Gun Store Partner Program — Complete Guide

When you first join the partnership, your customers train alongside customers from other partnering stores. This keeps costs low and gets people training

immediately—no waiting for minimum numbers.

Your customers still get world-class training. You still earn credits and revenue share. Everyone wins.

Once you reach a certain threshold of customers training regularly, you unlock something powerful: dedicated training sessions exclusively for your customers.

Now you’re not just a partner—you’re running your own closed funnel:

• Your customers train together
• They build relationships with each other (and you)
• They associate quality training with your store
• The experience becomes distinctly yours

Why This Matters:

When your customers train in dedicated sessions, they’re not meeting customers from competing stores. They’re building community with your customer base.

That’s retention gold.

Here’s where it gets even better: as your customers train, we see what they’re asking for, what gear performs well under stress, and what fails.

We share that intelligence with you.

After dedicated sessions, we’ll provide debriefs covering:

• Gear performance — what worked, what failed under stress
• Common questions or needs your customers expressed
• Upcoming training focus areas — so you can stock accordingly
• Specific recommendations based on what we observed

This means you can:

• Stock products that actually work (verified through training, not marketing)
• Make recommendations based on real-world performance data
• Anticipate customer needs before they walk in the door
• Position yourself as the store that knows what works because you’ve seen it work

 Your competitors can’t match that.

A: Either you or a representative you trust must complete the training and approve it (give it the “thumbs up”) before we activate your partnership.

Here’s why this matters: we need someone from your organization who has experienced the training firsthand and can authentically speak to what makes it different. That could be you, your store manager, your lead firearms instructor, or anyone you trust to evaluate quality and represent your business.

The point isn’t that you personally must shoot—it’s that someone you trust has verified this is worth recommending to your customers. Once they give the thumbs up, you’re good to go.

A: Absolutely. In fact, we encourage it. The more people on your team who understand what makes this training different, the better you can speak to it with customers. Your team members can attend using credits you’ve earned for that specific session (4 customers registered = 1 free spot) or pay the difference if you haven’t earned enough credits for that date.

A: The 3-hour introductory session is available for you (or your representative) to attend without credits as part of evaluating the partnership. You can also sell spots for this session to with you.

A : We can typically activate your partnership Immediately after your intro session* and thumbs-up approval. We’ll set up your custom regegistration code, walk through the tracking system, and get you ready to start referring customers.

*The intro session is not mandatory although it is highly encouraged. We want to to know that your customers are getting value and appropriate training.

A: 15 active training customers over a 3 month period. This ensures sufficient volume to schedule dedicated sessions efficiently while keeping costs manageable for everyone.

A: Customers who have completed at least one training session through your referral code and remain engaged with ongoing training opportunities at least once per quarter.

A: Absolutely. The more customers you actively refer, the faster you reach dedicated sessions. Valor will add more sessions to accommodate the demand.

A: We’ll work with you to maintain dedicated sessions as long as you’re actively building your training community. This isn’t a “gotcha” program—we want long-term partnerships, not revolving doors.

A: Typically quarterly, or more frequently based on demand and scheduling availability. We’ll coordinate with you to find times that work for your customers.

A: Credits are earned per training session, not cumulatively. For each specific training date, every 4 customers you register earns you 1 free spot for that same session. Register 8 customers, and you get 2 free spots for that date. Credits are tied to the specific session and don’t carry forward to future training dates. These credits can be used for your staff or can be gifted to a customer.

A: Your team member can still attend by paying the difference between what you’ve earned in credits and the full training price. For example, if you’ve registered 2 customers for that session (earning 50% of a free spot), your employee would pay 50% of the registration fee to attend that specific training date.

A: You’ll receive 10% of each registration fee as revenue share.

A: Revenue share is paid within 1 week of each completed training session. You’ll receive detailed reports showing registrations, credits earned, and payments.

A: No cap on revenue share. The more customers you refer, the more you earn.

A: You receive credit and revenue share for paid registrations. If a customer cancels within the refund window, the credit/revenue adjusts accordingly.

