Discount Firearms & Ammo

What Discount Firearms & Ammo does

Discount Firearms & Ammo (DBA Discount Firearms USA / Discount Firearms + Ammo) is a privately held, single-location firearms retailer headquartered at 3084 S Highland Dr in Las Vegas, Nevada, approximately five minutes from the Las Vegas Strip. The company sells handguns, rifles, shotguns, airguns, ammunition, holsters, cases, optics, self-defense products, knives, tools, and crossbows from third-party manufacturers, and complements retail with a 12-lane, 25-yard indoor shooting range, Nevada CCW and PILB/armed security training classes, one-on-one personal instruction, a trade-in program, and a separately branded Vegas Machine Gun Experience sub-brand targeted at tourists.

The company's pricing is uniformly transactional and unit-based: range access at $8 per person per half hour, Nevada CCW at $99, armed security instruction at $99, white-card qualification at $25, and personal instruction at $50 per hour or $30 per half hour. The store also offers local price matching, a range loyalty program (two free passes after ten visits, free shooting for women on Tuesdays), and a minor marketing partnership with US LawShield for legal defense coverage. Operations are supported by a computer-controlled, medical-grade air filtration system that exchanges 64,000 cubic feet of air every 80 seconds on the range, but there is no broader technology platform, e-commerce shipping, or AI/ML capability disclosed.

The customer base is fragmented across individual firearms consumers, first-time buyers, concealed-carry and armed security trainees, regular range users, and Las Vegas tourists; the founder and owner is Jana Wyson. The business is privately held with no disclosed funding, no parent company, no enterprise customers, and operates from a single storefront with no international shipping, making it a small, locally concentrated retail operation with a tourist-acquisition angle rather than a scalable multi-site retailer.

Name

Discount Firearms & Ammo

Legal name

Discount Firearms and Ammo

Website

https://discountfirearmsusa.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Discount Firearms & Ammo is a privately held, single-location firearms retailer in Las Vegas, Nevada, selling firearms, ammunition, accessories, and offering an indoor shooting range, CCW/PILB training classes, personal instruction, and a tourist-oriented Machine Gun Experience sub-brand.

Ownership category

akta.pro rank

Product category

Firearms Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industries

Firearm Storage & Safety Retail (Safes, Cases, Locks) (CRAMAKAI), Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH), Firearms, Range Safety & Less-Lethal Weapons Training (EDAOAMAN), Armed Security & Firearms Training & Qualification (BPAKAOAB)

Keywords

• Firearms retail store
• Ammunition sales
• Indoor shooting range
• Firearms training classes
• Concealed carry permit

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Firearms & Product Sales: Retail sale of firearms (handguns, rifles, shotguns, airguns), accessories (holsters, safes, optics, magazines, targets), ammunition, self-defense tools, knives, tools, and crossbows. Revenue is one-time transactional per product.
2. Shooting Range Fees: Fee-based access to a 12-lane, 25-yard indoor range at $8 per person per half hour. Revenue is per-visit, usage-based.
3. Firearms Training & Personal Instruction: One-on-one personal instruction at $50 per hour or $30 per half hour. Additional revenue from structured classes including Nevada CCW ($99) and armed security/PILB training ($99). Revenue is per-session, transaction-based.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Discount Firearms & Ammo is a Las Vegas-based firearms retailer selling handguns, rifles, shotguns, airguns, ammunition, holsters, cases, optics, self-defense products, knives, tools, and crossbows. The store also operates a 12-lane, 25-yard indoor shooting range with a computer-controlled medical-grade air filtration system, and delivers firearms training including Nevada CCW classes, PILB/armed security certification, white card qualifications, and one-on-one personal instruction.

Product overview

Discount Firearms & Ammo is a retail firearms dealer and shooting range offering a unified portfolio of firearms, accessories, and training services. The core product line includes firearms (handguns, rifles, shotguns, airguns), firearm accessories (optics, magazines, safes), holsters, gun cases, ammunition in all calibers, self defense products (stun guns, pepper spray, batons), knives and tools, and crossbows. The service portfolio complements retail with a 12-lane indoor shooting range, Nevada CCW certification classes, PILB/White Card security training, personal firearms instruction, and a Machine Gun Experience program. The company also offers trade-in programs and a range loyalty rewards program. No technical integrations, AI capabilities, API, or certifications are present in the available source material.

Differentiator

Problem solved

Functional benefit

Brands

• Vegas Machine Gun Experience: A machine gun experience operation that offers customers the opportunity to fire legendary firearms on a state-of-the-art indoor range, guided by trained professionals.

