PRIMARY ARMS APPOINTS MATT FLEMING AS PRESIDENT
HOUSTON, TEXAS – Primary Arms has announced the appointment of Matt Fleming as President, effective January 5th, 2026. A seasoned executive with nearly 24 years of leadership in the shooting sports and outdoor industry, Fleming brings a strong track record of scaling complex organizations and driving sustained double-digit growth.
With experience spanning both high-volume retail and precision manufacturing, Fleming brings a holistic perspective to Primary Arms. He is known for building high-performing teams through clear communication and strategic resource allocation. By fostering a culture of accountability and transparency, Fleming has successfully guided major industry players through periods of transformation, positioning him perfectly to drive Primary Arms' next chapter of innovation.
As President, Fleming will report to Founder and CEO Marshall Lerner and partner closely with leadership teams across Primary Arms Optics, Primary Arms Online, Primary Arms Wholesale, and Primary Arms Government. His responsibilities will include strengthening companywide operations, driving execution, and scaling the business to support long-term performance.
"I am thrilled to welcome Matt into the Primary Arms family," says Marshall Lerner, Founder and CEO of Primary Arms. "Matt brings a rare combination of deep industry knowledge, operational discipline, and a 'systems perspective' that aligns perfectly with our vision. As we enter our next phase of growth, having a leader who understands how to scale a business while maintaining a culture of trust and accountability is essential to our continued success."
Fleming's appointment underscores Primary Arms' continued investment in leadership, infrastructure, and long-term growth as the company scales to meet increasing demand across its expanding portfolio of businesses.
Primary Arms would also like to thank Shaylene Keiner of Headhunters NW for her partnership in facilitating this introduction.
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About Primary Arms
Started in 2008, Primary Arms began as an optics manufacturer focused on delivering the absolute best performance optics for any budget. Today, Primary Arms continues that legacy, expanding to provide best-in-class service for wholesale, government sales, and online retail. Wherever your needs lie, Primary Arms wants to be your first choice and favorite partner.
For more information on Primary Arms, visit the company website at https://www.aboutprimaryarms.com