Eventually, Gauntlet opened stores in San Francisco, New York City, and Seattle, as well as a franchise in Paris.
The Gauntlet's clientele originated from the gay S&M communities of Southern California and Northern California and during the years that Ward ran his business from his home, many Gauntlet customers came from a group of gay Los Angeles men known as the T&P Group (for Tattooing & Piercing).
In addition to selling body jewelry and related equipment, The Gauntlet published a periodical called PFIQ, or Piercing Fans International Quarterly.
Originally a mostly black and white newsletter, PFIQ evolved into a full-color glossy with photos, artwork, stories and tips related to body piercing.
A related publication, Pin Pals, was a newsletter in which pierced people could place classified personal advertisements.