This week we’re looking at a case study from Josh, who runs an 11-lane indoor shooting range in Illinois. He recently ran an open house event using the strategies from Momentum HQ and Facebook ads, and the results were incredible.
The offer was simple: free 30-minute range time slots. But what he built on the back end of that simple offer generated over $20,000 in total value. Here’s the playbook on how he did it.
The Open House Math
Josh spent $1,056 on Facebook ads, which brought in 199 registrations and 105 actual attendees. That’s an acquisition cost of just $5.31 per registered contact.
From those 105 attendees, they signed up 21 new memberships—mostly couples or families, bringing over 40 new people into their recurring revenue model. On the day of the event, they brought in $6,958 in revenue, including $1,050 in initiation fees and $5,900 in range revenue like ammo and rentals.
Those 21 new memberships represent over $13,000 in projected annual revenue. Not bad for a $1,000 ad spend.
The Two-Step Funnel Strategy
The secret was in the funnel. The first step was the opt-in for the free range time. But the magic happened on step two: a “Range Ready Experience” upsell for $37. This included a t-shirt, rentals, and targets. This upsell alone generated $780 before the event even started.
Customer Experience and Reviews
To put new shooters at ease, the general manager conducted live safety briefings. They also used member volunteers as Range Safety Officers (RSOs), creating a nearly 1:1 ratio for instruction and guidance.
After a final presentation, Josh gave attendees free pepper spray before asking for Google reviews. This resulted in nearly 90 new five-star reviews for the range.
High-Ticket Training Programs
While permit classes slow down in the summer, shifting focus to high-ticket training programs keeps the business profitable. Shnie, another instructor in our group, explained how she sells an advanced carry program ($700), a beginner training program ($1,000), and a “Home Defender” program ($600).
In a recent class of 20 people, seven signed up for the $1,000 program. That’s how you survive the slow summer months—by offering higher-priced training packages.
The "September's Coming" Mindset
May through September is the slowest period for firearm training. You need the “September’s coming” mindset. You have to run consistent events and perfect your invitations to bridge this gap.
If you want to survive the slow season, you can’t freeze. You have to execute.
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