What Shooting UK does

Shooting UK operates as a multi-platform consumer media brand built around Shooting Times & Country Magazine, a weekly publication established in 1882 and billed as the UK's leading title for shooting and countryside enthusiasts. The core product is a 52-issue-per-year magazine offered in print and digital editions, accompanied by the ShootingUK.co.uk website covering news, gear reviews, buying guides, gundog content, recipes, events, and competitions. Subscriber-only benefits include public liability insurance for shooting activities and downloadable permission slips, designed to raise switching costs beyond the headline subscription price.

The underlying platform is a standard publishing technology stack: WordPress CMS for web content, Dot Digital and Mailchimp for email marketing, Google Analytics for traffic measurement, and Stripe, PayPal, and Clearpay for payment processing. Mobile apps are available on iOS and Android, and digital editions are also distributed through three third-party platforms — Pocketmags, Readly, and PressReader — extending reach beyond the UK domestic market. The group operates six wholly-owned sub-brands (Gundog Journal, Fieldsports Journal, Airgun World, Rifle Shooter, Sporting Gun, Trout & Salmon) under Time Well Spent Group Limited, broadening category coverage across adjacent shooting disciplines.

Revenue is generated through four streams: recurring magazine subscriptions (the primary motion, offered at discount off cover price with annual billing), print and digital advertising sold to brands targeting the shooting and countryside community, sponsored competitions and giveaways that drive newsletter sign-ups, and one-time sales of books, single issues, and merchandise through an online shop. The audience is concentrated (95% male, average age 59, 150,000+ combined social media followers) and described as affluent and experienced, with secondary reader segments including professional gamekeepers and, on the B2B side, shooting-industry brands purchasing advertising inventory.

Name

Shooting UK

Legal name

Time Well Spent Group Limited

Website

https://shootinguk.co.uk

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

11–50 employees

Short description

Shooting UK is a UK consumer media brand publishing Shooting Times & Country Magazine, a weekly since 1882 serving affluent shooting and countryside enthusiasts via print, digital editions, mobile apps, and a content-led website.

Ownership category

akta.pro rank

Product category

Sporting Magazines

NAICS

Periodical Publishers (513120)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Sports & Recreation Magazines (MPAJAEAJ)

Keywords

• Shooting sports content
• Countryside magazine
• Shooting gear reviews
• Game shooting news
• Country pursuits publishing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Magazine Subscriptions: Weekly and annual magazine subscriptions for Shooting Times & Country, offering print and digital editions. Subscribers receive 52 issues annually with discounts off shop price and exclusive benefits including public liability insurance and downloadable permission slips.
2. Advertising: Print and digital advertising opportunities for brands targeting the shooting and countryside community. The publication reaches a seasoned and affluent demographic with over 140 years of heritage.
3. Competitions and Giveaways: Regular competitions and giveaways sponsored by third-party brands, generating engagement and newsletter sign-ups.
4. Goods Sales: Sale of books, single magazine issues, and merchandise through the online shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Shooting UK publishes the weekly Shooting Times & Country Magazine (52 issues per year, established 1882) covering shooting disciplines, gundogs, gear reviews and countryside lifestyle content. The brand operates the ShootingUK.co.uk website and digital magazine apps (iOS and Android), and sells books, single issues and merchandise through an online shop, with subscriber benefits including public liability insurance and downloadable permission slips.

Product overview

Shooting UK operates as a multi-platform media brand built around Shooting Times & Country Magazine, the UK’s leading weekly shooting and countryside publication established in 1882. The core offering is the print and digital magazine (52 issues annually), complemented by the ShootingUK.co.uk website which delivers news, gear reviews, buying guides, and competitions across categories including Airguns, Rifles, Shotguns, Gear, Recipes, Events, and Gundogs. Subscriber benefits include public liability insurance for shooting activities and downloadable permission slips for shoots. The magazine app provides iOS and Android access to digital editions.

Differentiator

Problem solved

Functional benefit

Products and services

• Shooting Times & Country Magazine The UK's leading weekly print magazine for shooting and countryside enthusiasts, offering expert insights into shooting disciplines (game shooting, rough shooting, pigeon shooting, wildfowling, deer stalking), gundog training, conservation features and game cooking recipes. Published 52 issues per year.
• ShootingUK.co.uk Website Digital platform providing news, gear reviews, buying guides, competition entries and articles covering shooting sports, gundogs and countryside topics, with sections for Airguns, Rifles, Shotguns, Gear, Recipes, Events and Competitions.
• Shooting Times & Country Digital Edition Electronic version of the print magazine accessible via digital devices, distributed through the Shooting Times & Country app for iOS and Android, and via Pocketmags, Readly and PressReader.
• Shooting UK Online Shop Online shop selling books, single magazine issues and merchandise related to shooting and countryside pursuits.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Field: Long-established UK magazine covering country sports including shooting, fishing, and rural lifestyle. Heritage countryside periodical with overlapping subscriber base and similar demographic, competing for shooting and countryside advertising.
• Sporting Shooter: UK shooting sports magazine and digital site covering game, clay, and rough shooting. Closely comparable periodical offering to Shooting UK, with similar editorial coverage of disciplines, gear reviews, and subscriber benefits.
• Fieldsports Channel: UK-based fieldsports video, magazine, and digital publisher covering shooting, hunting, and fishing. Closely comparable multi-platform media brand serving the same UK countryside and shooting community with overlapping editorial scope.
• Clay Shooting Magazine: UK magazine focused on clay shooting competitions, gear, and venues. Directly comparable niche publication within shooting sports media; covers part of the same audience and competes for clay-shooting advertising spend.
• Shooting Gazette: UK-based shooting sports magazine and website covering game shooting, clay shooting, and firearms. Direct competitor to Shooting Times & Country in the same UK weekly/periodic shooting publication niche, serving overlapping subscribers and competing for the same advertising budget.

Broad incumbents

• Country Life: Iconic UK weekly covering rural life, property, and country pursuits including some shooting coverage. Larger, more general countryside publication competing for the same affluent rural demographic and premium advertising budget.
• BBC Countryfile Magazine: Mass-market UK countryside and rural lifestyle magazine spun off from the BBC Countryfile TV show. Overlaps with Shooting UK's countryside audience but is broader in scope and significantly larger in circulation, competing for adjacent advertiser interest.

Regional players

• Outdoor Life: Established US hunting and shooting magazine with multi-platform presence. Comparable publishing format and shooting/hunting editorial coverage but primarily US-focused audience, useful as a North American benchmark for niche sport-publishing models.
• Guns & Ammo: Major US firearms and shooting sports magazine and digital publisher. Comparable periodical product in firearms and shooting media but serves primarily a US audience; relevant for cross-market advertising benchmarks and editorial format comparisons.
• Countryside Alliance: UK campaigning organisation for rural pursuits including shooting, hunting, and farming, with associated magazine and member communications. Comparable in audience focus on the shooting and countryside community but operates primarily as advocacy rather than commercial publishing.

Market position

Strengths5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/shootinguk
• YouTubeyoutube.com/user/ShootingTimesUK
• Facebookfacebook.com/ShootingTimesUK
• Instagraminstagram.com/shootingtimesuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Shooting UK