We want to thank each of you for making 2011 a great year for Action Target. Over the last 26 years, Action Target has been proud to provide training equipment for the police, for the military, and for the sport shooting industry as a whole. We are thrilled by the success of our weekly newsletter, The Action Target Journal, which has now kept our law enforcement, military, and the general shooting industry informed for more than a year.
The goal of our weekly newsletter is to inform our loyal readers about the happenings and developments within the firearms industry. Due to the enormous success and participation in our newsletter and to better fulfill the needs of our readers, Action Target is proud to announce that starting March 2012, we will begin publishing two separate Action Target Journal newsletters each week.
Because our readership has grown to cover a diverse group of readers, having two weekly articles allows us to better meet the different needs of a greater number of our readers. One newsletter will focus on law enforcement news and events while the other focuses more on the sport shooting community. Both newsletters will continue to offer Steel Deals and readers are more than welcome to participate in both newsletters. We are confident the additional newsletter will continue to be beneficial in delivering timely and relevant articles to readers.
Again, thank you to everyone who has participated in the newsletter and has offered suggestions and input. We want you to know that we do listen and value your needs and opinions. If you have any comments or feedback regarding our exciting new newsletter addition, please contact us or post your comment to this article.
Founded over 25 years ago, Action Target began with two high school friends working out of their garage. Today, Action Target has become the world’s largest shooting range equipment manufacturer.
Holding more than 40 patents, Action Target has steadily increased its inventory to include over 4,000 products. In addition to manufacturing, Action Target also designs, delivers, and installs indoor and outdoor range equipment throughout the world. Action Target is the preferred choice for the firearms training programs of US & international commercial/sport shooters, law enforcement, military, Special Forces groups, and tactical training schools.
Action Target is honored to be accepted as a voting member by the NSSF’s Board of Directors. It is our pledge to assist in the NSSF’s ongoing mission to promote, protect, and preserve both the shooting industry and the heritage we all share. As private ownership of firearms increases, the need for safe facilities to practice shooting has become crucial. Action Target and the NSSF will work together to enhance the presence of commercial shooting ranges in the USA while supporting the many programs they offer.
About the NSSF
Following a series of industry meetings in the late 1950’s—sponsored by Field & Stream Magazine—the National Shooting Sports Foundation (NSSF) was chartered in 1961 to promote a better understanding of and a greater participation in hunting and shooting sports.
In 1963, the Sporting Arms and Ammunition Manufacturers’ Institute (SAAMI) merged its promotional arm into the NSSF enabling the foundation to expand its efforts and establish its own headquarters in Riverside, CT.
Recognizing the growing urbanization of America, NSSF first sought to build public awareness of the sportsman’s role in conservation and their contributions to wildlife management through landmark efforts such as the annual National Hunting and Fishing Day, established in 1973.
Over the years, the foundation has continued its public outreach efforts while also developing a wide array of programs to encourage new and added participation in hunting and target shooting sports. In the early 1980’s, NSSF was at the forefront of promoting the then-new sport of sporting clays and generating widespread publicity for shooting games of all kinds. An example was the 1988 “Sportsman’s Team Challenge”—the first made-for-TV shooting competition appearing on ESPN, which continued through the 1990’s.
Over the past several decades, NSSF has greatly expanded its efforts to strengthen hunting and shooting sports traditions through nationally based efforts such as STEP OUTSIDE, the Families Afield initiative, First Shots, and the Hunting Heritage Partnership, which provides grants to state wildlife agencies for programs that improve access and opportunity.
Since its inception, NSSF has been a leader in building opportunities so future generations can continue to enjoy hunting and shooting sports. NSSF is a major supporter of the nation’s youth shooting programs and has created its own programs such as the Scholastic Clay Target Program along with other similar efforts at the collegiate level.
Firearms safety education has also been a fundamental mission of NSSF throughout its history. Over the years, the foundation has distributed millions of safety brochures and delivered safety messages through television, radio, and print media outlets. Initiated in 1999, NSSF’s Project ChildSafe has distributed more than 35 million firearm safety kits throughout all 50 states.
The NSSF is actively engaged in representing its members in respect to key legal, regulatory, and legislative issues through its Government Relations division.
Since 1979, critical funding for NSSF’s many programs and activities has come from the NSSF-owned industry trade show, SHOT Show. From an inaugural event of only 50,000 square feet of exhibit space, the show has grown to some 700,000 square feet of exhibit space today and is the largest trade exposition of its kind in the world.
