We recently connected with Jack Potter and have shared our conversation below.

Jack, looking forward to hearing all of your stories today. What do you think matters most in terms of achieving success?

I believe success isn’t defined solely by dollar signs—it comes in many forms.

To me, success in business means freedom. The freedom to pursue what inspires and drives you. The freedom to build something bigger than yourself. The freedom to walk away from the 9-to-5 grind and live life on your own terms.

True success also means being a good human. It’s being a loyal friend, a devoted partner, and someone who gives generously when the opportunity arises. It’s having the courage to try—even if you fail—because putting yourself out there in pursuit of your dreams is a victory in itself. Too many people let fear of the unknown hold them back from ever taking that first step.

Years ago, someone told me that at the end of your life, you should be able to look back on everything you’ve done and, without hesitation, say you’d do it all over again. That, to me, is success

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

In my early 20s, I had a fire in my chest—an undeniable hunger for adventure and a drive to be part of something bigger than myself. I grew up in a rural town in central upstate New York. It was a good community, but I knew deep down I was meant to do more—see more—than what that small town could offer.

I briefly considered joining the military, but I wasn’t aligned with what the U.S. was doing overseas at the time. Still, I craved action and purpose. I began looking into ways to get to Rojava, Syria, to volunteer with the YPG militias fighting ISIS in an ongoing civil war. Around that same time, I learned about Sea Shepherd—a global anti-poaching maritime organization made up of international volunteer crews from all walks of life. I had a few friends involved, and the more I learned, the more I felt drawn to it.

Before long, I sold most of my belongings, packed a backpack, and flew to Japan to join one of their land-based campaigns. I made several trips there, working alongside dedicated activists, and experiencing everything from high-speed police chases and late-night stakeouts to detainments, interrogations, and moments that felt like something out of a movie. I saw incredible parts of Japan, made lifelong friendships, and walked away with memories I’ll carry forever.

After my third trip, I was kicked out of the country and rerouted to Australia, where I prepared for the next chapter: life at sea. I joined one of Sea Shepherd’s patrol vessels, and soon after, we set sail for Antarctica. That mission turned into a record-breaking, five-month hot pursuit of an illegal fishing vessel wanted by Interpol—the Thunder. We ultimately shut it down. That campaign became the subject of books and documentaries and marked a turning point in Sea Shepherd’s evolution.

From there, the organization shifted its approach, becoming a more professional, results-driven force on the ocean. I evolved alongside it—gaining formal training, certifications, and eventually earning the rank of Chief Officer. My wife and I had the privilege of working together on missions off the coast of West Africa, training local militaries in boarding operations, seamanship, vessel inspections, and maritime security.

In 2020, while on patrol off the coast of France, the COVID pandemic hit. Everything came to a halt. Suddenly, my wife and I found ourselves back in Washington state, unsure of what came next. With careers on pause and the world unraveling, we launched Guerrilla Tactical—a side hustle we hoped would bridge the gap until we could return to sea.

We started small—crafting Kydex holsters, building individual first aid kits (IFAKs), and sharing preparedness knowledge on Instagram. But as the months passed, it became clear: the world wasn’t returning to “normal.” Demand grew rapidly. About six months in, we hired our first full-time employee and began scaling the business.

What started as a temporary project quickly turned into something much more. Guerrilla Tactical combined everything I was good at—design, logistics, education—with a deeper mission: helping people become more capable and better prepared, all while promoting a message of kindness, resilience, and community.

Now entering our fifth year, I couldn’t be more proud of what we’ve built. It’s been a wild journey—and one I wouldn’t trade for anything

How did you build your audience on social media?

One of the smartest things we did from the very beginning was prioritize marketing on social media. I knew we had a high-quality, competitive product—but the real challenge was getting people to see that. As a new brand with no established trust or recognition, we had to find a way to position ourselves as a legitimate player in the space.

The solution was simple: project the image you want people to associate with your brand. From day one, we wanted to be seen as professional, trustworthy, and serious about what we do—because that’s exactly what we are.

Our not-so-secret weapon? My wife. With over a decade of professional experience in photography, videography, and photojournalism—recognized by outlets like National Geographic, Discovery Channel, Animal Planet, and Girls Who Click—she brought an elite level of media expertise to the table. Having her create our content from the start saved us both time and money, and it gave us a huge leg up.

If you don’t have someone like that on your team, invest the time to learn how to create high-quality content with the right gear—or partner with someone who can. There are levels to this game. As a small business, you don’t need to spend tens of thousands of dollars on marketing right out of the gate—but you do need to look the part. Professional branding, consistent visual style, clean editing, and high-quality photos and videos will set you apart from the noise.

At the time of writing this, our main Instagram page is closing in on 100,000 followers—a milestone we’re proud of, and a direct result of consistent effort and intentional branding. The hard work is paying off.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

. We started Guerrilla Tactical with one core product: Kydex holsters. Five years later, Kydex is still the foundation of our business. While we’ve expanded into other areas, holster manufacturing remains our primary focus—and our biggest passion.

For those unfamiliar, Kydex is a thermoform plastic that’s both lightweight and incredibly durable. When heated, it becomes pliable and can be molded around just about anything—in our case, handguns. Once it cools, it retains the shape of the mold or object it was formed around.

Back in 2020, we started with the basics: grinders, band saws, drill presses, and a simple foam press setup. It was humble, hands-on work. But like any good craftspeople, we’ve continuously refined our process. Our shop has evolved dramatically over the years as we’ve pursued greater efficiency, consistency, and precision.

Gone are the toaster oven days. We’ve upgraded to CNC-cut molds, commercial-grade heat presses, vacuum forming tables, 3D scanning, 3D printing, and in-house engineering. Every step of our production is now driven by a mix of craftsmanship and modern tech—resulting in a much more streamlined, repeatable process.

What most people don’t realize is how complex holster manufacturing really is. There’s no universal guidebook or comprehensive tutorial that teaches you how to do it right. Every company develops its own systems through trial and error—and we were no exception. We definitely made some questionable gear in the early days. So, major respect and thanks to our earliest customers who stuck with us and gave us the space to grow.

Now, heading into our fifth year, we’ve dialed in our process and we’re producing some of the best gear we’ve ever made. And we’re just getting started.

Contact Info:

• Website: https://www.guerrilla-tactical.com
• Instagram: @guerrilla_tactical
• Youtube: https://youtube.com/@guerrilla_tactical?si=zIsGgZsxUlErUaZN

Image Credits

All images are property of Guerrilla Tactical LLC