to to do harm.
The AutoTargets are placed at the start and finish of this course of fire to act as the shot timer for the course. Once the last AutoTarget is hit and falls down, the timer stops. Giving you real time data on how long it takes to transition between targets, draw time and more.
AutoTargets is an intelligently connected target system that lets shooters interact with their targets in a way never possible before. With its powerful hit sensing technology, advanced app, portable wireless activation, and revolutionary programmability, AutoTargets is truly changing the way you shoot.
Clean Air Every 60 Seconds
Action Target provides the industry’s best ventilation systems for both new range installations and existing ranges that exceed environmental standards. We offer a complete package of controls, air filters, and maintenance to ensure that employees, customers, and the surrounding area are protected from the health concerns associated with lead exposure and other air-borne toxins found in indoor ranges. All our innovative ventilation system designs exceed NIOSH, EPA, and OSHA air quality standards, and are fully customizable to your particular range installation.
Action Target develops world class shooting range facilities and advanced target systems to help our Law Enforcement be better equipped in their training and better prepared for the dangers they face each day protecting our communities.
Action Target products used in this video: The Dual Running Man (DRM) Pro This target system is the most powerful and feature-rich running man system ever designed. It boasts 3HP motors, ultra-wear resistant pulleys, speeds up to 20 fps, realistic acceleration, and an easy to use control interface for use on tablets and mobile phones. The DRM Pro uses two lateral traveling, non-turning target carriers capable of moving independently from one another because they are mounted on two separate tracks that run parallel to each other. Paper, cardboard, and plastic targets can be attached to the Dual Running Man by stapling or clamping them to the standard 1” x 2” wood sticks secured to the target carriers with clamps.
The Fixed Lateral 360 (FL360) This target system allows targets to be repositioned laterally along a fixed rail without the use of tools. Simply unlock the target and it will slide left and right for positioning in groups or creating open spaces on the range. Used in conjunction with the Dual Running Man target system, these targets can represent bystanders or perpetrators to simulate real-world scenarios.
No matter what your purpose for training, Action Target has the product for you. You too can train with Action Target! Team Glock’s Michelle Viscusi Training on Action Target Steel.
Michelle Viscusi’s path to shooting sports has materialized a little differently than most competitors. She began her competitive shooting at the age of 21. Joining the Army National Guard at the age of 19, Viscusi soon learned from her military training that shooting came naturally to her. While in the military, Michelle had the opportunity to be on The History Channel’s hit series Top Shot. Competing with 17 other more experienced shooters, Viscusi realized that to make her dream a reality she would need to throw herself at her craft and start taking competitive shooting more seriously. Last year, Viscusi committed herself to countless hours of training at the range to continue the legacy of champion women’s shooters for Team GLOCK.
Katelyn Ely training with her Springfield on Action Target target steel targets. Action Target provides targets and target systems for any training environment. No matter what your goal is, we have you covered with the targets and target systems to train. Better Equipped, Better Prepared.
Springfield Armory always makes for a great day on the range.
In an effort to ensure that the memory of Master Officer Joseph Shinners lives on- Action Target has created a scholarship in partnership with the UVU Police Academy to donate 1 spot each year to attend the annual Law Enforcement Training Camp with officers from all over the country.
Beginning in 2019 and with no end in sight, an officer will attend this training at no cost in memory of and to honor Master Officer Joseph Shinners.
JOSEPH WILLIAM SHINNERS
Master Police Officer Joseph Shinners was shot and killed in Orem, Utah while attempting to arrest a wanted fugitive at 10:00 p.m. Investigators had received information that the wanted subject was going to be in the area of a retail store at 50 West University Parkway, in Orem. Members of the Provo Police Department and the Orem Police Department located the subject in the parking lot and attempted to take him into custody. During the arrest the man opened fire, fatally wounding Officer Shinners. The subject was also wounded in the shootout and is in custody. Officer Shinners was transported to Utah Valley Hospital where he succumbed to his wounds shortly before midnight. Officer Shinners had served with the Provo Police Department for three years and was posthumously promoted to the rank of Master Police Officer. He is survived by his wife and young son.
For over 25 years, Action Target has combined world class instructors and a comprehensive training curriculum into a single unforgettable event—the Law Enforcement Training Camp (LETC). At LETC, you get advanced instructor training based on relevant LE concerns and proven methods for several different subjects all in the same week. LETC is a fast paced shooting school that keeps you working on the range all day, every day, and equips you with the tools needed to give your department or agency the next level in training. LETC offers the best training, the best people, and the best value anywhere.
Action Target | Redefining the Shooting Experience for EVERYONE!
