For consumers who find standard indoor ranges lacking in ambiance, a new wave of high-end “guntry clubs” is answering the call, pairing four-figure membership fees with sleek interiors, plush lounges, and an elevated approach to discharging lethal firearms.
At the newly opened Reserve at Alpine in Scottsdale, Arizona, the waitlist for a $4,500-a-year Founders Tier membership has already stretched past eight months. The facility represents the vanguard of a surging quiet-luxury trend within the firearms industry, replacing the fluorescent lighting and concrete floors of traditional shooting ranges with boucle-upholstered seating, ambient lighting, and bespoke sound-dampening panels. Members arrive not just to fire high-velocity rounds into paper targets, but to enjoy a cohesive aesthetic experience that seamlessly transitions from the tactical firing line to a post-session matcha bar.
We realized our core demographic was getting the ick from traditional ranges that smelled like stale coffee and lead dust, so we created a space where the aroma is predominantly Santal 33 and the acoustic environment is completely dialed in.
The facility’s grand opening last week introduced patrons to a suite of wellness-adjacent amenities previously unseen in the tactical training space. Firing lanes feature climate-controlled individual cabanas outfitted with recessed lighting and reclaimed wood accents, ensuring that the deafening roar of a semi-automatic rifle is absorbed by sustainable acoustic felt. Targets have been redesigned away from aggressive, brightly colored threat silhouettes in favor of minimalist, neutral-toned outlines that better complement the lounge’s soothing earth-tone palette.
The trend appears poised to expand, with commercial developers already scouting locations for similar concepts in Dallas and Aspen. Early reviews from The Reserve’s clientele have been overwhelmingly positive, with many members reporting that spending an afternoon effortlessly cycling rounds through a customized Glock 19 before retiring to the plush lounge for an oat-milk cortado has become an essential component of their Sunday reset.