Shoot Steel

What Shoot Steel does

Shoot Steel (ShootSteel.com) is a US-based direct-to-consumer manufacturer of abrasion-resistant steel shooting targets, founded in 2009 and headquartered in Elk River, Minnesota. The company produces AR500, AR550, and AR400 steel targets in 3/8", 1/2", and 3/4" thicknesses, covering calibers from .22 rimfire through .50 BMG, alongside reactive target systems (Texas Star, Dueling Tree, Pepper Poppers, Plate Racks, Spinners), competition-formatted targets built to USPSA and Steel Challenge specifications, stands and hangers (including a referenced patented T-Post Hanger), and accessories such as rubber chain kits, gong stands, and target paint. Manufacturing relies on CNC laser-cutting, which the company markets as preserving hardness at the plate edge and producing cleaner perimeters than plasma-cut alternatives. All products are made in the USA from certified Swedish AR500 and AR550 steel, and the Texas Star features a proprietary Quick-Tune Spring System for adjustable paddle-release tension.

The company sells exclusively through its own e-commerce storefront at shootsteel.com, with no third-party resellers, distributors, or retail footprint. Pricing is unit-based and ranges from approximately $15 for small steel gongs to over $899 for full reactive systems, with free shipping on orders over $250 and special promotions for law enforcement, veterans, and active-duty military customers. The customer mix spans private gun owners, commercial shooting range operators, law enforcement agencies, and active-duty military buyers, with a secondary push into competitive shooters serving USPSA, Steel Challenge, 3-Gun, and IDPA disciplines.

Shoot Steel operates as a privately held, bootstrapped business with no disclosed external investors, funding rounds, or institutional ownership. The company runs content marketing through a blog, YouTube product demonstrations, and active Facebook and Instagram accounts, alongside SEO-driven organic search traffic. There is no disclosed headcount, no revenue disclosure, and operations appear to run on a small team out of a single Minnesota facility, with customer service hours limited to Monday-Friday 9am-3pm.

Name

Shoot Steel

Legal name

Shoot Steel

Website

https://shootsteel.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Shoot Steel is a US-based direct-to-consumer manufacturer of CNC laser-cut AR500 and AR550 steel shooting targets, selling exclusively through shootsteel.com to private gun owners, shooting ranges, law enforcement, and military buyers.

Ownership category

akta.pro rank

Product category

Shooting Targets and Firearm Training Equipment

NAICS

Small Arms, Ordnance, and Ordnance Accessories Manufacturing (332994)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

Keywords

• Steel shooting targets
• AR500 AR550 targets
• Reactive target systems
• Firearm training equipment
• Target stands hangers

Headquarters

HQ city

Elk River

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Steel Target Products: One-time sale of AR500, AR550, and AR400 steel shooting targets in various thicknesses (1/4", 3/8", 1/2", 3/4"), sizes, and configurations including silhouettes, round gongs, and specialty shapes.
2. Target Stands and Hangers: Sale of mounting hardware including static target stands, T-post stands, gong stands, hangers, and compatible mounting kits for steel targets.
3. Accessories and Consumables: Sale of replacement hardware, rubber chains, steel chain mounting kits, target paint, stencils, clay pigeon holders, and other range accessories.
4. Cardboard and Paper Targets: Sale of cardboard training targets with anatomical scoring zones, adhesive splatter targets, and cardboard swinger reactive bases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Shoot Steel manufactures and sells AR500, AR550, and AR400 abrasion-resistant steel shooting targets and accessories through its direct e-commerce site shootsteel.com. The product line covers static targets, reactive systems (Texas Star, Dueling Tree, Pepper Poppers, Spinners, Plate Racks), rimfire and competition-spec targets (USPSA, Steel Challenge), target stands, hangers, mounting kits, and range accessories. All products are CNC laser-cut in the United States from certified Swedish steel and shipped directly to shooters, law enforcement agencies, military members, and shooting range operators.

