How did you get into the industry?

I was born and raised in New York and was never introduced to firearms. In 2005 I moved to Florida where firearm stores are prevalent. Being a female, I was discouraged at the lack of help I would get in visiting local firearm stores, and the lack of training offered to me as a beginner. This propelled my desire to get private training and in turn get my training certifications. I fell in love with teaching and the next logical step was opening a retail location. I opened our 1st location in 2016 with much resistance from my husband. Our store was so well received and each year we exceeded our sales goals, that my husband was able to leave his job and come aboard full time Q1 of year 2 in business.

What’s New in the Business or in the Franchise Model?

Franchising is our new venture. We would like to grow our brand which will bring more revenue to our franchisees, allowing us to share our successes with enthusiasts that love people.

Where do you See Opportunities or Challenges for the Franchise/Business Moving Forward?

Opportunities for the business are new products constantly being released and being able to offer options to help people with their personal protection choices and provide training to them as well.

Challenges could be the franchisees not following procedures and protocol put in place. This trade must be met with product knowledge as well as knowing your customers and utilizing the systems we have put in place for you to provide the best experience for your customers.

What is your Goal for the Business Moving Forward?

Nationwide. In 2020 we would like to have at least 10 stores open, and become the #1 firearm sales and training franchise.

Talk to us About Training and Support, How Do You Deliver?

We are firm believers in supporting our franchisees 100%. If you are successful, we are successful. We take our brand and trade very seriously. We will always be available for questions and suggestions from all of our franchisees 24/7as well as provide support with operations, marketing, purchasing, accounting and legal as well as ongoing research and development.

Your most difficult moment at the Franchise Business?

 The most difficult moment is when senseless, horrible, shootings happen. Parkland is one of the worst, since it was not that far from corporate. When tragedies like that happen, it hurts all of our hearts, but the gun community feels it a little bit harder than most due to the media blaming the tool and not the person. With that said we are trained and so will our franchisees, on how to handle these difficult moments. The firearm industry is resilient and we have a strong community bond.

How is your Franchise Model Structured?

A. Training and Support Model?

We provide 2 full weeks of training at corporate led or supervised by owners Jillian & Shad Biltz with 12 years of experience, which includes earning your credentials as an NRA instructor as well as range safety officer certifications. You will also be trained in product knowledge, operational procedures, and 1 week on location training leading up to your location opening. We also meet annually in January at “Shot Show” in Las Vegas. We are also available by phone and email 24/7.

B. What is the Fee Structure?

Our franchise fee is $30,000, royalties 2.5% gross monthly, 1% marketing fund. We are a new franchise so we are offering our first 5 franchisees HALF off of their franchise fee saving them $15,000.

C. Territory Definition?

You will be granted an exclusive territory as part of your franchise which provides a competitive advantage in this industry. We assist with your territory choices using a variety of resources to determine your best options using demographics and research data. Location is subject to approval and is for a specific location.

D. Day in the life of a Franchisee?

Franchisees daily interact with customers, educate and sell products, receive inventory, and most importantly have fun. Getting packages delivered with new and exciting items is like Christmas everyday to an enthusiast. You will also have to stay on top of your employees to follow procedures and sell, keep the shop clean, neat and stocked with product.

What does Your Franchisee Do in the Business Every Day?

See above (#D)

Who is the Ideal Franchise Candidate?

Our ideal franchisee would be first and foremost an enthusiast, retired military, Law enforcement, NRA members, existing firearm retail employees looking to own their own business. With our competitive ROI’s, investors and entrepreneurs are a good fit as well, with the right team in place.

Success Stories and Failures with Franchisees?

Our corporate store has exceeded our sales goals each and every year. In 2019 we expanded our flagship location to accommodate more retail space, a new classroom and executive office.

For more information on the Mad Dog Armory Franchise, visit the franchise site here:



What Goals Do you Have for the Franchise Model in the Future?

Our goal is to continually work to lower costs and add more profits for our franchisees and in growing the brand, we will achieve those goals. Our 5 year plan is to have 55 franchises by the end of year 2025.