When Tom Willingham walked into a gun shop for the first time in 2012, he expected excitement. Instead, he found frustration.
“I was thrilled when a friend invited me to go to my first gun shop and indoor range one Saturday morning. But when I walked in, the visit was dark, cluttered and disorganized. Staff seemed more interested in testing their knowledge than helping newcomers,” he recalled. That moment sparked an idea: a welcoming indoor range that put people—not ego—first.
At the time, Willingham had no experience in firearms retail, but he saw a gap in the market. Traditional ranges were often intimidating, with novices feeling out of place and seasoned shooters encountering rigid, unapproachable environments. He envisioned a place where anyone—from complete beginners to experienced marksmen—could feel comfortable, learn responsibly and enjoy the shooting sports.
From Frustration to Innovation
Range USA’s story began with this realization: many gun stores and ranges had long neglected the needs of everyday consumers. Willingham’s personal experience crystallized the problem.
“I realized there was a fundamental disconnect between the excitement people felt about learning to shoot and the reality of most ranges,” he said. “If someone’s first experience is intimidating, it can turn them away forever.”
Drawing on his background as a commercial appraiser, where customer experience mattered as much as numbers, Willingham took a bold risk. At 51, he invested his personal savings to open the first “Shoot Point Blank” store in Cincinnati in 2012 (the company rebranded to Range USA in 2021).
“I sketched numbers on the back of an envelope and figured even if I was off by 50%, it could work,” he recalled. “My vision was simple: a clean, organized, mainstream retail experience with friendly associates.”
He reinvested every dollar of revenue into growth, guided by a single principle: the customer experience had to be as modern and welcoming as any other mainstream retail brand.
What set Range USA apart was not just physical cleanliness or organization, but a cultural shift in how customers were treated. Instead of intimidating newcomers with jargon or gatekeeping, staff focused on education and comfort.
“We wanted people to come in, feel safe and learn without judgment,” Willingham said. “That’s how you build responsible gun owners and loyal customers.”
This approach extended to hiring and training. Early employees were selected not only for technical expertise but also for their ability to connect with people. Customer service became a differentiator as much as safety or facility design.
Customer-First Strategy
Fast forward to 2025, and Range USA is celebrating a major achievement: the opening of its 50th location in Chester, Virginia. The facility, like all the company’s indoor ranges, offers a modern, welcoming environment for shooters of all experience levels.
“Our mission is to develop responsible gun owners by setting the standard for approachable, clean and safe indoor gun ranges,” Willingham said. “We aim to be the place everyone thinks of when saying, ‘Let’s go to the range.’”
The Chester location features advanced indoor shooting lanes, certified instructors and a wide firearms selection, making it a model for what modern ranges can achieve. Two more locations are planned for Smyrna, Tennessee, and Monroeville, Pennsylvania, reflecting a carefully calculated growth strategy.
Behind the scenes, the real engine of success is Range USA’s people.
“After about six months in business, people stopped complimenting the building and started complimenting our employees. That’s when I realized our people—not the facility—were the heartbeat of the company,” Willingham said.
Range USA Chief Operating Officer Jimmy McManus emphasizes this philosophy.
“Our buildings are nice, clean and well-lit. Parking lots are large and clearly illuminated,” he said. “But what really makes a difference is the greeting at the door, the approachable associates and the personal attention everyone receives. Whether you’re a first-timer or an experienced shooter, we want people to feel seen and valued.”
Safety and Growth
Safety is woven into every facet of the Range USA experience. The company operates over 1,000 shooting lanes, employs more than 500 certified Range Safety Officers and has over 150 NRA-certified instructors on staff.
“Even after a busy Black Friday, I don’t think we’ve had a single lane down across the company,” McManus said.
Staff regularly undergo refresher courses and certifications, while the company invests in technology like lane monitoring and ventilation systems to ensure a comfortable environment. For first-time shooters, this attention reduces anxiety and builds confidence.
Growth has been intentional and methodical. Entering tough markets like Chicago required creativity.
“I met a guy with a great location but couldn’t get his range open. I convinced him to become the landlord instead of the operator, and he built the facility for us. That was our first Chicago store, and now we have several locations there,” Willingham said.
Membership programs also fuel expansion. Basic weekday passes and elite packages with guest privileges, priority lane access and product discounts have quadrupled membership numbers over a three-year period. First-time shooters are guided by RSOs, ensuring a safe, encouraging introduction to the sport.
Technology complements the physical locations. While online firearm sales have grown roughly equivalent to five or six stores, brick-and-mortar remains central.
“E-commerce is a major complement, but our physical locations are where the magic happens,” Willingham said.
Culture and empowerment have played a crucial role. Early on, Willingham made most operational decisions himself. Today, he focuses on maintaining vision and allocating resources strategically. The Entrepreneurial Operating System (EOS), implemented in 2021, improved accountability and employee engagement across the organization.
Community-building is equally important. Women-only events and competitions offer engagement opportunities for new and experienced shooters alike. The company is exploring league-style competitions, while marketing helps standardize messaging and expand awareness across locations.
Since 2012, Range USA has welcomed over 10 million visitors and trained more than 300,000 students.
“Our mission is to develop responsible gun owners, build confidence and expand communities of shooters,” Willingham said. “We know we’re going to grow, add more stores and continue to introduce more people to the shooting sports.”
With the opening of its 50th location, Range USA shows how a welcoming environment can turn a simple visit into a meaningful experience. By placing education and responsibility at the heart of every interaction, the company nurtures confident shooters who carry respect and care with them long after they leave the range.