NSSF’s foundation represents the broad scope of the hunting and shooting sports industry. Members include manufacturers of sporting firearms, ammunition, a wide array of accessories, and equipment manufacturers as well as distributors, retailers, shooting ranges, and many other companies and organizations in the hunting and shooting sports community. Today’s membership includes more than 5,500 companies and organizations.
While the top-level view of a commercial indoor shooting range may appear simple and direct, the economic reality is often the opposite. If one were to take the cost of a range based on today’s market value and implement a state-of-the-art range featuring approximately ten lanes, the initial investment would be well into the millions. A range costing a million dollars would require $50,000 in range fees just to cover the interest payment alone. If a range yields $10 per participant for each hour of range time, five hundred shooters would be necessary to simply cover that interest. In addition to start-up fees, heating and cooling of the facility can be substantial when variables like airflow and heat are factored in.
Expenses that add up quickly
Another five hundred shooters—if not a full additional thousand—would be necessary to cover the cumulative cost of operations and physical utility bills. This does not include costs associated with labor, maintenance, or any other expenses, causing the cost of an operation range to accumulate.
Making Your Good Range Great
Over the past 26 years of leading the industry, the men and women of Action Target have learned that an indoor range in and of itself is not as viable a solution as an indoor range used in conjunction with a retail store. However, a guiding principle sometimes forgotten is that a good range validates a good store. A good range makes it possible for a store to perform a service that dealers and stores without a range cannot perform. Clients can test firearms prior to making their purchase. Rental or lease programs are realistic possibilities, allowing for more informed decisions to be made. A singular offering like an on-site range provides a service unavailable elsewhere, meaning you are selling not only the firearms, but also a rare service–your expertise.
Your ability to provide a critical service as an expert in the shooting industry, in conjunction with the services of a range, allows you to train and demonstrate that which you sell. A range also gives the opportunity for relevant, adjacent offerings, such as personal protection classes, concealed carry classes, and other things not available from people who would need to rent or borrow a range. With this in mind, reconsider the economic validity of building or purchasing a range.
A Model of Economic Viability
Supposing your range will consist of ten lanes, the last thing that you want to worry about it is the required maintenance. Any mechanical device follows a single objective rule—the more complex the device, the more expertise necessary in its service and maintenance. Just a few years ago, having an automobile with a motor, a carburetor, and a little common sense may have been the only necessary tool in order to adjust the carburetor. Today, however, the proliferation of computer controlled, microchip-fueled components makes it incredibly difficult to do so. Accidents or problems can necessitate repairs that are far more expensive now than they may have been ten or fifteen years ago.
The laws of physics hold domain over any space, including ranges where bullets are being fired. Combined with constant historical trends of human innovation, we can see that whenever someone builds something to stop a bullet, someone else will build a bullet strong enough to go through it. Thus, it is only a matter of time before an equipment failure or breakdown on a range occurs.
The value of simplicity, then, is clearly demonstrated. On a typical commercial range, there is no need for fancy, high-end target retrieval systems. The most cost-effective system on a range is a simple toggle switch on a track and a motor that takes the target down to a distance—this distance determined perhaps by a line painted on the wall or a line painted on the floor. This distance is determined and used as the operator runs the target down by holding the switch. As the operator brings the target back, they will run the switch until the target returns. While this may not sound like sufficient technology for training law enforcement, it truly is the only necessary mechanism for target retrieval.
If you are going to donate your commercial range to local law enforcement, understand what that could entail. Even with donations of use, local law enforcement agencies’ use of your range will be a small fraction of its cumulative use. You will not be able to properly maintain your range or even break even based upon the rental of that range with your law enforcement under typical circumstances.
*NOTE: This has been the first section of many Action Target White Papers being released to the public. All white papers can be accessed through our website. To read the rest of the Self-Funding Shooting Ranges White Paper, you can download the entire PDF document by clicking on the link provided. You can also watch the full video presentation.
About Addison Sovine
Addison is the Executive Vice-President and Co-Founder of Action Target. He has over 26 years industry experience and has personally designed, built, and maintained thousands of shooting ranges.
Action Target has recently released the first of five training videos on YouTube featuring world champion shooter Rob Leatham. The videos feature instruction from Rob and the drills he uses in his own training. Each video showcases a different type of steel target in Action Target’s Portable Target line.
