Author: Cassie Scott
Do you have an archery range, or the space and availability to make one? Do you want to make more money? If you answered yes to both of those questions, pay very close attention:
It’s time for you to hold archery programs and classes.
Hosting these courses will help you attract new customers, maintain your existing customer base, sell more equipment and, most importantly, increase your profits.
If adding archery programs and classes to your business plan is a new and somewhat intimidating idea for you, don’t worry! Use these four steps to create a well-rounded, successful shooting program.
Step 1: Become a Certified Archery Instructor
Instructor certification is facilitated by USA Archery, and recognized by the Archery Shooters Association and the National Field Archery Association. Photo Credit: Shane Indrebo.
Instructor certification boosts your marketing value, makes you a credible source to teach archery and provides you and your staff with valuable skills. The certification is a validation that’s important to attract and engage new archers. If that’s not enough, here are five additional reasons to become certified.
Instructor certification is facilitated by USA Archery, and recognized by the Archery Shooters Association and the National Field Archery Association. That reciprocity creates even more opportunities for shop owners and their programming. Think: field and 3-D archery.
Step 2: Introduce and Teach a Beginner Archery Program
Explore Archery is an innovative educational program focused on introducing beginners of all ages and abilities to the lifelong sport of archery. Photo Credit: Shane Indrebo.
Once you receive your instructor certification, you’ll have access to the Explore Archery program to help attract and engage new archers. Explore Archery is an innovative educational program focused on introducing beginners of all ages and abilities to the lifelong sport of archery. The program was created by USA Archery and the Archery Trade Association, with the support of the Easton Foundations. It’s the perfect beginner-level program to create new archers. Plus, it’s ideal for archery shops just starting to teach programs because it comes with a complete curriculum and activities to put your program on the path to success.
Need more options? The ATA has numerous resources to help you get started, including a one-hour introduction-to-archery document, a six-page program-progression document and a program pricing structure document. Contact Nicole Nash, ATA manager of retail programs, at email@example.com or (502) 640-0944 for more information.
Step 3: Determine Your Vision
What kind of retailer do you want to be? Including shooting leagues, lessons, range time, and more can offer customers more benefits that keep them coming back. Photo Credit: ATA.
After you’re comfortable teaching a beginner archery program, you should be ready to move on to more advance programming. But first, you need to determine your vision.
Ask yourself what type of programs you want to teach and how you want your shop to be represented in your community. Do you want your business to center around bowhunting, 3-D archery, field archery, recreational archery, or a combination of all the above? What age groups would you prefer to work with? These answers will help you establish what program(s) is best for your archery shop. Just make sure your vision aligns with your future goals, and you should be good to go.
Step 4: Offer Specialized Programs and Classes
There are four organizations that retailers can really benefit from and jump start their decision to include programs in their shops. Starting out with youth and keeping them in the sport is how we make it grow. Photo Credit: ATA.
Once you’ve established who you want to be and what type of programs you’d like to offer, explore the organizations and programs below to find one that fits your vision. All of the club programs below can be organized by retailers and hosted at your store!
A. USA Archery
About: USA Archery is the National Governing Body for the Olympic sport of archery, and is the organization recognized by the U.S. Olympic Committee for selecting and training men’s and woman’s teams to represent the U.S. in the Olympic, Paralympic, and Pan American Games. They work to provide the necessary resources to foster strong athlete participation, competition and training in the sport of archery.
Clubs and Programs: USA Archery provides materials to help set up a club, and offers club programs such as Junior Olympic Archery Development and the Adult Archery Program, which help participants to learn proper shooting technique and enjoy the sport recreationally.
About: The NFAA is a non-profit corporation dedicated to the sport of archery, and is the largest field archery organization in the world. The NFAA promotes numerous shooting styles. It has a wide variety of age divisions and hosts outdoor, indoor, marked, and unmarked field and 3-D tournaments. It provides a basic plan for the organization of clubs and associations.
Clubs and Programs: The NFAA offers a complete league program to help local archery clubs start indoor and outdoor archery leagues.
About: S3DA works to foster, educate and guide youth in 3-D, target and outdoor archery. It also promotes safe, ethical bowhunting practices.
Clubs and Programs: S3DA offers after-school programs affiliated with educational learning institutions, sportsman’s clubs and archery retailers. It also offers start-up equipment kits for those looking to start a club.
About: The ASA hosts amateur and professional archers from across the United States in national Pro/Am and state-level club competitions. It offers ASA 3-D Archery competitions and provides archers with the opportunity to meet and share experiences with new friends, learn about the latest equipment, improve archery skills and spend time with great people.
Clubs and Programs: Its state club organization is called ASA Federation, and their national shoots are known as the McKenzie ASA Pro/Am Tour.
About: The ATA is the organization for manufacturers, retailers, distributors, sales representatives and others working in the archery and bowhunting industry. We’re dedicated to making the industry more profitable and increasing participation in archery and bowhunting. Our staff work with retailers to help you create better businesses and increase your profit margins.
Clubs and Programs: The ATA does not offer club opportunities, but ATA members can receive the Explore Bowhunting and/or Explore Bowfishing program for free. Explore Bowhunting is an educational program designed to help instructors, program leaders and educators teach students the basic skills of bowhunting. Our success with Explore Bowhunting inspired us to launch Explore Bowfishing, another educational program designed to teach basic bowfishing skills to 11- to 17-year-old archers. We can also help you earn your instructor certification and boost your profitability through our Archery Academies.
If you feel confident with your decision and are ready to start offering advanced level programs and classes, go for it!
If you’re unsure about how to get started, or have questions, our staff can help! Contact Nicole Nash, ATA manager of retail programs, at firstname.lastname@example.org or (502) 640-0944 for more information.