When CEO Cheryl Nylen and her husband, Per, were presented with the idea of building a new indoor firing range by her son Michael and his best friend Shawn Crowley, they were impressed—but hesitant. After all, Nylen and Crowley had the training and passion for firearms. They also accurately identified a need for more range options in the Northern New Jersey area. However, unlike Cheryl and Per—entrepreneurs who have each started and run several businesses before—Shawn and Michael had limited practical business experience.
The enthusiastic young men requested a meeting, presented a business plan and asked for help. Cheryl and Per agreed to fund the project and even escalate the plan to a grander scale with one hitch: Cheryl would be at the helm.
From that early roadmap, the team began a two-year process of research, studying, networking, designing and building what has become a first class, state-of-the-industry indoor firing range.
After visiting many of the nation’s leading-edge facilities, Nylen applied the best of the best to create a completely unique, upscale experience; an indoor firing range Northern New Jersey has never seen.
The result is ReloaderzNJ, open as of December, 2018, becoming New Jersey’s first female owned and family-managed premier indoor firing range.
Located on Route 23 in Wayne, the facility (formerly the site of Fuddruckers) is a stone’s throw from the Route 46/Route 80 intersection. With high traffic and affluent demographics on their side, the facility, which required extensive structural and cosmetic renovations, is far enough away from competitors as to serve separate, overlapping markets.
“Our vision was to create a range that would encourage millennials, women and first-time customers who always wanted to try out the sport but felt intimidated or uncomfortable,” states Cheryl. “At the same time, we knew our upscale, premier indoor firing range would be exciting enough to attract the experienced enthusiast. We’ve built a professional, welcoming facility that we believe business owners will want to join as an alternative to their golf membership.”
The facility boasts a 15 lane, 25-yard climate-controlled indoor range that is designed to exceed all EPA, OSHA, NIOSH, NRA and NSSF guidelines. Beyond safety, ReloaderzNJ is focused on training to be both fun and challenging. The range employs the latest technology in the marketplace today, wireless advanced AWD PRO™ targeting system from Action Target™. Guests may choose from 27 different training scenarios designed to keep them engaged and focused.
Technology is employed everywhere, from security to video retail displays. There’s even an IPad-driven sign-in system. While safety and security of guests are a top priority, considerable attention has also been given to creating an upscale environment. A huge lounge area sports overstuffed chairs, TVs and free WIFI.
There is also a merchandise space and areas where clients can purchase or rent firearms, accessories and ammunition, as well as targets and range gear. ReloaderzNJ also offers safety and training skills in a separate classroom.
While memberships are offered, walk-in guests are also welcome.
For corporations and VIP members, ReloaderzNJ offers a separate VIP lounge area, complete with an executive conference room that can be reserved for private business meetings, networking events or parties. Both members and non-members may also rent these spaces for private events, including birthday parties, gatherings, bachelor/bachelorette parties, etc.
Cheryl has invested in her people: “We have taken significant time to cross train everyone to ensure that both safety and guest service is a priority,” she notes, adding, “Our range safety officers follow nationally-recognized safety protocols; however, we are also very customer friendly. In this business, people with knowledge tend to talk down to visitors to prove their expertise. That will not happen here. Our job is to listen carefully and ask questions to guide you into making choices that work for you,” she concludes.