About
We build the systems firearm businesses run on
Gun Store Systems is a veteran-owned specialist firm working exclusively with gun stores, FFL dealers, ranges, gunsmiths and firearm manufacturers. We design, build and operate the five systems that determine whether a firearm business grows or stalls.
Who we are
Firearms industry only, by design
Our founder is an Army veteran, a lifelong hunter, and a former digital agency owner with roughly 15 years building digital systems for businesses across dozens of industries. That range matters: the patterns that make ecommerce, payments and operations work are universal, but the firearms industry applies them under constraints most operators never face — restricted advertising channels, processor policy risk, serialized inventory, and a transfer workflow that involves a third party by law.
We chose to work in this industry only. Every build lands in the same conditions, so the architecture compounds instead of resetting with each new client. When a distributor changes a feed format, a processor changes underwriting posture, or a POS ships a new API, we see it across the whole book of work rather than once.
The five systems
Most firearm businesses do not have a marketing problem or a website problem. They have a systems problem — one weak link that caps everything downstream. We evaluate and build against five:
- Growth System — Demand, visibility and conversion
- Payment System — Getting paid without disruption
- Fulfillment System — FFL workflows, inventory and delivery
- Retention System — Repeat revenue from customers you already have
- Operating System — The layer everything else runs on
How we work
Engagements start with a Systems Assessment. We review what is already running — website, ecommerce, payments, inventory, FFL workflow, customer data and operating software — and identify the constraint before anything is scoped or built. Implementation is done by the same US-based team that runs the assessment. We do not outsource builds.
Nothing we publish is legal or compliance advice. We build compliance-aware systems and work alongside your counsel and your own ATF obligations, not in place of them.
Operating principles
What working with us looks like
Assessment before build
We do not sell a deliverable before we understand the constraint. The assessment identifies which of the five systems is actually limiting revenue, and the roadmap follows that finding.
In-house implementation
Storefronts, integrations, payment placements and data work are built by our own US-based team. Nothing critical is handed to an outsourced contractor you never meet.
Systems that keep running
A build that breaks the first time a distributor feed changes is not finished. We instrument, monitor and maintain the systems we put into production.
Answers
Common questions
- Are you an agency or a systems company?
- Both descriptions are partly true, but the work is systems implementation. We build and operate the software, storefronts, payment stacks, fulfillment workflows and data connections a firearm business runs on. Marketing is one system inside that, not the whole engagement.
- Do you only work with firearm businesses?
- Yes. Advertising restrictions, processor policy, FFL transfer workflow, serialized inventory and distributor feeds are specific enough that generalist providers routinely get them wrong. Working only in this industry is what makes the systems repeatable.
- Why did the name change from Gun Store Digital Marketing?
- The original brand described one system. The work expanded into payments, fulfillment, POS integration and retention, so the company was renamed Gun Store Systems. It is the same team, same leadership and same archive of work.
- Where are you located?
- Our office is at 2701 N Thanksgiving Way #100H, Lehi, UT 84043. Implementation work is done in-house by our US-based team and we serve firearm businesses nationwide.
Systems Assessment
Start with the assessment, not a proposal
We review the systems you already run and tell you which one is holding the rest back.