JOIN THE +ONE MOVEMENT
Even if a very small percentage of America’s recreational shooters invited one friend to go shooting that is new to the shooting sports, we can achieve growth in the sport we all know and love. Join the +ONE movement and invite someone to the range today. Share your experiences on social media with posts using the tag #PlusOneMovement
Take A Friend Shooting
We all know it only takes one trip to a shooting range to fall in love with the shooting sports. All it takes is for you to invite someone new to try it out for a day and we can help build the community for generations to come.
Join the +ONE Movement and invite a friend on your next trip to the range. Share your passion in posts on social media with #PlusOneMovement and #LetsGoShooting
To learn more about National Shooting Sports Month and what you can do to help promote/grow the shooting sports community, visit: https://www.letsgoshooting.org/
Step by Step Process to Develop and Build Your Shooting Range
Don’t miss this unique opportunity to receive the best tools and information you will need to successfully complete your shooting range project. Attendance at the Range Development and Design Seminar allows you to meet with range consultants and other subject matter experts, visit local shooting ranges, and get answers to your questions about running a successful shooting range.
One of the most essential elements for a profitable
shooting range business is recruiting, on-boarding, and training your shooting
range staff. American customer service expert Shep Hyken observed, “A brand is
defined by the customer’s experience. The experience is delivered by the
employees.” Your employees can make or break your long-term success. Even if
you have 19 all-star employees and only 1 employee who underperforms, your shooting
range business is likely to suffer as a result. A single negative customer
service experience can hurt your reputation. Conversely, having a reputation as
the shooting range with the most engaging and supportive customer service will
ensure shooting enthusiasts choose your business time and time again.
THE FACES
OF YOUR SHOOTING RANGE
Who You
Should Hire
Bruce Nordstrom, the former chairman of one of
the most successful department store chains in America, perpetuated the
philosophy that you can teach people to sell, but you can’t teach them to be
nice. While it is important that employees have a sound understanding of
firearms and shooting experience, this should not take precedence over hiring
individuals with the right attitude. When building a team, your primary
priority should be finding employees who are eager to learn, connect well with
others, listen carefully, and ask questions. Supplementary training can ensue
as needed.
How to Find
the Right People
Where do you find the perfect team member? The
answer is more obvious than you might think: Anywhere and everywhere. Pay
attention to other service-oriented businesses. Have you recently encountered
an impressive server at a local restaurant? Has a sales clerk at a sporting
goods store brightened your day with their helpful and positive attitude? Consider
appealing to former military or law enforcement personnel. Provided their
personality is a match, they will bring experience and credibility to your
shooting range business.
Avoid the common pitfall of hiring relatives or
friends. Hiring those from your family or social circles may be disadvantageous
both professionally and personally. It can be challenging to hold them to your
business standards. It is also very difficult to terminate their employment,
should the need arise.
Hiring
Checklist
In addition to hiring gun range staff who expertly represent your
brand, don’t forget these following crucial checks and tests:
Background
and Criminal Record Checks
It is your responsibility to check that members of your gun
range staff do not have a record of behavior that could jeopardize your business
and the safety of your patrons and other employees. Most shooting range owners
require employees to participate in a CCW permit course as part of their
training. During the interview, inform candidates that through the process of
obtaining a CCW permit, a background check will be performed to verify their
eligibility to handle, carry, and own firearms.
Drug
Testing
During the interview, make sure you inform candidates that a
drug test will be performed prior the employee’s first day on the job.
Additionally, let them know that random drug tests will be performed throughout
their employment.
Lead
Safety and Blood Lead Testing
Exposure to lead is one of the risks that accompanies
working in a shooting range. It is imperative that you inform new hires about this
risk and that you educate them on proper use of personal protective equipment
(PPE) to protect themselves. Furthermore, make sure you teach your employees
how to avoid spreading lead to other parts of the range, their vehicles, and
their homes.
While you should take all appropriate precautions to
minimize lead exposure, it is still important that you monitor your employees
closely and regularly test their blood lead levels. Test all new hires to
obtain a baseline blood lead level. From there, require bi-annual tests for
employees who perform range maintenance and annual tests for other employees.
Work expectations During the interview, make sure you
explain any work expectations such as unusual schedules. For example, do you expect
employees to work during nights, weekends, or any holidays? Do you require employees
to lift and unload pallets of ammunition or perform any other physically
demanding tasks? If so, make sure you discuss these expectations and minimum lifting
requirements.
TRAINING AND
ONGOING EDUCATION
Effective
Training Methods
When it comes to training your shooting range
staff, make sure you are adaptable in your approach. For example:
Provide
opportunities for hands-on learners to shadow a supervisor or cross-train with
another employee.
Recommend helpful
websites, videos, and literature to employees who learn better by studying
data.
Act out potential
customer scenarios for employees who can benefit from practicing interpersonal
skills.
