Category: AT Featured Article

Industry Day at the Range™ Action Target Safety Award Recipient is Franklin Armory

LAS VEGAS, N.V. – February 1, 2022 – The Industry Day at the Range Safety Award, sponsored by Action Target, honors the participating company that demonstrates the highest standard of safety throughout the event. The 2022 Action Target Safety Award was awarded to Franklin Armory at the Boulder Rifle and Pistol Club Range on January 17.

The winner of the Action Target Safety Award receives a $2,000 credit toward the 2023 Industry Day at the Range event. Franklin Armory has elected to donate the $2,000 to Project ChildSafe. Project ChildSafe is a National Shooting Sports Foundation (NSSF) program committed to promoting firearm safety to communities across the United States.

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Target Systems and Gun Range Types

Action Target™ designs and creates industry-leading, state-of-the-art gun ranges and target systems that provide unrivaled firearms training and proficiency. Whether you use your range for training, qualification, decision-making, or entertainment, your Action Target range provides an engaging, safe, and environmentally responsible shooting environment. A crucial component of any gun range is the target system employed on the range. Action Target offers a wide variety of target systems that allow you to optimize your range to your shooting discipline, simulate real shooting environments, and maximize the effectiveness of your range. These target systems seamlessly integrate into indoor gun ranges, outdoor gun ranges and modular small arms ranges.

Target Systems

  • Genesis™ and Pilot™ target retrievers offer dynamic target presentations that turn, tease, and spin targets to provide an unpredictable experience for the shooter. These systems are ideal for charging drills and custom scenarios that require life-like behavior and variable target distances. Common scenarios include law enforcement qualifications, firearm proficiency training, and commercial games.
  • SRET™ is Action Target’s longest-standing target retriever. The base model SRET is the most economical offering from Action Target and includes a toggle switch that sends a target out and back. An optional keypad interface provides a digital readout of target location and allow you to expand device capabilities to meet the needs of your range.
  • Dual Running Man Pro™ target systems move targets laterally along a track at variable speeds (walk, jog, run) to provide weapons training with moving targets. The DRM Pro solution is popular with law enforcement and military installations.
  • Turning Targets can rotate target positions by 90°, 180°, and 360°. Turning targets present shoot or no-shoot scenarios at or before cognitive reaction timing—ideal for qualification and decision-making training with law enforcement and military personnel. Indoor (ceiling-mounted) and outdoor (ground-mounted) installations are available with pneumatic and electric controls.
  • Autotargets™ are reactive targets that use hit-sensing technology to detect target strikes. With each strike, the Autotarget sends a digital signal to an app that tracks draw speed, split times, and strike location. Autotargets are available with zone-based targets that divide strikes into multiple scoring zones (center mass and outer-body) and E-type targets that offer single zone strike detection. Autotargets are modular and wireless, deploy anywhere, and sync together to form a mesh network.
  • Pneumatic Bobbers are reactive steel targets that challenge a shooter’s speed, accuracy, and judgement. Targets pop up from and retreat behind total cover, forcing shooters to concentrate on shot placement. Separate shoot no-shoot target plates require shooters to make split-second decisions on which target they want to shoot. Innovative training software controls presentation times and intervals.
  • Line of Fire™ shooting ranges incorporate multiple target systems in a single line of fire. Target systems include the Dual Running Man Pro, turning targets, swing-up targets, and pneumatic bobbers. This turnkey range solution is unparalleled when creating dynamic training environments. Line of Fire ranges are self-contained and frame-mounted, so you can expand your range with ease—all you need is flat ground and a suitable backstop or bullet trap. Line of Fire ranges do not require railroad ties, concrete, or other protective walls in front of the targets because they include an angled AR500 steel knee wall.

Range Types

  • Indoor Ranges are completely enclosed spaces that use safety baffles, bullet traps, shooting stalls, sound abatement, range lighting, air filtration, and ventilation to provide the safest possible shooting environment. Indoor ranges feature ceiling-mounted target retrievers, turning targets, floor-mounted Autotargets, and shooting stalls.
  • Outdoor Ranges typically have minimal infrastructure requirements, but support the installation of safety baffles, shooting stalls, bullet traps, and other protection solutions that reduce the risk of ricochet or injury—especially when in proximity of neighboring communities. Outdoor ranges feature ground-mounted turners, bobbers, DRM Pro retrievers, Line of Fire products, and Autotargets.
  • Modular Ranges are the ultimate in portable, self-contained, modular small arms ranges. Action Target and Cover Six partnered to create the Arcas™ DLX, MBL, and EXT, a series of modular gun range solutions you can place anywhere, with minimal site infrastructure required. These self-contained ranges feature ceiling-mounted target retrievers, DRM Pro target systems, turning targets, and ground-mounted Autotargets.
    • Arcas DLX – Is the new standard for modular small arms ranges, scaling to meet specific project requirements of up to 14 lanes and a 100M target distance. This deluxe configuration features an open-bay concept that does not require vertical supports mid-range and uses fewer modules than its competitors.
    • Arcas EXT – Deploys quickly and with minimal infrastructure, providing up to 3 lanes and a 100M target distance. Instead of the industry’s standard of reusing containers, the Arcas EXT utilizes purpose-built modules that combine seamlessly to create an unmatched finished product.
    • Arcas MBL – A mobile, chassis-mounted module built for the road. Fully portable, this range goes where it’s needed and includes all options and features found in any typical fixed-location small arms range.

