ShootHouse
ShootHouse is a UK-based provider of firearms training simulation systems (VIPER, DART MAX) and physical shooting range design and build services, serving government, military, and law enforcement clients across Europe and MENA through bespoke enterprise contracts and a VAR partner network.
- Company typePrivate
- Founded2000
- HeadquartersGrantham, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What ShootHouse does
ShootHouse is a UK-based provider of firearms training simulation systems and physical shooting range design and build services, serving government, military, and law enforcement clients in the UK, Europe, and MENA. Its core product is the VIPER Training System (VTS), which supports both laser-based and live-fire training modes using identical courseware, enabling a controlled progression path from simulated to real firearms environments; ancillary offerings include VIPER Lite for entry-level deployments, the InterVid tool for creating branching video scenarios, an After Action Review (AAR) module, and the DART MAX portable simulator. The company also delivers end-to-end range architecture, ballistic protection systems, and construction services for indoor and outdoor shooting ranges, supported by an in-house architect and ballistic specialist.
Revenue is generated primarily through bespoke enterprise contracts — predominantly multi-year hardware and system sales (one-time licence) — supplemented by recurring software/courseware licences, professional services for instructor training and skills transfer, and channel-based distribution through a network of Value-Added Resellers. Customers include Qatari Armed Forces, Dutch Police Academy, Algerian Presidential Guard, Moroccan Royal Gendarmerie, and Moroccan National Police Force, with completed projects across Morocco, Algeria, the Netherlands, and Qatar. The company sells via direct enterprise field sales through competitive government tenders and via channel partners, and is supported by a Global Advisory Council of firearms training and range design experts.
ShootHouse is privately held and founder-controlled by Andy Dann, who established the business in 2000, with no disclosed external institutional investment. Operations are run from Long Bennington, UK by a small team of 1-10 employees that includes family members in executive roles alongside external advisors.
ShootHouse firmographics
Firmographics- Name
- ShootHouse
- Legal name
- ShootHouse
- Website
- https://shoothouse.co.uk
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ShootHouse is a UK-based provider of firearms training simulation systems (VIPER, DART MAX) and physical shooting range design and build services, serving government, military, and law enforcement clients across Europe and MENA through bespoke enterprise contracts and a VAR partner network.
- Ownership category
- akta.pro rank
ShootHouse industry classification
Industry- Product category
- Firearms Training Simulation and Range Solutions
- SIC
- Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)
- akta.pro primary industry
- Modeling, Simulation, Digital Twins & Mission Rehearsal Systems (IMABAOAL)
Keywords
Where ShootHouse is headquartered
LocationHeadquarters
- HQ city
- Grantham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
ShootHouse business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Others
Revenue model
- Simulation Systems (Hardware and Software): Sale of VIPER Training System including laser and live-fire simulators, weapons hardware (Glock, M16, airsoft replicas), hit-detect cameras, PCs, projectors, speakers, and networking infrastructure. Single screen, 2-screen, and 9-screen configurations available.
- Range Design and Construction: Full-service range solutions from initial advice, design, quotation through to construction and range management for both indoor and outdoor ranges. Includes ballistic protection, bullet traps, target mechanisms, and air handling systems.
- Training Software Licences: VIPER courseware and software programmes. VIPER Lite offers entry-level programmes with ability to scale up. VIPER courseware enhancements specific to client requirements.
- Skills Transfer and Training Services: Instructor training and skills/knowledge transfer enabling local instructors to operate systems, create targets, and develop branching training scenarios independently.
- Partner/VAR Arrangements: Strategic partnerships with Value-Added Resellers who distribute and resell ShootHouse products globally.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise solutions with project-based pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
ShootHouse product offering
Product offeringCore offering
ShootHouse provides firearms training simulation systems and physical shooting range design, construction, and project management services primarily for military, law enforcement, and security clients. Their flagship VIPER Training System (VTS) supports both laser and live-fire training modes using identical courseware, enabling natural skill progression from simulated to real environments. They also offer the DART MAX affordable simulation alternative and end-to-end range architecture and build services spanning indoor and outdoor shooting ranges.
Product overview
ShootHouse offers a portfolio of firearms training solutions centred on two core product lines: the VIPER Training System (VTS) and DART MAX. VIPER is the company's flagship simulation platform available in full, Lite, and single/multi-screen configurations, supporting both laser-based and live-fire training with shared courseware for skills progression. DART MAX is a standalone portable simulation training solution designed for affordability and ease of deployment. Complementing the software platforms, ShootHouse provides end-to-end physical range services spanning architecture, build, and project management for indoor and outdoor ranges. Key software features include InterVid for branching video scenario creation and After Action Review for performance analytics.
Differentiator
Problem solved
Functional benefit
Brands
- VIPER Training System (VTS): Core simulation software for firearms training, available in laser and live-fire versions. Allows end users to train with laser weapons or live fire for marksmanship or judgemental training.
- DART MAX
- VIPER Lite
Products and services
- VIPER Training System (VTS) Firearms training simulation system supporting both laser and live-fire training modes using replica weapons or recoil kits with laser pulse detection. Identical software across both training types enables a controlled progression path from simulated laser practice to live ammunition in a ballistically safe environment. Available in single screen, 2-screen, and 9-screen configurations. Designed for military, law enforcement, and security training establishments.
