What Bisley Sporting Group does

Bisley Sporting Group is a family-owned UK operator of clay pigeon shooting grounds, running two sites: Bisley Pay & Play in Surrey and Bisley at Braidwood in the Scottish Borders. The group serves individual recreational shooters, corporate groups, members, and shooting newcomers (including youth and female-targeted programs), with activity options spanning clay shooting, rifle and air rifle ranges, VR shooting simulation, and instructor-led lessons delivered by CPSA- and APSI-qualified coaches.

The physical estate is the core asset. The Surrey ground operates 22 automated stands across more than 3,000 acres of woodland, supporting both Pay & Play and structured corporate hospitality. The Braidwood site carries a 5-star Visit Scotland quality assurance rating and offers a similar mix of clay, rifle, and VR formats. Operational differentiation is anchored in instructor credentials (including international competitive pedigree) and the Bisley brand's historical association with UK shooting sports heritage rather than in proprietary technology.

The business model combines several revenue streams: per-person Pay & Play pricing (typically £25-£110 per participant), paid lessons, corporate events accommodating up to ~300 guests, annual membership subscriptions, on-site catering and hospitality, gift cards, a loyalty points scheme, and an online equipment retail channel via guntrader UK. The company is privately held with no disclosed financials, and growth has historically been funded organically through reinvestment and site expansion (notably the 2014 Braidwood opening).

Name

Bisley Sporting Group

Legal name

Bisley Sporting Group

Website

https://bisleyshooting.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bisley Sporting Group is a family-owned UK operator of two clay pigeon shooting grounds (Surrey and Scottish Borders) serving individual recreational shooters, corporate groups, members, and shooting newcomers with clay, rifle, and VR-based shooting experiences.

Ownership category

akta.pro rank

Product category

Sporting Shooting & Recreational Facilities

NAICS

Golf Courses and Country Clubs (713910), Golf Courses and Country Clubs (71391)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

Keywords

• Clay pigeon shooting
• Sporting clays ground
• Shooting instruction
• Corporate shooting events
• Simulated game shooting

Headquarters

HQ city

Bisley

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Pay & Play Sessions: Self-service clay pigeon shooting for certificate holders and beginners with instructor support. Customers shoot automated layouts with clays and cartridges included in per-session pricing.
2. Lessons and Tuition: Professional instruction services including individual and group lessons. Includes gun hire, hearing protection, and public liability insurance. Buy 5 Get 1 Free package available.
3. Membership Program: Annual membership providing discounted rates on shooting sessions, special offers, and priority booking access.
4. Corporate and Private Events: Group shoots, team building events, hen/stag parties, and corporate events with bespoke packages including catering.
5. Oscar's Cafe & Catering: On-site restaurant and catering services at Bisley at Braidwood offering home-cooked meals for event participants.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Bisley Sporting Group operates two award-winning UK clay pigeon shooting grounds (Surrey and Scottish Borders) delivering clay shooting lessons, automated Pay & Play sessions, corporate and private events, rifle and air rifle ranges, virtual reality shooting, membership programmes, youth and ladies programmes, and on-site catering. The business serves shooters of every experience level from complete novices to Olympic medallists through direct physical-venue sales.

Product overview

Bisley Sporting Group operates two award-winning clay pigeon shooting grounds in the UK: Bisley Pay & Play in Surrey and Bisley at Braidwood in the Scottish Borders. The core offering centers on clay shooting experiences ranging from beginner lessons to competitive registered shoots. At Bisley at Braidwood, the service portfolio expands to include rifle shooting range, air rifle shooting, and virtual reality shooting as alternative disciplines. Additional offerings include private and corporate events, youth programs (Young Shots), ladies-specific events, monthly club competitions, catering services (Oscar's Cafe), and an online gun shop. Membership programs provide discounted access across both locations. The business positions itself as serving all experience levels from complete novices to Olympic medallists.