A: After your customers’ dedicated sessions, we’ll provide debriefs covering:       

• Gear performance (what worked, what failed under stress)
• Common questions or needs your customers expressed
• Upcoming training focus areas (so you can stock accordingly)
• Recommendations based on what we observed

This is actionable business intelligence, not generic summaries.

A: Once you reach the threshold, we’ll coordinate directly with you to schedule sessions. You can promote them to your customer base, and we handle registration, instruction, and facility logistics. Your customers train together as a cohesive group.

A: Yes! Many partners join their customers’ sessions—either to continue their own training or to strengthen relationships. This is encouraged, not required.

A: Never. Your customers’ information remains confidential. Intelligence sharing is aggregated and anonymized—we’ll never tell another store “Your customer John Smith asked about X product.”

A: Multiple partners in the same area is fine—and actually strengthens the program. During Phase 1 (group training), customers from different stores train together, which benefits everyone. Once you reach Phase 2 (dedicated sessions), your customers train separately, creating your closed funnel.

A: It’s possible during Phase 1, but unlikely. Customers choose stores based on relationships, location, and service—not random encounters at training. And once you reach dedicated sessions, your customers only train with your customer base.

A: We work with multiple partners, but we’re selective. We prioritize store owners who genuinely invest in the training and their customers’ development. If a competitor joins, it validates the program’s value—and your early adoption gives you first-mover advantage.

A: You’ll receive a custom URL (e.g., valortraining.com/partner/[y ourstorename]) that tracks all registrations back to you. Customers can register online or in-store using your link.

A: Absolutely. We encourage it. We’ll provide marketing assets (logos, graphics, suggested copy) that you can customize and use across your channels.

A: You can exit anytime. Since credits are earned per session and expire at the end of that session, there are no accumulated credits to manage. Final revenue share payments are processed within 1 week of the last completed training session. We hope it doesn’t come to that, but we’re not in the business of forcing partnerships.

A: Not currently. We believe multiple strong partners in an area elevates the entire training community, which benefits everyone—including customers.

A: Perfect. We meet people where they are. Our methodology assesses current capability and builds from there—no shame, no judgment, just progressive skill development.

A: Even better. Experienced shooters often benefit most from stress-response training because they realize how differently they perform under pressure vs. static range conditions.

A: Yes. We offer progressive courses, low-light training, scenario-based training, and specialized programs through Valor Training Group (women- focused). As your customers advance, there are multiple pathways for continued development.

A: [Insert typical course length—e.g., “Most introductory courses are 4-6 hours. Advanced courses may span multiple sessions”]. We design training to be accessible for working professionals and families.

A: We structure every session to maximize training value per box of ammunition. We’re upfront about expected ammunition costs so customers know what they’re committing to before they register. Here’s our approach:

• Predictable, reasonable cost — we tell customers the expected maximum ammunition needed for each session
• “Make the most of every box” — sessions are deliberately lean and structured so every live round fired moves toward a specific outcome (accuracy, speed, stress management, etc.)
• Optional higher-volume training — customers can always choose to use more ammunition if they want additional repetitions, but it’s never required

The result? Customers get maximum skill development without burning through boxes unnecessarily. Training costs remain a known variable, not a surprise

A: Training is delivered in skill-based tracks. Students are placed in the appropriate track through basic drills and evaluation at the start. To advance from one track to the next, students must demonstrate proficiency by testing out of their current level. This ensures everyone trains at the right pace and builds a solid foundation before progressing.

A: Training complexity increases with each track. Basic levels focus on fundamental skills and safety. At the highest levels, students are moving, shooting, problem-solving, and communicating under realistic stress— preparing for real-world scenarios, not just static range performance.

A: Different tracks require different instructor-to-student ratios and Range Safety Officer (RSO) coverage based on complexity and movement. Advanced tracks with dynamic training need more safety oversight.

A: We have high expectations for our instructors, and we compensate them well for their expertise and commitment. Our instructors put in significant effort to ensure training is relevant, practical, and safe. They’re not just teaching—they’re continuously investing in their own development to stay current with the best training methodologies. When you partner with us, you can count on your customers receiving instruction from professionals who are dedicated to excellence.