No matter which training techniques you employ, create
opportunities for trainees to teach what they learn. This is a tried and true
method for helping individuals retain information.
Ongoing Safety and Emergency Training
Not only should safety and emergency
training be at the top of your training agenda, but it is also imperative that
this training is ongoing. It is your responsibility to provide regular
instruction on handling firearms and how to respond in the event of injuries,
theft, and other emergency situations. Role
play with range staff how to manage emergency situations in the range.
Scenarios can include contacting emergency personnel, calling a cease fire, securing
firearms, and administering life-saving first aid.
Furthermore, develop
standard operating procedure (SOP) documents for all areas of your shooting
range business, such as retail, range check-in, and range operations. Make sure
all employees receive these SOP documents and test them routinely to ensure they
properly understand and retain the information.
ATF Form 4473
All Federal Firearms Licensee (FFL) businesses are required to properly
complete an ATF Form 4473 for each firearm transaction. Given the detailed requirements
as well as the potential penalties for errors, it’s important that your
employees are trained to fill out the form accurately and are prepared to
answer customers’ questions about the form. Employees should also verify that
forms are fully completed, legible, and accurate while the customer is present.
According to the NSSF website: “Uncorrected errors on Form 4473s account for six of the top 10 most
common violations cited by ATF every year, and three other top 10 violations
are related to information found on Form 4473s.” To help combat errors,
the NSSF has developed the form 4437
overlay. This is a clear template that may be laid on top of the form 4473
to help your staff check that all form questions have been answered and
answered accurately.
You want to provide your patrons with the best possible experience with
purchasing a firearm. It is imperative that your staff members are well-trained
and confident with this process.
Scheduled
Meetings
Holding weekly meetings is important in the busy
shooting range business. You need an hour each week where you can reiterate
important information, motivate your employees, answer questions, and discuss any
changes. Agenda items may include:
Safety protocols
Recent safety
concerns, near misses, and other items the entire staff should be made aware of
Store sales
performance
New products
Upcoming events
Community
involvement opportunities
If it is necessary to hold your meeting outside
of business hours, we suggest you disclose this to potential employees during
the interview process.
Try to make these meetings enjoyable and consider
providing breakfast or dinner for meetings held before or after shooting range
operation.
STAFF DEVELOPMENT
Staff Incentives
Incentives are an effective method for
keeping your staff motivated. From gift cards
and baskets to discounts and product giveaways, incentives can help encourage
your employees to meet their goals as well as create friendly competition
between co-workers. Furthermore, take advantage of training and product advocacy
platforms that reward members for being brand ambassadors. An example is
ExpertVoice.com, which provides brand education and offers product discounts
upon course completion.
Team-Building Activities
Provide team-building exercises once a
month to help build loyalty and positive rapport between employees. As a shooting range owner, you have the opportunity to
combine activities with opportunities to educate your staff on your range
operations and products. Why not host an interdepartmental shooting contest in
your range? Make sure you create hype in the run-up by designating team names, making
T-shirts for the competitors, and disclosing the prizes in advance.
Consider activities outside your facility. For
example, invite and pay for staff to attend upcoming firearms shows and
shooting contests. Furthermore, take the time to learn about your employees’ hobbies
and look for opportunities to incorporate their interests into your group
excursions.
SOFT OPENING
A soft launch is essential for your shooting range business. Opening your
doors quietly or serving a limited audience before your grand opening will
allow you and your team to iron out the kinks, such as identifying which processes
need improvement and where more training is required. By ensuring your employees,
shooting range operation, and retail are performing at optimum capacity, you
will make an exceptional and long-lasting impression on your customers when you
officially open for business.
Authors:
Diana Rotolo
Diana joined Action Target in 2012 as an associate shooting range
consultant. She is currently the sales manager for range retail programs. From
selling and designing shooting facilities to helping range owners find the most
efficient and profitable approaches for operating their business, Diana has an
invaluable understanding of the shooting range industry from the customer’s
point of view.
Mikaela Hansen
As a technical and marketing
writer, Mikaela collaborates with multiple Action Target personnel to develop
installation manuals, user guides, bid specifications, press releases, and newsletters.
Communicating to a variety of audiences about Action Target’s products and
services has given Mikaela the opportunity to examine multiple dimensions of
the shooting range industry.
ACTION TARGET’S
RANGE SERVICES BUSINESS UNIT ANNOUNCES SIGNIFICANT GROWTH, NEW HIRES AND ENHANCED
AFTERMARKET SUPPORT
PROVO, Utah – April 16, 2019 – Action Target Inc., the leading manufacturer of modern shooting ranges, steel targets and shooting supplies, is excited to report significant developments within the recently restructured Range Services Business Unit.
Action
Target’s Range Services Business Unit encompasses Action
Target’s aftermarket sales and services (such as recycling metals and filters), the online
store, AutoTargets™ and range maintenance.