Differentiator

Problem solved

Functional benefit

Products and services

• Bisley Pay & Play – Surrey Clay pigeon shooting ground in Surrey featuring 22 fully automated stands with up to 6 traps each, including some of the highest towers in the country, offering automated Pay & Play facilities, lessons and membership options for shooters of all levels.
• Bisley at Braidwood – Scotland Clay pigeon shooting ground in the Scottish Borders set in the Alewater Valley with views of the Eildon Hills, described as Scotland's Largest Sporting Clays ground, offering clay shooting, rifle range, air rifle shooting, VR shooting, monthly club shoots, Ladies Days, Young Shots, catering and corporate events.
• Clay Shooting Lessons Professional clay pigeon shooting instruction for beginners to expert shots, with individual or group options, including gun hire, hearing protection, and public liability insurance. A Buy 5 Get 1 Free package is available.
• Pay & Play Self-directed clay shooting experience for certificate holders and their guests, featuring automated trap systems and a variety of target presentations on a per-clay basis.
• Membership Annual membership providing discounted shooting rates, special offers, and priority booking access at both Bisley Pay & Play (Surrey) and Bisley at Braidwood (Scotland) locations.
• Rifle Shooting Range Indoor rifle shooting facilities available at Bisley at Braidwood in the Scottish Borders for shooters seeking an alternative discipline to clay shooting.
• Air Rifle Shooting Air rifle shooting facilities at Bisley at Braidwood, suitable for beginners and experienced shooters as part of the alternative disciplines on offer.
• Virtual Reality Shooting VR simulator shooting experience at Bisley at Braidwood offering an immersive alternative shooting discipline, bundled into the 3 Discipline Day package.
• Private & Corporate Events Bespoke clay pigeon shooting events for groups of 10 to over 300 guests including Group Shoots (25-100 clays), 75 Clay Day (£85/person), 100 Clay Day (£99/person), and 3 Discipline Day (£110/person) packages, all with tuition, gun hire, catering and prizes included.
• Young Shots Clay shooting and air rifle events for 10-17 year old boys and girls at £55 per child, including safety training, tuition, gun hire, safety equipment and lunch in the clubhouse.
• Ladies Days Female-focused full-day clay shooting events with expert instruction and cream tea and cake, welcoming all experience levels in a supportive environment.
• Monthly Club Shoots Regular 100-bird open clay shoots at Bisley at Braidwood with competition scoring and prizes for experienced shooters (£44 for non-members, £38 for members).
• Oscar's Cafe & Catering On-site cafe and catering services at Bisley at Braidwood offering home-cooked meals for individual visitors and event participants, holding Visit Scotland's Taste Our Best quality assurance.
• Hen & Stag Party Clay Pigeon Shooting Clay pigeon shooting experiences designed for hen and stag parties at Bisley at Braidwood, accommodating private group celebrations.
• Online Gun & Rifle Shop Partner online gunroom at Bisley at Braidwood via Guntrader UK offering firearms and equipment sales.
• Online Vouchers Gift vouchers and e-gift cards for shooting experiences, lessons, and events at Bisley locations, minimum £20 value, valid for 2 years and redeemable across all Bisley Shooting Group companies.
• SCTA Registered Shoots Scottish Clay Target Association registered competitions at Bisley at Braidwood, including South Area Championships and NSP 100 events, providing officially recognised competitive shooting.
• Late Night Summer Shoots Seasonal 50-bird open clay shoot at £25 per entry from 3pm with last entry 6pm, with cash prizes available, running during summer months.

Quantifiable outcome

• Winner - Best Shooting Ground 2020 (Shooting Times, Sporting Gun, Shooting Gazette, ShootingUK)
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Ale Water ValleyminorStrategic or Co-development PartnerTourism partnership with Ale Water Valley association representing outdoor pursuits businesses in the Scottish Borders area. Ale Water Valley promotes Bisley at Braidwood as part of their partner network for outdoor activities.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Holland & Holland: Iconic London shooting ground and shotgun manufacturer offering clay shooting lessons, simulated game days, and bespoke firearms. Comparable premium positioning and corporate hospitality model to Bisley.
• Oxford Gun Company: Oxfordshire shooting ground offering clay and game shooting tuition, simulated game days, and gun retail. Named direct competitor in Bisley's 2020 awards shortlist.
• Royal Berkshire Shooting School: Premium clay and game shooting school in Berkshire offering lessons, simulated game days, hospitality, and gun shop. Closely comparable full-service UK shooting ground.
• Ladyswood Shooting School: Warwickshire clay shooting school providing lessons, simulated game days, and corporate packages. Direct competitor named alongside Bisley in the 2020 awards shortlist.
• Barbury Shooting School: Wiltshire-based shooting school offering clay shooting, simulated game days, and corporate events from a country estate setting. Directly comparable multi-discipline shooting venue model.
• Ian Coley Shooting: Award-winning clay shooting ground in Gloucestershire offering lessons, Pay & Play, corporate events and gun shop. Direct competitor named in Bisley's 2020 Best Shooting Ground voting.
• High Lodge Leisure Ltd: Suffolk-based country leisure complex offering clay shooting, fishing, and outdoor activities on a multi-purpose estate. Comparable multi-activity outdoor leisure venue with shooting as a core pillar.
• EJ Churchill Shooting Ground: Buckinghamshire-based shooting school and country pursuits venue offering high-end clay shooting, gun making, and corporate hospitality. Named direct competitor to Bisley in 2020 awards.
• West London Shooting School: Premier London-area shooting school offering clay and game shooting lessons, simulated game days, and corporate events. Direct competitor in the same Best Shooting Ground 2020 shortlist.
• Bywell Shooting Ground: Northumberland clay shooting ground offering lessons, registered competitions, and corporate events. Named direct competitor in the 2020 Best Shooting Ground public vote.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BisleyShooting
• Facebookfacebook.com/BisleyPayandPlay
• Instagraminstagram.com/bisleyshootinggroup
• LinkedInlinkedin.com/company/bisley-sporting-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Bisley Sporting Group