Reach out to the Action Target Range Design Consultants to discuss your next range project.

 

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Media Contact:
Jesse Nelson
JNelson@ActionTarget.com
Action Target
3411 Mountain Vista Parkway
Provo, Utah 84606

What to Consider When Building a Home Shooting Range

Private home gun range with ballistic shooting stalls and target retriever

Few things offer as much joy and freedom as being able to shoot your firearms in your own private gun range. A home shooting range provides more than just a fun venue for shooting and a place to entertain your friends, it also provides you with training scenarios to hone your abilities as a shooter and develop the skills you need to protect and defend yourself, your family, and your home. If you’ve decided to build a private shooting range, there are many considerations to make sure you create a high-quality, engaging, and economical range that is reliable, easy to maintain, and safe.

Experience

Select an experienced shooting range vendor to work with your architect and general contractor. Shooting ranges are highly specialized, so your architect will certainly have questions regarding the design. Action Target™ designs, builds, and installs commercial and private gun ranges worldwide, and has the experience you need to build a quality home gun range. Action Target shooting range consultants are ready to assist with custom range designs and drawings for your home gun range. Reach out to the Action Target team early to help guide you through every phase of your project. (See past Projects here)

Planning

Consider how you present your plans to the city in which you are building your range. Some homeowners prefer to postpone installing a shooting range until after they occupy the home, often listing the space on the plans as cold storage, an archery range, or a panic room, and use the space accordingly until they are ready to build out the shooting range. However, in-home shooting ranges require careful planning during the design phase of the home to ensure proper dimensions, materials, penetrations, and space for the shooting range equipment. When planning a home range, meet with local zoning and planning departments early on to understand any codes with which you must comply.

Safety

When it comes to shooting ranges, safety is paramount. When designing a range, the materials used must provide complete safety for shooters. Walls should be solid concrete at least 8” thick (filled CMU, tilt-up, or poured in place), and use at least 4,000 PSI concrete. The ceiling should also use at least 4,000 PSI concrete, but you should avoid hollow core or other pre-cast concrete that contains voids or foam because it offers reduced ballistic protection. Solid concrete walls and ceilings provide the best solution to dampen noise and offer extra ballistic protection—crucial if your range is in a basement with occupied space above. The floor should use 5,000 PSI concrete (3,000 PSI min).

Purpose

What is the primary purpose of your home shooting range? Leisure, entertainment, 50BMG mag dumps? If you begin with a clear understanding about how you intend to use your range, Action Target range consultants can design a home shooting range to meet your needs and identify the right equipment and controls to operate it. By working with Action Target, you can ensure that you build a range that not only fits best with your budget but provides you with equipment that is tailored and built to last.

Design

Modern shooting ranges offer more than just concrete walls and paper targets. Today’s ranges are completely customizable to allow them to blend in homogenously with your home. Action Target range consultants help you make your product selection based on needs, performance, and aesthetics. Action Target offers standard and custom product designs that provide different functionalities and appearance for your home gun range. Combined with a variety of bullet trap options, ceiling baffle layouts, shooting stalls, and sound abatement solutions, your range will be custom-tailored to your needs and design specifications.

Product Offering

Action Target is the foremost provider of true turn-key solutions for any size gun range. From ballistic partitions, safety baffles, and acoustic treatments to target retrievers, bullet traps, lighting, ventilation, and even paper targets and range supplies, Action Target is the go-to for all home gun range needs. Why is this important for a homeowner considering installing a private gun range? Imagine needing service, or parts, only to discover that the vendor is no longer in business. Or worse, imagine you need to have several products serviced and you must coordinate with multiple manufacturers. Action Target simplifies the process of owning and maintaining a home gun range by being the expert for all equipment installed. Further, Action Target has a proven track record of maintaining range equipment—our longest-running target retriever has been in operation for over 15 years. When it comes to products, choose a company that offers everything you need for your home range, and who stands behind their products with long warranties.

