More airgun/gear stores. If there isn't a store within a reasonable distance, which kid is going to figure out what's wrong with anything concerning his gear. The internet is pretty useful, but it won't replace a mentor in person helping the kid out.
It doesn't have to be a huge store, could be run out of one's garage if zoning is allowed. But having a decent variety of pellets handy, air pumps to fill tanks, some expertise on why a gun is malfunctioning would probably go a long way to generating more interest.