Product overview

Shoot Steel offers a comprehensive portfolio of American-made steel shooting targets and range equipment organized into distinct product families. The core offerings include AR500 and AR550 steel targets in three thickness grades (3/8", 1/2", 3/4") for various calibers from rimfire to 50 BMG. Static Target Packages provide complete all-in-one kits combining target plates, stands, hangers, and hardware. Reactive Targets feature moving systems including Texas Star, Dueling Trees, Pepper Poppers, and Spinner targets for dynamic training. Specialty categories include Rimfire-specific KYL racks, Steel Challenge competition packages built to SCSA official specifications, and Cardboard targets for paper training. The Accessories lineup encompasses mounting solutions (Static and T-Post hangers, Rubber Chain kits, Gong Stands), protective equipment (T-Post protectors, Steel Protector plates), and maintenance items (Steel Target Paint, Range Day kits). All products are CNC laser-cut from certified abrasion-resistant steel and backed by warranties for personal, commercial, and range use.

Differentiator

Problem solved

Functional benefit

Products and services

• 1/2" AR500 Static Target Package All-in-one static steel target kit for handgun and rifle training, including an AR500 target plate sized for defensive or precision drills, a static stand, hanger, and required hardware. Designed for individual shooters and professional training ranges needing durable, set-and-shoot targets.
• Hardox 1/2" AR550 Static Target Package Premium static target package built from AR550 steel for increased pitting resistance under high-velocity rifle rounds. Includes static stand, tool-free hanger, and mounting hardware for shooters needing long-life targets for high-power rifle training.
• Texas Star 5-Target AR500 Reactive System Reactive target system with five AR500 paddles that rotate on impact for dynamic pistol and PCC training. Sold as a complete unit with proprietary tension-adjustment hardware and bearings for smooth, reliable motion.
• 6-Target Dueling Tree AR500 Reactive System Reactive dueling tree system with six AR500 paddles that alternate on impact, designed for fast target transitions and competitive shooting drills for individual shooters and competition practice.
• 3/8" AR500 Pepper Popper with Base USPSA-spec mini pepper popper reactive target with adjustable sensitivity for competitive and tactical training by individual shooters and match organizers.
• 3/4" AR500 50 BMG Steel Target Heavy-duty steel target rated for the largest rifle calibers, sold to long-range shooters, military, and law enforcement training programs that engage with 50 BMG and magnum rifle rounds.
• AR500 Magnum Rifle Spinner Target Free-spinning reactive rifle target that delivers immediate visual feedback with a satisfying spin on impact, suited to magnum rifle and hunting-style practice drills.
• AR550 Steel Target Plate Rack Six-plate reactive rack for USPSA-style and action shooting drills, using AR550 plates with rubber strap suspension for swinging motion and consistent reactive feedback.
• USPSA Pepper Popper (42") Full-size USPSA-spec pepper popper for competition and professional training use, built to official dimensions for match-accurate practice.
• Steel Challenge Target Packages Bundled target packages replicating official SCSA Steel Challenge classifier stages, each with targets, hangers, and stands for at-home or club-level competition practice.
• Rimfire KYL Rack Progressive precision rack for rimfire shooters, with progressively smaller targets in 1/4" AR400 steel for accuracy drills at .22 LR velocities.
• AR550 Short Range Rifle Target AR550 rifle target with a fixed 40-degree forward angle designed for safe short-range rifle engagement at 50 yards, used by backyard and home-range shooters.
• Cardboard Training Targets Cardboard silhouette targets with anatomical scoring zones sold to individual shooters for precision practice and shot-placement drills.
• Cardboard Swinger Reactive Target Base Reactive swinging target base designed to hold cardboard targets with adjustable swing speed for USPSA, 3-Gun, and tactical-style training drills.
• Static Steel Target Stands Range stand systems for steel targets in T-post, 2x4, and heavy-duty 2x4 configurations, used by individual shooters and ranges to mount static targets with stability and safe bullet deflection.
• 60" HD EMT Gong Stand Heavy-duty gong stand built from 60" EMT conduit, engineered to safely mount large steel gongs up to 80 lbs at full-size rifle distances.
• Static Steel Target Hangers Spring-loaded hangers for mounting static targets to stands or directly to T-posts, including the patented T-Post Hanger for tool-free field installation.
• AR500 Steel Target and T-Post Hanger System Complete T-post-mounted silhouette target system using a 3/8" AR500 plate and the patented T-post hanger, designed for tool-free, portable backyard and field range use.
• Rubber Chain Mounting Kits Self-healing rubber chain mounting kits in multiple lengths for hanging reactive targets, including a heavy-duty variant for 50 BMG-rated targets.
• Clay Pigeon Holder Set Zinc-plated steel holders for 108mm sporting clays, sold as a set for .22 LR rimfire shooters who want reactive clay target practice at home.
• Steel Target Paint High-visibility paint formulated for steel targets, sold to individual shooters and ranges for repainting targets for visibility.
• Shooting Accessories Range Day Kit Range day kit bundling stencils, aerosol paint, and foam rifle rests used by individual shooters to set up and maintain target systems before a range session.

