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Blackstone Shooting Sports: Unifying the "Guntry Club" Experience

A BigCommerce Enterprise migration solves complex compliance and drives significant performance growth.

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PROJECT OVERVIEW

Blackstone Shooting Sports, Charlotte's premier "guntry club," needed to replace its end-of-life legacy Coreweave system. Mira Commerce was tasked with executing a full-scale migration to a modern, scalable platform. The primary goal was to create a high-performance, mobile-first website that could bridge their physical retail operations with a seamless e-commerce experience, all while solving the unique challenges of the firearms industry, including complex compliance and membership programs.

The Challenge

How could Blackstone Shooting migrate from its sunsetting legacy Coreweave system to a modern, scalable, and secure e-commerce solution, while seamlessly integrating its complex in-store POS, membership-based recurring revenue, and the industry's strict ATF compliance requirements for online sales?

Mira Commerce began with a deep discovery phase to architect a solution that addressed Blackstone's unique "guntry club" model, which blends retail, training, and memberships. The foundational challenge was migrating off the insecure, end-of-life legacy Coreweave platform. We selected BigCommerce Enterprise for its powerful APIs and scalable, SaaS-based architecture.

Our primary focus was on complex, real-time integrations to create a single source of truth between the physical store and the e-commerce site:

POS & Inventory: We built a deep, bi-directional integration with their Lightspeed POS to sync all inventory, sales, and customer data, ensuring a unified customer experience whether in-store or online.

Firearms Compliance: To handle the complex legal requirements of selling firearms online, we integrated MasterFFL, which automates ATF compliance and manages the Federal Firearms License (FFL) dealer selection process at checkout.

Recurring Revenue: We leveraged Chargebee to manage their "guntry club" memberships, enabling seamless recurring billing, subscription management, and member-only perks.

Search, Shipping & Pickup: We implemented Algolia for lightning-fast, relevant site search and ShipperHQ to provide accurate shipping rates and enable their Buy Online, Pick-up In Store (BOPIS) functionality.

Marketing & Fulfillment: Listrak was connected for personalized email marketing, and FLXpoint was integrated to manage and automate supplier inventory feeds.

Finally, our UX/UI team designed a sleek, modern, and mobile-first interface that reflects the high-end, premium nature of the Blackstone brand, optimizing the entire customer journey.

“We knew growth wasn’t going to come from just switching platforms — it required a partner who could move quickly, think strategically, and adapt to our business in real time. Mira stood out because they listened first, responded fast, and consistently brought solutions tailored to our specific needs. It never felt transactional. It felt like working with an extension of our own team, focused on helping us scale the right way.”

Taylor Burke

Managing Partner, Head of Sales & Marketing

The Brand

Blackstone Shooting Sports is a state-of-the-art shooting facility in Charlotte, NC. It redefines the firearms retail and range experience by operating as a high-end "guntry club," offering a premium, clean, and safe environment for training, retail, and community events.

Results

The migration to BigCommerce Enterprise and the robust integration ecosystem built by Mira Commerce transformed Blackstone's digital presence. The new, mobile-first site saw a massive 350% improvement in Mobile Core Web Vitals, a critical technical update that directly impacted user experience and Google's search rankings.  This foundational technical excellence, combined with a superior UX, was a key driver for the 14% increase in the overall conversion rate. The site's enhanced performance and optimized structure also captured significantly more search visibility, resulting in 46.6% more impressions and 12.6% more clicks from Google Search Console. This new top-of-funnel traffic proved to be highly qualified, leading to a 17% increase in organic sessions and, most importantly, a 14% lift in revenue directly attributed to the organic channel.

Metrics at a glance

+%Improvement in Mobile Core Web Vitals

+%Google Search Impressions

+%Google Search Clicks

+%Organic Sessions

+%Revenue from Organic Traffic

+%Increase in Conversion Rate

SUMMARY

The migration from a legacy Coreweave system to BigCommerce Enterprise successfully modernized Blackstone's online operations, delivering a 14% conversion rate increase and a 350% boost in Mobile Core Web Vitals. The project unified in-store and digital channels, solved complex compliance, and drove a 17% increase in organic sessions.