Champions Choice

What Champions Choice does

Champion's Choice is a privately held, US-based specialty e-commerce retailer founded in 1981 that focuses on precision and competitive shooting sports equipment. The company operates an online storefront at champchoice.com powered by Sana Commerce, offering a catalog of 1,000+ SKUs across nine categories: precision firearms (target smallbore rifles, biathlon rifles, sporter rifles, target pistols, barreled actions, magazines, stocks), airguns, ammunition and reloading supplies, ISSF/NRA-certified shooting apparel, range equipment, optics and sights, cleaning supplies, gifts, and a closeout/pre-owned section. Premium European brands such as Anschutz, Feinwerkbau, Walther, Pardini, and Steyr are stocked alongside a proprietary Champion's Choice private label.

The business model is direct-to-consumer e-commerce with one-time product sales at unit pricing, ranging from $3 accessories to $7,795 premium firearms; high-value items are sold via assisted phone ordering. Ammunition is shipped UPS only to the lower 48 US states, with additional compliance requirements for CA, CT, IL, NJ, MA, NY, and DC. The company maintains a content and event presence, including recurring Reloading Workshops and a multi-decade physical presence on Commercial Row at Camp Perry, Ohio, the central venue for the US National Matches.

Name

Champions Choice

Legal name

Champion's Choice

Website

https://champchoice.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Champion's Choice is a privately held US e-commerce retailer, founded in 1981, that sells precision firearms, airguns, ammunition, reloading supplies, ISSF shooting apparel, and range equipment to competitive target shooters, biathlon athletes, and recreational shooters.

Ownership category

akta.pro rank

Product category

Shooting Sports Equipment Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industry

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)

Keywords

• Competitive shooting equipment
• Precision firearms retail
• Smallbore rifles
• Reloading supplies
• Shooting apparel

Headquarters

HQ city

La Vergne

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: E-commerce retail of precision shooting sports equipment including firearms, airguns, ammunition, reloading supplies, shooting apparel, range equipment, optics, and accessories. Revenue generated through one-time product transactions at stated prices. No subscription or recurring revenue model indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Champion's Choice is a specialty e-commerce retailer founded in 1981 that sells precision and competitive shooting sports equipment directly to consumers. The catalog spans firearms (target smallbore rifles, biathlon rifles, sporter rifles, target pistols, barreled actions, magazines, and grips), airguns (rifles, pistols, and PCP filling equipment), ammunition and reloading supplies, ISSF/NRA-certified shooting apparel, range equipment, optics, and cleaning supplies, stocking premium European brands such as Anschutz, Feinwerkbau, Walther, Pardini, and Steyr alongside its own Champion's Choice private label.

Product overview

Champion's Choice is a specialized e-commerce retailer focused on competitive and precision shooting sports. The company operates as an online storefront powered by Sana Commerce, offering an extensive catalog across nine main product categories: Firearms (precision rifles, pistols, and accessories), Airguns (rifles, pistols, and filling equipment), Ammo & Reloading (ammunition, bullets, and reloading supplies), Shooting Apparel (ISSF and NRA certified jackets, trousers, and accessories), Range Equipment (cases, rests, targets, and timing devices), Optics & Sights (scopes, binoculars, and sighting systems), Cleaning Supplies, Gifts, and a dedicated Closeout/Used section. The product portfolio emphasizes Olympic and competitive shooting disciplines including smallbore rifle, biathlon, and precision pistol shooting. Brands stocked include Anschutz, Feinwerkbau, Walther, Pardini, Steyr, and their own Champion's Choice private label.

Differentiator

Problem solved

Functional benefit

Products and services

• Firearms

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HSM (Custom for CC)coreTechnology or IntegrationCustom ammunition manufacturing relationship where HSM produces branded ammunition exclusively for Champion's Choice. Products include .45 ACP and .38 Special match ammunition sold under the HSM Custom for CC label.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• OpticsPlanet: Online retailer specializing in optics, firearms accessories, and shooting gear. Comparable because it overlaps with Champion's Choice's optics/sights, range equipment, and accessories categories, serving similar enthusiast customers.
• Cheaper Than Dirt: Online firearms, ammunition, and shooting accessories retailer. Comparable because it sells firearms and ammunition via DTC e-commerce and competes for price-sensitive recreational and target shooters.
• Pyramyd Air: Specialty airgun retailer carrying air rifles, air pistols, pellets, and PCP accessories. Comparable because Champion's Choice carries a substantial airgun category (77+ rifles, 49+ pistols) and both retailers compete for the dedicated airgun and target-shooting customer.
• EuroOptic: Specialty retailer focused on precision riflescopes, night vision, and high-end European optics and rifles. Comparable because it serves the same precision/target shooting customer, stocking premium European optics and rifles (Zeiss, Swarovski, Schmidt & Bender) that overlap with Champion's Choice's premium assortment.
• Graf & Sons: Family-owned reloading and shooting sports retailer with deep ammunition and reloading component catalogs. Comparable because it competes in the same reloading-supply niche and serves competitive shooters with similar product depth.
• Natchez Shooters Supplies: U.S. mail-order and online shooting sports retailer carrying firearms, ammunition, reloading, optics, and apparel. Comparable because it competes for the same DTC competitive/recreational shooter customer across overlapping product categories.
• Brownells: Long-standing firearms parts, accessories, reloading, and gunsmithing retailer serving serious shooters and gunsmiths. Comparable because it shares Champion's Choice's focus on enthusiast/precision segments, reloading, and accessories with deep SKUs and a private-label approach.

Broad incumbents

• Sportsman's Warehouse: Multi-store U.S. sporting goods chain with deep firearms, ammunition, optics, and hunting categories. Comparable as a broader incumbent competing for the same shooting sports buyer, though without Champion's Choice's precision-shooting specialization.
• Midway USA: Largest U.S. direct-to-consumer shooting sports retailer offering firearms, ammunition, reloading, and accessories. Comparable because it competes for the same competitive and recreational shooter segments across a much broader catalog, often at competitive pricing.
• Scheels: Large U.S. sporting goods retailer with strong firearms, optics, and shooting sports departments. Comparable as a broad incumbent sporting goods retailer that carries competing product lines across firearms, apparel, and optics, though without competitive-shooting specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/champschoicene
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/champions-choice

Revenue estimate

Valuation estimate

Number of profiles

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 Champions Choice