Smart archery businesses diversify their offerings. Expanding your pro shop or archery range to host classes and events is a good way to earn additional income, but only if the offerings flourish, not flop. So, what can you do to ensure that doesn’t happen? Take the approach and advice from archery retailers who’ve been there, done that.

Kelli Sims, owner of record at Orlando Archery Academy in Orlando, Florida, started the business in 2015 with her husband Randy to instruct archers through lessons and classes. They started conducting events a few years later and started selling equipment in 2020 to capture additional revenue streams. In the early years, the shop would bring in $15,000 a month. Now, it receives about $30,000 to $40,000 during the busy months. Sims said their growth has been phenomenal and they average 20 new customers per week. 

Jose Drapeau, a business partner and the head archery coach at Big Woods Goods in Holly Springs, Georgia, experienced similar growth at his shop. After Drapeau’s first year with the business in 2022, it grossed $128,000. Three years later, that number increased to $500,000 dollars. 

The success of each shop proves they know a thing or two about creating and hosting profitable archery classes and events, which often generate more funds than product sales. Let’s get a better understanding of the mindsets that help them achieve financial success; pinpoint which classes and events typically produce the most funds; and review a few money-saving tips to ensure they hit target numbers.

Mindsets That Generate Wealth

Like all good businesspeople, Sims and Drapeau carefully plan events, analyze the market and regularly assess their offerings, but they also prioritize people. 

Sims said establishing a team of people who are passionate about archery and helping others is the foundation to hosting successful classes and events. A shop’s employees and their attitudes and instructions deeply influence and affect how participants feel about archery. Sims hires staff members that not only love archery, but also love passing their knowledge of archery onto others so they have the skills to excel.

Drapeau said the key to creating repeat customers and therefore, sustainable income, is "to never think about the money first.” Instead, “focus on the opportunity that you have to provide a service to a customer,” he said. In any business, the dollars and cents absolutely matter but Drapeau said that’s not his main motivation. “Look at your customer base and provide programs and services that are beneficial to them. Money comes when you put your customers and their needs first.” 

In other words, focus on building a good roster and catering to your customers’ interests to create value, which motivates customers to enroll.

Successful Classes

Orlando Archery Academy offers three archery classes, which are segmented by age including a 10 and under group; an 11- to 20-year-old group and a 21 and over group. Individuals can sign up each month and either take one class per week at $120 or two classes per week for $210. Classes are held daily to ensure customers can participate. The classes have different shooting games and activities each week to keep customers engaged. 

Sims modeled the class schedule off big box gyms. “I thought about how places like Planet Fitness earn income and realized they have a recurring revenue stream with monthly fees,” she said. “It took us a few years to figure out a workable class concept, but we had to get something to sustain us year-round. Fortunately, our customers love the price, consistency and flexibility of this approach. It’s reliable for both parties.” 

The shop also hosts an archery fitness class in its fully equipped gym and an arrow-making class, which both continually generate interest, and therefore funds. Sims said all classes are 60 minutes long and everything starts on the hour, which makes things simple for everyone to remember. 

At Big Woods Goods, Drapeau said the average class price — that’s both affordable for customers and beneficial for the shop — is $40 per person. At that price, the shop has a discover archery class, intermediate class, adult class and elite class. It also hosts a pro hunting class for $60 per person because the nature of the activity and gear requires more personalized instruction. Of all the classes, the ones geared toward hunters and beginners are the most popular. 

The shop focuses on small class sizes with no more than 15 people, so each archer gets adequate attention and coaching assistance. Classes are an hour long, structured with a safety and equipment briefing, 30 minutes of shooting and 15 minutes of discussion, which Drapeau believes is essential. “We want people to feel confident with what they’re learning so we take time to help them understand what they’re doing,” he said. “A lot of coaches only coach the physicality of archery, but archery is 90% mental.”

Most of their classes are held on Saturday to ensure most customers can attend. Customers without their own equipment who are 14 years old or older are given a high-end bow to use during class. The upfront investment may seem shocking, but Drapeau said it’s beneficial for two reasons. One, using a high-end bow allows participants to grow into the equipment as opposed to outgrowing an entry-level bow. Two, after using a high-quality bow, many participants typically buy and invest in a high-end bow after two or three classes. 

Atop all classes at both shops, both Sims and Drapeau said their Junior Olympic Archery Development programs are extremely popular and profitable. 

Successful Events

Orlando Archery Academy hosts multiple events each month. Over the years, Sims pinpointed several top-selling events, which she hosts over and over. The shop’s best holiday-related events are a Valentine’s Day shoot designed for couples and several glow-in-the-dark shoots complete with blacklights and glow-in-the-dark paint throughout October. She’s tried other seasonal events, like a St. Patrick’s Day shoot or a discounted shoot for those showing their “I voted” sticker, but said the events didn’t attract a crowd.

On the contrary, events tailored toward kids do well at the shop, too. Sims said children go wild for their pajama shoots, which are held select Saturday mornings throughout the year. Summer Camps get a lot of traction and have higher attendance than Winter or Spring Break Camps, but they’re all successful. The shop also hosted a 2025 Back-to-School event in August which quickly filled with 35 kids and brought in an easy $900. Sims recommends checking school schedules with all private and public schools within a 20-mile radius before picking camp dates as break schedules differ.

