Our decision-making process starts with the customer. We optimize our business for the customer, not for the employees. The value of putting customers first is that customers feel welcome, valued, and appreciated. Customers who have great experiences return more often and tell others about their experience. Our customers are loyal to us. They often pass by competitors to visit Shoot Smart because they know our team members will take care of them. Through our customer-first value, our team has been referred to as "the Chick-Fil-A of gun ranges."