Morr Indoor Range and Training Center

What Morr Indoor Range and Training Center does

Morr Indoor Range and Training Center operates a single-location indoor shooting range, gun store, and firearms training facility at 2488 Willow Street Pike, Lancaster, PA, under the legal entity Morr Range and Training Center, LLC, a privately held Pennsylvania LLC. The integrated retail-and-experience model combines lane rentals (with a rental fleet of 50+ handguns and 25 long guns), new and used firearms sales (carrying brands such as Smith & Wesson, Glock, Ruger, Springfield, and Beretta, priced from approximately $200 to $7,000), suppressors, ammunition, and accessories, alongside a tiered training program that runs from beginner (First Shots classes, Gun Fit program, Guided Experience) through private instruction with certified instructors. Revenue is generated through six streams: range time, firearms sales, training classes, recurring memberships, accessories/ammunition, and electronic gift cards, with the physical storefront as the primary distribution channel and an e-commerce storefront for online discovery and purchasing.

The go-to-market is direct-to-consumer and community-driven, anchored by an in-person retail experience at the Lancaster location and supported by event-based programming (e.g., Ladies Night, First Shots classes). Marketing operates across Facebook, Instagram, YouTube, an email newsletter, and a blog, funneling prospects into classes, range visits, and firearms purchases. Operational technology is conventional for the sector, consisting of online inventory and reservation systems, an OtterWaiver digital liability waiver flow, social SSO, and 10DLC SMS for opt-in communications.

The customer base is segmented across recreational shooters, new shooters, firearms purchasers, and women shooters, with service area concentrated in Lancaster County and surrounding Pennsylvania communities. There are no disclosed funding events, parent companies, or institutional investors; the business is independently operated. No patents, regulatory actions, awards, or partnerships are documented in the available data, and headcount and revenue figures are not disclosed.

Name

Morr Indoor Range and Training Center

Legal name

Morr Range and Training Center, LLC

Website

https://morrrange.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Morr Indoor Range and Training Center operates a single-location indoor shooting range, gun store, and firearms training facility in Lancaster, PA, serving recreational shooters, new shooters, and firearms purchasers through range time rentals, retail sales, training classes, memberships, and accessories.

Ownership category

akta.pro rank

Product category

Shooting Range and Firearms Retail

NAICS

Fitness and Recreational Sports Centers (71394)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industries

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Firearms, Range Safety & Less-Lethal Weapons Training (EDAOAMAN)

Keywords

• Indoor shooting range
• Firearms retail
• Firearms training
• Gun store
• Range memberships

Headquarters

HQ city

Lancaster

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Range Time: Indoor shooting range time fees for lane rental, with options for guided experiences and self-guided shooting
2. Firearms Sales: Sales of new and used firearms including handguns, rifles, and shotguns. Wide variety from brands like Smith & Wesson, Glock, Ruger, Springfield, Beretta, and others. Prices range from approximately $200 to $7,000
3. Training and Classes: Firearms training including First Shots classes, handgun classes, private instruction, and gun fit programs with certified instructors
4. Memberships: Range membership programs offering benefits for frequent shooters
5. Accessories and Ammunition: Sales of shooting sports accessories, eye and ear protection, and ammunition
6. Gift Cards: Electronic gift cards redeemable for range time, firearms, or training

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Morr Indoor Range and Training Center operates an indoor shooting range with lane rentals, a retail gun store selling new and used firearms, accessories, ammunition, and suppressors, and a firearms training division offering group classes, private instruction, the Gun Fit handgun selection program, and community events such as Ladies Night and First Shots. The integrated facility serves shooters of all skill levels in Lancaster, Pennsylvania, with Range Safety Officers on duty and a rental fleet of more than 50 handguns and 25 long guns.

Product overview

Morr Indoor Range and Training Center is a single-location indoor shooting range and gun store in Lancaster, PA, operating as a unified retail and service business. The core offering combines an indoor shooting range facility with a retail gun store, supported by a firearms training division. The product portfolio includes the indoor range (with rentals of 50+ handguns and 25+ long guns), the gun store (new and used firearms sales with suppressor sales), and training services (group classes, private instruction, and the Gun Fit program). Additional offerings include memberships, guided experiences for beginners, events like Ladies Night and First Shots classes, and electronic gift cards. The company does not operate a multi-product software platform but rather an integrated service model where range access, retail sales, and training work together to serve shooters of all skill levels.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Shooting Range Indoor shooting facility with lanes for handgun and long gun practice, offering rental firearms including more than 50 handguns and 25 long guns, with Range Safety Officers on duty and open to shooters of all skill levels.
• Gun Store Retail store selling new and used firearms, ammunition, suppressors, and shooting sports accessories, with extensive inspection and armorer verification of used inventory.
• Firearms Training Classes Group firearms training programs for all skill levels, from beginner First Shots classes through advanced handgun classes, led by certified firearms instructors.
• Range Memberships Recurring range membership options providing benefits for frequent visitors, including access to guided experiences and member-only pricing on range time and related services.
• Guided Experience Supervised range experience for beginners or those wanting instruction, in which Range Safety Officers assist with firearm selection, safety, and shooting technique.
• Private Instruction One-on-one training sessions with certified firearms instructors, providing personalized skill development tailored to the individual shooter's goals.
• Used Guns

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Academy Sports + Outdoors: Multi-category sporting goods chain carrying firearms, ammunition, and shooting accessories. Competes on retail assortment and pricing in Pennsylvania markets rather than on range or training services.
• Cabela's: National sporting goods retailer (Bass Pro subsidiary) selling firearms, ammo, and shooting accessories. Overlaps with Morr's retail arm and competes for the same hunter/shooter customer base, though without a comparable dedicated range-and-training focus.
• Bass Pro Shops: National outdoor retailer (parent of Cabela's) with broad firearms, ammunition, and accessories assortment plus shooting range components at flagship locations. Competes with Morr on retail selection and pricing rather than range-only experience.

Others

• NSSF (National Shooting Sports Foundation): Trade association for the firearms and shooting sports industry. Relevant as an ecosystem participant that drives industry marketing (e.g., First Shots program, which Morr also runs) and policy advocacy affecting all range operators.
• Sig Sauer Academy: Premium firearms training facility affiliated with manufacturer Sig Sauer. Adjacent rather than directly competitive, but relevant as a benchmark for higher-end firearms training and as a supplier ecosystem participant.

Emerging players

• Palmetto State Armory: Direct-to-consumer firearms retailer with growing retail and range presence. Competes most directly with Morr's e-commerce firearms channel and increasingly with first-party ranges in select markets.

Direct peers

• Point Blank Range & Gun Shop: Indoor shooting range and gun store with multiple locations, offering retail, range time, and training. Direct overlap with Morr's integrated retail-and-range concept in the Mid-Atlantic and Northeast.
• Range USA: Multi-location indoor shooting range chain offering lane rentals, firearm sales, training classes, and memberships. Closely mirrors Morr's integrated range + retail + training model, but at greater scale and across multiple states.
• Shoot Point Blank: Indoor shooting range chain combining firearms retail, range time, training, and memberships. Operates a directly comparable multi-revenue-site format that competes for the same shooter customer profile.
• The Gun Range: Chain of indoor shooting ranges offering lane rentals, firearms retail, and training. Highly comparable business model, including beginner-friendly programming and a focus on community-driven range experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MorrRange
• Facebookfacebook.com/MorrRange
• Instagraminstagram.com/morr_range
• LinkedInlinkedin.com/company/morr-indoor-range-and-training-center

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 Morr Indoor Range and Training Center