At Shooter’s World, every lane tells a story, one built on discipline, service, and second chances. But for owners Phil and Lisa Roux, one moment on a February afternoon in 2021 became the defining chapter, turning tragedy into purpose, pain into progress, and survival into a calling.
It began with a conversation that seemed casual at the time. Phil, a lifelong motorcycle enthusiast, struck up a chat with a Ducati representative who happened to be one of the brand’s lead designers. They swapped stories about bikes and performance, and Phil half-joked about improvements he’d make to a certain model. Months later, he got a call from his friend John Lester at RideNow Chandler. “Hey Phil, I’ve got a motorcycle here with your name on it.” Phil was stunned. The Ducati designer had followed through. That afternoon, Phil drove to RideNow, signed the papers, and rode home on his brand-new bike. It wasn’t his first motorcycle; Phil is always buying and selling bikes, but this one felt special. It felt like a reward, a nod to years of hard work building Shooter’s World into one of Arizona’s premier shooting destinations.
The next afternoon, February 6th, he decided to take it out again. Business at the Peoria range was booming, and after helping the team through a busy stretch, Phil wanted to log a few easy miles before heading to Cabela’s. The sun was out, the roads were clear—it felt like freedom. But just a few miles from the range, everything changed. Heading down Northern Avenue, Phil spotted a truck that had lost its trailer, blocking traffic. With his background in law enforcement, he didn’t hesitate to stop and help. Along with three other men, he started lifting the trailer back into place. In seconds, tragedy struck. An 18-year-old driver, impaired and impatient, swerved around traffic and collided with a parked trailer, striking four men working nearby. Phil was critically injured and rushed to the hospital, where a team of specialists worked tirelessly to save his life.
As he fought to stay conscious, Phil made one final phone call, just to hear his wife Lisa's voice. "All I could say was, 'I'm sorry. I got hit,'" he remembers.
After multiple surgeries and weeks in intensive care, Phil faced an uphill battle. Doctors warned his recovery would take months in a wheelchair. But Phil refused to accept those odds. With Lisa by his side every step of the way, advocating for his care and providing unwavering support, he pushed forward with determination.
Three weeks later, Phil stood for the first time. A few weeks after that, he walked. By June 2021, he attended his son's wedding without a cane.
"Pain became progress," Phil says. "Every ache meant I was healing."
Today, his story stands as a powerful testament to resilience, love, and the strength of the human spirit.
That same spring, still in recovery, Phil and Lisa signed the lease for their next chapter: the Shooter’s World Goodyear location. The retail store opened in October 2021, and the range followed in August 2022. Today, Shooter’s World stands as more than a range, it’s a place where beginners, families, and seasoned shooters alike find a safe, welcoming environment guided by expert staff.
The accident also unlocked a new mission: Southwest Armor Technologies (SWAT Armor). Before the crash, Phil had been developing innovations in body armor alongside his business partner, Travis Leibold, Chief Strategy Officer of SWAT Armor and a 10-year Operations Manager and head buyer for Shooter’s World. After the accident, Phil and Travis joined forces with Dr. Richard Sue, the pulmonologist who helped save Phil’s life and also a Phoenix SWAT surgeon and Navy Lieutenant Commander. Together, they are designing next-generation armor to reduce blunt trauma and save lives, work that has already earned multiple patents and national attention. “I survived for a reason,” Phil says. “Now I get to use that reason to protect others.”
Today, the couple balances Shooter’s World and SWAT Armor with two new ventures: FlowState Innovations, a software company launched with business partner Chris Birchby, a 10-year IT and Marketing Director for Shooter’s World; and Subtle Savage, an apparel line inspired by resilience. But the core of everything remains gratitude, for faith, for family, for another chance. “Every day since the accident feels like bonus time,” Lisa says. “We don’t take a single moment for granted.” From that surprise call at RideNow to a recovery that defied the odds, Phil’s story isn’t just about surviving. It’s about transformation, of perspective, of purpose, and of what it means to live fully. “That day didn’t end our story,” Lisa adds. “It gave it new meaning.”
"That day didn’t end our story. It gave it new meaning."