The first video includes drills and skill demonstrations as Rob practices on the PT Plate Rack . The remaining four videos, to be released in the upcoming weeks, will emphasize how to train on other steel targets like the PT Static and PT Dueling Tree . This group of training videos was filmed at Rob’s home range located at the Rio Salado Sportsman’s Club in Mesa, AZ.
“The cool thing about these videos is that they are real training videos and not some promotional piece where we only talk about Action Target,” said David Mathis, Marketing Director at Action Target. “Rob shows you some of the drills he uses in his own practice, and explains the purpose and relevance of each one.”
Rob’s resume proves that these drills work. Rob began shooting in the late 70’s and soon became one of the top shooters to watch at local and national competitions. He currently holds 24 national titles, including five world titles and 16 consecutive years as the Single-Stack National Champion. A professional shooter for over 20 years, Rob currently shoots for Springfield Armory and Safariland. When Rob is not competing, he is a sought after firearms instructor for both law enforcement and military.
“Working with Rob on this was a great experience and it really showed his level of skill,” added Mathis. “Except for one or two drills later in the day when we were all hot and tired, each of the drills you see was shot in one take. Rob is just that good. And his level of understanding of the mechanics and what is going on while you are shooting matches his shooting ability.”
We are excited to bring this form of virtual firearms training to shooters around the world through the Action Target YouTube page. Whether viewed by a law enforcement officer, a casual shooter, or a serious competition shooter, these training videos are designed to help all shooters increase their skills when using a pistol.
Go to www.youtube.com/actiontarget to view the first training video with Rob. To receive updates on when other videos are released, visit the sign-up page for the free Action Target Journal newsletter or subscribe to the Action Target YouTube channel.
In remembrance of all those who lost their lives or were otherwise affected by the egregious acts perpetrated against the Unites States on September 11, 2001, Action Target has created a 10 year commemorative logo. This logo will be added to all Law Enforcement Training Camp (LETC) shirts worn this year by all range staff, instructors, and participants.
Each aspect of this logo represents a sacred part of the event that changed our country forever. The 2001-2011 represents the journey our country has gone through as we’ve moved forward since that difficult day. The shape of the five sides represents our nation’s Pentagon and its ability to stand despite the attack it received that day. At the center of the logo, you find the twin towers of our World Trade Center. The wings blazed with the number 93 represents United Airlines Flight #93 where passengers prevented an attack on our nation’s White House. These brave and selfless Americans made the altruistic choice to take a stand and fight, which is why the terrorists that hijacked Flight #93 never reached their goal. The ’93’ in the middle is more than a memorial; it is a disclaimer to the terrorists of the world that says, “You will not succeed. You will not break our spirit or will to fight.”
Action Target will showcase this new design to police officers from all over the U.S. at this year’s LETC.
“With LETC 2011 being held in September, there really is no better venue for Action Target to show our respect for those who gave all on that infamous day. It has been 10 years and we want everyone to know that Action Target has not forgotten. All range staff, instructors, and students at LETC will get a shirt with this new design. They will take it back to their department, their city, community, and family, which is what we want. Action Target is not just a vendor to the public safety industry; we have established relationships with those we serve and fully support them in their efforts to keep this great nation safe. As a former police officer that was on duty during the time of the 9-11 attacks, I am proud to work for Action Target and know they have not forgotten,” said Jerrod Kermath, Market Development for Action Target.
LETC is only available to law enforcement personnel and is one of the most intensive firearms program available. LETC allows all agencies, regardless of size, the opportunity to work with top instructors and bring what they learn back to their own training programs. This year LETC has world-class instructors from the Safariland Shooting School, Hoffner’s Training Division, Team Spartan, GLOCK Training, Bill Rogers Shooting School, and the Action Target Academy. The high caliber instruction coupled with a comprehensive curriculum in a single training event makes LETC an annual attraction for agencies all over the U.S. and abroad.
LETC runs September 12-16, 2011 and consists of four eight-hour classes, six meals, an official LETC shirt, a camp reference book, and a lot of trigger time. As a bonus, each year Action Target includes its ‘Dirty Harry’ competition. In years past, this event has pitted students against World Champion Rob Leatham. This year’s winner will receive either a firearm or free tuition to LETC 2012.
