tuesday
January 20
8:30 AM–9:30 AM
The Top Automations Driving Revenue for Firearm Retailers, Ranges, eCommerce and Events
Murano Ballroom, Level 3
SSU01
Consistency beats complexity, and speed beats silence. In this tactical, data-driven session, Ben Nelson reveals the most profitable automations proven to increase revenue, retention and repeat customers in the firearm industry. You’ll see why SMS delivers the highest open rates and fastest results and how the same automations can be implemented via email starting today, even if you’re not ready for texting yet. Each strategy is backed by thousands of real-world campaigns, with plug-and-play timelines, templates and messaging examples.
Speaker: Ben Nelson
10:00 AM–11:00 AM
Smarter Marketing for Regulated Brands: Storytelling, Strategy and the Power of AI
SSU02
Marketing in the firearm industry is more complex than ever. Traditional media is shrinking, social platforms are tightening restrictions and paid advertising is often off the table. To cut through the noise and build real connections, brands need to own their narrative and tell stories that educate, resonate and build trust over time.
This session will explore how to combine authentic brand storytelling with modern tools like AI and AI search to create marketing strategies that are both effective and compliant. You will learn how to design content that reflects your values, reaches your audience directly and scales through automation.
Whether you’re growing a national brand or running a lean team, you will leave with a clear understanding of how to future-proof your marketing with the right mix of creativity, data and technology.
Speaker: Dan Kahn
11:30 AM–12:30 PM
Profit Under Pressure: Diversifying Revenue Streams for Ranges and Retailers in 2026 and Beyond
SSU03
This session equips firearm industry professionals with a forward-thinking roadmap for financial resilience through revenue diversification. Ranges and retailers face rising costs and unpredictable foot traffic, and this presentation shares practical strategies for reducing dependence on traditional sales. Attendees will explore actionable models such as memberships, education programs, community events, digital services and strategic partnerships. Grounded in real-world examples, this session encourages attendees to rethink outdated business models, unlock layered revenue opportunities and walk away with a tangible action plan for long-term success.
Speaker: Sheila Farr
1:15 PM–2:15 PM
Sell More SILENCERS: Proven Strategies for Increasing Revenue & Customer Engagement
SSU04
This session provides firearms dealers and retailers with proven strategies to increase silencer sales, navigate regulatory complexities and capitalize on emerging market opportunities in 2026. Attendees will learn practical steps to enhance customer engagement, streamline the purchase process and boost revenue through expert sales techniques and product knowledge.
Speaker: Brandon Maddox
2:45 PM–3:45 PM
Mastering Media Relations: Tips and Tricks from Former Broadcasters
SSU05
In this session, we will share behind-the-scenes insights from our years working inside newsrooms, as well as our extensive knowledge of the firearm industry. We will provide practical strategies to build strong relationships with journalists, craft compelling pitches and secure earned media coverage. Our session will include real-world examples, actionable takeaways and a Q&A segment to address the unique challenges faced by communicators in the shooting sports industry.
SpeakerS: Shannon Newth, Jason Laird
4:15 PM–5:15 PM
Creating Meaningful Content for Your Business Using Large Language Models (LLMs — Like ChatGPT)
SSU06
This practical, forward-looking session is designed for business owners, marketers and brand managers who need to generate consistent, high-quality editorial content — but don’t have a large/dedicated content team or professional writing background.
This keynote explores how Large Language Models (LLMs) like ChatGPT can serve as a creative force multiplier — not a shortcut. Attendees will learn how to use AI to create editorial-style content that solves real problems, builds brand authority, drives web traffic through SEO and increases audience engagement.
Speaker: Mitch Eckler
wednesday
January 21
Beyond Pink: Real Data, Real Women, Real Revenue
SSU07
Women are not a niche market. They are a dynamic, growing and often misunderstood segment of the firearm industry. Yet many businesses still treat them as a single audience with one-size-fits-all messaging, missing the complexity of their motivations, needs and expectations.
This session provides a data-informed look at the wide spectrum of female firearm consumers from curious first timers to confident competitors. Backed by over a decade of national engagement and proprietary data from A Girl & A Gun, we will explore how to attract and retain more women unlocking a critical path to sustainable growth and long-term industry relevance.