Target Retrievers

Perhaps the most important choice you make in designing your private shooting range is the type of target retriever used. Action Target offers multiple retrievers to fit nearly any budget, but where possible, we recommend that customers use the Genesis retriever. The Genesis features pre-loaded games and training drills developed by leading firearms trainers to challenge every shooter. Whether you want to train or just simply be entertained, the Genesis can meet all your shooting needs. The addicting scenarios associated with a variety of dynamic targets provide you with an entertaining and unique shooting experience unlike any other.

Bullet Trap

For home gun ranges that do not expect a high volume of annual shots fired, a Rubber Berm Trap is often the best and most economic bullet trap solution. At low volumes, a Rubber Berm Trap requires little maintenance and lasts a very long time. Periodically the Rubber Berm requires mining to remove lead and maintain a safe environment, which service Action Target offers. Beyond that, regular maintenance to control rubber depth and fire retardant is required only periodically. The Vortex steel trap offers home gun range owners a high-volume option that simplifies lead collection. While the steel bullet trap has a higher up-front investment, it reduces lifetime maintenance costs by automatically collecting bullets in its deceleration chamber, eliminating the need for fire retardant application and preventing routine maintenance on rubber depth.

Ballistic Dividers

Ballistic dividers are extremely important when you have multiple lanes in your private gun range. These dividers can stop handgun and rifle rounds in the case of an accidental discharge. Action Target offers a full range of ballistic dividers, ranging from very economical to completely customized. A full line of accessories are available for ballistic dividers, including different table configurations for rifle and pistol, muzzle blast barriers, brass deflectors for shooter comfort, and rifle hangers for stowing unused firearms during sessions. Whether functionality, aesthetics, or budget is your goal, Action Target has you covered—literally.

Ventilation and Filtration

Another important safety factor in a home shooting range is the ventilation system. The shooting range ventilation system must be separate from the house system because it filters out harmful lead particulates and heavy metals. Ideally, your ventilation system should achieve a laminar negative air flow of 75 FPM, but not less than 50 FPM, and use an air filtration bank of HEPA filters. Action Target takes care of your ventilation needs, designing and installing systems guaranteed to meet all OSHA and EPA standards.

Life-Long Maintenance

Properly maintaining a home shooting range directly impacts its long-term operation. When properly maintained, you’ll enjoy a lifetime of hassle-free shooting in the comfort of your own home range. To ensure your equipment continues to function properly, Action Target provides a wide range of aftermarket services, programs, and products. Choosing Action Target for all your range products simplifies service and maintenance. Action Target customer service representatives are cross-trained to provide support for all products while on service visits or when providing over-the-phone support.

Warranty

We stand behind our customers and our products. To demonstrate our commitment to your success and satisfaction, and our confidence in Action Target products, we provide a Trusted Partner 3-year comprehensive coverage warranty that is 3x the industry standard.

Home shooting ranges are quickly taking the place as the entertainment option in custom homes. Action Target is dedicated to providing you a safe, comfortable, and fun shooting range where friends and family can compete and practice their skills as shooters.

Reach out to the Action Target Range Design Consultants to discuss your future in-home gun range.

Action Target Newsletter

ACTION TARGET NEWSLETTER | STAY UP TO DATE ON ACTION TARGET!

CLICK HERE TO VIEW A PDF OF THE NEWSLETTER

 

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, DefenderTM 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.

 

CLICK HERE TO VIEW A PDF OF THE NEWSLETTER

 

NEW PRODUCTS

JUMPING TARGETS

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 provide a wireless out-and-back target retriever solution in place of traditional wire-drive-based systems. Additionally, the Pilot 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 investment. The system’s integrated target lighting and embedded 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 Target 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 Lateral<supTM and FTTSTM advanced electric turning target products.

 

CLICK HERE TO VIEW A PDF OF THE NEWSLETTER

 

SPONSORSHIPS & PARTNERSHIPS

MAX MICHEL

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.

 

CLICK HERE TO VIEW A PDF OF THE NEWSLETTER

Law Enforcement Training Systems by Action Target | Better Equipped & Better Prepared.

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.

JOIN THE +ONE MOVEMENT

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/

RANGE DEVELOPMENT AND DESIGN SEMINAR

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.

Topics Include

  • Experiences from Successful Range Owners
  • Range Design and Equipment
  • Identifying your Range Location
  • Navigating City Planning, Zoning, and Permitting
  • Lead Management Solutions
  • HVAC and Range Ventilation
  • Managing your Range and Retail Space
  • Public and Community Relations

HIRING AND TRAINING YOUR SHOOTING RANGE STAFF

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:

  1. 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

FOR IMMEDIATE RELEASE

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.

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ACTION TARGET ANNOUNCES NEW ORGANIZATIONAL STRUCTURE

FOR IMMEDIATE RELEASE

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.

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