Products and services

• Firearms Full lineup of firearms from top manufacturers, including handguns, rifles, shotguns, and airguns, sold to individual consumers for personal, recreational, home defense, and duty use.
• Firearm Accessories Range of accessories including stocks, safes, magazines, optics, and targets to support firearm setups for individual consumers.
• Holsters Full line of holsters including belt, concealed, inside-the-waistband, shoulder, thigh, and ankle options for various carry styles.
• Gun Cases Quality hard and soft gun cases and range bags from trusted brands like Pelican Products, SKB Cases, and Traditions Performance Firearms.
• Ammunition Full selection of ammunition in all calibers and brands, including handgun, centerfire rifle, rimfire, and shotshells, with custom-order availability.
• Self Defense Products Self defense gear including stun guns, pepper spray, and batons for personal protection.
• Knives and Tools Full line of knives for tactical, folding, and fixed blade applications, plus saws, axes, shovels, and machetes.
• Crossbows and Accessories Crossbows and accessories from top brands like Excalibur Crossbow, Barnett Crossbows, and Carbon Express, including bolts, optics, and maintenance gear.
• Indoor Shooting Range State-of-the-art indoor shooting range with 12 lanes, 25-yard distance, and a computer-controlled medical-grade air filtration system, available at $8 per person per half hour.
• Nevada CCW Class Nevada Concealed Weapons Permit training course offered as a full-day class at 8:30am for $99, covering practical instruction for carrying concealed firearms.
• PILB Armed Security Certification Training Nevada Private Investigators Licensing Board certification training for armed security officers, delivered as a two-day course held Wednesdays and Thursdays for $99 plus ammunition.
• White Card Shooting Qualifications Range qualification service for armed security personnel supervised by a Nevada PILB-certified instructor at $25 per attempt.
• Personal Firearms Instruction One-on-one firearms training tailored to individual skill levels, from fundamentals to advanced techniques like drawing from concealment, at $30 per half hour or $50 per hour.
• Vegas Machine Gun Experience Sub-brand experience providing adrenaline shooting experiences with legendary firearms on the indoor range, guided by trained professionals, targeting Las Vegas tourists and enthusiasts.
• Firearm Trade-In Program Program allowing customers to turn old firearms into cash or store credit toward upgrades for concealed carry, home defense, or duty setups.
• Range Loyalty Program Rewards program offering two free range passes after 10 visits, with Ladies Shoot Free promotions on Tuesdays.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• US LawShieldminorGTM or Marketing PartnerDiscount Firearms USA partners with US LawShield to offer legal defense coverage for responsible gun owners. The partnership is promoted in-store and online, providing customers access to legal protection services as an add-on to their firearms purchases and training services.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Range USA: National indoor shooting range chain that co-locates ranges with firearms retail, training, and member programs; directly mirrors Discount Firearms USA's combined retail + range + training model, just at multi-state scale. Both rely on range visits as the anchor experience driving firearms and accessory sales.
• Palmetto State Armory: Large direct-to-consumer firearms and accessories e-commerce retailer with aggressively discounted pricing and an in-house AR-platform and accessories brand portfolio. Competes with DFA on the same firearms/accessory SKUs but at national e-commerce scale where DFA's limited shipping offering cannot reach.
• GrabAGun: Long-running online firearms, ammo, and accessories retailer specializing in discounted direct-to-consumer pricing. Direct competitor on the same core SKUs as DFA's retail business but with nationwide shipping, putting price pressure on DFA's local-only price-match program.
• Machine Gun Vegas: Las Vegas Strip-adjacent tourist-focused machine gun and exotic firearms shooting experience operator. The closest direct competitor to DFA's Vegas Machine Gun Experience sub-brand for tourist adrenaline-spend dollars.
• Bud's Gun Shop: Online-only Kentucky-based firearms and accessories retailer famous for rock-bottom pricing on firearms, ammo, and parts. Direct competitor for discounted firearms and ammo where DFA cannot match online-only pricing.

Broad incumbents

• Bass Pro Shops: Massive outdoor sporting goods retailer (now also operating Cabela's) with large firearms, ammo, and accessories assortments plus in-store shooting academies at select locations. Overlaps with DFA on product categories and the retail+range+training combination but at vastly larger footprint and category breadth.
• Cabela's: National hunting, shooting, and outdoor retailer carried under Bass Pro since 2017, carrying deep firearms and ammo inventory across hunting and sport shooting. Comparable product mix to DFA but with national distribution and a much broader category scope including boats, ATVs, and outdoor apparel.
• Academy Sports + Outdoors: Multi-state sporting goods retailer with sizable firearms and ammunition departments plus hunting/shooting accessories. Competes on discounted firearms and ammo pricing nationwide, putting pressure on DFA's price-matching positioning at the local level.
• Sportsman's Warehouse: Specialty outdoor retailer focused on hunting, fishing, camping, and shooting; carries deep firearms and ammo inventory in every store. A direct multi-state competitor for shooter and hunter customers, though it does not typically operate in-store ranges like DFA.
• Big 5 Sporting Goods: Western U.S. sporting goods chain stocking firearms, ammo, and shooting accessories across hundreds of stores. Comparable product mix to DFA's ammo and accessories lines and a meaningful competitor on local firearms pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/firearmsandammo
• Facebookfacebook.com/DiscountFirearms
• LinkedInlinkedin.com/company/discount-firearms-and-ammo-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Discount Firearms & Ammo