The Gun Trade Association (GTA) has confirmed it is moving to a completely virtual business model, as part of a wide-ranging modernisation programme designed to make the organisation more efficient and responsive to members.
Speaking at the association’s AGM at Bisley, chief executive Stephen Jolly said the transition is already underway. The move will see the GTA leave behind its traditional structure and embrace cloud-based systems, streamlined administration and online platforms.
“This is about professionalising and modernising the way the association works,” Jolly told members. “The association we inherited had outdated systems, declining resources and processes that were not fit for purpose. By moving to a virtual model, we can cut costs, focus on delivery and build an organisation that is agile, efficient and member-focused.”
Digital overhaul to streamline membership and administration
The shift will touch every part of the GTA’s operations, from membership renewals to training delivery. A new website, refreshed branding and updated communications channels will provide members with faster access to information and support. At the same time, the new systems are expected to reduce the administrative burden on the association’s team, allowing more focus on policy, technical advice and industry representation.
Jolly said the move was ultimately about relevance and sustainability. “Members are entitled to ask what they get for their fees,” he explained. “The answer has to be clear and demonstrable value. A virtual business model allows us to concentrate our limited staff resources where they matter most – influencing policy, providing technical support and delivering training.”
The digital transformation is being delivered by Charlie Charlie One, who are working closely with the GTA’s council and staff. Andrew Penn from the company said the scope goes far beyond a new website.
“It’s a complete overhaul of the GTA’s practices and processes,” Penn explained. “Membership renewals, management and administration are all being modernised, which represents a real leap forward for the association.”
Central to the project is the introduction of a new customer relationship management (CRM) system, which will integrate with both the website and accounting software. This will automate many of the routine tasks that have previously been handled manually, including sending out renewals, reconciling payments and managing member data.
“At present, everything from membership renewals to reconciliation is manually processed,” Penn said. “With close to 500 members, that is almost a full-time job. Even if only half of renewals are handled online in future, it will be a massive relief for the administration workload.”
Penn believes the new model will allow the team to focus more on delivering value to members. “The aim is to free up Stephen, Paul and the team so they can focus on helping members rather than being tied up in administration,” he said.
New website and CRM system to boost member engagement
Another key part of the overhaul will be making the GTA’s online presence more relevant and engaging for members.
“We want the new site to be a place members actually want to engage with,” Penn explained. “That means more up-to-date content, easier access to information and integration with Gun Trade Insider so that news and updates are visible in one place. The current website falls short of that and feedback from members and council has been that they rarely visit it. We want to change that.”
The new site will make it easier to publish news updates and push content directly to LinkedIn, as well as pull in relevant industry information. By making the site more interactive and up to date, the GTA hopes to increase engagement and provide a central hub for members.
As part of the rollout, the GTA will also be reaching out to members in the coming days to ask for their views and feedback on the changes.
Despite the scale of the changes, Jolly was clear that the core mission of the association remains the same. “The GTA must defend, support and promote the trade,” he said. “This shift will put us in a stronger position to do that.”
The new website is expected to go live in the coming months, with further announcements on digital services to follow. Members can expect to see visible changes soon, but the real impact is likely to be felt in the months and years ahead, as the GTA frees up more time and resources to represent the trade where it matters most.
