Student of the Gun

What Student of the Gun does

Student of the Gun is a privately held firearms education and media company operating as Student of the Gun LLC out of Biloxi, Mississippi. The company produces multi-format instructional content — video programming distributed via Roku, Apple TV, Amazon Fire TV, and a proprietary Juxxi channel; a weekly radio show/podcast with over 1,300 episodes on iHeartRadio, TuneIn, iTunes, Stitcher, SoundCloud, and YouTube; written articles on studentofthegun.com; and authored books and DVDs — aimed at firearms enthusiasts, concealed carry permit holders, Second Amendment advocates, and parents seeking guidance on raising children around firearms. The founder, Paul G. Markel, is a U.S. Marine veteran, former police officer, professional bodyguard, and certified small arms and tactics instructor; the brand is built on his personal credentials and content output.

The business generates revenue through a diversified mix of streams: subscription membership (Grad Program, annual billing), paid online and in-person training (Home Study and Residency programs at sotgu.com), branded merchandise and training gear via the SOTG Gear e-commerce store, ad-supported podcast media, streaming licensing royalties, one-time sales of books and instructional DVDs, and affiliate/referral commissions. GTM is direct-to-consumer, using multi-channel content marketing (podcast, video, blog, newsletter, social media on Facebook, X, Instagram, YouTube, Pinterest, Parler, and Discord) to funnel audiences into the Grad Program membership and paid training. The company has no proprietary technology, no disclosed funding, and operates with 1–10 employees.

Name

Student of the Gun

Legal name

Student of the Gun LLC

Website

https://studentofthegun.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Student of the Gun is a privately held firearms education and media company producing video, podcast, articles, books, and in-person training aimed at firearms enthusiasts, concealed carry permit holders, Second Amendment advocates, and parents, monetized through membership, courses, merchandise, and sponsorships.

Ownership category

akta.pro rank

Product category

Firearms Education and Training

NAICS

Other Technical and Trade Schools (611519), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

Keywords

• Firearms education
• Concealed carry training
• Self-defense training
• Firearms media content
• Tactical training

Headquarters

HQ city

Biloxi

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales

Revenue model

1. Grad Program Membership: Subscription-based membership program offering exclusive content, training resources, and community access for firearms enthusiasts and concealed carry permit holders.
2. Training Courses: Online and in-person training programs including Home Study and Residency programs covering firearms handling, self-defense, and tactical skills.
3. E-commerce / Merchandise: Sale of branded merchandise, training gear, books, targets, apparel, and related products through the Student of the Gun Gear online store.
4. Content Licensing / Streaming: Video content distributed through streaming platforms including Juxxi, Roku, Apple TV, and Amazon Fire TV apps.
5. Media Content / Podcast: Radio show/podcast content distributed across iHeartRadio, TuneIn, iTunes, Stitcher, SoundCloud, and YouTube.
6. Books and Publications: Sale of authored books including 'Faith and the Patriot', 'The Patriot Fire Team', 'Student of the Gun, a beginner once, a student for life', and 'Team Honey Badger: Raising Fearless Kids in a Cowardly World'.
7. DVDs and Educational Media: Sale of instructional DVDs such as 'ARMED LIVING: Concealed Carry in an Uncertain World' covering gear selection, lawful use of force, and post-encounter procedures.
8. Affiliate/Referral: Participation in affiliate programs including Amazon Services LLC Associates Program, earning commissions from product sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Student of the Gun is a firearms education company that produces and distributes a television program teaching novice firearms operators how to operate guns, gear, and related equipment. Beyond TV programming, it operates a weekly radio show/podcast, online and in-person training programs (Home Study and Residency), a premium membership program (Grad Program), authored books and instructional DVDs, and a branded merchandise e-commerce store. Content is delivered across owned websites, streaming apps, podcast networks, and social platforms.

Product overview

Student of the Gun is a firearms education company offering a multi-platform content ecosystem centered on video programming, podcasts, and in-person/residency training programs. The core offerings include Student of the Gun TV (video content distributed via Juxxi, Roku, Apple TV, and Amazon Fire TV), Student of the Gun Radio (podcast available on major platforms), and the Grad Program (premium membership). Supplementary offerings include Home Study and Residency training programs, published books by founder Paul Markel (including Team Honey Badger and ARMED LIVING DVD), and a merchandise shop (Student of the Gun Gear). A free 7 Training Tips course provides entry-level training content with certificate of completion.