For more information on LETC, visit the Training Calendar in the Academy section of their website. To purchase Action Target products for drop shipment direct to your U.S. range or facility, shop online at www.shopactiontarget.com . For other shooting-related needs, visit the Action Target subsidiary, Law Enforcement Targets.
For the past two years, Action Target has been the official target supplier for the youth shooting program, Scholastic Steel Challenge (SSC). “We’re very pleased to have Action Target as our official target. Not only have they provided us with an excellent promotional target package that clubs can manage, they are also bringing their 20-plus years of range and target expertise to the aid of coaches and clubs to make sure our kids are competing in a safe and fun environment,” said Scott Moore, director of SSC.
We are one of many companies that play an active role in the success of the Scholastic Steel Challenge event. Other supporters include The National Shooting Sports Foundation (NSSF), Smith & Wesson, and the Outdoor Wire Digital Network—all have provided significant amounts of funding and shooting products in support of this event.
“Action Target is very excited about the Scholastic Steel Challenge and the expansion of the pistol shooting sports it represents. We’re proud to be part of this growing, industry-wide effort to bring new shooters into the world of competition shooting and we look forward to working with ranges and teams all across the country,” said Chad Burdette, Portable Target consultant for Action Target.
The Scholastic Steel Challenge is a national team-oriented youth shooting program developed by the Steel Challenge Shooting Association (SCSA) and is partly funded by a grant from the National Shooting Sports Foundation. This program is open to young men and women ages 12 to 20 and offers the opportunity for a four person team to compete for the national title in the Action Pistol Discipline of Speed Shooting. The SSC competition is a family sport of “speed steel” designed with an supportive environment taught by trained adult coaches who focus on the safe handling and use of handguns.
The SSC competitive format is based on the Steel Challenge, the nation’s most successful handgun competition. We adapted the competition format to provide an enjoyable, safe, and action packed competition for both beginner and experienced shooters.
Click each link below to view the Scholastic Steel Challenge stage diagrams:
This year, Action Target is offering a discounted steel target package for teams and ranges participating in the program and will provide technical support during the question and answer section of the program’s website. This allows the opportunity for company experts to assist ranges and teams in their efforts to expand shooting opportunities.
If you have questions regarding the target packages offered at discounted rates for SSC affiliates, please contact Chad Burdette at chadb@actiontarget.com for more information.
For more information about the Scholastic Steel Challenge, please visit their website.
Action Target is proud to support and sponsor this year’s 2011 MidwayUSA/NRA Bianchi Cup. For the past 25 years, Action Target has sponsored and provided target equipment for firearms competitions across the U.S. and throughout the world. Action Target equipment has been used at the Bianchi Cup for over 20 years and we are proud to be expanding that role and are pleased to continue to support this event.
The Bianchi Cup began as a law enforcement training match in 1979. It was created by former police officer John Bianchi of Bianchi International, the holster manufacturing company. Ray Chapman worked with John and developed this world-class event. Action Target worked with Ray at his facility to provide a target system fit to meet the needs of the cup in the late 80’s. Over the years, this event has brought together shooters from all over the world. Last year’s competitors came from Australia, Canada, Germany, Italy, Japan, New Zealand, Netherlands, Switzerland, and the United States.
The 2011 Bianchi Cup is a competition of speed and accuracy. This year’s awards include the World Famous Silver Bianchi Cup and Division Champion Trophy Cups for the Metallic and Production Division. Class awards are awarded to various categories including High Law Enforcement, High Woman, High Junior, High International, High Newcomer, High Senior, High Grand Senior, High Service, High Semi-Auto, High Revolver, and Aggregate.
The Course of Fire consists of four separate matches:
The Practical Event: From the appropriate shooting line, the shooter fires at distances of 10 to 50 yards under varying time limits.
The Barricade Event: From within shooting boxes and behind barricades, a shooter fires at targets on either side of the barricade under varying time limits and distances.
The Falling Plate Event: From the appropriate shooting line, the shooter fires at 8 inch round steel plates arranged in banks of six at distances of 10 to 25 yards under varying time limits.
The Moving Target Event: From within shooting boxes at distances ranging from 10 to 25 yards, the shooter fires at a target moving from left to right, with the target being exposed for only six seconds.
Throughout all matches, competitors shoot from standing and prone positions and are required to shoot with both strong and weak hands at various stages.
