Grand River Launches New In-Store Training Website for Gander Mtn. Academy™

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Web site showcases innovative professional firearms training courses, scenarios and experiences

The Gander Mtn. Academy sets new standards for firearms training and safety through a combination of highly trained instructors, live range and exclusive, state-of-the-art simulation technology

Grand River, a leading e-commerce developer, today announced the launch of a web site for Gander Mtn. Academy™, the new professional firearms training facility in Gander Mountain stores. Gander Mtn. operates the nation's largest retail network of outdoor specialty stores for hunting, fishing, camping, and marine products and accessories. The Gander Mt. Academy web site can be found at: https://academy.gandermountain.com/

Grand River developed Gander Mountain's initial e-commerce site in 2008 and then worked with the retailer to build the Gander Mtn. Tech Center, showcasing the top outdoor recreation technology accessories. The Tech Center site launched in 2010 and can be viewed here: http://www.gandermountain.com/techcenter.

"The Gander Mtn. Academy sets new standards for firearms training and safety through a combination of highly trained instructors, live range and exclusive, state-of-the-art simulation technology," said Pete Hagemann, Director of eCommerce at Gander Mountain. "We knew Grand River would build a site that delivered the same exceptional user experience for our customers enrolling and scheduling training online as our .com site. The Gander Mtn. Academy is a competitive differentiator for Gander Mountain and we look forward to offering our customers in-store training to complement their experience."

The first Gander Mtn. Academy will open in the Lake Mary, Florida store on February 12, 2011. The second Academy, located in La Crosse, Wisconsin, is scheduled to open in April. Additional Academy locations are slotted for 2011.

"Each Academy is a unique destination experience designed for people looking to affordably improve their gun skills and safety," said Scott Robertson. "We created a site that conveys Gander Mountain's well known and respected brand, and makes it easy to research the courses, register and sign up online."

Grand River used Expression Engine, a commercial web development product built on an open source foundation, to build the new site. Functionality includes detailed course descriptions for training and safety classes, and allows customers to check availability and schedule time at the live shooting range, the virtual range, and the simulator. The new site is fully integrated with the gandermountain.com site using the same checkout and cart for a seamless experience. Customers can browse course literature and view videos and photo galleries. Future enhancements will expand the functionality of the "My Academy" component to allow participants to manage their classes, materials, and certifications online, post course reviews, archive and share training videos.

The new Academy site also features tools specifically designed for Gander Mtn's store associates. Using the site, they will be able to create new members, manage member profiles and reservations, schedule course time for walk-in customers, and view and customize Academy activities by location.

In addition to the design and development of the initial Gander Mtn. Academy site, Grand River will also provide ongoing maintenance and enhancements as each new Academy location opens.

About Gander Mountain
Gander Mountain Company operates the nation's largest retail network of outdoor specialty stores for hunting, fishing, camping, and marine products and accessories. Established in 1960, Gander Mountain offers the best assortment of outdoor equipment, firearms, camping supplies, fishing and marine products, technical and rugged outdoor apparel, and technical and casual footwear, as well as gunsmith and archery services. Stores feature the best selection of national, regional and local brands as well as Gander Mountain brands. There are 116 conveniently located Gander Mountain outdoor lifestyle stores providing approximately 6.6 million square feet of retail space in 23 states. For the nearest store location call 888-5GANDER or visit http://www.GanderMtn.com.

About Grand River
Grand River is an industry leading ecommerce design and development company, specializing in solutions for mid-market retailers and multichannel companies. The firm's core expertise is in the leading open source e-commerce platforms, including Magento™ Enterprise and Fry, Inc.'s Open Commerce Platform™. Clients include many of the Internet Retailer Top 500 firms in retail, healthcare, technology, telecom, and publishing. Founded in 2007, Grand River has offices in Ann Arbor, Michigan and Chicago, Illinois. Call 734.913.8000 or visit http://www.thegrandriver.com to learn more.

Contacts:    
Scott Robertson
Grand River
734.913.8000 x224
srobertson(at)thegrandriver(dot)com

Judy Foster
Grand River
734.913.8000 x222
jfoster(at)thegrandriver(dot)com

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Judy Foster
Grand River Inc.
7349138000 ext. 222
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