“Action
Target takes pride in providing the most comprehensive aftermarket services in
the industry. By combining customer support, range retail programs and the
Action Target Store under the same umbrella, we have enhanced our relationships
with our customers and are better able to anticipate and respond to their
needs,” said Mike Birch, CEO at Action Target.
Recent enhancements
to Range Services include a new Rubber Berm Trap Cleaning Program.
Subsequently, Action Target has hired a dedicated program manager and
established a team of Rubber Berm Trap cleaning specialists. These specialists have been provided with custom-designed
vehicles to perform professional on-site trap cleaning services that are
compliant with state and federal standards. Additionally, the metals retrieved through the cleaning
process may be recycled through Action Target’s Metals Recycling Program.
Through this program, range owners opt to receive either the cash value of
their recycled metals or Action Target Store credit to purchase range products
and equipment.
Furthermore,
Range Services has employed another account manager to maintain a superior
level of customer service for Action Target’s expanded customer base. The territory assignments for
all account managers have been modified to integrate this addition to the team,
streamline support efforts and maximize customer success.
“As we
continue to focus on our turn-key solution strategy and examine how to meet and
exceed the expectations of range owners, we have welcomed the opportunity to
create new positions and redefine the responsibilities of various members of
our Range Services teams. With these developments we are well-positioned to
further optimize our services and grow the success of our customers,” said
Tyler Webster, Vice President and General Manager at Action Target.
About Action Target Inc.
Headquartered
in Provo, Utah, Action Target is a world leader in modern shooting range
technology. Action Target has designed and manufactured over 4,000 products and
has installed thousands of shooting ranges throughout the United States and in
many countries around the world. Action Target also designs systems and
conducts firearms training for law enforcement and various military divisions.
For more information about Action Target, visit www.ActionTarget.com. To learn more about
Action Target products or to purchase items online, visit www.ActionTarget.com/Store.
PROVO, Utah– February 28, 2019 – Action Target Inc., the leading manufacturer of modern shooting ranges, steel targets, range services and supplies, announces a new organizational structure to optimize business operations and provide increased focus on customer support and aftermarket services.
In
January 2019, Action Target’s leadership announced a new organizational
structure to optimize its expanded product offering, aftermarket services, and
customer support. Action Target is now organized into three strategic business
units: Shared Services, Core Products, and Range Services.
Shared Services is led by Scott Wright, CFO at
Action Target. This business unit comprises Finance, Business Intelligence,
Information & Technology, Warehouse & Logistics, and Sourcing.
Core Products is led by Kevin Tomaszewksi,
Senior Vice President and General Manager at Action Target. This business unit
encompasses Marketing, Range Sales, Engineering, Operations, Project
Management, and Installation.
Range Services is led by Tyler Webster, Vice
President and General Manager at Action Target. This business unit includes the
Action Target Store, Aftermarket Services & Sales, Range Maintenance &
Warranty, Metals Recycling Program, and Rubber Berm Trap Cleaning.
“By
organizing company departments and teams within these units, we have effectively
aligned business operations, maximized talent, and consolidated strategic
planning,” said Michael Birch, CEO at Action Target. “These enhancements will
increase focus on customer needs, industry trends, and the shooter’s experience,
allowing us to continue driving innovation.”
The
new structure has also streamlined Action Target’s customer communication
channel, ensuring world-class support and valuable market feedback. Action Target
prioritizes synergistic customer relationships and utilizes customer collaboration
as a key element to its product development, decision-making process, and
influential market position.
“Our
customers are fundamental to our efforts in establishing and maintaining the
next generation of shooting ranges,” said Birch. “These changes in our
organizational structure will place a renewed emphasis on the customer, ensuring
better service, better input, and ultimately better products.”
About Action Target Inc.
Headquartered in Provo, Utah, Action Target is a world leader in modern
shooting range technology. Action Target has designed and manufactured over 4,000
products and has installed thousands of shooting ranges throughout the United
States and in many countries around the world. Action Target also designs
systems and conducts firearms training for law enforcement and various military
divisions. For more information about Action Target, visit www.ActionTarget.com. To learn more about
Action Target products or to purchase items online, visit www.ActionTarget.com/Store.
We will be exhibiting once again at the SHOT Show in Las Vegas, Nevada January 22-25. Stop by our booth and check out the innovation that is happening at Action Target to enhance the shooter’s experience at gun ranges.
One of the many innovations we will be introducing at SHOT Show is GENESIS, the most advanced target retriever on the market today.
Once you’ve built your range, you have the task of attracting and forging relationships with customers. To achieve this, your business requires a distinctive and memorable persona. The marketing world refers to this persona as a “brand.” Having a strongly-defined and reliable brand builds recognition and familiarity, which breeds credibility and trust. Your brand goes hand in hand with your reputation, so it’s imperative you pay ample attention to this aspect of your business.