Speaker: Charneta Samms
RETAIL RENAISSANCE — Creating a Destination Gun Store that E-Commerce Can’t Beat
SSU08
Your toughest competitors aren’t across town; they’re already inside your store. E-commerce giants and auction sites quietly siphon away foot traffic as customers price-check on their phones. Many retailers instinctively fight this by offering deeper discounts, but this race to the bottom destroys margins and long-term viability.
In this session, firearm industry veteran and 2024 SHOT University speaker Michael Goerlich reveals proven, battle-tested strategies to make your store a destination shopping experience that keeps customers buying from you.
Drawing from 20+ years of retail and manufacturing leadership, Michael will teach you how to elevate customer service, curate a specialized inventory, host high-impact events, and even turn low-margin FFL transfers into reliable profit engines.
Speaker: Michael Goerlich
11:00 AM–12:00 PM
Effective Strategies for FFLs: Combating Straw Purchases and Enhancing Business Security
Lido 3104
SSU18
Join us for an enlightening educational session designed to examine risk and security management in FFL operations. Hear from legal, insurance and compliance experts as they share insights on how to evaluate and enhance your risk and security planning.
This session will cover:
Legal Insights: Gain knowledge from legal experts discussing recent litigation cases, settled cases and actions taken by State Attorneys General against FFLs.
Insurance Factors: Learn from insurance professionals about the various factors that influence premiums.
Implementation Strategies: Discover how to implement real solutions such as NSSF’s Don’t Lie for the Other Guy (DLFOG) and Operation Secure Store (OSS) initiatives into your operations.
SpeakerS: Bill Napier, Chris Renzulli, Heather Gillingham
Engaging with Your Community by Celebrating FREEDOM
SSU09
The firearm industry often stands alone, meaning collaboration with your community and other small businesses isn’t always easy. As a small, sole-proprietorship, range, retail and training center, Athena Arms in Bellevue, Nebraska, struggled with connection.
We undertook a concerted effort to broaden and maximize community relationships through mutually beneficial events, fundraisers and educational seminars that directly supported the community, generated strong working relationships and culminated in a daylong annual festival involving local businesses and organizations in the form of Freedom Fest, which resulted in hundreds of new customers and incredible expansion of awareness within the community, which continues to provide dividends.
Speaker: Patricia Harrold
How Hackers Really Hack and How To Best Defend
SSU10
Attend this presentation given by 36-year cybersecurity veteran, Roger A. Grimes, author of 15 books and over 1,500 articles on computer security, to learn how hackers hack and how to best defend yourself, your company and family. Roger will discuss how today’s real-world mix of malware and human-directed sophisticated attacks, like password theft and ransomware, happens. It includes an update about the new sophistication of AI deepfake attacks. Most importantly, learn the five best computer security practices, which, if you do well, will significantly lower your risk of being a cyber victim.
Speaker: Roger Grimes
3:00 PM–5:00 PM
ATF/NICS Town Hall
SSU11
thursday
January 22
Smart Staffing: Hiring, Onboarding and Building a Resilient Team
SSU12
This session is designed to assist businesses in finding and retaining the right team members by exploring the entire employee life cycle, from attracting talent to addressing staffing challenges. Participants will learn effective techniques for sourcing candidates, conducting meaningful interviews and implementing proven onboarding strategies that foster success. The session will also cover daily habits that enhance team culture, the benefits of cross-training for employee development, and methods for recognizing and retaining top performers. Additionally, it will address difficult topics such as managing negative customer reviews related to staffing and navigating generational differences in the workplace. Overall, attendees will gain actionable insights to build an engaged and empowered team aligned with their business values.
Speaker: Jessica Keffer
9:00 AM–10:00 AM
NICS Enhancements for FFLs: Employee Background Checks, Accessing FBIs Gun File and NICS E-Check Multifactor Authentication
SSU19
This session explores enhancements to the National Instant Criminal Background Check System (NICS) that empower Federal Firearm Licensees (FFLs) to conduct background checks on both current and prospective employees. Additionally, we will discuss the new capability to search the National Crime Information Center (NCIC) Gun File by serial number, for the authorized purpose of allowing users to determine if a firearm has been reported as stolen. Furthermore, we will cover the updated security measures that will mandate multifactor authentication for accessing NICS E-Check and how these changes will shape future access to the NICS system.
Speaker: TBA
Meet Gunner: Build Your AI Marketing Agent Live on Stage
SSU13
AI isn’t just transforming business, it’s redefining who’s on your team. In this dynamic session — Ryan Boylston, founder of 2TON and AI-forward entrepreneur, will build “Gunner,” an AI-powered marketing team member.
