Veteran Proud and American Made, Armageddon Gear Mixes Real-World Experience with Competition-Based Innovation, Served with a Full Shot of ‘Merica
There’s a company down in Georgia doing things a little bit different. Unapologetically American, Veteran proud, and 100-percent ‘Merica-2nd Amendment strong. Welcome to Armageddon Gear.
Look no further than the company’s latest gear video for a glimpse into the man behind the madness, and what Armageddon Gear is about:
As great as the Tacticooler is, and it is Outstanding, Armageddon’s core products center around shooting, especially precision shooting, with a host of accessories perfect for 3GN Long Range and other distance-shooting disciplines.
From the Gamechanger, a versatile shooting bag that can be effectively used for better stability on barricades, fenceposts, walls, etc., to the Carbine Sling, a clever sling with bungee webbing that takes away the need to adjust while working with a sling on the run, Armageddon Gear is designed by folks that know what in the hell they’re doing. There’s a bunch of great gear on the company’s site; but what’s just as interesting to us, is the company culture itself.
At its most basic level, Armageddon Gear is a reflection of the man who started it all, Tom Fuller. A 22-year veteran of the Army, much within the Ranger Regiment, with six deployments to Afghanistan and Iraq, Fuller’s military credentials are legit. Closing out his career as Sergeant Major of the vaunted U.S. Army Marksmanship Unit capped a career and helped introduce Fuller to the competition shooting community.
Upon retirement, Fuller took a position with Bushnell Tactical and got his feet wet officially in the firearms industry. And it was there that his experience in the military defined a need in the marketplace.
“I was working as the military sales manager for Bushnell Tactical, which had 13 brands at the time, including soft goods lines,” Fuller said. “I was constantly being asked about high-quality, American-made soft goods for the military. A lot of the soft good brands had been bought out and production moved overseas at that time. Since the military must buy American, I saw an opportunity. I also had several ideas for products based on my service, that I wanted to do anyway.”
Built for service, high-speed enough for competition, and American made. For the cynics among us, check out this video if you have any doubts:
“I hope these videos show the true personality of Armageddon Gear,” Fuller explained. “We sincerely try to make our products the best that we can possibly make them. We buy American components for all of our products, because we put our money where our mouth is. Even our caps and t-shirt giveaways are U.S.-made. But we do not take ourselves too seriously. We genuinely have a good time at AG and try to portray that in the videos. We are proud that we manufacture in the USA and proud to be part of the gun culture.”
Culture is paramount to what Armageddon Gear is all about, and it starts with the atmoshphere that Fuller has built for the employees, including a mission statement given to all: “to develop innovative products, produce them with the highest quality and make our customers successful at selling them.” The founding principles and philosophy that guides the company are solid, but Fuller really doubles down on being a true firearm industry company by continually reinvesting in that culture. Every employee attends a quarterly range day, where Fuller says they all “spend the day at the range together where we shoot, eat lunch and drink beer.”
Real world experience, infused with guiding principles, packaged into a movement built upon passion, Armageddon Gear is not only a breath of fresh air compared to the conglomerates that control much of our industry, but serves as a shining example of doing business in a way that endears to those in that very community one seeks to serve.
“We see ourselves as a lifestyle brand,” Fuller said. “Anyone can sew a ‘thing,’ and we want to make the best and most innovative ‘things,’ but we want to have fun doing it and celebrate the shooting lifestyle along the way. We also want to do good things in our local community.”
At the end of the day, Armageddon Gear builds gear for duty and for sport. Designed for the needs of high-level competition; built tough for the rigorous demands of those that go into harm’s way. American made, through-and-through, just like Fuller and his staff.
“As competitors we always want an edge and anything to help us be better is welcomed, and we also want the best products that we can get,” Fuller said. “The competition shooting community is really what pushes innovation in gear, firearms, training and shooting techniques, and the military frequently adopts these things from the competition side. But more directly, we constantly work with government agencies and military units to quickly develop samples of products that they need and that do not already exist. This is really a large part of our business. There are vey few companies that are willing to do this and is impossible with overseas production.”
“Pray you’ll never need gear this good!” That’s the company slogan for Tom Fuller’s Armageddon Gear. For sure. But I’ll add this, pray more companies follow Fuller’s lead. After all, Rangers lead the way.