Gun Culture And Society
Range USA Hits 50 Stores, With Chester, VA as the Milestone
Range USA Hits 50 Stores, With Chester, VA as the Milestone
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✍️By ZRIntel Editorial Team📍Chester, Virginia
Gun ranges can be intimidating. Dark rooms, poor service, confusing layoutsits a turn-off for new shooters and even seasoned enthusiasts. That frustration is exactly what inspired the founding of Range USA back in 2012 . Now, 13 years later, the company has opened its 50th store, located in Chester, Virginia. This isnt just another ribbon-cutting . Chester represents Range USAs first location in the state, expanding the companys footprint to 14 states and making it the largest indoor shooting range operator in the nation . A Vision from Day One When I asked Tom Willinghamfounder and president of Range USAto take us back to the early days, he explained the idea in simple terms: Make gun stores and ranges feel welcoming . I visited a few local stores and had a terrible experience in all of them, he told me. My plan was to mainstream the retail gun experience for the mainstream gun enthusiast . Our store was organized, well lit, and merchandised like a normal retail store. This vision has not changed since inception but has only intensified in its execution . That vision now extends across 50 locations, each built around the same idea: Shooting sports should be safe, accessible, and enjoyable for everyone . What Chester Brings to the Table The new Chester facility is a big one15,000 square feet of retail and range space
. Inside, youll find: 20 public lanes, 25 yards each, rated for calibers up to .308 More than 70 rental firearms for hands-on testing Over 400 firearms and 5,000 boxes of ammunition in stock Two classrooms (capacity 20 each) for group or private lessons The range itself is climate-controlled and overseen by dedicated
Range Safety Officers
. Like every Range USA store, the experience is meant to feel approachable, with professional staff greeting customers at the door instead of hiding behind a counter . The Chester store officially opened October 17 at 11801 US 1, just north of Home Depot. Scaling the Range USA Way Growing from a single location to 50 in just 13 years is no small feat
. I asked Willingham what made it possible. The key drivers have been the fantastic team weve assembled and the way we work together, he explained. The biggest challenge is always getting the right people in the right seats . That, and access to capitalanything to do with guns has a hard time obtaining capital. But our people are instrumental in making it possible
. Today, Range USA employs more than 1,700 people nationwide, with each store averaging 2530 employees. Maintaining a consistent culture across that many people is no small job either. Communication is the key, Willingham said
. We always try and deliver the why behind each message, so people understand its not just change for the sake of change. Having long-tenured associates in key roles has also helped us keep culture and expectations consistent
. Training and New Shooters In 2024 alone, Range USA introduced 350,000 new shooters to the sport. In total, more than 10 million customers have used the ranges since the company started . Every class follows a USCCA-influenced curriculum, ensuring consistency while still adapting to local regulations. Consistency is key to scaling, Tom Willingham told me . With different laws, regulations, and training requirements across the country, it is always changing landscape of keeping consistency and adapting to new regulations. USCCA does a great job providing content, training, and localized focus in every state . The result? Over 300,000 students have completed a Range USA course or lesson so far
. Word of Mouth and a New Generation When asked whats driving so many new people into the sport, Willinghams answer was straightforward: Word of mouth is the best attractant we have. It starts with making sure the customers first experience is great
. Our stores are light, bright, clean, with professional staff who make people feel welcome. The old stereotype of dark, intimidating gun shops? We remove that barrier entirely. Its a formula that works . Range USA has steadily grown into a national brand while keeping community at the center. Beyond the Four Walls While the brick-and-mortar stores remain the companys heartbeat, RangeUSA .com adds another 50,000 products to the mix, plus online courses and free local pickup for firearms with no transfer fees. That hybrid approach, he explained, makes Range USA stand apart . Were the only retailer where a customer can shop however theyre comfortable, pick up a gun in-store, and then step onto a range with itall supported by the same team, Willingham said . Looking Ahead Chester may be store number 50, but the company isnt slowing down. Our goal is to continually improve the customer journey and dominate the retail gun and range segment of this industry. Theres no set number of stores . Well expand into markets that show a need for our model, Willingham said. Willingham also emphasized where the industry is headed: The indoor range industry is bright . More people from all walks of life are shooting for personal protection, as a hobby, for stress relief, or just for fun with friends. The industry will evolve into a more concentrated footprint driven by safety and satisfaction . Range USA will continue to lead with innovation. And for aspiring entrepreneurs looking at this kind of growth? Take calculated risks, not foolish ones. Work harder than anyone else. Be a problem solver
. Surround yourself with good and smart people, Willingham said
. A Thank You to the Community As Range USA celebrates its 50th location, the message from leadership is simple: A great big thank you to all the hardworking people who have contributed to making Range USA what it is today . Every store, every community, and every employee matters to our success. Were a passionate organization, and were grateful, Willingham said.