The 2011 competition runs from May 25th through May 28th in Columbia, MO. To assist new shooters in their first attempt for the Bianchi Cup, a Newcomer Orientation will be held at the Competitors’ Meeting, also attended by former and current champions and the Match Staff.
To help during these tough economic times, we have instituted a lower entry cost and a “bring a buddy” option. If a competitor brings a friend who has never competed in the Bianchi Cup before, each competitor receives a reduced entry fee. We have also reduced fees for juniors, production firearms, active duty military, and those who register early.
For more information about the 2011 MidwayUSA/NRA Bianchi Cup or to compete, please visit the NRAhq website.
Action Target is selling its existing inventory of all paper, cardboard, plastic and foam targets and backers at a discounted rate for newsletter subscribers, available through the online store. This offer will run the entire month of May. After the sale is over, we will be moving our inventory to Law Enforcement Targets.
Here are the items that are available:
Type
Product Description
MSRP/ea
Liquidation Price/ea
Cardboard Targets
B21 E – White Perforated Silhouette (23”wide x 34” tall)
Foam Backer – Cut for Turning Target Systems; White (24” wide x 48” tall x 3” thick)
$40.00
$30.00
These prices are ONLY available through theAction Target Online store . If orders are placed with Law Enforcement Targets, you will be charged full retail price. No coupon code required; discount automatically given upon checkout.
After Action Target sells the inventory set aside for the sale, they will move their inventory to Law Enforcement Targets. After May, you can continue to place all future paper and cardboard target/backer orders by visiting the Law Enforcement Target website or by calling the following individuals at (888) 489-7830:
The Sport Rack is a new training option that provides a ‘shooting gallery’ type of design and application. The Sport Rack is another bolt-on head option to the AT Static and PT Practice Stand and can be applied to various organizations and levels of training. Similar in design to the Plate Rack , these plates do not need to be reset once struck.
Here are some things you need to know about the Sport Rack:
No welds on moving plates – welds on front protective plate
Auto-reset & reactive
Does not affect the safety of the shooter at appropriate distances
Specifications:
Four (4) 4” round plates in 3/8” AR550
Total weight of option is 20 lbs. (4 plates, mounting bracket, bolt kit)
How do I order?
Since the Sport Rack is currently a prototype, they are not for sale yet; however, we are putting names on our wait list for when they become available:
We are always creating new innovative products and we want your feedback and ideas. If you have a design or concept that would assist your training needs that is not available on the market, let us know. Email Chad Burdette at chadb@actiontarget.com with your product ideas.
Action Target is pleased to announce the launch of the new Action Target website. The new website will continue to be a key source of information for firearms training, addressing the specific needs of our major customer segments: Military, Law Enforcement, Commercial/Sport Shooting, and Planners/Architects. In addition to the great information and product descriptions that were already present on our old website, we have also added some great new features and will continue to add more throughout the year:
Online Store: Our online store is now more fully integrated with the main ActionTarget.com website. In addition to selling all of our Portable Targets online, you can also purchase other important shooting accessories such as cardboard targets, clearing traps, and Action Target apparel. The shopping experience is now easier than ever with a streamlined shopping cart, product recommendations, and expanded product descriptions. → Visit the store
The @ Report: Our weekly newsletter, officially known as The @ Report, now works together with its online counterpart to create a socially interactive atmosphere. After reading an article, you will have the ability to post a comment, share the article through social media buttons, and find other related articles by through article tags. The @ Report is a vibrant and interactive resource to stay up-to-date on industry news, recent builds, and informational articles that will help you and your organization create the perfect firearms training. → Visit The @ Report
Media: Our Media page now consolidates important industry news and Action Target press releases so you can stay current on changes that are important to your organization. We also pull the most recent articles from PoliceOne.com and Officer.com for your convenience. → Visit the Media Page
Action Target Academy: Starting in 2011, we will offer online registration and payment for our Action Target Academy events. Offering online registration will allow you to quickly register whenever is convenient for you, also allowing registration for your whole department or organization at once. → Visit the Action Target Academy Page
Online Project and Proposal Builder: One of our most exciting features to be added in 2011 will be our online Project and Proposal Builder. This new feature will allow you to build and design your dream range online by selecting the parts and features you want. After defining the scope of your project, the builder will give you an approximate bid and put you in contact with your area representative for further information and counseling before building your site.
We’re excited to have these great new features and look forward to hearing your feedback and working with you in the future!