Concealed Coalition

What Concealed Coalition does

Concealed Coalition, Inc. is a Las Vegas-based private company founded in 2014 that delivers state-approved concealed carry permit training and certification across all 50 US states through a hybrid online and in-person model. The core product is a state-specific CCW curriculum combining online video coursework with optional live-fire qualification, delivered via a self-serve learning management system and a nationwide network of certified instructors operating at partner venues including Bass Pro Shops, Fairfax NRA Range, Hampton Inn, and Residence Inn locations. The company monetizes through four streams: one-time training course fees, a recurring Concealed Coalition University (CCU) subscription at $19.99/month or $199/year, a three-tier Firearms Legal Protection membership ($39.99-$59.99/month) for self-defense legal coverage, and a branded e-commerce store selling concealed-carry gear and the Tactical Jag product line. Customer acquisition is driven by content marketing (blog, podcast, YouTube), organic social media, email, and SEO, with community engagement sustained through the Behind the Holster podcast and VIP Facebook groups; the company claims over 1,000,000 cumulative trained individuals.

Underlying technology is intentionally light: a web-based LMS for course delivery, a scheduling platform for in-person classes, and a WooCommerce-style e-commerce storefront, with no proprietary AI/ML, mobile app, or third-party integrations disclosed. Operationally, Concealed Coalition functions as a content-plus-distribution platform rather than a deep-tech company. Leadership is anchored by National Training Director Austin Davis (author of the Protector's Playbook book series) and Lead Trainer Jody Picou, supported by a roster of regional trainers with prior law enforcement, military, and emergency-management backgrounds. The company is founder/management-controlled with no disclosed venture capital, private equity backing, or parent company, and operates as an actively going concern with no reported M&A, regulatory actions, or restructuring events in the source data.

Name

Concealed Coalition

Legal name

Concealed Coalition, Inc.

Website

https://concealedcoalition.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Concealed Coalition provides state-approved concealed carry permit training and certification across all 50 US states through online and in-person classes, monetizing via per-course fees, subscription education (CCU), legal protection memberships, and branded e-commerce gear.

Ownership category

akta.pro rank

Product category

Firearm Safety Training

NAICS

Technical and Trade Schools (6115), Educational Services (61), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Firearms, Range Safety & Less-Lethal Weapons Training (EDAOAMAN)

akta.pro secondary industries

Armed Security & Firearms Training & Qualification (BPAKAOAB), Law Enforcement / Military / Security Defensive Tactics Training (HSADADAI)

Keywords

• Concealed carry training
• Firearm safety education
• Defensive living training
• Concealed carry certification
• Firearm legal protection

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

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Concealed Carry Permit Training Classes: Online and in-person concealed carry permit training courses that satisfy state-specific educational requirements for obtaining a concealed carry permit. Courses include classroom instruction, firearm safety education, and live-fire qualification where required by state law. Revenue is earned per course enrollment.
2. Concealed Coalition University (CCU) Subscription: Monthly or annual subscription providing access to hundreds of hours of defensive living video curriculum covering situational awareness, home defense, de-escalation, nonlethal defense, and more. Includes monthly updates, exclusive webinars, and VIP Facebook group access. Converts existing training customers into recurring revenue members.
3. Firearms Legal Protection Memberships: Three-tier membership (Guardian, Protector, Family Protector) offering legal defense protection for self-defense incidents. Tiers include uncapped attorney fees, bail bond protection, lost wages reimbursement, expert witness fees, and incident scene support. Revenue is recurring monthly or annual subscription.
4. E-commerce Store (Merchandise): Direct-to-consumer e-commerce sales of concealed carry gear including range bags, cleaning kits, gun mats, safety glasses, ear protection, tactical flashlights, magazine loaders, firearm magnets, tactical pens, survival kits, and branded apparel. Products ship via USPS First Class Mail within 2 business days.
5. Educational eBooks: Free and paid educational ebooks including guides on firearm handling, handgun cleaning, and concealed carry holster selection. These serve as lead generation tools and supplementary revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Concealed Coalition delivers state-approved concealed carry permit training and certification programs available both online and through in-person classes across all 50 states. Its core offering is supplemented by Concealed Coalition University (CCU), a subscription video training platform covering defensive living topics, and Firearms Legal Protection, a tiered legal defense membership plan. The company also sells branded firearm accessories, range kits, books, and educational ebooks through its e-commerce storefront.

Product overview

Concealed Coalition is a nationwide firearm safety training organization that operates as a platform-plus-membership model. The core product is its state-specific concealed carry permit training and certification program, available both online and through local in-person classes across multiple states. This is supplemented by Concealed Coalition University (CCU), a monthly subscription video training platform covering defensive living topics; Firearms Legal Protection, a legal defense membership plan offered in three tiers (Guardian, Protector, Family Protector); and an e-commerce shop selling branded gear and accessories including gun cleaning kits, gun bags, gun mats, safety equipment, range kits, and tactical tools. The company also publishes educational books under The Protector's Playbook series by National Training Director Austin Davis, along with free downloadable ebooks on firearm handling, cleaning, and holster selection. All offerings are coordinated through the Concealed Coalition brand to serve law-abiding citizens seeking concealed carry certification, ongoing defensive training, and legal protection.

