Membership value Target adjacent access programs for members and dependents by highlighting the free shooting sessions and merchandise discounts, and promoting military, law enforcement, and first-responder membership discounts to grow loyalty and cross-sell training and equipment.

Integrated training Leverage the facility’s professional staff and diverse training offerings to upsell advanced courses, private lessons, and self-defense workshops to existing shooters seeking progression and higher-margin services.

Indoor range leverage Promote the climate-controlled, 100-yard rifle range as a premium experience for enthusiasts, offering club memberships, lane reservations, and targeted promotions around new firearms, equipment, and training packages.

Ecommerce cross-sell Cross-sell retail and training through the online storefronts (Shopify/WooCommerce) by bundling gear with training packages, subscription-enabled gear drops, and special-order programs for concealed carry and self-defense products.

Public brand cues Highlight the facility’s credentials (former special operations, veteran, law enforcement staff) to build trust and target security-conscious segments, including promotional outreach to active-duty and retired personnel for memberships, training, and gear.