Differentiator

Problem solved

Functional benefit

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• FroglubeminorGTM or Marketing PartnerSponsorship relationship. Froglube is a brand specializing in firearms cleaning and lubrication products. Listed as a sponsor on the Student of the Gun website.
• EOTECHminorGTM or Marketing PartnerSponsorship relationship. EOTECH manufactures holographic sights and accessories for firearms. Listed as a sponsor on the Student of the Gun website.
• Hi-Point FirearmsminorGTM or Marketing PartnerSponsorship relationship. Hi-Point Firearms manufactures pistols and carbines. Listed as a sponsor on the Student of the Gun website.
• MKS SupplyminorGTM or Marketing PartnerSponsorship relationship. MKS Supply is a firearms distributor. Listed as a sponsor on the Student of the Gun website.
• Full Forge GearminorGTM or Marketing PartnerSponsorship relationship. Full Forge Gear is a tactical gear manufacturer. Listed as a sponsor on the Student of the Gun website.
• Inland ManufacturingminorGTM or Marketing PartnerSponsorship relationship. Inland Manufacturing is an firearms manufacturer. Listed as a sponsor on the Student of the Gun website.
• 4-H Shooting SportsminorStrategic or Co-development PartnerCommunity partnership. Founder Paul Markel has worked actively with the 4-H Shooting Sports program for youth firearms education and development. Referenced in article content.

Recent moves6 records

Expansion highlights5 records

Direct peers

• USCCA (US Concealed Carry Association): USCCA is a direct peer offering concealed carry education, self-defense training, and membership benefits to civilian firearms owners. Both monetize through subscription memberships and educational content aimed at concealed carry permit holders — overlapping customer base and value proposition.
• Lucky Gunner: Lucky Gunner combines firearms training media content (blog articles, videos, guides) with retail ammunition sales. Both serve novice firearms operators seeking education, though Lucky Gunner's primary monetization is ammunition retail versus SOTG's subscription/training focus.
• Front Sight Firearms Training Institute: Front Sight is a firearms training facility offering in-person defensive handgun, rifle, and shotgun courses to civilians. Both deliver structured firearms training programs with credentialed instructors, though Front Sight focuses on destination/residential training versus SOTG's digital-first model.
• Pew Pew Tactical: Pew Pew Tactical is a firearms education media brand producing reviews, training content, and concealed carry guides for civilian gun owners. Both companies target novice-to-intermediate firearms operators through digital content and serve as educational resources in the concealed carry training journey.
• Magpul Dynamics: Magpul operates Magpul Dynamics, a firearms training video series featuring professional instructors, alongside its firearms accessories business. Both produce instructional firearms training content with credible instructors for civilian and professional audiences.
• The Truth About Guns: The Truth About Guns is a firearms media site covering news, reviews, and training commentary for civilian gun owners. It competes for the same firearms enthusiast audience through articles, video, and editorial content focused on responsible gun ownership and Second Amendment topics.

Broad incumbents

• Guns & Ammo: Guns & Ammo is an established firearms media brand with magazines, video content, and digital properties covering training, gear, and hunting. It competes with SOTG for firearms enthusiast audiences across multiple content formats while operating at much larger scale.
• National Shooting Sports Foundation (NSSF): NSSF is the firearms industry trade association providing education, training resources, and safety programs. It overlaps with SOTG on firearms safety education and concealed carry training content while operating at industry scale rather than as a niche consumer brand.
• NRA (National Rifle Association): The NRA is the largest established firearms advocacy and training organization in the US, offering educational content, instructor certification, and media programming. While much broader in scope (lobbying, ranges, magazines), it competes with SOTG for the same firearms enthusiast audience and training mindshare.

Emerging players

• Handgun Combatives / Active Self Protection (John Correia): Active Response Training (John Correia of Active Self Protection) is a firearms and self-defense educator offering video content, books, and training courses. Both target civilians seeking practical self-defense firearms education through digital-first delivery and credentialed instructor-led content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/studentofthegun
• YouTubeyoutube.com/user/StudentOfTheGunTV
• Facebookfacebook.com/studentofthegun
• Instagraminstagram.com/studentofthegun
• Pinterestpinterest.com/studentofthegun/student-of-the-gun

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Student of the Gun