In the Heller decision (2008), the U.S. Supreme Court reiterated that the Second Amendment protects the ownership of firearms that are in “common use.” This critically acknowledges that firearms and related products evolve as companies use new technologies, materials and ideas to invent. The Second Amendment, after all, didn’t just protect 18th century firearm technology; it allowed the marketplace to do important research and development and for the citizenry and their local, state and federal government to benefit. The fact that the cutting edge of firearms technology can branch off in directions old laws never foresaw is inevitable—so, it seems, is the predilection of gun-control types to try to ban anything new.
This brings us to this interview with the founder and CEO of Sellmark, James Sellers. Like many firearms-related companies, Sellmark’s brands make their reputations with innovation that gun owners want (or, perhaps, didn’t know they wanted until they saw it).
A1F: Your brands—Sightmark, Pulsar, Firefield, Kopfjäger, BulletSafe and Inforce—are constantly innovating. You must have seen holes in the marketplace and said to yourself, “I can develop products in these categories to really please gun owners.”
Sellers: We started in 2000, so this is our 25th anniversary, but it really wasn’t until 2007, when we launched Sightmark, that we started developing and designing optics. In those early years we felt like—this should resonate with those who understand this freedom—that all the major companies were overly focused on traditional bolt-action hunting rifles. The AR-15 wasn’t really getting the attention it deserved yet. I directed the company’s efforts at making the AR-15 as accessible, functional and accurate as possible.
So, we set out to create the best optics and we really found there is a great opportunity to make red-dot sites that perform at extremely high levels. We had several big innovations, such as advanced optical systems without parallax, and we worked on internal mechanisms to make the adjustments hold better for recoil.
We now have about 150 patents. I would say that our success really comes from a marketing-discipline background, focusing on what the market needs, telling good brand stories and, of course, creating the best possible products.
A1F: Your company really rose during the tech boom from 2000 till today. I’m wondering what changes you’ve seen and what impediments have been put in your way; after all, some social-media companies don’t allow you to effectively market your products.
Sellers: Yeah, that’s why publications such as America’s 1st Freedom are so important and what the NRA does is so critical.
We have been shut out of being able to share our lifestyle. We can’t commercialize our videos like other industries can. Nothing, in my opinion, is healthier than being outdoors and having responsibility and being able to provide for and to protect your family. Those core values are taught through responsible gun ownership. They are really the foundation of success and happiness. Instead, so much of what our media is showing to children is breaking down our families. It’s decaying our moral values. It’s taking away responsibility. They’re focusing on immediate gratification and self-indulgence. We need to get our country back and I really think that the work that the NRA is doing is critical. Our right to bear arms, our hunting lifestyle and shooting sports are so important.
A1F: Have you seen this begin to change?
Sellers: It does seem like our messages are getting out to a further market now. I hope we can monetize our influencers again, as these people are creating the content and sharing safety videos and things that are really great quality. We should be able to promote things that build upon individual responsibility.
A1F: Are you hopeful about the future of this freedom?
Sellers: There are a lot of new shooters. Yes, I am hopeful. America is resilient. Our products and our content are getting a bigger audience, but we have a lot of work to do before it’ll really be a level playing field with other industries, many of which aren’t promoting the same values that I think make America great.
Stay tuned for a full video interview with James Sellers from America’s 1st Freedom Editor in Chief Frank Miniter coming soon.
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