Deep River Sporting Clays and Shooting School

What Deep River Sporting Clays and Shooting School does

Deep River Sporting Clays and Shooting School is a privately held outdoor recreational facility founded in 1989 and located on 65 acres of scenic woodlands at 284 Cletus Hall Road in Sanford, North Carolina. The company operates a 13-station sporting clays course reset monthly, a wireless multi-target wobble deck/5-stand practice field, and an 8-lane covered pistol pavilion, supported by a 1,300 sq ft clubhouse with a gear shop, restroom facilities, and meeting spaces for corporate events. It serves individual recreational shooters, families, corporate groups seeking team-building or client entertainment, and competitive shooting enthusiasts, with a Young Guns Club for youth aged 12 and up.

The business generates revenue through a hybrid model combining usage-based course fees, an annual family membership program ($50 initiation + $200/year covering spouse and dependent children under 22), paid private and group instruction (including NC Concealed Carry certification), on-site firearm sales and consignment (15% consignment fee), pro shop merchandise (in-store and via an online storefront), and recurring special events including the annual Clays4Kay fundraiser (12th year, benefiting the Kay Yow Cancer Fund) and the 2026 Fun Shoot Series. Pricing is structured with member and non-member tiers, student/military discounts, and prepaid clay discount cards. Customer acquisition relies on direct-to-consumer channels — walk-in/walk-up visits, social media across six+ platforms, email newsletter, blog content, community events, and corporate outreach.

The facility is led by President Ed Strickland, who took over management in 2020, supported by an Integrator/Operations Manager, multiple NSCA-certified shotgun instructors, USCCA/NRA-certified pistol instructors, gear shop staff, and a marketing/media hire, totaling approximately 16 staff. The company has 500+ active members and serves thousands of annual visitors from the central North Carolina / Southeast U.S. region. Technology integrations are limited to ScoreChaser for tournament scoring and eWaiverPro for digital liability waivers; no AI/ML capabilities are deployed. The business operates as an independent, owner-operated facility with no disclosed venture capital, private equity, parent company, or M&A activity.

Name

Deep River Sporting Clays and Shooting School

Legal name

Deep River Sporting Clays and Shooting School

Website

https://deepriversportingclays.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Deep River Sporting Clays and Shooting School is a privately held, single-location outdoor recreation facility in Sanford, North Carolina, operating a 65-acre sporting clays course, wobble deck, and pistol pavilion, serving individual shooters, families, corporate groups, and competitive enthusiasts with memberships, instruction, and events.

Ownership category

akta.pro rank

Product category

Outdoor Recreational Shooting Facility

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

Keywords

• Sporting clays course
• Shooting instruction services
• Firearms retail sales
• Outdoor recreation facility
• Corporate event venue

Headquarters

HQ city

Sanford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Shooting Course Fees: Fees charged for sporting clays rounds, wobble deck sessions, and pistol pavilion access. Both member and non-member pricing available.
2. Membership Dues: Annual family membership with $50 initiation fee and $200 annual dues. Covers spouse and dependent children under age 22.
3. Pro Shop Merchandise: Online store selling branded merchandise including hats, shirts, Silipints, accessories, and gun care products.
4. Instruction Services: Private and group shooting lessons, NC Concealed Carry handgun courses taught by certified instructors.
5. Gun Sales and Consignment: Shotguns and pistols available for purchase, plus a consignment program selling firearms for a 15% fee.
6. Event Fundraising: Clays4Kay annual fundraiser benefiting Kay Yow Cancer Fund with individual and group registrations, mulligans, and raffle tickets.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Deep River Sporting Clays and Shooting School operates a 65-acre outdoor recreational shooting facility in Sanford, North Carolina, offering a 13-station sporting clays course, a wireless wobble deck/5-stand practice field, and an 8-lane covered pistol shooting pavilion. It runs a professional shooting school with NSCA- and USCCA/NRA-certified instructors delivering private lessons, group coaching, Try-It-Out packages, and NC Concealed Carry certification. Revenue is complemented by an on-site gun room (sales and consignment), a pro shop and online store selling branded merchandise, annual family memberships, and event/facility hosting for corporate outings and fundraisers such as Clays4Kay.

