Survival Gear & Stealth Mounts: Adventure Gear South with Amanda and Alexa from Aesir Brands

The Amateurs and Experts podcast interviews Amanda and Alexa from AESIR Brands at the Otis Technology booth during SHOT Show 2025.

The discussion focuses on the launch of the Stealth Mount, a new M-LOK compatible storage system that allows rifles to "float" on walls.

Amanda explains how the business has grown from an online retailer to a brick-and-mortar store called Adventure Gear South in Florida.

They also highlight the difficulties small businesses face with social media "shadow banning" and the high demands of managing product development in-house.

Finally, they touch on future plans for universal safe adapters and quick-connect systems.

Links

• AESIR Brands: https://hangarsystem.com/store/ — The primary site for the HangAR system and product information. (17:39)

• Otis Technology: https://otistec.com/ - Mentioned as the host booth for the 40th anniversary. (00:04)

• Adventure Gear South: https://adventuregearsouth.com/ - The brick-and-mortar tactical and survival store in Florida. (10:20)

Key Takeaways

• Versatility: The Stealth Mount isn't just for storage; it functions as a hand stop for active shooting.

• Speed: In-house manufacturing (3D printing/milling) allows small businesses to innovate faster than industry giants.

• Education: Managing a Master's degree in marketing while running a business highlights the dedication required for small brand success.

• Standardization Gap: The lack of standards in safe manufacturing makes "universal" adapter development a significant engineering challenge.

Key Words

AESIR, HangAR, Stealth Mount, M-LOK, Shot Show, 3D printing, Manufacturing, Hand stop, Gun storage, Adventure Gear South, FFL, Florida, Emergency preparedness.

Transcript

SPEAKER_02 0:00

Okay, I'm gonna clap. So we could sink. Welcome to Amateurs and Experts Podcast. We are at the Otis Technology Booth at SHACO 2025. It is their 40th anniversary, and we're super excited to be here. I know. They have uh graciously uh given Let us come back after last year, which is wild.

SPEAKER_00 0:24

And they like us still. And we didn't drug them. Or did we? Uh questionable. Anyway, we are excited to be here with uh A Sear.

SPEAKER_02 0:37

Yeah with Hang A R. Yes, it's your second year at SHAT. How's it going for you guys?

SPEAKER_03 0:44

It's good. It's good. Yeah, we um one day down, so we got three more to go. We're gonna try to pace ourselves. But yeah, traffic seems good. I mean, people interested. We rolled out a new product this year.

SPEAKER_02 0:56

I was just gonna say, so you guys, this was your last year was your first year at SHOT. Yep. Um, and your second year with a brand new product. Yeah. So tell us about it.

SPEAKER_03 1:05

Yeah, awesome. So we um last year we came here, uh, we had the Hang AR system, which is a storage and display system for uh rifles and uppers. Um last year we came with just the upper mounts, so it was AR-15, AR10, upper receivers, and then um we have some adapters for sides of safe and for tactical walls, things like that. Um and so everybody's like, this is awesome. Where's your full gun hanger? And they're like, okay, we'll bring it next year. So this year we um kind of did a lot of product development this year getting it ready, and we officially launched it at shot. Um, the stealth mount, we're calling it.

SPEAKER_00 1:42

Ooh, can we see it?

SPEAKER_03 1:44

Yeah, here I actually have one in my little thingy here. I'll give you that's outside the packaging. Here, you can see it.

SPEAKER_02 1:49

I like that you're both pulling out. Why?

SPEAKER_03 1:51

We just carry them. You learn you just have to carry them in your little badge thing because people ask you what you do, and that's a good hint is to carry them.

SPEAKER_02 1:59

The badge holders are nice with the pouches.