Quantifiable outcome

• 3/8" AR500 targets rated for centerfire handguns at 10 yards minimum and short-action rifles up to 6.8 SPC and .30-30 at 100 yards minimum
• +2 more outcomes

Named customers8 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

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Action Target: Action Target is one of the largest US manufacturers of steel targets, bullet traps, and full shooting range equipment, serving law enforcement, military, and commercial ranges. Directly comparable to Shoot Steel across both static and reactive steel target categories, with a broader range-installation portfolio.
• White Flyer: White Flyer is the leading US manufacturer of clay targets and a supplier of shooting range consumables. Comparable to Shoot Steel as a range equipment supplier, with overlap in the clay-pigeon holder and trap-shooting segments.
• Target Barn: Target Barn (shooting range equipment retailer) sells a broad catalog of steel targets, reactive systems, stands, and shooting accessories to civilian and professional shooters. Directly comparable in product breadth and DTC customer overlap.
• Champion Traps & Targets: Champion is a long-established shooting sports brand making targets, trap throwers, and shooting accessories for recreational and competitive shooters. Directly comparable on consumer-facing steel and paper target SKUs and similar retail/DTC distribution patterns.
• Do-All Traps: Do-All Traps makes trap throwers, clay target equipment, and a range of shooting accessories for home and commercial ranges. Comparable as a competitor in the range-equipment segment, particularly where Shoot Steel's clay-pigeon holder products intersect.
• Targets USA: Targets USA is a direct-to-consumer steel target manufacturer with a similar AR500/AR500-armor-piercing target lineup sold online. Closely comparable on product mix, customer type, and channel strategy.
• Caldwell Shooting Supplies: Caldwell manufactures shooting rests, target stands, and range accessories including paper and steel targets for civilian shooters. Overlaps with Shoot Steel on target stands, hangers, and certain steel target SKUs, and shares the recreational/training customer base.
• Birchwood Casey: Birchwood Casey is a heritage shooting-accessories brand offering paper targets, target pasters, and range accessories. Directly comparable on consumer target SKUs and shares the same DTC-plus-retail distribution pattern in the recreational shooting market.

Broad incumbents

• Range Systems: Range Systems is a broader-range solutions provider designing and equipping commercial and private shooting ranges. Compares as a broader incumbent whose offerings overlap with Shoot Steel's higher-end range-installation needs but extends well beyond individual steel targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCvNIZq605sEyq2TGOTbG15g
• Facebookfacebook.com/shootsteeldotcom
• Instagraminstagram.com/shoot_steel
• Xx.com/shootsteelinc
• LinkedInlinkedin.com/company/shoot-steel-inc

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 Shoot Steel