shoot like a girl

What shoot like a girl does

Shoot Like A Girl (SLG2, Inc.) is an event marketing company founded in 2009 by Karen Butler that operates a mobile semi-tractor trailer shooting range traveling coast to coast across the United States. The company targets women ages 16 and older, providing hands-on introductions to firearms and archery through free events hosted primarily at Bass Pro Shops and Cabela's retail locations, as well as NASCAR events, corporate events, and trade shows. Its proprietary Test Shots™ (firearms) and Test Flights™ (archery) programs are delivered by Certified National Rifle Association instructors and archery coaches inside the mobile range, addressing barriers such as intimidation in traditional range environments and lack of female-friendly instruction. The company has reached over 1,000 guests per quarter consistently (Q1 2024: 1,000+; Q2 2025: 1,874 record; Q1 2026: 1,155) and released a 15 Years of Impact Report in 2024.

Name

shoot like a girl

Legal name

SLG2, INC

Website

https://shootlikeagirl.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Shoot Like A Girl (SLG2, Inc.) operates a mobile semi-tractor trailer shooting range traveling to Bass Pro Shops and Cabela's locations nationwide, providing women ages 16 and older with hands-on firearm and archery instruction while selling branded apparel and accessories online.

Ownership category

akta.pro rank

Product category

Shooting Sports Services

NAICS

Fitness and Recreational Sports Centers (71394)

akta.pro primary industry

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

akta.pro secondary industries

Firearm Storage & Safety Retail (Safes, Cases, Locks) (CRAMAKAI), Hunting, Shooting Sports & Archery Retail (CRAMABAK)

Keywords

• Shooting sports events
• Firearms instruction services
• Archery training programs
• Experiential event marketing
• Women outdoor recreation

Headquarters

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Sponsorships and Partner Support: Corporate partners and firearms industry brands sponsor the mobile event tour, enabling Shoot Like A Girl to offer free experiences to attendees. Revenue is generated through brand sponsorships, partner fees, and corporate event bookings.
2. E-commerce Product Sales: The company sells branded merchandise including ladies' and youth apparel, hats, decals, packs, cases, and pistol/rifle cases through its online storefront. Products range from $15 to $42.
3. Research Report Sales: The Experiential Market – an SLG2, Inc Report, a marketing report derived from 6 years of consumer research at the point of sale, sold for $350 per copy.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Shoot Like A Girl operates a mobile semi-tractor trailer shooting range that travels coast to coast to events at Bass Pro Shops, Cabela's, NASCAR venues, and corporate functions, providing women ages 16+ with hands-on firearms and archery instruction through Test Shots™ and Test Flights™ programs led by Certified National Rifle Association instructors and archery coaches. The mobile experience is free to attendees and underwritten by firearms industry sponsors including Ruger, Springfield Armory, Beretta USA, and Umarex. The company complements the experience with branded apparel, firearm cases, and a paid consumer research report sold through its own e-commerce storefront.

Product overview

Shoot Like A Girl is an event marketing company operated by SLG2, Inc. that runs a mobile shooting range experience from a semi-tractor trailer, offering women and youth hands-on introductions to shooting sports through Test Shots (firearms) and Test Flights (archery) programs. The company operates under the Safe LivinG sub-brand for its public safety campaign. The product portfolio is complemented by officially licensed merchandise (firearm cases, apparel) and a proprietary market research report. The core offering is the experiential mobile range tour that travels to Bass Pro Shops and other venues nationwide, differentiating itself through female-focused instruction from certified NRA instructors and archery coaches.

Differentiator

Problem solved

Functional benefit

Brands

• SafeLivinG: Public safety campaign launched in 2021 to promote safe and responsible firearm ownership.

Products and services

• Mobile Shooting Range Experience (Shoot Like A Girl Trailer)
• Test Shots (Firearms Introduction Program)
• Test Flights (Archery Introduction Program)
• Safe LivinG Public Safety Campaign
• Shoot Like A Girl Branded Apparel
• Shoot Like A Girl Firearms Cases (Pistol Case and Scoped Rifle Case)
• The Experiential Market – an SLG2, Inc Report Marketing research report built from six years of consumer research at the point of sale, sold for $350 per copy to brand and industry buyers.

