Celerant Technology, a preferred retail software provider of the National Shooting Sports Foundation (NSSF), has partnered with Action Target, the industry leader in shooting range equipment and automation, to help firearm dealers streamline range operations and deliver a more seamless shooter experience.
The new integration connects Celerant's Range Management software with Action Target's SmartRange AXIS™ system, eliminating manual steps for range staff while helping dealers operate their facilities more efficiently.
When a shooter checks in for a lane reservation through Celerant's Range Management module, the session is automatically sent to Action Target, activating the assigned lane and target system. Customer information is also displayed at the lane kiosk, creating a more personalized and welcoming experience for shooters from the moment they arrive.
As the session nears completion, shooters receive automated reminders, including a two-minute warning before their reserved time expires. Once the session ends, the lane automatically closes, helping dealers efficiently manage lane availability, improve turnover, and maintain smooth range operations throughout the day.
By automating communication between the range counter and lane equipment, dealers can reduce manual processes, speed up check-ins, and provide a more modern experience for both staff and customers.
"Today's shooters expect a seamless experience from check-in to checkout," said Michele Salerno, Chief Growth Officer at Celerant Technology. "By connecting our Range Management software with Action Target's lane technology, dealers can automate routine tasks, better manage lane utilization, and create a more personalized experience for every shooter who walks through the door."
The integration is available to Celerant clients utilizing the company's Range Management application and Action Target's SmartRange AXIS™ platform.
"Bringing SmartRange AXIS™ into the Celerant ecosystem gives range operators a connected platform that improves efficiency across the entire facility," said Kevin Tomaszewski, COO and Co-President of Action Target. "By connecting lane operations directly with the management software dealers use every day, ranges can operate more efficiently while delivering a smoother experience for shooters."
The initial release focuses on automating lane operations and target activation. In Celerant's next major software release, the integration will expand to support in-lane ordering directly from touchscreen devices at the shooting lane.
Without leaving their lane, shooters will be able to purchase ammunition, targets, gun rentals, and additional range time, creating a more convenient experience while generating new revenue opportunities for dealers. Orders will sync directly to the POS, allowing staff to fulfill and deliver products quickly while increasing per-lane revenue and customer satisfaction.
To learn more about Celerant's Range Management software and Action Target integration, visit www.celerant.com/actiontarget.
Since 1999, Celerant has supported the archery and outdoor sports industries with innovative retail software, enabling dealers to expand their business in-store and online. As a preferred software provider for the ATA, NSSF, NRA, and NASGW, Celerant provides point of sale, eCommerce, distributor integrations, A&D/e4473, range and membership management, marketplace integrations, and more. For more information, visit www.celerant.com/firearms.
Action Target is the leading global expert on modern shooting ranges. Since 1986, the company has partnered with thousands of range owners worldwide to design, install, and maintain world-class shooting ranges, systems, and equipment for law enforcement, military, educational, commercial, and residential markets. Action Target provides range solutions and services for indoor and outdoor shooting ranges, modular ranges, and shoot houses. Products include ballistic shooting stalls, smart target retrievers, reactive and turning targets, steel and rubber berm bullet traps, enclosure baffles, security systems, lighting, ventilation, and the SmartRange AXIS™ range management system, all backed by a 3-year warranty on critical products. As the industry's broadest end-to-end solution provider, Action Target offers a comprehensive selection of aftermarket range services, including parts and maintenance programs, rubber trap cleaning, metals recycling, hazardous waste and filter disposal, and an online store for range supplies. For more information, visit www.ActionTarget.com.