Get to Know Range USA

If you’re reading an article on this site, you almost assuredly have preferences of where you like to shoot. Indeed, a good range can be many things. It can be an oasis from the stresses and pressures of modern life, giving us a place to unwind and do some ballistic meditation. It can be a place of growth, where we can train in ways that provide us with the skills and mindset to defend ourselves and our family. At other times, the shooting range is a rallying point for a larger community, bringing us into contact with all kinds of Second Amendment advocates and hobbyists.

Range USA’s newest store showcases the company’s continued growth and focus on accessible, community-driven firearm training. Each location reflects the same high standards found across the country.

Of course, most of us have also been to those kinds of ranges. A great many indoor ranges are dark, dingy, and disorganized — the air thick with smoke thanks to a ventilation system perpetually on its last legs. Some are simply unwelcoming, staffed by armchair commandos more interested in establishing themselves as the smartest guys in the room rather than bringing new shooters into the fold. At the same time, I’m leery of outdoor shooting holes in the middle of nowhere — with the potential for a “laissez faire” approach to range management.

If you remember a time when a range trip or gun store visit made you feel intimidated or uncomfortable, you’re not alone — those were also the initial and unfortunate experiences of Range USA founder Tom Willingham. So, Tom decided to draw on his business acumen and create a better retail experience.

Interior photo of a new Range USA indoor shooting lane showing a paper target suspended at the far end. The lane is brightly lit and lined with acoustic materials for noise reduction. The shooting booth is clean, organized, and features sturdy barriers for safety between shooters. The target shows several visible bullet holes from recent practice. The environment reflects Range USA’s focus on professionalism, safety, and an inviting space for both new and experienced marksmen. Overhead lighting and clear sight lines emphasize the company’s commitment to well-designed, user-friendly ranges. — Inside Range USA, a fresh target marks another round of practice. The facilities emphasize safety, lighting, and equipment quality at every lane.

The results of those efforts resulted in Tom’s first shooting range opening in Cincinnati, Ohio back in 2012. The profits of that first location were reinvested into a second, and third, and fourth. Flash forward to the present, and Range USA is ready to celebrate the grand opening of its 50th gun store. Today, the company has the pleasure of calling itself the largest operator of indoor shooting ranges anywhere in the world.

To understand what makes Range USA different, I sat down for a conversation with Jimmy McManus, Range USA’s Vice President of Operations.

A Clear Difference

Jimmy was clear to explain that each of the 50 separate locations reflects Tom’s vision of what an indoor range should be. Facilities are clean, uncluttered, well-lit, and stocked with a wide variety of expertly maintained rentals and new firearms available for purchase.

Photo of a Range USA employee speaking with a customer inside the retail section of a shooting range facility. The staff member is wearing a branded shirt and name tag, smiling while explaining product options or range procedures. The customer appears attentive and relaxed, standing near a display of firearms or accessories. The store interior is brightly lit and well-organized, with shelves of shooting gear and signage visible in the background. The image conveys Range USA’s focus on customer service, education, and safety. It illustrates the company’s commitment to creating a welcoming, informative experience for both new and experienced shooters. — A Range USA team member helps a customer choose the right firearm and gear. Friendly, knowledgeable service is part of what defines every Range USA location.

Jimmy also highlighted a strong, service-based culture that differentiates Range USA as a whole. Hiring begins by selecting friendly folks who are used to greeting guests with a smile. Employees don’t receive paid commission, so any firearms sold reflect the staff’s best efforts to match the right people with the right firearms. Store leaders and assistant store leaders are promoted from within, which further reflects Range USA’s commitment to its staff and building the right energy throughout its locations.

What might be a little less obvious are the efforts Range USA has taken to mirror the “one stop” nature of some of America’s successful retailers. Through the Range USA website, customers can find more than 30,000 products in stock, including not only guns and ammunition, but also a wide selection of optics, accessories, and even suppressors. All items, even those requiring an FFL, can ship to the customer’s nearest Range USA location, minimizing the time between unboxing and putting one’s gear to use.

Shooters get ready for a range session inside Range USA’s clean, modern, indoor lanes. Every customer receives clear safety guidance and access to well-maintained equipment.

