American Marksman Completes 2004 Shooting Sports Survey

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American Marksman Group (AM), a private company, has completed an analysis of the factors that influence revenue and profitability of the Shooting Sports industry.

AM designed and conducted an online survey to collect data that would define the critical factors for successful profitable shooting businesses. This data was then used to create benchmarks that an individual range could use to measure itself and identify areas for improvement. The consolidated data was then shared with all participants in the survey so they could use the results for their own benefit. A supplemental survey is available for a limited time so ranges that wish to participate may do. Visit:

AM intends to use the information to help individual ranges become top performers in total customer experience and increase profitability through implementation of best industry practices. These best stores will be invited to participate in the foundation and development of a nationwide chain of shooting ranges.

The survey asked 80 questions. Mark Eberhard, CEO & President, stated that “of the estimated 600 indoor shooting stores in the U.S., 72 completed surveys. This is over a 12 percent return, which is considerably higher than the national average of 3 to 4 percent.” The results of the survey will fill the gap for the fragmented and in-cohesive benchmarks available to the industry.

John Alexander of Claridge Strategies affirmed that, “stores from 23 states responded to the survey, averaged 13 years in business, and had 14 lanes.” He also added that “factors that had significantly influenced revenue of operations or profitability included Revenues from Other Sales, Firearm Sales, Operating Expenses, and Marketing Expenses.”

AM is currently talking with stores for their next stage of strategy that will convert less successful operations into best practices and very profitable. AM is also assembling an internal Advisory Council of range owners and other industry professionals.

About American Marksman Group, Inc.

American Marksman is a Pensacola based firm with the mission to provide a quality shooting experience for individuals of all levels of expertise, and the leadership for store management to achieve a level of profitable operations that exceeds the 75th quartile of the S&P 500. For additional information about American Marksman, please visit:

About Claridge Strategies, LLC

Claridge Strategies LLC is a privately owned consulting firm headquartered in Tampa, Florida. Claridge specializes in managing projects and transactions such as mergers, acquisitions and divestitures, capital sourcing, and turnaround management. For additional information about Claridge Strategies, please visit:


Mark Eberhard

CEO & President


Fax: 850-626-1411

John Alexander



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