Orlando Archery Academy is also on the approved vendor list for Boy and Girl Scouts to achieve their archery badges. The shop gives the Scouts a reduced rate but still sees good long-term financial returns because many children — and their family members — become regular customers. Big Woods Goods does the same thing for Scout troops in their area and experienced similar results. Drapeau said the Scout program and discount gets people in the door and introduces them to archery. Both shops also host birthday parties with good success. 

Sims tries to quote events, depending on the location and number of participants, between $25 to $35 per person. Drapeau said the cost for events at Big Woods Goods is $40 per person, but for some events — like birthday parties or church gatherings — they discount the rate based on the number of participants. For example, a birthday party with five kids would receive a 5% discount, 10 kids and there’s a 10% discount. The shop caps discounts at 30%. 

Even with hosting just a few events each month, Drapeau said events create a substantial income. Sims agreed and said the right connections can come in clutch. To that end, she connected with management at the nearby Ritz Carlton to become an exclusive proprietor. Her team offers onsite services for their clients. During a recent corporate team building event, they charged a premium price of $70 per person and earned over $3,000 for a two-hour shoot. Plug into community outreach programs to start connecting. 

5 Money-Saving Tips

Hosting interesting classes and events is a good way to make money, but taking measures to cut expenditures is a good way to keep more of the money you make. Use these tips to protect your cashflow.

1: Follow Safety Protocols

To Drapeau, preventing injuries and lawsuits is one of the best ways to save money. That means taking adequate time to review safety instructions and range commands, as well as ensuring archers use proper shooting techniques. 

2: Have an Online Booking System

At both shops, customers book classes and events online. Sims said an online booking system is more efficient than paper books and the switch saved her shop hundreds of dollars. Sure, there’s an annual service fee for the software system, but the platform keeps her team from constantly manning the phone, which allows them to spend more time working with clients and class participants. 

3: Clean and Maintain Your Equipment

Both Orlando Archery Academy and Big Woods Goods inspect and service their equipment regularly. Having properly functioning equipment usually results in less repairs and replacements. Focusing on prevention helps you protect your budget. 

4: Capitalize on Resources

If there’s a program or resource you can use to save money, find it. In her research, Sims found CareerSource Florida, a program designed to get young adults into the workforce. In 2025, the program sent her three teens for temporary summer employees. The best part — the program paid for all the employee’s expenses, including their hourly wages and benefits. Many states have similar programs. 

5: Keep Advertising Costs as Bay

Big Woods Goods doesn’t spend a dime on advertisements. Instead, newcomers step through their door thanks to recommendations, and the shop retains current customers by providing value at affordable prices. If customers have a good time at a class or event, Drapeau asks them to share their experience on Google Reviews, where the shop has a 4.7 out of 5-star rating from 705 reviews. Orlando Archery Academy regularly posts testimonials on their website, which is free, too. Marketing is important and good to keep in your budget, but if you have a good reputation, word of mouth marketing is free and often effective.

Final Thoughts

Both shops have a different approach to the ideal archery class model and structure, but they both have the same profitable results. To increase your shop’s income, consider hosting classes and events. Start with — or refine your options to — the ones outlined above and incorporate the tips they shared to save money along the way. 

And remember to regularly evaluate your offerings. Dig into the numbers and start making comparisons. Reviewing the participation numbers and final revenue for each offering helps you separate the duds from the dandies. Asking participants for their feedback either in-person or through surveys is another great way to adapt and improve future offerings. 

There’s an obvious link between customer satisfaction and finances. Ensure the classes and events you offer have likable, knowledgeable instructors; fun, engaging activities; and opportunities for participants to advance their skills. Put those elements at the forefront of your planning and the people and profits will come.

Sidebar: Lessons Benefit All

In addition to classes and events, both pro shops offer lessons. At a higher price point, $60 at Big Woods Goods and $70 at Orlando Archery, both shops emphasize one-on-one instruction. Orlando Archery Academy also offers archery lessons for multiple people on a sliding pay scale, charging $100 per hour for two people, $135 for 3, $150 for 4, $175 for 5 and up to $350 for 10 archers. The approach makes lessons more affordable for families and small groups, yet more profitable for the shop. Sims always has at least one instructor per five archers.

Just like the head coach at Orlando Archery Academy, Drapeau is a Level 4 USA Archery Coach. He knows he could charge more for his expertise but said the value perception is more important. “If I’m providing more value than the cost, I’ll have return customers,” he said. “We have customers come 15 or 20 times for 1:1 lessons because they see the value of getting new information, a new perspective and tailored advice for only $60.” 

Many newcomers start their archery journey by taking a beginner archery class. Instructors that take time to introduce themselves and talk to the customer about their archery goals can encourage them to take lessons. Taking lessons with an archery coach after an introductory archery class is a logical and beneficial progression that benefits the shop and the customer. Customers who get one-on-one instruction are more likely to have better form, make better shots and have a more positive experience with archery. Loop customers into lessons and you’ll likely see them at future classes and events.