Product overview

Deep River Sporting Clays and Shooting School is a recreational shooting facility offering a unified suite of shotgun and handgun sports. The core offerings are the Sporting Clays Course (65-acre woodland course with 13 stations), Wobble Deck/5-Stand (multi-target wireless practice), and Shooting Pavilion (8-lane pistol range for members). These are supported by the Shooting School providing professional instruction, a Gun Room for firearm sales and consignment, and a Pro Shop/Online Store selling branded merchandise. Additional revenue streams include membership programs, event facilities, special events (Clays4Kay fundraiser, Fun Shoot Series), and discount clay cards. The facility serves both individual shooters and groups seeking corporate or team-building experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Sporting Clays Course A shotgun sport played on a 65-acre wooded course with 13 shooting stations simulating game birds and rabbits. The course is reset monthly for variety and includes 8 Super Sporting stations, with report pairs and varied target presentations offered. Open to the public for recreational and competitive sporting clays.
• Wobble Deck / 5-Stand A raised shooting platform over an international wobble trap offering wireless, multi-target practice with various target presentations including high incomers, crossers, rabbits, and flurries. Includes 8 optional target presentations and is positioned as a practice and warmup field.
• Shooting Pavilion (Pistol Pavilion) An 8-lane covered outdoor pistol range allowing shooting up to 40 yards, accommodating most handgun calibers. The only rifle caliber permitted is .22 rimfire. It is a members-only facility but offers guest access and group bookings with a Range Safety Officer present.
• Shooting School / Instruction Professional instruction including private lessons, group coaching, Try-It-Out packages for shotgun and handgun, and NC Concealed Carry Handgun courses taught by NSCA and USCCA/NRA certified instructors for shooters ranging from beginners to competitors.
• Gun Room / Firearms Sales and Consignment On-site firearm sales featuring shotguns (Caesar Guerini, Fabarm, Syren, SKB) and pistols (Glock, Smith & Wesson, Avidity Arms), plus a consignment program that sells firearms for a 15% fee. Available to shooters and walk-in customers at the Sanford, NC facility.
• Gift Cards Gift cards available in variable amounts for use toward shooting activities, merchandise, and membership at Deep River. Cards never expire.
• Pro Shop Merchandise / Online Store Branded merchandise including hats, apparel (t-shirts, polos, hoodies, quarter-zips), drinkware (Silipints), accessories, and gift cards sold both on-site and online via the e-commerce storefront. Members receive a 15% discount on pro shop merchandise (except firearms).
• Family Membership Program Annual family membership with $50 initiation fee and $200 annual dues covering self, spouse, and dependent children under 22. Benefits include shooting discounts, Shooting Pavilion access, discount cards, 15% off instruction and merchandise, and guest privileges. Memberships pro-rate to March 1.
• Special Clays Discount Cards Prepaid clay target cards available in 500 clays ($234) and 1,000 clays ($380) quantities, offering savings over regular per-clay pricing for shooters who want volume-based discounts.
• Meeting and Event Facilities (Corporate Outings and Team Building) Facilities accommodating corporate outings, team building events, and private parties. Includes 1,300 sq ft clubhouse with covered porch, woodstove, A/C, indoor or outdoor meeting setups, and catering availability. Designed to host mixed-experience groups, including first-time shooters.
• Clays4Kay Fundraiser Event Annual fundraising sporting clays tournament benefiting the Kay Yow Cancer Fund, featuring individual and group registration, mulligans, wobble deck challenge entries, and raffles. Held annually at the Sanford, NC facility.
• Fun Shoot Series (NSCA Monthly Points Race) A year-long NSCA points race consisting of 11 monthly Fun Shoots, with participation and class-finish points tracked via ScoreChaser and year-end cash prizes ($1,000 first place, $300 second, $250 third).
• Try-It-Out Packages (Beginner Experience) Beginner experience package at $50 per person for up to 4 individuals. Includes use of a gun, ammunition, targets, and 45 minutes of instruction for either shotgun or handgun, designed as a low-friction introduction for first-time shooters.
• NC Concealed Carry Handgun Class Reservation-only certification course priced at $90, running 8 AM to 6 PM, combining classroom and live-fire qualification to meet North Carolina Concealed Carry handgun training requirements.
• Young Guns Club (Youth Shooting Program) Youth shooting club for shooters aged 12 and up, providing age-appropriate instruction, supervised activities, and skill development. Headed by the Events Coordinator.

