2026Your Path to Smarter Retail

TUESDAY, JANUARY 20–THURSDAY, JANUARY 22

VENETIAN EXPO LEVEL 3

SHOT University™ remains the go-to training program for retailers who want practical strategies that work in today’s highly regulated and competitive environment. With courses designed to strengthen sales, streamline operations and sharpen compliance, SHOT University gives you proven tools to grow your business year after year.

NSSF members receive enrollment discounts.

Enrollment fees per session: $40 NSSF MEMBERS | $75 NON-MEMBERS

Enroll during the registration process or add sessions anytime to your registration.

A la carte sessions available. Seats will be limited. Enroll early to get your spot!

TUESDAY | JANUARY 20

8:30 AM–9:30 AM

The Top Automations Driving Revenue for Firearm Retailers, Ranges, eCommerce and Events

10:00 AM–11:00 AM

Smarter Marketing for Regulated Brands: Storytelling, Strategy and the Power of AI

11:30 AM–12:30 PM

Profit Under Pressure: Diversifying Revenue Streams for Ranges and Retailers in 2026 and Beyond

1:15 PM–2:15 PM

Sell More SILENCERS: Proven Strategies for Increasing Revenue & Customer Engagement

2:45 PM–3:45 PM

Mastering Media Relations: Tips and Tricks from Former Broadcasters

4:15 PM–5:15 PM

Creating Meaningful Content for Your Business Using Large Language Models (LLMs — like ChatGPT)

WEDNESDAY | JANUARY 21

8:30 AM–9:30 AM

Beyond Pink: Real Data, Real Women, Real Revenue

10:00 AM–11:00 AM

RETAIL RENAISSANCE — Creating a Destination Gun Store that E-Commerce Can’t Beat

11:00 AM–12:00 PM

Effective Strategies for FFLs: Combatting Straw Purchases and Enhancing Business Security

11:30 AM–12:30 PM

Engaging with Your Community by Celebrating FREEDOM

1:15 PM–2:15 PM

How Hackers Really Hack and How To Best Defend

3:00 PM–5:00 PM

ATF/NICS Town Hall

THURSDAY | JANUARY 22

8:30 AM–9:30 AM

Smart Staffing: Hiring, Onboarding and Building a Resilient Team

9:00 AM–10:00 AM

NICS Enhancements for FFLs: Employee Background Checks, Accessing FBIs Gun File and NICS E-Check Multi-factor Authentication

10:00 AM–11:00 AM

Meet Gunner: Build Your AI Marketing Agent Live on Stage

11:00 AM–12:00 PM

NICS Open Panel Discussion

11:30 AM–12:30 PM

Value Killers: Five Mistakes that Sink Retailer Exits and How to Fix Them Now

1:15 PM–2:15 PM

All Things ATF Compliance

2:00 PM–3:15 PM

SHOT Show Suicide Prevention Town Hall

2:45 PM–3:45 PM

From Shelf to Sale: Turning Inventory into Opportunity

4:15 PM–5:15 PM

Tales from the Counter: Mistakes, Mayhem and Close Calls

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