Think Big

Profits are important, but so is growing the sport. To do this, retailers and range owners need to "think big."

As a retailer, wanting to grow your operation is often top of mind. But don’t let that goal obscure another, even more important goal—growing the sport. After we sold the store and started working with dealers and ranges around the country, we found that many proprietors were not thinking big enough in order to serve the needs of their communities. Some folks told us bluntly, “We don’t want or care for growing the sport; it’s all about sales.” To be sure, that is sad and narrow-minded thinking. Whether you’re selling deer rifles, paper targets, cleaning supplies, or range time, it’s always about growing the sport.

Basically, there are a couple of ways to “think big.” First, create an atmosphere (a vibe, if you will) that draws people to you; second, stand up for gun ownership and the shooting sports in your area (in other words, be a community leader). In our market, those of us who operated as retailers and range owners worked tirelessly to succeed and make a profit, but more importantly we all worked together to promote gun ownership, training, and the Second Amendment. Each business played a role in the ever-changing landscape of gun ownership, and we all fought against the “guns are bad” attitude that is all too prevalent in our society today. 

Creating that all-important vibe can take many forms. Let me give you some examples. One outdoor range specialized in shooting long-range targets, some as distant as 1,000 yards. But they added a very cool twist—shooting that distance at a junk car loaded with Tannerite. The resulting explosion was a hoot to see and hear. Another range offered its patrons the opportunity to shoot targets out of a helicopter. I’ll say this: In the movies it looks easy. Not so, I was told. And another range specialized in cowboy action events. Visiting these facilities showed me the fellowship generated by the shooting sports.

Ahlman’s Gun Shop, a Minnesota facility, holds a massive annual event where thousands show up. The owner even presents a wild west play. (Yes, I said play.) At the request of Larry Ahlman, one year my wife, Jayne, and I played a big role. The bleachers were full for this performance. He also conducted tank races, long-distance archery competitions, and even had a spot set up where visitors could shoot a machine gun. Those times will be remembered for years, if not a lifetime, by everyone there. Now that is what I call growing the shooting sports!

We hosted a “Taste of Hunting” event where we reached out to all the outdoor facilities and hunting related groups in our are to provide meat, and we had local chefs prepare a fantastic tasting menu. We made sure the room had areas where those who provided the provisions could advertise. Several of the local guides told me they booked out two years in advance due to the crowd in attendance. One of the private gun clubs we invited had open memberships, and they sold all of them shortly after the event—to the point they had to create a waiting list.

One of those types of events connected us with a new, small group who really were excited about the fantastic time they had and became big buyers from us. We lovingly called them “whales,” as they purchased well over six figures of merchandise each year from us. Those folks, all prominent members of the community, brought in others.

These whales now lead us to the second part of the equation—engaging with your community. One of the whales we served was a wonderful soul. He encouraged those around him to be involved and to make an impact where they could. I saw that first-hand at a Chamber of Commerce board meeting where the then-president of the chamber made a formal proposal to oppose concealed carry for our state. These so-called proposals were normally easily passed before the board moved on to the next item on the agenda. This one, however, was met with a question by a very young new member who was not “tuned into” the normal procedures. This person asked, “Why are we against this?” The room fell dead quiet for what seemed like an eternity. Then our whale spoke up: “Yeah, just why are we against this?” That question led to nearly a dozen other members, all respected leaders in the community, asking the same question. To a man, they told the president that this was not a chamber matter, and he should consider withdrawing the proposal. He did so and the room erupted in applause. The young man who started it all was greeted after the meeting by many of those who commented, all thanking him for taking a stand. The young man learned a valuable lesson that we all need to keep in mind: you must stand up for the things in which you believe.

The Simple Truth is that the more you are involved in the shooting community, the more you and our cherished sport will grow.