Turn Cold Ranges Into Hot Profits

Turn Cold Ranges Into Hot Profits

If you’re running an outdoor shooting range or thinking of starting one, you’ve likely asked yourself: is a target retrieval system worth the investment? At first glance, spending $2,000 or more per lane might seem like a luxury—but when you take a closer look at the impact on safety, customer satisfaction, and range efficiency, the numbers start to tell a different story.

How Outdoor Ranges Make Their Money

Outdoor shooting ranges typically rely on multiple revenue streams, with lane time being the cornerstone. Common pricing structures include:

• Hourly rates: $20–$30 per lane is typical.

• Session-based fees: 1- or 2-hour blocks at a flat rate.

• Memberships: Discounted lane access, priority reservations, or bundled training perks.

Beyond lane time, many ranges also profit from:

• Retail sales (guns, ammo & gear)

• Classes and training

• Events and competitions

• Equipment rentals

So where do target retrieval systems fit in?

The Problem with Going Cold

Outdoor ranges usually operate under strict safety protocols. When someone needs to change or inspect a target, the entire range goes cold. That means everyone stops shooting, clears their weapons, and waits—sometimes several minutes—for a few shooters to walk downrange and return.

That adds up. Consider a busy 10-lane range that goes cold for 5 minutes every hour. If your range charges $20/hour per lane, that’s:

• $1.67 lost per lane per hour

• $16.70 lost per hour across 10 lanes

• Multiply that by 56 operating hours per week: $935.20 lost weekly

• Annually? That’s $48,630.40 in potential lost revenue

Even if you only operate at 50% occupancy, that’s still over $24,000 annually in time you’re not monetizing.

What Target Retrieval Systems Solve

A target retrieval system lets shooters bring the target to them—no need to walk downrange. That means fewer cold range calls, faster shooting sessions, and a smoother experience overall.

From a business perspective, this translates to:

• More sessions per day: Less downtime means more customers.

• Better customer satisfaction: Shooters get more time behind the trigger and less time waiting.

• Enhanced safety: Nobody’s crossing the safety line.

Yes, the system costs money upfront—roughly $2,000 per lane—but if you’re saving even $24,000 in lost time annually, the payback period could be less than a year.

When It’s Worth It (And When It Might Not Be)

Like any investment, the ROI of a target retrieval system depends on your range’s specific situation. High-traffic ranges that experience frequent cold calls will likely see a fast return. On the other hand, a small rural range where targets are only changed a couple times per day may not recoup the investment as quickly.

Consider these variables:

• How often do targets get changed?

• How long does each cold range last?

• What’s your average occupancy?

• Do you charge by the hour or by session?

• Could faster target changes help attract more customers or host more events?

Even for mid-volume ranges, offering smoother, safer shooting can be a competitive edge that attracts new members and retains current ones.

Final Thoughts: Is It Time to Modernize?

If your range is trying to grow, or if you’re frequently calling cold and losing revenue in the process, a target retrieval system might not just be a luxury—it could be a smart business move.

Look at your customer flow, calculate your lost time, and evaluate how modernizing can improve throughput. It’s not just about reducing downtime—it’s about maximizing every hour, every lane, and every visit.

Your range might not be shooting at its full potential—until your targets can move, so take some time and review the available kits on our website.