- DART MAX Simulated firearms training system providing realistic, flexible, and cost-effective firearm proficiency and decision-making skills development. Deployable by a single soldier or instructor-led with multiple lanes, weapons, and detailed after-action review at a fraction of traditional system costs. Designed as an affordable alternative to large, expensive simulation systems.
- Range Architecture Services Comprehensive range design and architecture services including concept definition, plan and design, technical and functional specification, and delivered CAD/CAM design documentation. Covers both indoor and outdoor shooting ranges with specialist ballistic expertise for bullet traps, target mechanisms, and air handling systems.
- Range Build and Deploy Services Range construction services including project and programme management, third-party management, client acceptance and sign-off. Covers shoothouses, container ranges, bullet traps, target retrieval systems, and full deployment of indoor and outdoor shooting ranges.
Quantifiable outcome
- Deployment time of 2 months for complete solution including training capabilities
- +2 more outcomes
Companies that use ShootHouse
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
ShootHouse technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
ShootHouse partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- ObsimacoreNorwegian technology partner with world-class expertise in simulation and training solutions. Listed as a longstanding partner on ShootHouse's Partners page.
- Museum of Armed Policing (MOAP/PFOA)corePartnership with Police Firearms Officers Association and Museum of Armed Policing. CEO of PFOA serves on ShootHouse's Global Advisory Council, indicating deep strategic relationship.
- CalytrixcorePartner bringing world-class expertise to ShootHouse's integrated solutions. Longstanding relationship.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
ShootHouse competitors and assessment
Company assessmentBroad incumbents
- CAE: Global leader in modelling, simulation and training for defence, aviation and healthcare. Provides synthetic training environments that overlap with ShootHouse's mission rehearsal and live-fire simulation, but at much larger scale and scope.
- Cubic Corporation: Large US defence prime delivering integrated live, virtual and constructive training solutions for armed forces worldwide. Adjacent to ShootHouse in mission rehearsal and live-fire training, but as part of a much broader portfolio.
- Rheinmetall: German defence prime offering live-fire training centres, target systems and combat training solutions alongside its weapons and vehicle businesses. Overlaps with ShootHouse on range design and ballistic protection for European defence customers.
- Saab: Swedish defence and aerospace company whose Training & Simulation division supplies live and virtual training systems for military customers. Comparable customer base and use cases to ShootHouse, though broader portfolio and deeper resources.
Emerging players
- Zen Technologies: India-based defence training and simulation company offering anti-terrorist driving, firing range, and combat training simulators. Increasingly competing with ShootHouse in emerging markets and at price-sensitive government tenders.
Others
- Calytrix Technologies: Australian provider of synthetic environment and simulation infrastructure software, and a longstanding ShootHouse technology partner. Comparable underlying technology focus but complementary rather than directly competitive.
- Obsima: Norwegian simulation and training specialist listed as a core ShootHouse partner. Builds complementary live, virtual and constructive training capabilities rather than competing head-on.
Direct peers
- Action Target: Provider of shooting range equipment, bullet traps, target retrieval systems and live-fire range design services to law enforcement and military customers. Overlaps directly with ShootHouse's range architecture and ballistic protection offerings.
- Laser Shot: US-based manufacturer of laser-based firearms training simulators and shoot-house systems, serving military, police and commercial ranges. Closely comparable to ShootHouse's VIPER laser and DART MAX product lines for marksmanship and judgemental training.
- InVeris Training Solutions: One of the largest dedicated providers of firearms and virtual training systems for military and law enforcement, including live-fire and simulation ranges. Directly competes with ShootHouse across both simulation software and range design/build for government buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ShootHouse social profiles
Digital presenceShootHouse financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShootHouse leadership team
Management profileNumber of profiles
Profiles5 records
ShootHouse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShootHouse M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ShootHouse
What does ShootHouse do?
ShootHouse provides firearms training simulation systems and physical shooting range design, construction, and project management services primarily for military, law enforcement, and security clients. Their flagship VIPER Training System (VTS) supports both laser and live-fire training modes using identical courseware, enabling natural skill progression from simulated to real environments. They also offer the DART MAX affordable simulation alternative and end-to-end range architecture and build services spanning indoor and outdoor shooting ranges.
Is ShootHouse a public or private company?
ShootHouse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ShootHouse founded?
ShootHouse was founded in 2000. It employs 1 to 10 people.
Where is ShootHouse based?
ShootHouse is headquartered in Grantham, United Kingdom, in the Europe region.
How does ShootHouse make money?
Five revenue lines are on record. Simulation Systems (Hardware and Software) is the primary driver. The others are range Design and Construction, training Software Licences, skills Transfer and Training Services and partner/VAR Arrangements.
Who are ShootHouse's main competitors?
Broad incumbents on record are CAE, Cubic Corporation, Rheinmetall and Saab. Zen Technologies is listed as an emerging player. Others are Calytrix Technologies and Obsima. Direct peers are Action Target, Laser Shot and InVeris Training Solutions.
Does ShootHouse have an API?
No public API is recorded for ShootHouse.
What industry is ShootHouse in?
ShootHouse's product category is Firearms Training Simulation and Range Solutions. Its primary akta.pro industry code is IMABAOAL, Modeling, Simulation, Digital Twins & Mission Rehearsal Systems. Its SIC code is 3812.