Range USA also has a wide variety of in-person training to match just about wherever a shooter might be in terms of skill level. Beginner handgun classes can show a novice the ropes, and dedicated classes for subjects like defensive shooting and concealed carry are available, often in both intermediate and advanced levels. Additionally, one-on-one training can be scheduled at a number of Range USA locations, depending on available staff.

Building Community

At this point, you might have arrived at the correct assumption that Range USA is well-stocked, well-staffed, and well-considered. However, when I was talking with Jimmy, there was one thought that kept running through my mind: these guys get it.

Photo of two Range USA customers preparing for an afternoon of shooting inside a modern indoor range. Both individuals are wearing hearing and eye protection while setting up paper targets at the far end of their lanes. The facility features clean, well-lit shooting booths separated by safety barriers, with visible range equipment and signage. The shooters appear focused but relaxed, taking time to ensure their targets and firearms are properly arranged. The environment shows Range USA’s emphasis on safety, order, and comfort for all experience levels. The image reflects how each facility provides a reliable and consistent shooting experience nationwide. — Guests at Range USA prepare a target and check their equipment. Each lane offers clear sight lines, good lighting, and a professional setup.

Specifically, Range USA understands where they fit into with respect to the larger landscape of the shooting sports and promotion of gun rights. “We’ve joked about having a statistic somewhere like a fast food restaurant,” Jimmy said. “In our case, over 10 million have shot on our ranges.” Last year alone, Range USA’s figures showed that 2 million shooters were served.

But here’s an even more eye-opening breakdown of that statistic: Jimmy estimates that 350,000 of their customers last year were first-time shooters with absolutely no experience with firearms or shooting in general. That makes Range USA one of the largest “top of funnel” firearms retailers in the United States.

In an effort to bring even more newcomers into the shooting sports, Range USA placed a strong focus on the needs of female shooters, a perennially underserved demographic. Here, their “Lady Sure Shots” program has been a roaring success. Held the second Saturday of every month, women get free rentals and free range time, are eligible for discounted monthly memberships, and facilities open 90 minutes early. The events not only attract a great number of women who have never shot a gun in their life, but they’re also a popular destination for many seasoned female shooters who are eager to make new friends and share their knowledge.

I’ve often wondered how many people never explored shooting as a hobby as a result of feeling like they were walking into an old boys’ club, were matched with the wrong firearm their first time out, or didn’t feel like they were in a safe environment. Range USA is doing everything they can to move in the opposite direction; great pains are taken to ensure that new shooters, specifically, have a nice time and come back again. One doesn’t need to have too much of an active imagination to realize what a boon that is to the Second Amendment.

Your Friends and Neighbors

Indeed, demographics are changing. Jimmy shared with me some of the research they’ve compiled with respect to something we’ve all wondered about: who represents the average shooter? The answer to that question has changed massively in the last four years, he said.

Photo of several customers walking out of a Range USA facility after completing an afternoon of indoor shooting. The group appears relaxed and satisfied, some carrying range bags or safety gear. The building exterior is clean and well-lit, displaying clear Range USA signage above the entrance. The lighting suggests late afternoon, and the parking area is visible in the background. The image communicates the positive, community-oriented atmosphere Range USA promotes across all its locations. It highlights the company’s commitment to providing safe, enjoyable, and well-managed shooting experiences for everyone. — Range USA customers head out after a relaxed afternoon at the range. Each visit is designed to be safe, friendly, and enjoyable for every skill level.

Prior to 2020, the answer was probably what you were expecting. “A lot of our marketing focused on a male head of household aged about 30 to 50,” Jimmy told me. “He probably lives in the suburbs, has an SUV in the driveway, and has a salary somewhere around $100,000. His reason for going to the range likely centers around the idea of protection, for either himself or his family.”

But, while Jimmy said that 21 to 35-year-olds made up only 18% of sales in 2020, that figure has since increased to 47% of Range USA’s business. Now that they’ve recently reached the legal age to fully participate in the sport, they’re eager to explore a multitude of categories and products. They track new releases, are knowledgeable about the latest gear and accessories, and — this is a big one — they view shooting as a social activity. Now, Range USA estimates that about two thirds of their visitors will come with at least one guest.

