Let’s be real—running a firearms training business is no walk in the park. You’ve got the skill, the passion, and maybe even a solid group of loyal students, but somehow, your growth has hit a wall. Sound familiar? You’re not alone. Too many instructors are spinning their wheels, wondering why their class sign-ups are low, their phone isn’t ringing, and their calendars look emptier than a Sunday morning range. The truth? It’s often not about your skills as a shooter—it’s about what you’re not doing as a business owner. From marketing mistakes to neglecting follow-up, we’re breaking down the top five reasons your firearms business isn’t growing and (here’s the best part) exactly how you can fix it.
1. You’re Not Marketing Confidently (or at All)
You might be the best firearms instructor on the block, but if no one knows about you, it doesn’t matter. Too many instructors hesitate when it comes to marketing because they’re afraid of being “too salesy” or they don’t have the budget for ads. Here’s the truth: if you’re not talking about your business confidently, no one else will.
How to Fix It:
- Embrace Free Marketing: Word of mouth is powerful, but only if you ask for it. Confidently tell your students, friends, and family what you do and ask for referrals. “If you enjoyed this course, tell someone who needs it!” Simple.
- Build Local Partnerships: Reach out to gun ranges, pawn shops, and firearm stores to place your business cards or flyers. Most businesses are happy to collaborate.
- Show Up Online: You don’t need to spend a fortune to market yourself. Post short videos, tips, and FAQs about shooting on social media platforms like Instagram and Facebook. Don’t hoard your knowledge—give it away. The more high-value, free information you share, the more trust (and clients) you’ll build.
2. You’re Not Following Up with Students
If you’re still just teaching Basic Pistol and waving goodbye at the end of class, you’re making a massive mistake. A one-and-done lesson leaves your students underprepared and leaves you with missed opportunities. They need guidance to practice safely and confidently—and chances are, they won’t seek it out unless you make it easy for them.
How to Fix It:
- Offer Follow-Up Packages: Sell training packages that include additional practice sessions, shooting clinics, or private lessons. Think 3-packs or monthly sessions for students committed to learning.
- Be Proactive with Outreach: A few weeks after class, check in. Send an email or text: “Hey, how’s your practice coming along? Ready for the next step?” This keeps you on their radar and shows you care about their progress.
- Host Shooting Clinics: A structured, low-pressure clinic gives your students the chance to practice what they learned with your guidance. This helps them improve—and it positions you as their go-to expert.
3. You Offer Too Few Courses
If Basic Pistol is the only thing on your menu, your students are going to get bored—and so will you. Offering a variety of courses isn’t just about growing your income; it’s about giving your students the tools to progress. From defensive skills to home defense, the more you offer, the more likely they’ll stick around.
How to Fix It:
- Diversify Your Course List: Add courses like Defensive Pistol, Home Defense, State CCW, Beginner Shotgun, Beginner Rifle, and Stop the Bleed. Not only do these courses attract more clients, but they also elevate you as a well-rounded instructor.
- Think Long-Term Training Plans: Structure your offerings so students see a clear progression. For example, “Start with Basic Pistol, move to Defensive Pistol, then Home Defense.” When you create a roadmap, they’ll be excited to keep learning with you.
- Specialize for Niche Groups: Moms, college students, seniors, families—there’s a need for specialized training in each group. Consider offering “Family Firearms Fundamentals” or women-only defensive clinics to tap into new markets.
4. You Haven’t Found (or Connected With) Your Niche
The market for firearms training is broad, but if you’re trying to appeal to everyone, you’re appealing to no one. Women are the fastest-growing group of gun owners, yet many instructors fail to target their unique needs. Expand your thinking—find your niche and speak directly to it.
How to Fix It:
- Cater to Women and Families: Women want to feel safe and confident with a firearm. If you’re already connecting with female shooters, go further—offer family lessons, mother-daughter classes, or training for teens heading to college. Run promotions for families who book sessions together.
- Solve a Specific Problem: Does your training emphasize concealed carry confidence? Defensive shooting for home invasions? Think about how you can tailor your offerings to meet real-world needs and then talk about that directly in your marketing.
- Own Your Expertise: Maybe you excel at teaching women who are brand new to firearms. Maybe you’re a home defense guru. Whatever your specialty is, lean into it, and let the right students find you.
5. You’re Afraid to Charge What You’re Worth
If you’re undercharging for your services, it’s not just hurting your bottom line—it’s undermining the value of what you offer. Firearms training is life-saving education. You’re teaching a critical skill that requires time, expertise, and ongoing effort. Own it.
How to Fix It:
- Stop Selling Yourself Short: Look at the quality of your instruction, your certifications, and your experience. Then set prices that reflect your value. If you’re unsure where to start, research what other instructors in your area are charging.
- Offer Value-Packed Packages: Instead of just selling a single lesson, sell comprehensive packages that include training, follow-ups, and additional resources. Students will happily pay more for the added value.
- Believe in Your Worth: Confidence matters here. If you don’t believe your training is worth the price, no one else will. Remember: students who invest in their training are more committed and will see better results.
Read our previous blog Empowering Women Through Firearms Training
Final Thoughts
If your firearms business isn’t growing, don’t panic—but don’t sit still, either. By marketing confidently, following up with students, expanding your offerings, connecting with a niche, and charging what you’re worth, you’ll not only grow your business but also provide exceptional value to the people you serve. Remember, success isn’t just about hitting targets on the range; it’s about building a thriving business that empowers your clients and yourself. Ready to take the next shot? Let’s go.
