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We opened our doors in Roseville, CA at the Westfield Galleria, and marked the occasion by celebrating the people who bring this brand to life. Our CEO, Troy Brown kicked off the morning with a ribbon cutting, and an incredible line of customers wrapped around the storefront before the doors even opened. The excitement and energy of the day showcased what makes 5.11 special, connecting with our community, sharing our passion, and seeing our customers live the 5.11 way. Here’s to Roseville, and to everyone who continues to push forward, train hard, and live the 5.11 way.
Our District Manager team came together to celebrate, regroup, and gear up for a strong finish to the year. Grateful for their leadership, resilience, and commitment to serving our customers and teams!
A milestone for 5.11: our first mall location is now open at Westfield Galleria in Roseville, CA. This represents more than a new store, it’s a space that brings the 5.11 experience to new communities, showcases our purpose-driven approach, and reinforces the brand values that inspire us to innovate, perform, and live boldly every day!
Last week our District Managers came together for our annual summit to dive into Q4 strategy, delivering great customer experiences, and continuing to grow as leaders. It was a week of collaboration, recognition, and momentum that fueled our teams to keep raising the bar and deliver the best experience for every customer who walks through our doors.
Thirteen years ago, Nathan Gullian joined 5.11 as our first retail hire. Today, he’s leading the entire retail channel. His career has been built on learning, adapting, and helping grow something bigger with the team. What’s kept him here? "I was struck by the warmth and respect I was shown at SHOT Show, the quality and care of the product, the work ethic of the team, and the higher calling of serving those who serve. I knew I wanted to work for 5.11 and spent the next year figuring out how to make it happen." On the culture today: "We’ve built an experienced, evolving team. I couldn’t do what I do without them; they keep the culture strong while elevating the talent." Thinking about a career here? "We’ve seen Retail Team Members grow into roles across the company, from Customer Service to Marketing to Outside Sales. It’s an incredible company. Lightning in a bottle."
We’re proud to honor a remarkable milestone: Kelly Hays, our Director of Manteca Operations, has been part of the 5.11 team for 25 years. Throughout his career, Kelly has seen the brand evolve in big ways and has been right at the center of that progress. His steady dedication, expertise, and genuine care for people have shaped not just how we operate, but who we are as a company. Kelly, thank you for 25 years of impact, leadership, and heart. Your journey continues to inspire all of us at 5.11.
Troy Brown, CEO, and Francisco Morales, Executive Chairman, were recognized in the Orange County Business Journal’s OC500 list, which highlights leaders shaping the future of business in the region. Their recognition reflects the momentum building at 5.11. It’s about pushing boundaries, thinking ahead, and staying rooted in purpose while exploring new ground. We’re just getting started.
Over the years, we’ve built our reputation on durable, purpose-built gear, and we’re continuing that legacy with products ready for any adventure. Among the latest to launch: the Allhaula collection, our most adaptable line of carry gear yet. Meet Alan Vespe, Product Manager and one of the minds behind Allhaula. “We wanted to create something that could haul more, handle rougher routes, and flex between your weekend overland trip and a last-minute flight out of town,” he said. “The Allhaula line is built to handle real life movement and the chaos that comes with chasing adventure.” Made from TPU-coated and ballistic nylon, Allhaula duffels are weather-resistant, tough, and minimal by design. “The multi-use divider system has to be my favorite. It lets you pack in a concise way no matter the activity. It can be used as a compression panel or for extra pockets along the side. It’s a game changer.” Field testing and feedback helped shape the final product. “We identified high abrasion points and ended up re-patterning the shoulder straps to make carrying more comfortable, no matter how much gear you’re hauling.” Designed through close collaboration across teams, Allhaula reflects the hands-on, purpose-driven approach behind every 5.11 launch. “This isn’t just a bag. It’s a customizable system that changes how you pack and move.”
5.11 was built for those who serve and protect. That part will never change. But today, our gear shows up in a lot more places, on trails, in gyms, and wherever people push themselves to be ready for anything. Our Head of Brand and Storytelling, Eric Katzenberg, captured this evolution perfectly in his recent conversation with The Drum. It’s not about changing who we are, it’s about inviting more people to experience what makes our gear trusted by professionals around the world. Same purpose-built performance. Same trust. Just more adventures ahead. Proud of the team behind this, and grateful to The Drum for sharing where we’ve been, and where we’re going.
We recently wrapped our 2025 Spring Sales Meeting at our Global Innovation Center in Costa Mesa, CA - bringing together teammates from across the country to connect, align, and gear up for what’s ahead. From product deep dives to oceanfront team time, this week was a reminder of what makes 5.11 different: real connection, shared mission, and a whole lot of grit. Here’s to the road ahead!