CUSTOMIZE YOUR EQUIPMENT
A consistent look and feel throughout your facility creates an impression of polished professionalism and reinforces your range’s brand. Action Target offers extensive customization options to make it easy to achieve this consistency. For example, we can manufacture shooting stalls decked with your company colors, apply your logo to your equipment, and design paper targets uniquely for your range.
There are additional ways you can brand your building, such as etching your range name and logo into doors, interior viewing windows, walls, floors, and tables. You can also draw attention to your building by making it highly visible with attractive lighting and signs. Consider placing company mascots or branded vehicles in strategic locations to catch the attention of passersby.
Furthermore, invest in merchandise customized with your name and logo. It’s more valuable than you might realize. Not only will your customers enjoy the swag, but they will also serve as ambassadors of your business when wearing and using your branded gear. The sky is the limit when it comes to what you can customize, be it apparel, patches, coasters, mugs, pens, flashlights, bumper stickers, and keychains. Remember, the experience your customer has with your brand impacts your reputation, so we recommend you purchase good quality items.
ALL-INCLUSIVE EXPERIENCE
While your facility may be a gun range primarily, it’s no secret that the success of your range is hinged on the quality of your customer’s experience. So why not make a name for yourself by offering more than a shooting space? For starters, ensure information about your products, services, and membership is readily accessible. Install markers to let customers know exactly where to go and with whom to speak if they have questions. Be aware that demonstrating expertise is critical when it comes to developing customer trust and loyalty, so take adequate time to educate yourself and your staff on range equipment, operation, and retail products.
It is also recommended that you invest in additional services, thereby creating a “destination location” for visitors. Such amenities may include:
Remember, you don’t have to break the bank to make your space more inviting. If funds are limited, consider a comfortable conversation area and luxury coffee station.
MEMBERSHIP PROGRAMS AND PERKS
Gun range membership programs are one of the best revenue builders a business can employ. They provide a reliable income, grow your customer base, and motivate shooters to return again and again. It benefits both you and your customers to build a solid and rewarding membership program. There are many ways to enhance these programs, such as multi-member discounts, family packages and corporate bundles. You can also advertise gift memberships for special occasions such as holidays, birthdays, and anniversaries.
When it comes to making your gun range membership program enticing and accessible, don’t be afraid to think outside the box. Consider combining memberships with discounted training classes. In addition to growing membership, this will also strengthen participation in your education platform. Furthermore, don’t hesitate to be creative in your approach to incentivizing membership and encouraging member participation. For example, nominate a “Member of the Month” and assign a prime parking space for this special member.
PROMOTIONS AND EVENTS
Product promotions and gun range events are a tried and true method for growing your business. While the options are countless, here are some suggestions to kickstart your creative ideas:
A special discounted item of the month. Educate range employees about the item and encourage them to discuss it with customers.
Member-only discounts on non-sale items. This shows loyalty to your members and promotes the perks of membership.
Offer discounted lane time during off-peak hours or during extremes in temperature when shooting outside is undesirable.
Host events such as special product release nights, date nights, zombie shoots, carnival night, costume parties, birthday parties, and bachelor/bachelorette functions.
Capitalize on local events such as rodeos, fairs, and elections. For example, recognize customers who participate in an election by offering them a free patch or T-shirt (adorned with your range logo, of course!).
Participate in charity fundraisers. Being active in your community has reciprocal benefits and raises awareness of your business.
Whatever your promotion or event may be, it is essential that you keep your members and followers in the loop via social media. Post well-timed, useful, and appealing information about product discounts, special rates, and upcoming events. Additionally, engage your followers by posting exciting images and stories during exciting and special occasions.
Beyond capitalizing on social media, invite a local news station to get the word out. It usually doesn’t require much effort to coordinate a media visit. Simply call the desired local radio or television station and provide event details. It’s a win-win situation: it provides content for the media and brings visibility to your business. Additionally, the presence of cameramen and broadcasting vans are an effective way to create hype and interest among those in the vicinity.
Remember to keep careful track of the performance of your promotions, gun range events, and advertising strategies so that you learn which efforts are most profitable. This will allow you to determine which activities you should repeat and evolve.
COMMUNITY ENGAGEMENT
Networking with other local businesses may not seem practical for the niche shooting range business. However, crossing industry borders and working with other businesses in the community provides you with the opportunity to appeal to patrons from other industries who may not have otherwise been aware of your business.
Exactly how do you work with your community and appeal to different demographics, thereby expanding your customer base? Consider sharing your facility, for starters. Make your classroom available to other groups that need a place to convene, such as self-defense clubs, scouting programs, charity organizations, and your local chamber of commerce. Furthermore, become acquainted with catering companies and event organizers. Let them know referrals are welcome and provide them with details regarding group discounts and other package deals.
