On The Firing Line
Taking Aim At The State Of Target & Competition Pistol Shooting
According to data from a 2022 NSSF study, more than 20 million Americans regularly participate in sport and target shooting. The firearms industry trade association also found that U.S. consumers spend $16.9 billion annually on sport and target shooting, which supports more than 329,000 jobs across the country.
The U.S. Fish & Wildlife Service (USFWS) further reported manufacturer excise taxes on firearms, ammunition and archery equipment have been used by state fish and wildlife agencies to support public access, hunter education, research and new facilities for target shooters and hunters to hone their skills.
Additionally, the NRA currently sanctions more than 11,000 shooting tournaments and annually sponsors more than 10 national shooting championships. There are now activities for everyone, from novices to world-class competitors.
It would seem there is no shortage of opportunities for those interested in target shooting and even competitions. Yet, USFWS also noted the biggest challenge for new shooters and others looking to take part in competitions is knowing where to get started. This is where the local gun shop and shooting range can help.
State Of Target Shooting At The Shop Counter
Handgun sales overall have been on the decline since hitting a peak in 2020 during the pandemic and the run-up to the election. High-profile anti-police protests further drove sales. Yet, even at the time, industry analysts had predicted the surge in 2020 wasn’t sustainable. The Biden administration’s effort to impose gun control failed to have the same impact as the Obama administration from 2009 to 2017. President Donald Trump’s return to the White House this year will likely tamp down calls from lawmakers for additional gun control measures, and since the election, the industry has been bracing for a “Trump Slump.”
Some in retail are already seeing it.
“The size of the market has remained stable, if not reducing slightly at the moment,” said Paul Abela, sales manager at Caswells Shooting Range in Mesa, Ariz. He added many customers believe Trump won’t threaten the Second Amendment or gun rights in general.
As sales of firearms, notably handguns, for personal and home defense decline, the opportunity could be growing for competition and target shooting.
“Competition shooting remains popular and increasing,” suggested Abela.
The Grand Canyon State — which is now very “purple,” meaning it hasn’t been solidly Republican or Democratic in recent election cycles — has seen significant growth with state shoots, regional and national competitions, as well as an increase in shooting clubs. Both the Bureau of Land Management (BLM) and Arizona Game & Fish offer target shooting opportunities for residents.
Michael Grossman, director of operations for The Hub, an Arizona three-store chain with locations in Lakeside, Mesa and Tucson, said the hunting market for handguns is almost non-existent, but he told Shooting Industry target shooting handguns have stayed steady.
“We sell high-end pistols, along with rifles for the long range,” said Grossman, who also noted the accessory market for target shooting has seen an uptick.
In other words, even the customer who may not be spending money on an additional firearm can still be a loyal one who returns to look for options to enhance their shooting experience.
Shops Can Do More To Move The Needle
What is notable about the firearms industry is that retail largely isn’t the gateway to target and competition shooting — certainly not the way specialty running and ski shops can be in their respective markets. It is almost impossible to walk into a running store and not see flyers for races, and the same is true for shops catering to the winter sports.
Some retailers are trying to make this part of their focus, and it is already paying off.
“We have some friends who are big into competition shooting,” said Tyler [last name withheld by request], an associate at The Firing Pin based in Bergen, NY. “We are seeing them go all-in with double-action and single-action handguns.”
Tyler told Shooting Industry Shadow Systems has gained in popularity with shooters, along with the CZ Shadow 2. The Firing Pin, which still sees self-defense as its biggest market, has seen steady growth in handguns for the competition market. This includes the double-stack 1911, more popularly known as the 2011. It continued to have strong momentum in 2024, and Tyler expected it to be the same in 2025.
He also explained the Empire State doesn’t make it easy for those looking to do some target or competition shooting. Traveling with handguns in New York requires permits, and it is much harder for those out of state.
“In New York, it is hard because you can’t even shoot a pistol without having a permit,” Tyler added. “There is an 18-hour class to get the permit, and it adds to the cost.”
Yet, despite those challenges, target and competition shooting is helping drive sales, and the shop is doing what it can to get the word out.
Other shops said the efforts to promote competition and target shooting may not have an immediate return on investment (ROI).
“We try, but to be honest, promoting and advertising are too much money these days,” Grossman of The Hub explained. “We try to focus on us and the classes/products we offer to drive people’s interest. It then promotes target shooting and shooting with friends and training.”
A Competition Shooter’s Perspective
Competition shooters could be strong brand ambassadors for the industry from the local level and upward. Just as other sports see the importance of celebrity athletes, the shooting world is no different. This includes those at the local and regional level.
One such competition shooter is New York resident Matt Wolff, who is sponsored by The Firing Pin. He shared there is no shortage of opportunities, and thanks to the internet, it can be easy enough to find competitions right around the corner.
“Searches can be hyper-specific to a region, and this provides insight to clubs and events,” said Wolff, who also recommended shops get more involved.
“I wish shops would do more,” he noted. “Many of the guys at the counter don’t understand what is ‘legal’ or not for a competition. A little education would help a lot.”
Unlike many other sports, competition shooting doesn’t require one to break the bank to get started.
“There are plenty of striker-fired guns available for under $800, and I’ve seen great options, the Walter PPD, the CZ Shadow 2 and multiple choices in the M&P line. All are more than adequate for competition,” Wolff added. “There is a misconception you need to drop $3,000 to get started, and that’s not the case at all. You just need to make sure the firearms fit into the criteria. You can get a feel for it and go from there.”
Though he also admitted the number of competition shooters is a drop in the proverbial bucket compared to the total number of shooters, it is a growing community.
“Most competitive shooters and clubs are super helpful and welcoming,” Wolff shared. “I hope shops will get more involved, but we’ll have to wait and see.”
Sidebar: Build It, And They’ll Come
Hosting shooting leagues represents a proven revenue stream for ranges. Established shooting competition organizations such as the United States Practical Shooting Association (USPSA), International Defensive Pistol Association (IDPA), the Single Action Shooting Society (SASS), National Skeet Shooting Association (NSSA), GLOCK Sport Shooting Foundation (GSSF), SHOOT SIG — just a small sample size of many more — provide a natural tie-in to your community.
That said, however, the potential reach these league events have may surprise you. One recent example was shared with us by the Civilian Marksmanship Program (CMP). Earlier this year, the Torrington Gun Club in New Hartford, Conn., hosted CMP 900 Bullseye Matches at its indoor facility — attracting competitors from Vermont, Massachusetts and New York.
“As they say, ‘If you build it, they will come.’ It appears to be true — the word gets out, and they come,” shared David Hyatt, Torrington Gun Club pistol director. “We started with only a few participants, and, with the support of the CMP and NJ Pistol, we are now on the map.”
On the map, indeed. This year’s event featured a surprise team that drove 9 hours from Fort Eustis — southeast of historic Williamsburg, Va. — to compete. For the vast majority of the team, it was their first Bullseye Match. To Hyatt’s delight, they’re now “hooked.”
“When they were all in the club room as they were scoring the targets, I asked them all this question: ‘Can you picture yourselves when you are in your 50s and 60s hanging out at the club with your teammates, drinking coffee, scoring targets, boasting about how your scores could have been a bit better if only … ?’
“They all said, ‘Absolutely,’ and in my own mind, I’m confident with motivated soldiers like these folks, our shooting sports will be saved. These young soldiers will be the next generation when we get old and are not able to see the bullseye target at 50′!”
Have a similar story to share? We’d love to hear from you: comments@shootingindustry.com.