Guns Through the Eyes of Those Who Rent Them

If you want to know about the failure points of any particular firearm, talk to the men and women who rent them out every day. Consider this: if a rental firearm digests one box of 50 rounds every day, that’s a yearly round count of 18,000. After six years of rental time, that’s more than 100,000 rounds down the pipe. (Also, when you don’t see particular brands and models of firearms at a business like Range USA, you can consider that a clue.)

Photo of a neatly arranged display of rental firearms inside a Range USA facility. The image includes various handguns and rifles organized in secure racks, each labeled for easy identification. The guns appear clean and well-maintained, reflecting Range USA’s commitment to safety and equipment quality. Bright lighting and clear signage make the area approachable for new shooters. Staff members may be visible in the background assisting customers or explaining features. The image conveys the company’s mission to make firearm exploration accessible and responsible. It also represents Range USA’s focus on offering safe, consistent rental programs nationwide. — Range USA displays a wide selection of rental firearms for customers to try before they buy. Every gun is maintained to the same high standard across all locations.

Jimmy agrees that we’re living in a golden age of manufacturing and materials science. There’s less “beta testing” foisted on the public with new releases. In general, guns fit tighter, shoot longer, and are offered at better price points than they were even ten years ago. At the same time, when a gun does go down, returns and fixes happen significantly faster. That’s good news for the industry as a whole — and for the consumers that support the shooting sports.

That said, I couldn’t help but ask Jimmy what they thought of the Springfield Armory product line specifically, and coming from the point of view of people who see them run hard every day. Jimmy noted that no brand in his estimation had a better product line, and that in his opinion, no other manufacturer had done as good of evolving its handgun line. “They’ve made a ton of waves in the last couple years.”

Jimmy singled out the Prodigy as a great example of a gun that catered to enthusiasts, and that the Hellcat enjoyed particularly strong sales and steady rentals at Range USA’s locations. He also said that when a product like the Hellion or the Kuna hits store shelves, just about everyone wants to give them a whirl — and comes to see that the hype was well deserved.

Photo of a woman standing in front of an ammunition display at Range USA, examining a box of cartridges before purchase. The shelves behind her are stocked with various calibers and brands, arranged neatly for easy browsing. The store is brightly lit and organized, with clear labels and visible Range USA branding. The customer appears focused and comfortable, representing the approachable environment the company strives to maintain. The image highlights the retail side of Range USA’s business, which offers firearms, accessories, and ammunition alongside training and range access. The setting reflects a professional, customer-friendly atmosphere. — A customer browses ammunition options in Range USA’s retail section. The store layout makes it easy for shooters to find the right rounds for their firearms.

At the same time, Jimmy had a soft spot for Springfield Armory’s lines like the XD and Mil-Spec 1911s: affordable products that catch the eye of first-time shooters, allow them to shoot to the fullest of their potential, and hold up very well under repeated, sustained use.

A New Home Away from Home?

A good number of our readers will find that at least one of the 50 Range USA locations is local to them (see all of their locations here.) If they’re not already familiar with the organization, now is as good of a time as any to see what makes them a little different. Stop in, say hello, and see if you don’t agree that Tom Willingham has successfully built the kind of range and gun store we all want to see more of.

Photo of a Range USA firearms instructor leading a class for new shooters inside a bright, organized training room. Several participants sit at tables or stand near the range area while the instructor demonstrates firearm safety techniques. Visual aids and firearms training materials are visible on nearby tables. The group includes a mix of men and women, suggesting a welcoming environment for all experience levels. The image highlights Range USA’s focus on education, hands-on learning, and safety. It represents the company’s structured training programs that help new shooters gain confidence and foundational skills. — Inside a Range USA classroom, students learn shooting fundamentals from a certified instructor. The training environment is approachable, structured, and safety-driven.

However, even if you’re not yet in the geographic area covered by Range USA, it’s good news that these guys are moving the industry forward. The next time you see a young man fully versed in what red dot optics are good choices for carry guns, or a woman quietly but confidently obliterating a bullseye, there’s a good chance they might have gotten into our corner of the world thanks to the experience they had at a Range USA facility. Where the shooting sports are concerned, an old saying has never held more true: the more, the merrier.

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