American Roots
Nearly 250 years ago, in December of 1777, George Washington and his exhausted, ill-supplied Continental Army marched into Valley Forge, Pennsylvania, to set up a winter encampment in the bitter cold. This fighting cadre, made up mostly of disparate colonial militias, would stay put for six months. The British were occupying nearby Philadelphia, and the future of the American Republic lay in the balance. Meanwhile, in Valley Forge, the birth of the modern American army was underway. In June of 1778, this ragtag band of militias emerged from Valley Forge as a unified force, and the momentum of the war would soon shift towards the burgeoning nation.
In nearby Malvern, Pennsylvania, the legacy of Valley Forge and the American Revolution proudly lives on, not far from Independence Hall in Philadelphia (where the Declaration of Independence was signed) and Washington’s historic point of cross on the Delaware River. Patriotism is intrinsic to this region, and a new gun range in Malvern embodies such ideals—but it’s not your typical firearm training facility. Main Line Armory is what industry insiders refer to as a “guntry club,” where the luxury of a country club meets the gun range. Main Line Armory still has all the makings of a typical range, with state-of-the-art, indoor shooting lanes and training classrooms, but with an extra dose of splendor, including a grandiose, members-only cigar lounge called the Valley Forge Lounge. Within the walls of this large industrial building, the good life and American pride converge, seamlessly blending into a cohesive experience that epitomizes this local area and the man behind it all.
Malvern is part of Philadelphia’s Main Line, an affluent string of neighborhoods stretching west of the city off of the former Pennsylvania Railroad's Main Line. This area has deep-rooted connections to prestige and wealth that stretch back to the earliest days of America.
Greg Butler, the founder and owner of Main Line Armory, was fully aware of the local history and demographics when he began fulfilling his version of the American dream. The former Army Ranger and Pennsylvania State Trooper decided in 2020 that he wanted to open his own range, but he knew he needed to tailor it to his market and keep pace with growing trends. “The firearm industry is starting to get into that Top Golf mentality,” says Butler, 45. “The range is no longer a place to just go shoot and leave, it’s an experience.” To get started, he needed to do his research. “I’m never one to go half ass with anything,” he says. Butler traveled all over the United States, visiting the few ranges at the forefront of the growing “guntry club” model, learning as he went and sharpening his vision. The grand opening came in April of 2023.
Main Line Armory is roughly 30,000 square feet. As you enter, you’re greeted by a large lobby and retail area—the operation is a Class III firearms dealer, which enables the range to sell items like silencers, machine guns and short-barreled rifles. A particular chandelier display immediately demands attention and respect, made up of 5,261 individually named dog tags hanging from the ceiling. The tags bear the names of each United States military member killed in action during combat in Iraq and Afghanistan. Butler and his wife, Katiria, are both veterans who saw combat in Iraq. “It’s easy to forget the fallen when there’s no war,” he says. There are additional displays of remembrance and recognition throughout the space.
The ambiance of Main Line Armory fluctuates between industrial chic and colonial-inspired luxury. In the gun safe room, known as Liberty Hall, opulence and history collide. Rows of broad, highly-secure gun safes—designated for early investors and lifetime members—command this narrow space. Large, accompanying portraits of American founding fathers hang behind each safe, from Patrick Henry to Thomas Jefferson. A classy feel is delivered via wood paneling, satin wallpaper and chandeliers. Additional safes and lockers, smaller in size, fill the rest of the hall, as this is the only area in the facility where firearm storage is permitted.
Shooting is the primary focus here, and Main Line Armory has three shooting range bays, which have earned a five-star rating from The Firearm Industry Trade Association (NSSF). Two of the bays, made up of 16 lanes in total, are open to the public and all membership tiers. The pair are named after famous Revolutionary War figures: General Marquis de Lafayette of France and General Anthony Wayne of the Continental Army. The third bay, honoring George Washington, is reserved for VIP members, located within the private Valley Forge Lounge.
Each lane, regardless of the bay it’s in, is 25 yards in length and comes equipped with custom LED lighting, touchscreen target controls, programmable scenarios and digital keypads that allows visitors to get ammo delivered to their lane. Range guests can further enhance their experience with 360-degree rotating targets and a commercial live fire simulator. All bays are also outfitted with a fresh-air ventilation system. There are no restrictions on what firearms can be used in the bays, only that the caliber does not exceed a .338 lapua round, which is still a large caliber round. Main Line even allows drawing from the holster after passing certification—a nice perk for experienced shooters.
