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RELENTLESS PERFORMANCE

We’re 700 American craftsmen making innovative, battle-proven optics for the world’s most resilient hunters and shooters. We design, build, and test our products with a single-minded focus: to make sure they’ll perform forever.

Be relentless

We're relentless because you’re relentless. You don’t back down. You don’t give in. You keep going when others stop. No matter where you take us, on the battlefield, in competition, or on the hunt, we won’t let you down.

SO BE BOLD. BE TENACIOUS. BE RELENTLESS.

Our Core Values

Iconic Passion

  1. PASSION
  2. INSPIRATION
  3. COURAGE

Our legendary passion inspires us to produce great things. We serve something bigger: American tradition, freedom of the great outdoors, exhilaration and achievement, heroism and courage.

American Spirit Of Ingenuity

  1. INNOVATION
  2. CREATIVITY
  3. PERSEVERANCE

We uphold our legacy of innovation through our creativity, hard work, and perseverance, elevating the customer experience and driving our business forward.

Field Savvy

  1. EXPERIENCED
  2. SKILLED
  3. KNOWLEDGEABLE

We know what we’re doing because we are in the field, discovering what works and what doesn’t, staying close to the communities we serve.

Freedom To Dream & Discipline To Deliver

  1. ENTREPRENEURIAL
  2. INNOVATIVE
  3. DISCIPLINED

Nothing is as important as the freedom to explore and invent what could be and the discipline to execute it to perfection.

Defend Our Ground

  1. COMPETITIVE
  2. CONFIDENT
  3. FEARLESS

We've earned the right to defend our ground. We are steadfast and confident in our ability to take new ground.

A Square Deal

  1. INTEGRITY
  2. QUALITY
  3. CONTINUOUS IMPROVEMENT

Our customer is always entitled to quality, value, and most of all, respect. This founding principle is exercised throughout our business as we strive to continually improve.

Faithful Companion

  1. TRUSTWORTHY
  2. LOYAL
  3. SAFE

We are reliable and true in our commitments to ourselves, to those we serve, and to those we lead. Loyalty begets loyalty.

True Collaboration

  1. COMMUNICATION
  2. HONESTY
  3. TEAMWORK

Together, anything is possible. We communicate openly with respect and candor, always doing what’s best for our customers and our company.

Thoughtful Stewardship

  1. ENDURING
  2. COMMITTED
  3. LEADERSHIP

We lead with purpose and intent. Above all, we are ardent in living up to our family values and creating a company that future generations will be proud of.