We also recommend building a strong relationship with your local law enforcement agency. Consider offering special “closed-range” training sessions for officers. In addition, show your support of military members through exclusive product promotions, special membership rates, and discounted shooting range time. Having a reputation as a select training facility for law enforcement and military will have a significant influence on your brand and credibility. Moreover, your customers will be attracted to the prestige and bragging rights of training in a select range of police officers and military personnel.
You’ve undertaken the multifaceted process of planning, designing, and building an indoor shooting range. You’ve discovered that creating a viable, ballistically-safe facility is no small feat. In fact, the process can challenge even the most stout-hearted, second-amendment-supporting, gun-crazed patriot. However, you persevered because the satisfaction and rewards of owning and operating a shooting range can be substantial.
It’s just important that you remember a “build it and they will come” philosophy does not apply to your gun range business. Persistent effort, strategic marketing, and awareness of industry trends is required to attract, engage, and maintain your customers.
ACTION TARGET’S BEST PRACTICES
Action Target has been the world leader in shooting range design, technology, supplies, and aftermarket services since 1986. With our time and standing in the industry, we have become experts in how to develop and manage a successful shooting range. Over the next few months, we will be collaborating with key individuals across our organization to share our best practices with you. Our expertise will help you excel in the business of running your range, while making you aware of potential pitfalls along the way.
So that you know what to expect, we have divided these best practices into the following 8 categories. Each category will be fully explored in a dedicated future post.
1. Memberships and Marketing
In this post, we will discuss the importance of branding your range and products. Other topics we will cover include growing your customer base and enhancing customer relationships through product promotions, giveaways, loyalty points, multi-member discounts, and corporate events. We will also delve into lesser used marketing strategies, such as cross-promotion with the assistance of other local business.
2. Training your Staff
We will demonstrate how to amplify your success through great customer service. We will show why it is important to find employees who not only have broad gun knowledge but are also experienced in retail sales. Learn how to build a loyal and happy sales staff through incentive programs, specialized training, and strategic staff meetings. Discover the importance of leading your grand opening with a soft opening and how neglecting to do so may have significant repercussions for your reputation.
3. Retail Sales
This post will be dedicated to helping you understand how much inventory you will need based on the size of your retail space. We will examine the importance of stocking retail items according to demand and local needs, as well as maximizing your gross profit through tracking retail turns. We will also walk you through analyzing data from your point of sale system.
4. Website and Social Media
Successful businesses are familiar with free advertising through social media platforms. We will provide pointers on how to think outside the box for marketing your shooting range via other businesses in the community. You will also have access to our experience on branding and creating a “personality” for your shooting range as well as pointers for your website and other range events.
5. Engaging Your Customers
Learn how to implement and structure memberships. We will dive into concepts for developing classes that reach all ages, genders, and lifestyles and will also provide ideas for home and personal defense training. Additionally, we will discuss how adding gun build options and services to your retail offerings drives revenue.
6. Security
It’s vital that you protect your range adequately from criminal activity. We will highlight security, closed circuit cameras, various types of alarm systems, locking cases, as well as offer suggestions about how to safely store excess inventory. You will learn how to implement emergency protocols in the event of injury or fatalities and how to deter tragedies of this nature from occurring in your range.
7. Other Revenue Streams
We will teach you how to capitalize on other revenue streams for your shooting range business, such as recycling your lead and brass and saving money through dealer pricing programs with Action Target and other vendors. We will also examine how you can share your knowledge and experience of planning and building a shooting range with other interested parties.
8. Range Maintenance
One of the most important aspects of your business is keeping your range clean and safe. We will show you how to do this through scheduled maintenance protocols along with a maintenance log sheet. We will discuss how to train employees on required maintenance procedures and performing minor range repairs. All methods we disclose are compliant with OSHA and EPA standards to ensure the protection of your employees, patrons, and range equipment.
Action Target’s Deluxe 20 Bullet Collection System is the latest innovation in collecting bullets for recycling. The system attaches to the bottom of the Total Containment Trap™ deceleration chamber to collect bullets into 20-gallon drums. The drums can then simply unlatch from the chamber and roll out of place quickly and easily.
Below you will find a video 4 step process of installation, replacement and how to transport the barrels.
Step 1: Remove the Drum of the BCS Deluxe 20
Step 2: Use a Gantry Crane to Transport a Drum to a Recycling Pallet
Step 3: Use a Barrel Hawk Lift to Transport the 20 Gallon Drum to a Recycling Pallet
PROVO, UTAH – July 16, 2018 – Action Target Inc., the leading manufacturer of modern shooting ranges, has announced the launch of the BCS Deluxe 20 as another solution for indoor and outdoor shooting range bullet collection.
