Full Speed Ahead
A chance encounter led to the creation of a booming business.
By Slaton L. White
Range USA, the nation’s largest indoor gun range and firearm retailer, reported a record-breaking year of growth in 2025. Since the opening of its first location in Cincinnati, Ohio, in 2012, Range USA has now expanded to 50 locations with the most recent opening in Chester, Virginia. Throughout the year, Range USA saw its strongest performance yet, while advancing its commitment to responsible gun ownership through safe, welcoming environments.
In 2025, Range USA welcomed over 1.4 million shooters on their ranges and over 10 million shoppers. The company also trained more than 27,000 students and reached a significant milestone of 300 certified Range USA instructors. Despite a national 7.2 percent year-over-year decline in firearms sold, Range USA achieved a 5 percent increase in firearms sales from last year.
“2025 was an exceptional year for Range USA,” says Jimmy McManus, Range USA’s chief operating officer. “We served over one million customers on our ranges and welcomed even more visitors to our stores and website, marking another record-breaking year for our company. We continue to expand, all the while deepening our partnerships with local communities, vendors, and industry partners as we enhance our infrastructure to deliver an even better customer experience. Range USA remains committed to investing in its facilities and customer experience as it continues to grow its national presence.”
In the Beginning
This commitment to customer service was spawned by an exceedingly unpleasant retail experience. Tom Willingham, president of Range USA, was a real estate appraiser. He overheard some younger colleagues in the office talking about buying firearms and asked if I could tag along, as he wanted to see what the experience was like firsthand.
“We walked into the gun shop and were immediately greeted by cursing coming from the back room,” he says. “It turned out to be the owner. When we got to the counter and I asked to see a firearm, the salesperson’s first response was, ‘Do you have the money to buy a firearm?’ I was caught off guard but said yes. Then he handed me gloves to wear while handling it, which felt strange for a retail environment. Forty minutes and a fair amount of condescension later, I finally bought the gun. The guys I was with couldn't believe I’d kept my composure. Everyone agreed it was an awful experience.”
Next, the group headed to an indoor range to shoot his new firearm. This experience was no better than the previous encounter.
“We could hear gunfire from the parking lot before we even walked in, which was intimidating enough on its own,” Willingham says. “At the counter, we asked about getting a lane, and the guy snapped at us: ‘No! Don't you see everyone standing here? It's at least a three-hour wait!’ We decided to wait it out for a bit, but walking around, I noticed dust on the merchandise and stains on the floor. After about ten minutes, we left.”
On the way out Willingham asked his team if all this was normal for the industry. “They said yes,” he says. “That didn't sit right with me, especially as a customer. I told them I thought I could do better. They said, ‘Well, go ahead and do it.’”
On his drive home, Willingham departed from his usual route and ended up passing an old warehouse in Blue Ash, Ohio. “Something clicked,” he says. “I knew that the building could be a range. A few days later, I bought it. A few months after that, it became the first Range USA.”
Opening the Door
His main goal now was to create a mainstream gun shop experience that was something completely different from what he’d been through. “That meant a store that’s well-lit and clean, with staff who are properly trained and treat every customer with respect,” he says. “It’s a simple but powerful concept, and it opened the door for people who had a real interest in learning about firearm ownership, but felt too intimidated to walk into a traditional gun shop.”
Proper Foundation
Willingham notes that Range USA associates carry out these principles every single day. He also credits the people he surrounded himself with while building the business who’ve made it possible. “Because of them, I believe we’ve genuinely created a mainstream firearm experience, one that’s approachable for everyone, whether you’re a first-timer or a seasoned shooter.
At the end of the day, our mission is to go into communities and build confidence around firearm ownership. So far, we’ve done that in 50 locations and counting.”
Willingham says he believes the key to inspiring employees to deliver exemplary customer service starts with hiring the right people. “These are people who genuinely embody our core values of being curious, passionate, doing it right, and putting service first. We reinforce these values in every training session, and they act as an excellent filter to make sure we have the right people in the right roles. Without that people foundation, it’s nearly impossible to deliver exemplary customer service day in and day out.”
“Honestly, most of the positive feedback I hear from customers today isn’t about our products or services—it’s about our associates. Customers tell me how much they enjoyed working with Dave, John, or Tammy at a particular store, because of how they were treated: with kindness, patience, and genuine care. That’s the key.” rangeusa.com