Quantifiable outcome

• 1,155+ guests per quarter (Q1 2026)
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Bass Pro ShopscoreChannel Partner/ Reseller/ DistributorBass Pro Shops is the primary host venue for Shoot Like A Girl's mobile event tour. Events are held at Bass Pro Shops locations across the United States, enabling the company to reach customers in a retail environment with high foot traffic of outdoor enthusiasts.
• Cabela'scoreChannel Partner/ Reseller/ DistributorCabela's outdoor retail locations host Shoot Like A Girl mobile events, providing another major channel for reaching women shooters across the U.S.
• Firearms Industry PartnerscoreStrategic or Co-development PartnerFirearms manufacturers and brands partner with Shoot Like A Girl, providing firearms for attendees to try at the Gun Counter inside the mobile trailer range. Products featured include revolvers, semi-automatic pistols, shotguns, and rifles. Brands include Ruger, Springfield Armory, Beretta USA, and Umarex, among others.
• National Rifle Association (NRA)coreStrategic or Co-development PartnerShoot Like A Girl's instructors are Certified National Rifle Association instructors. The NRA affiliation provides credibility and access to training standards and programs.
• Beretta USAminorGTM or Marketing PartnerBeretta USA partnered with Shoot Like A Girl for Hunt Like A Girl pheasant hunts, co-marketing to the women's shooting sports audience.
• TrueTimberminorGTM or Marketing PartnerTrueTimber is featured on Shoot Like A Girl branded hats and camo merchandise, with TrueTimber sponsoring branded products in the company's shop.
• HoytminorGTM or Marketing PartnerHoyt has sponsored Shoot Like A Girl's archery Test Flights program, enabling women to test Hoyt bows at events. A customer success story documents a participant purchasing a Hoyt Carbon Element bow after testing it at an SLG event.
• NSSF (National Shooting Sports Foundation)minorGTM or Marketing PartnerShoot Like A Girl participates in NSSF Industry Day at the Range events, connecting with the broader firearms industry.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• USCCA: A larger firearms self-defense and concealed-carry training organization with memberships, training content, and insurance. Comparable to SLG as a firearms-education brand, but operates at much broader scale and via digital + range network rather than a mobile-range tour.
• NRA Women: NRA's women-focused content, training, and event programming. Operates within a much larger incumbent (the NRA) and benefits from the same Certified-NRA instructor ecosystem SLG uses, making it a broader incumbent in the same women-in-shooting category.

Direct peers

• The Well Armed Woman: Women-only firearms chapter network offering training events, range days, and community programming. Directly comparable to SLG in target customer (women new to shooting), event-led GTM, and brand-driven instructor network.
• A Girl & A Gun: A national women's shooting club with events, training, and chapter structure. Closely comparable to SLG: a women-focused firearms education brand monetizing events, memberships, and merchandise rather than selling firearms.
• Pink Pistols: Advocacy and education organization introducing women (and LGBTQ+ individuals) to firearms for self-defense. Overlaps with SLG's women-focused firearms education mission, though Pink Pistols is advocacy-led rather than tour-driven.

Others

• Bass Pro Shops: Largest U.S. outdoor retailer and SLG's primary tour host. While Bass Pro owns Cabela's (its principal direct channel partner), it is not a competitor — it is the central distribution partner for SLG's mobile-tour events and adjacent apparel/accessory buyer.
• Springfield Armory: Major U.S. firearms manufacturer and disclosed SLG partner. Comparable as a firearms-industry sponsor providing product at SLG events and benefiting from co-marketing exposure to the women's shooting audience.
• NSSF (National Shooting Sports Foundation): Firearms industry trade association that runs trade events, training, and education (e.g., Industry Day at the Range). Comparable as an industry-ecosystem participant and existing SLG partner, but does not compete as a women-focused consumer brand.
• Beretta USA: Major firearms manufacturer and SLG co-marketing partner (Hunt Like A Girl pheasant hunts). Industry-side peer that participates in the SLG sponsorship ecosystem rather than competing in the women's shooting-events category.
• Ruger: Major U.S. firearms manufacturer and disclosed SLG partner. Industry-side peer to SLG through sponsoring co-branded product placement at mobile range events, not a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8Hq7JQF-JDXQgSTy0UGWJQ
• Facebookfacebook.com/SLGinc2/?ref=ts
• Instagraminstagram.com/SLGinc2
• Pinterestpinterest.com/slginc2
• LinkedInlinkedin.com/company/shoot-like-a-girl

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 shoot like a girl