The BCS Deluxe 20 is a bullet collection system that integrates with the deceleration chambers of Action Target’s Total Containment Trap™. The system utilizes a discharge hopper that funnels bullet fragments from the deceleration chamber into a 20-gallon drums. The drums, which are situated on heavy-duty dollies for easy replacement, connect to the discharge hopper by means of quick-disconnect lid clamps. Additionally, a sight window incorporated in the drum lid allows range personnel to monitor the lead fill level inside the drum.
Previously, ranges employing the Total Containment Trap™ system utilized either the BCS Basic 3, which collects lead in 3.5-gallon containers or the BCS Auto 55, which is comprised of a screw conveyor that transports lead to a 55-gallon container. The new BCS Deluxe 20 provides ranges with an additional option that significantly decreases the frequency by which bullet collection containers are replaced.
“Action Target continuously examines options for improving bullet collection and lead management. The BCS Deluxe 20 has been engineered to provide a simple and economical solution that makes it easier for range owners to focus on the other rewarding aspects of running a range,” said Kevin Tomaszewski, VP of Marketing and Engineering at Action Target.
The BCS Deluxe 20 works seamlessly with Action Target’s Metals Recycling Program. This program removes the hassle associated with spent metals and lead management. Within 72 hours of a phone call from range owners who are enrolled in the program, Action Target picks up, sorts and weighs the brass and lead collected in the range. The range owner is then issued a credit that can be applied to hazardous waste disposal services, ammunition and other range supplies found at Shop.ActionTarget.com.
Action Target Inc. is a privately-owned business headquartered in Provo, Utah. As a world leader in modern shooting range technology with more than 4,000 products and 50 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 target 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
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Media Contact:
Jonathan Turnbow, Marketing Communications Manager
ACTION TARGET ANNOUNCES NEW PRODUCT, SHOW SPECIALS, AND CELEBRITY APPEARANCES FOR THE 2018 NRA SHOW
PROVO, Utah – May 3, 2018 – Action Target INC., the leading manufacturer of modern shooting ranges, has announced that they will be exhibiting at the NRA Annual Meetings in Dallas, Texas with industry leading new shooting range technology, show specials and celebrity appearances by world champion shooter Max Michel.
Innovative products on display at the show will include AutoTargets an intelligently connected target system that allows shooters to interact with their targets in a way never before possible. The recently launched new steel target, the PT Scout will also be on display. Stop by to learn more of Action Target’s innovative shooting range technology including: The AWD Pro retriever, Steel Bullet Traps, Rubber Berm Bullet Traps, Shooting Range Ventilation, Metals Recycling and more innovative solutions for modern shooting ranges.
World champion shooter Max Michel will be at the Action Target booth #3956 on Friday, May 4, 2018 and Saturday May 5, 2018 from 12:00 – 1:00 p.m. Michel will be be giving shooting tips and discussing his experience in helping design the perfect steel target, The PT Scout. Michel will be signing autographs and taking pictures each day. Don’t miss this chance to learn from one of the very best shooters in the world.
To celebrate the NRA Annual Meetings, Action Target is offering 20% OFF all of their Steel and Paper Targets until May 31, 2018 as part of the NRA Show Special. Action Target will also be accepting new dealers at the NRA Show. Visit booth #8457 to sign up!
About Action Target, Inc.
Action Target Inc. is a privately owned business headquartered in Provo, Utah. As a world leader in modern 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 ActionTarget.com. To learn more about Action Target products or to purchase items online, visit shop.ActionTarget.com
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Media Contact:
Jonathan Turnbow, Marketing Communications, Contact Information
Action Target
3411 Mountain Vista Parkway
Provo, Utah
84606
Tel: 801-396-1202
ACTION TARGET ANNOUNCES INNOVATIVE NEW EVERYDAY CARRY STEEL TARGET, THE PT SCOUT
PROVO, Utah – May 3, 2018 – Action Target INC., the leading manufacturer of modern shooting ranges and innovative target systems has announced the release of a tool-free target system designed to utilize a 2×4, ring louder, maximize portability and allow for predictable splatter patterns.The PT Scout is Action Target’s first steel target that utilizes a 2×4. This innovative steel target stand can quickly collapse and locks together for easy storage and transport. Because it can break down into such a small profile and weighs as much as a gallon of milk, it allows for maximum portability for every shooter.
“When developing The PT Scout with Tom Yost and World Champion Speed Shooter Max Michel, we set three objectives; that it would ring louder, be more portable, and be more safe for shooters to use than any other steel targets that are offered today, we met each objective.” Chris Hess, Product Marketing Manager, Action Target.