Quantifiable outcome

• 37 years in business serving central North Carolina
• +2 more outcomes

Named customers3 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

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PowerSecurecoreGTM or Marketing Partner · 18 September 2026PowerSecure partnered with Deep River for the 2026 Clays4Kay Fundraiser benefiting the Kay Yow Cancer Fund. The partnership supports cancer research and patient support programs through fundraising events.
• Kay Yow Cancer FundcoreGTM or Marketing PartnerAnnual Clays4Kay fundraiser beneficiary. Deep River has hosted this event for 12 years, raising funds for groundbreaking cancer research and support programs affecting women.
• Gunstores.comminorChannel Partner/ Reseller/ DistributorDeep River serves as a delivery point for Gunstores.com orders. Customers can order from Gunstores.com and have items shipped directly to Deep River.
• National Shooting Sports Foundation (NSSF)minorGTM or Marketing PartnerDeep River displays NSSF association on their website, indicating membership and alignment with industry trade organization.
• Central Carolina Community College (CCCC) FoundationminorOthersDeep River partners with CCCC Foundation to offer the Targeted Talent Scholarship supporting students with demonstrated talent and need in the local community.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bass Pro Shops: Large US outdoor retailer operating in-store shooting ranges, hunting and shooting merchandise, and broader outdoor experiences. Comparable as a broader outdoor recreation and firearms retail operator that overlaps with Deep River's gear shop and shooting experience offerings, though at much larger scale and as part of a wider retail portfolio.
• National Shooting Complex: Largest NSCA-operated multi-discipline shooting facility in the US, located in San Antonio, TX. Comparable as a destination shooting facility hosting sporting clays, 5-stand, and other shooting sports with national-level event programming — a much larger incumbent in the same product category.

Direct peers

• GAT Guns: Michigan-based shooting sports destination combining indoor range, firearms retail, instruction, and outdoor shooting options. Comparable as an integrated range-retail-instruction operator with a similar product bundle — though heavier on indoor range and retail than Deep River's outdoor sporting clays focus.
• Crooked Creek Sporting Clays: Sporting clays and shotgun instruction facility in Dobson, NC with course play, lessons, and event hosting. Comparable as another in-state NC destination with the same shotgun-sports-led business model and instructor-driven operations.
• Plum Creek Sporting Clays: Sporting clays and 5-stand destination in Marne, MI with instruction and league play. Comparable Midwest destination operating a similar course-plus-instruction model with NSCA-style programming and corporate/group event hosting.
• Birdwood Sporting Clays at Farmington Country Club: Premier Virginia sporting clays course hosted at Farmington Country Club in Charlottesville, VA. Comparable as a destination sporting clays facility with instruction, course play, and event hosting at similar scale and member/non-member pricing structure.
• Five Star Sporting Clays: Sporting clays destination in Mocksville, NC operating a multi-station course with instruction and NSCA-style event programming. Directly comparable as a North Carolina competitor offering similar sporting clays rounds, lessons, and member/non-member pricing at overlapping regional scale.

Regional players

• Shoot Straight: Florida-based chain of indoor shooting ranges combined with firearms retail and instruction. Comparable as a multi-location range-and-retail operator with similar product bundling, although primarily indoor-focused and serving a different Southeast sub-region than Deep River.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/DeepRiverSC
• YouTubeyoutube.com/channel/UC3ajizFfj999zsXxjKSZOOw
• Facebookfacebook.com/100051581502538
• LinkedInlinkedin.com/company/deep-river-sporting-clays-&-shooting-school
• Instagraminstagram.com/deepriversportingclays
• TikToktiktok.com/@deep_river_sc
• Pinterestpinterest.com/DeepRiverSC

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Deep River Sporting Clays and Shooting School