Our History

Rooted in Heritage. Engineered for Excellence.

Our Story & History

Our Mission

To empower responsible gun owners by providing access to high-performance, factory-certified sidearms, paired with an effortless, fully compliant purchasing experience and lifetime technical guidance.

Our Vision

To set the industry standard for online firearms retail by combining cutting-edge digital logistics, transparent compliance tools, and a culture centered on safety, education, and uncompromising quality.

Core Brand Pillars

  • Factory-Certified Reliability

    Every firearm in our inventory passes strict multi-point inspections covering slide lock-up, trigger safety functions, and frame tolerances before shipment.

  • Streamlined FFL Compliance

    Our automated transfer system connects your order directly to verified local gun dealers near you for a smooth, legally compliant checkout flow.

  • Firearm Safety & Advocacy

    Safety isn't just a guideline, it's our foundation. We actively promote range discipline, safe storage practices, and strict adherence to fundamental gun safety rules.

  • Lifetime Technical Support

    Our armorer team remains available throughout the life of your sidearm to assist with optics mounting, accessory selection, and routine maintenance.

Our Commitment to Safety

  • Treat every firearm as if it is loaded.

    Never assume a chamber is empty.

  • Never point the muzzle at anything you are not willing to destroy

    Maintain absolute muzzle control at all times.

  • Keep your finger off the trigger

    until your sights are aligned on target and you have made the decision to fire.

  • Be sure of your target and what is beyond it.

    Always identify your target and background prior to engagement.

Executive Team

Marshall Lerner

Chief Executive Officer

Matt Fleming

Chief Technology Officer

Ronald Sorozan

Chief Financial Officer

Ronald Sorozan

Divisional Vice President, Primary Arms Online

Ryan Bowman

Senior Director of Supply Chain, Primary Arms Optics

Scott Tirman

Divisional Vice President, Primary Arms Optics

Kody Staples

Vice President of Marketing & Ecommerce

Robert Sheets

Senior Director of Engineering, Primary Arms Optics

Todd Ellison

Director of Warehouse Technology & Logistics

Todd Ellison

Director of Merchandising

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