SPEAKER_03 2:00

I'm sorry, just to see it, but yeah. So it is actually um for MLOC. It slides open. Uh-huh. And so let's see how to explain it right. So there is a low-profile little base plate that attaches to any MLOC. So any rifle with MLOC it'll work on. Um, and then the mount slides onto the base. Uh, it locks on with a ball detent. And then you can also choose uh if you want to keep it on kind of semi-permanently, it comes with a set screw, so you can keep it on. Um, and then it will double as a modified hand stop if you want to run your rifle with it on. Um, or if you don't like it, that running it with it on, you just pop that mount off and you just have the low profile base on there. Um, and then the the main kit just comes with a wall peg that you install anywhere in the house. We sell uh extra pegs so that way you want to put it by the bed at night, um, then move it to you know a gun room or something during the day or the shower. The shower. So your rifle can just travel with you wherever you want. Yeah, exactly. That's the whole point.

unknown 3:10

I like that.

SPEAKER_03 3:12

I think I'm in the commercial for that.

SPEAKER_00 3:18

That's a marketing in the event. That's a marketing effort. Yes, yes. I love it. It's sleep deprivation.

SPEAKER_03 3:26

Just booty sleep. Write it all down.

unknown 3:29

Right.

SPEAKER_03 3:30

That's kind of like our so our saying is that you know, this ain't your granddaddy's gun rack. Because in my mind, you know, growing up, there was always the big wooden gun rack on the wall with your rifles and like you just would see this big rack. And so now with this, it's just we call it the stealth rack. And it uh that way it just travels with your gun, it's invisible. When your gun hangs on the wall, it's we call it a floating mount and it's invisible, so your gun's the only thing that shows.

SPEAKER_00 3:55

Um that is cool. So yeah, it works. Love the packaging.

SPEAKER_03 3:59

Thank you. I wonder who helped us with that design pod tactical. Yes.

SPEAKER_02 4:04

Thank you, thank you. This turned out really, really uh great.

SPEAKER_03 4:08

So that I'll give you, I should have brought you an actual one without the stuff attached to it, but we got big examples. Um but yes, Jess has helped us a lot over the last couple years with launching our product and figuring out packaging it. She's so good.

SPEAKER_00 4:21

That is so cool. So in here is the stealth gun mount.

SPEAKER_03 4:25

Yeah.

SPEAKER_00 4:26

I just wanted to. Oh, you have it on there.

SPEAKER_03 4:27

Oh.

SPEAKER_00 4:28

Yeah, so it's on the video so people know.

SPEAKER_03 4:30

Very fun.

SPEAKER_00 4:30

Um, that is so cool. Thank you. Not your granddaddy's gun rack. I love that.

SPEAKER_03 4:38

Yeah, and the other thing we ran into last year is because it's so hard because the product is so little, and to show it being used, you have to show it on a gun. So everybody thought we were selling guns. And so we're trying to really make it plain that it's it's not the guns we're selling, it's the the amount of the system. So, but it's um, yeah, it's a lot of fun. And um, so far it seems, you know, that people are like, oh, I never thought of that, you know, because MLOC's not everything anymore, you know. That's yeah, it's kind of the main, you know, you still have some other like you know, keyhole and continue stuff, but MLOC's really the main. But yeah. That's great. Thank you.

SPEAKER_02 5:15

And so you guys have also been doing a really great job at video and social media. How has that helped out with launching the product and kind of diving into this industry? Because being a brand new company, a brand new product line, it could be a little overwhelming being at shot and being here, and you guys have been as a small business, female-owned, it's a lot of moving parts.

SPEAKER_01 5:34

It's a lot of moving parts. I think I think it's just players. Everybody has like trying to bring oh all the way to that. Shadow band is the term, I guess, where if you say something just right, you'll just disappear because of your stuff. So you have her, you should like that. Like it's a I don't think people realize it. I think people just have a viral video and it's easy. You know, those people work really hard.

SPEAKER_02 6:21

So and and things that maybe you posted last week were fine, this week for whatever reason could disappear. Yep, yeah, which it's not we're not conspiracy theorists, it is really a real thing. Oh yes, yeah.

SPEAKER_03 6:36

Oh yeah, yeah. There's there's so much information there out there about it for sure. And and the other thing is just even for us, just finding the time, you know, when you're running a business, but then also trying to keep up with social. It's the thing that as we grow, and I will tell you, Miss Alexa is getting her master's in marketing too.

SPEAKER_02 6:52

Oh, congratulations, Alexa, the master marketer.

SPEAKER_03 6:57

Right.

SPEAKER_01 6:59

I didn't even realize the layers that go into this.