The Valley Forge Lounge is essentially the sister space to Liberty Hall, or perhaps big brother, as it’s roughly 3,000 square feet. The atmosphere is subdued, with dim lighting and soft jazz playing in the background. At once, you feel as if you've been transported into a ritzy hunting lodge. A grand fireplace takes a commanding presence, accented by 15-foot-high ceilings, imposing wooden beams that stretch down from the ceiling and reach across the room and jet black walls. Chandeliers, leather couches, chesterfield chairs, fine rugs and dining room tables lavishly accent the space, as tokens of history underscore the room. A painting of George Washington at Valley Forge shines on one wall like a museum display. A bust and painting of Benjamin Franklin, and his “Serapis flag,” designed by Franklin and considered to be one of the earliest ensigns of the United States, sit off to the side and demonstrate Butler’s personal connection to a core founding father. Butler served in the 111th Infantry Regiment of the United States Army, which was originally the Pennsylvania Militia or “Associators,” founded by Franklin in 1747.
Inside the Valley Forge Lounge, the outside world effortlessly drifts away. Attention is drawn in and, in due time, the muffled pop of firearms becomes one with chatter and the ping of cigar lighters. There are no windows and no televisions here, only cigars and conversation. “Cigars and guns go together more than you think,” says Butler. “Half the guys that are range buddies now met smoking cigars.” Butler didn’t want members to shoot and immediately leave. He understood he needed to nurture the experience, so he crafted a classy alcove headlined by cigars to make that a reality. “Before I opened this, I never smoked cigars,” he says. “Now, I’m having at least one a day, two if I can.”
Members are permitted to drink within the lounge, but it’s BYOB. A small kitchen in the corner is supplied with plenty of whisky ice cubes and glassware available for use. But tight controls are in place. “Once you have a drink, you’re done shooting,” says Butler. The staff locks members out of the range for a calendar day once they’ve indulged.
Butler says many members use the space as their main cigar lounge. “I have some members who shoot, but aren’t really gun guys, they just want to be in here,” he says. A small walk-in humidor, big enough for two people to browse, holds roughly 70 cigar facings, featuring well-known names such as Padrón, Arturo Fuente, Liga Privada, Plasencia, Oliva, Rocky Patel and plenty of La Aroma de Cuba’s. Butler’s supplier is Holt’s Cigar, the Philadelphia-based company that owns the La Aroma de Cuba brand. Next to each facing, Butler denotes the price and strength. He also has cigar menus on the tables that give blend details along with the Cigar Aficionado rating and tasting note. The process is simple, members use their key fab to open the humidor, they select a stick and pay for it on the Main Line Armory app.
Membership is split up into four tiers: Weekday, Continental, Premier and VIP. All membership groups have the ability to reserve range time, thereby circumventing wait times. With each membership level, there are similar perks, but to varying degrees, such as access to gun rentals and various discounts. Access to the Valley Forge Lounge, however, is reserved only for Premier and VIP members. “We’re more expensive than the regular range, but you pay for service,” says Butler. He employs 30 staff members, full and part-time, to ensure such white-glove accommodation is delivered.
Exclusive member events are a hit at Main Line Armory. Their “Bourbon and Barrel” events are the most popular. Members shoot a rare selection of guns, then enjoy food, Bourbon and a smoke afterwards. Themes vary for these events, from Miami Vice to World War II. In the case of the latter, members get to shoot old rifles and pistols from the famous war. Other events include Ladies Shoot & Sip, Zombie Shoot and Star Wars Night, to name a few. “Women, young professionals, young families, that’s who I cater to,” says Butler.
Main Line Armory is open seven days a week, with the Valley Forge Lounge often serving as a remote office for members during weekdays. But come weekends, traffic is unrelenting. “In the winter time and on the weekends, pretty much every seat is taken,” says Butler. There are around 1,000 members in total, despite being open just three years. Butler estimates that, among those, 150 are VIPs and 200 are Premier members. The atmosphere is communal, to the point where members typically buy smokes for one another. It’s the kind of place where no one smokes alone, where nearby empty chairs don’t stay vacant for long. “We have pastors, we have lawyers, it runs the gambit,” says Butler. “There’s a really good community that’s been built here.”