Differentiator

Problem solved

Functional benefit

Brands

• Concealed Coalition University: Online defensive living video curriculum providing multi-pronged approach to defensive living, covering advanced firearm training, situational awareness, and personal and family defense.
• Firearms Legal Protection
• Behind the Holster

Products and services

• Concealed Carry Permit Training (Online & Local)

Quantifiable outcome

• Over 1,000,000 law-abiding citizens trained across the nation

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and supporting.

• Bass Pro ShopscoreStrategic or Co-development PartnerConcealed Coalition has established training experiences at Bass Pro Shops locations, with Jody Picou serving as the primary trainer for the Concealed Coalition Bass Pro Shops Training Experiences. This partnership provides classroom-based training in Bass Pro Shops retail environments.
• Fairfax NRA RangecoreStrategic or Co-development PartnerPrimary training location partnership for in-person concealed carry classes in the Virginia/Washington DC area. The NRA-affiliated range hosts regular CCW certification courses including Ladies Only classes.
• Hampton InnsupportingChannel Partner/ Reseller/ DistributorHotel partnership for hosting concealed carry training classes at Hampton Inn Salem (450 Litchell Road, Salem, VA) and Hampton Inn and Suites Richmond Short Pump (12341 West Broad Street, Richmond, VA). Venues provide classroom space for certification courses.
• Residence Inn by Marriott Virginia BeachsupportingChannel Partner/ Reseller/ DistributorHotel partnership for hosting concealed carry training classes at the Virginia Beach Residence Inn (221 Bendix Road, Virginia Beach, Virginia, 23452). Venues provide classroom space for certification courses.
• Firearms Legal ProtectioncoreStrategic or Co-development PartnerExclusive partnership to provide legal defense membership plans integrated with Concealed Coalition's training programs. Firearms Legal Protection provides uncapped legal defense, 24/7 attorney hotline, bail bond protection, and related services to Concealed Coalition members. The Protector and Family Protector membership packages are powered by Firearms Legal Protection.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• United States Concealed Carry Association (USCCA): USCCA is the closest comparable, offering self-defense insurance/legal protection memberships bundled with concealed carry training content and a multi-million circulation magazine — directly mirroring Concealed Coalition's training-plus-FLP model and competing for the same CCW permit seeker.
• Gunsite Academy: Gunsite Academy is a long-standing defensive firearms training school in Arizona offering CCW, defensive pistol, and instructor courses — competing at the premium training tier with Concealed Coalition's certified instructor-led offerings.
• SIG Sauer Academy: SIG Sauer Academy is a dedicated firearms training school covering concealed carry, defensive pistol, and use-of-force instruction — directly comparable to Concealed Coalition's in-person and online CCW curriculum, with a similar firearms instructor brand.
• Magpul Dynamics: Magpul Dynamics produces commercial firearms and defensive tactics video training content and live courses — competing with Concealed Coalition University and Concealed Coalition's video-based curriculum for the digital training customer.
• CCW Safe (USCCA Carry Guard): CCW Safe was a dedicated self-defense legal protection membership for CCW holders and is now owned by USCCA — directly comparable to Concealed Coalition's exclusive Firearms Legal Protection offering on the legal-membership side of the bundle.

Broad incumbents

• Springfield Armory: Springfield Armory is a major firearms manufacturer that funds training content and hosts sponsored classes — competing for the same first-time-gun-owner audience through brand-led, content-marketing funnels like Concealed Coalition's.
• Safariland Group: Safariland is a large firearms accessories and training conglomerate offering protective equipment, holsters, and training content — a broader incumbent that competes on the gear and accessories side of Concealed Coalition's e-commerce offering.
• National Shooting Sports Foundation (NSSF): NSSF is the firearms industry trade association that runs national training, retail, and range-development programs — broader than Concealed Coalition but competing for the same instructor certification, range partnerships, and beginner-shooter audience.
• National Rifle Association (NRA) - Training Programs: The NRA operates the largest legacy firearms training infrastructure in the U.S., including NRA Range, certified instructor programs, and curricula that compete with Concealed Coalition's certified-instructor network for the same student demographic.

Others

• Bass Pro Shops / Cabela's: Bass Pro Shops is a Concealed Coalition partner that also offers in-store firearms training and hosts concealed carry classes — adjacent rather than directly competitive, but represents a retail channel partner with adjacent capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheCCCoalition
• YouTubeyoutube.com/@ConcealedCoalition
• Facebookfacebook.com/ConcealedCoalition
• LinkedInlinkedin.com/company/concealedcoalition
• Instagraminstagram.com/ConcealedCoalition

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Concealed Coalition