The PT Scout is designed with a forward leaning 2×4. The smooth target plate sits on top in a bracket parallel to the wood. This means that bullets striking the plate are directed towards the ground and safely away from shooters, splatter and spall do not chew up the 2×4, a common problem in other 2×4 target stand systems. The target is also designed with a smooth target surface, integrating high-strength weld studs on the back of the target plate allowing sound waves to reverberate loudly, giving the shooter a much louder ring.
World Champion Speed Shooter Max Michel explains, “As a Pro Shooter, I get to shoot a lot but don’t have the ability to store all my gear at the range. Therefore, I’m looking for something mobile and easy to set up. It’s extremely light weight and easy to store in the back of the car. Once it’s ready to go, it’s the loudest ringing steel target I’ve shot yet. Not to mention the flat faced plate and angled design base makes it the safest target in the industry. I’m excited to get my season kicked off and training with the new PT Scout.”
The PT Scout will be available this summer from Shop.ActionTarget.com. Multiple head plates will be available with package pricing for clubs and teams who compete in Steel Challenge, 3-Gun and Scholastic Action Shooting Program events.
About Action Target, Inc.
Action Target Inc. is a privately owned business headquartered in Provo, Utah. As a world leader in modern 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 ActionTarget.com. To learn more about Action Target products or to purchase items online, visit shop.ActionTarget.com
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Media Contact:
Jonathan Turnbow, Marketing Communications, Contact Information
Action Target
3411 Mountain Vista Parkway
Provo, Utah
84606
Tel: 801-396-1202
Florida’s Shooters World Earns
NSSF Five-Star Range Rating
NEWTOWN, Conn. – The National Shooting Sports Foundation (NSSF), the trade association for the firearms industry, is pleased to announce that Shooters World has been recognized with the association’s Five-Star range rating. This is the first range in Florida to receive a star rating under NSSF’s revised evaluation system launched in 2016.
Shooters World is said to be the largest combination retail store, indoor firing range and firearms training center in the State of Florida with a footprint encompassing more than 62,000 square feet. Operating seven days a week, the shooting facility includes 27 pistol range lanes, and seven 100-yard rifle range lanes, all of which can handle .50-caliber fire and can be used for Shooters World’s many training programs. Customers can take advantage of everything from curriculums developed specifically for junior shooters and women to concealed carry, hunter safety and advanced skills classes. A generous rental gun program and an expansive retail center support the range and provide a complete shopping and entertainment experience to a steady stream of recreational firearms owners – from beginner to expert – serving the entire densely populated Tampa Bay metro area.
“We were certainly impressed with Shooters World when we awarded it our Five-Star rating under our original program,” said Zach Snow, NSSF Director, Range Services. “To say that we were wowed with what they’ve done since that first recognition under our previous rating program would be an understatement. This company’s team of professionals has demonstrated it is dedicated to providing a memorable customer experience to every person who walks through its doors. Combined with the high overall quality of the facility and the staff’s commitment to safety and education, Shooters World sets the bar for our elite Five-Star ranges.”
“All of us at Shooters World are humbled and grateful to receive the new Five-Star range certification and award,” said Bing Kearney, Shooters World owner. “Shooters World continuously strives to provide our customers, employees and vendors with the world’s best firearms experience in the exercise of our Second Amendment rights, while listening to our patrons and embracing change that improves our facility and services. This, along with our mandatory objective for providing outstanding customer service, makes for a very comfortable, family-oriented environment for all of our guests. The entire Shooters World Team here in Tampa is very honored to receive the new Five-Star rating and will always strive to exceed the new, more stringent criteria.”
NSSF’s highly respected Star-Rating Range Program works to encourage ranges of all sizes and locations to excel. Applying for rating requires answering a comprehensive questionnaire and business owner self-evaluation of the facilities, staff, community outreach and other criteria. Ranges that appear to meet the criteria for Four- or Five-star rating receive an on-site evaluation by NSSF staff. NSSF member ranges that meet a Three-star rating are recognized for being a part of the Star-Rating range family and are provided guidance to improve their facilities and achieve the higher two ratings. For more information, including instructions on how to apply for NSSF’s Star-Rating Range Program, visit www.nssf.org/ranges or contact Zach Snow at zsnow@nssf.org.
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About NSSFThe National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 12,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. For more information, visit www.nssf.org.
1. Memberships and Marketing
2. Training your Staff
3. Retail Sales
4. Website and Social Media
5. Engaging Your Customers
6. Security
7. Other Revenue Streams
8. Range Maintenance
Action Target’s Deluxe 20 Bullet Collection System is the latest innovation in collecting bullets for recycling. The system attaches to the bottom of the Total Containment Trap™ deceleration chamber to collect bullets into 20-gallon drums. The drums can then simply unlatch from the chamber and roll out of place quickly and easily.
