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

PASSION • INSPIRATION • COURAGE

Iconic Passion

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.

INNOVATION • CREATIVITY • PERSEVERANCE

American Spirit Of Ingenuity

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

EXPERIENCED • SKILLED • KNOWLEDGEABLE

Field Savvy

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.

ENTREPRENEURIAL • INNOVATIVE • DISCIPLINED

Freedom To Dream & Discipline To Deliver

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

Competitive • Confident • Fearless

Defend Our Ground

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

INTEGRITY • QUALITY • CONTINUOUS IMPROVEMENT

A Square Deal

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.

TRUSTWORTHY • LOYAL • SAFE

Faithful Companion

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

COMMUNICATION • HONESTY • TEAMWORK

True Collaboration

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

ENDURING • COMMITTED • LEADERSHIP

Thoughtful Stewardship

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.

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