We’ll build “Gunner” live from scratch, showing every step of the process to develop a custom AI agent designed specifically to support your marketing efforts. From writing ad copy to analyzing customer feedback and shaping content strategy, Gunner will demonstrate how generative AI can help you rethink your marketing strategies and make your business smarter.
Speaker: Ryan Boylston
NICS Open Panel Discussion
SSU20
NICS is excited to host this open panel discussion designed specifically for the FFL community! This interactive forum provides a unique opportunity for FFLs in attendance to engage directly with NICS subject matter experts. We encourage you to bring your questions and ideas as we work together to enhance our services for the FFL community. This is not just a chance to ask questions; it’s a collaborative effort to share insights and suggestions that will benefit everyone involved. Join us for an enlightening conversation that aims to foster innovation and improvement in our services!
Speaker:TBA
Value Killers: Five Mistakes that Sink Retailer Exits and How to Fix Them Now
SSU14
This session will give attendees a practical toolkit for improving profitability, staff retention and customer loyalty while avoiding the operational mistakes that cause deals to collapse.
Most business owners don’t think about selling until they have to, and by then, it’s usually too late. In this fast-paced, no-fluff session, M&A advisor and attorney Ben Brickweg reveals the hidden missteps that quietly drain value long before you reach the closing table. Through real case studies, interactive exercises, and a custom workbook, you’ll learn how to spot the warning signs early and take practical steps to protect your payday, strengthen your operation, and exit on your terms.
Speaker: Ben Brickweg
All Things ATF Compliance
SSU15
Join us for an insightful session that delves into the significant changes at ATF following the end of the Zero Tolerance Policy. Discover what the New Era of Reform truly means for you and your business.
This panel features three of the industry’s leading compliance consultants Wally Nelson, Harry McCabe and Andy Graham who will provide expert analysis on the new ATF administrative action policy, the revised Form 4473, and other vital updates that will help you safeguard your license.
SpeakerS: Andy Graham, Harry McCabe, Wally Nelson
2:00 PM–3:15 PM
SHOT Show Suicide Prevention Town Hall
SSU21
If you are interested in helping the firearm community prevent suicide and eliminate the stigma associated with seeking help for mental health and life struggles, we encourage you to attend this town hall-style session on suicide prevention. This NSSF-sponsored session is open to anyone attending the SHOT Show — manufacturers, firearm retailers, media members, active military, veterans, law enforcement and all others. Yearly, around 55 percent of U.S. suicide deaths are from firearm-related injury, but there is hope in knowing that suicide is preventable and that the average person, armed with basic knowledge, can help save lives. Please join us for this important session.
SpeakerS: Joe Bartozzi, Dr. Chris Barsotti, Dr. Emmy Betz, Jacquelyn Clark, Mike Sodini, Bill Brassard
From Shelf to Sale — Turning Inventory into Opportunity
SSU16
When foot traffic slows and old inventory gathers dust, smart retailers shift strategy not just product. This tactical seminar is designed specifically for firearm retailers looking to maximize profitability during slower sales periods. We’ll dive deep into proven upselling techniques, the power of bundling to move aging inventory without sacrificing margin, and creative, real-world tactics to keep your sales floor productive even when the season isn’t.
Learn how to turn stale stock into fresh revenue, motivate your team to spot and seize sales opportunities, and strategically position your business to thrive year-round regardless of market conditions. Whether you’re managing a single shop or multiple locations, this course equips you with the tools to make every customer interaction and every item on your shelf count.
Attendees will receive a workbook that covers the seminar content as well as worksheets to help implement the concepts presented.
Speaker: Hank Yacek
Tales from the Counter: Mistakes, Mayhem and Close Calls
SSU17
In the world of firearm retail, even a small oversight can spiral into a serious problem. In this session, Jamison Collins is joined by a panel of seasoned professionals — a compliance expert, a firearms attorney and a former ATF agent to unpack real-life stories from the sales floor: operational breakdowns, criminal encounters and well-meaning mistakes that nearly derailed a business.
For each story, we’ll break down what went right, what went wrong and what could have prevented the issue entirely. You’ll get expert insights from every angle legal, compliance and operational so you can avoid making the same mistakes.
SpeakerS: Jamison Collins, John (JC) Clark, Joe Kavan