SPEAKER_03 7:02

Yeah, yeah. Yeah, so that'll help launch us forward even more with that education. But if she does a great job, you know, now, but it's just like such a time, you know, and being able when we can finally pull her in full-time, you know, to put in the because all of those different platforms, all the things you have to do, uh the posting, the coming up with content. I mean, it's so time consuming.

SPEAKER_02 7:22

Well, we were just talking um with Steve from Primary Arms last, and the main thing that we were talking about was product development. And we as consumers, I think, in this day and age are so used to just having everything just handed to us and given to us, we don't think about the process that goes into it. So as a small business, you're not only doing product development, running the business, working on it, in it, marketing, product like all the things. Yeah, and you still have to sleep and eat, right?

SPEAKER_03 7:48

Yeah, it's like a hundred hats to wear. Yeah, yeah. And and and thank God, you know, we do so much in-house. We've got the 3D printers and the mills, and we're, you know, doing the whole process from beginning to end in-house. You know, maybe it won't be that way forever, but it's nice that you can control the product. And if you're like, oh shoot, that doesn't really work, you can go back and change the design and print something new in a couple hours and try it again. Yeah.

SPEAKER_02 8:10

So that seems to be a theme this year of companies really bringing stuff in-house and stateside. Obviously, manufacturing and getting components overseas or other areas is a necessary thing, often cost and just efficiency. But I feel like the majority of people that we've talked to, they're like, Yeah, this new product, we made it here. We made it here. Yeah. Yeah, which is fantastic. I'm loving that. Yes.

SPEAKER_03 8:34

It's huge. And it's so important. I think the changes used to be around the globe. I mean, it's important that we have local sourcing. And we are still a little stuck. We have some little parts and pieces that we do have to import. Um, and but we're constantly on the lookout for local suppliers because something happens, you know, globally, something happens in Asia, and all of a sudden you're stuck. You know, so you want local supply. If you can't make it yourself, you want somebody close by that can.

SPEAKER_00 8:57

Yeah, yeah, that makes sense. I love that you're a small business and and you have that control over your product, you know, making sure that everything is that leaves leaves the warehouse is you know something that um really is a is a great product.

SPEAKER_03 9:13

Right, I appreciate that. Yeah, and something you you learn um in the in the process of developing your product is then oh, well, we've got to start taking care of quality control and really making sure that all of these pieces that leave are in spec. And because that's the worst thing. I mean, you're handling the business yourself, you're the one getting the phone calls. If somebody gets something that's wrong.

SPEAKER_02 9:29

And and being new, the brand awareness and that reputation, if you don't have your hands on quality control, then right out the gate, you could be doing yourself a disservice. Absolutely.

SPEAKER_03 9:41

All of a sudden you get a bad name, and it yeah, that's just and that's what like we said, social media with you know the way everything is now, people know in a heartbeat if something's wrong.

SPEAKER_00 9:49

Yes, yeah. Oh yes, yeah, yeah.

SPEAKER_02 9:51

OCLP reviews. On top of all of this, this past year, past year, it's only a month into 2025, last year, you guys opened up a brick and mortar shop.

SPEAKER_03 10:01

Yeah, yeah, we did.

SPEAKER_02 10:02

Tell us about that.

SPEAKER_03 10:03

Yeah. So we've always, um, I wouldn't say always, but we've been around for five years now, I guess. And we uh um have had the manufacturing, then we've also been an online accessories retailer. We have um so ACER brands uh has ACR manufacturing that does uh the manufacturing side, and then we have Adventure Gear South. So which we started as a firearms accessories tactical gear store. Um, and then we uh decided, hey, let's why not? We need something else to do. Let's go ahead and open a store. Because we're not doing enough. We need more things to do. Um so we did uh go through and get our FFL and uh actually open our brick and mortar gun store tactical store um last May, I think it was. Yes. Jess came to the opening.

SPEAKER_02 10:50

Yeah, it was also a beautiful shop. Thank you. Yeah, very nice and a great, a really good um array and variety of products that you guys have there. Thank you.

