Range 208
In November 2024, after years of building a firearms training business and dreaming of owning his own range, Joe Alicea began the process of acquiring Diamondback Shooting Range in Lewiston. The deal closed on October 1, 2025.
The challenges have been significant: rebranding the facility, navigating a complete remodel during live operations, creating accurate financial projections for the name change and grand reopening, and building a sustainable membership model in a competitive market—all while managing tight cash flow and a mountain of regulatory requirements.
In December 2024, Joe started working closely with the Idaho Small Business Development Center (“Idaho SBDC”) in Lewiston. Over the following year, the Idaho SBDC guided him through collecting and analyzing data, building a comprehensive business plan, refining membership pricing, creating marketing timelines tied to his January 2, 2026 grand opening, and keeping him focused on measurable goals instead of getting lost in the details. His Idaho SBDC Business Consultants listened when he needed to dream big and reeled him in when he started sweating the small stuff.
The result was Range 208 Lewiston—a complete transformation of the former Diamondback range. The new name honors the legendary Range 208 on Marine Corps Base Camp Pendleton (the long 25-yard
small arms range between Las Pulgas and Camp Horno that shaped thousands of Marines) while celebrating Idaho’s 208 area code. The six stars in the logo represent Orion’s Belt and Sword—a warrior’s constellation—because the range exists to train warriors, protectors, and responsible armed citizens.
Since taking ownership, membership has grown over 80%, class fill rates average 85%, and the company is on pace for 60%+ revenue growth in their first full year under the new brand. Range 208 maintained one full-time position and created two part-time local jobs, with the positions filled by veterans and college students.
“None of this would have happened—or happened this fast—without the Idaho SBDC,” said Joe. “They didn’t just hand me templates; they became true mentors who steered me in the right direction, held me accountable, and gave me the confidence to build something bigger than I ever imagined.”
Range 208 Lewiston operates in the Lewiston-Clarkston Valley and North Idaho as a provider of indoor shooting and firearms training—proof that with the right guidance, a Marine’s grit and an Idaho entrepreneur’s vision can move from a concept to a fully realized small business that serves the community.
Get the downloadable success story pdf here
North Central Idaho SBDC Success Story, 2025
Lewiston, ID