SPEAKER_03 10:59

Yeah, we're small but mighty. We try to carry a really good variety, um, especially in Florida. We're in like the main hurricane band, and so emergency preparedness and survival gear is a big um focus of ours. Uh we really want to be a big part of the community and making sure people are prepared when something comes and happens. So, you know, we have a little of everything MREs, water preparation, and good quality products.

SPEAKER_02 11:23

Yeah. And that also educate on how to use a product and why that product's better than maybe something else that's just like $9.99 on Amazon Black Friday.

SPEAKER_03 11:31

Yep, absolutely, absolutely. Because that's the thing is that you can get about anything on Amazon that comes, you know, from Lord knows where and has who knows what in it. But we really do try to use really quality brands that people can trust. And that we I don't want to sell something that I don't stand behind and I wouldn't use in my own home. I love that. Thank you. Yeah, yeah. So, what's in the future for you guys? I don't know. What's in the future? Um, so hopefully continuing to grow the Hang AR system. Um, we have uh really adapters on the horizon. Um people have been asking a lot about how to use it more in their safe because obviously um a lot of our main adapters are for outside the safe, but everybody it has a different situation. You know, they may have small children and it needs to stay in the safe, or they, you know, um or may not have the room for to have a separate gun room. Um so and obviously actually a separate gun room.

SPEAKER_00 12:25

That's on my bucket list. I want a gun room.

SPEAKER_02 12:28

Yeah, yeah. Like with a secret door. Absolutely. I have a friend, I won't say who, a friend, who's building like a secret hideaway room. Like that you you don't know where the door is, but it moves, and that's like that's where the gun is. Oh fancy. That's awesome. Yeah, actually, two friends that are doing that.

SPEAKER_03 12:44

Yeah, they do that, or you know, you can also just buy the safe door. Some of even some of our like byarm suppliers just sell, you know, just the safe door, and you can create a safe room and then install the safe door, and then yeah, so I'm sorry for interrupting your thing. No, sorry, we were like, yeah, no, no, no.

SPEAKER_00 13:02

Yeah, for sure. But I think that's that's right. I mean, a lot of if you have small kids and stuff, you don't want your stuff hanging out.

SPEAKER_03 13:08

Right, exactly. And it just depends on the situation. Like, obviously, you know, Lex could tell you, we've got family that um where the kids hunt. I mean, they're very, very comfortable around guns. Um, they're very well trained in safety, and there are gonna be times where there are guns out because they're going out hunting and stuff like that. Um, you know, but everybody has their own situation, and you know if you need to keep uh your firearms protected. And so people ask us, and the thing is, is all the different safe suppliers, there's not really a lot of standards. Everybody's safes are different. So that's the only hard thing with trying to develop a product that is easily used in different safe systems. Yeah, universal adaptable. But there are some big brands, obviously. So we're looking at some of their stuff. Um, they have different types of tactical walls and things like that. So trying to look for adapters that we can create that will fit that brand. Um, because people are looking for it. So, you know, if there's enough call for it, we'll try to meet them meet the demand.

SPEAKER_00 14:03

I think that's cool. Yeah. Just just kind of and do you find that people at SHOT Show, do you get the best feedback here? Or I get we get on the child.

SPEAKER_01 14:13

Yeah, walk up and they'll be like, this is great. So that secretly somebody back's like writing down. Yeah, yeah, yeah.

SPEAKER_03 14:22

We have Andrew who does a ton of our product development, and he's back there making notes, or people, it's good because it's so funny, especially when people find out and they know you're a small company and that you're doing the development yourself. They're like, ooh, what if you did that? Or ooh, what you know, they're trying to give you ideas all the time.

SPEAKER_00 14:36

And isn't that cool that I think SHOT Show is kind of like where it's at for that, right? Developing and and exchanging ideas. And we all come to SHOT Show for different reasons, but I mean, this is the place to connect with people, and and actually innovation happens.

SPEAKER_02 14:52

We say this every year, like the the perks of this industry, just one of them being the kindness. And I think that sometimes there's people that are a little over the line of well, you should do this, you should do that, well, I think this, but most people are genuine, they want to help you. And I love that that it's just the the integrity and the passion that they want to see you succeed and give you the ideas versus being like, well, if you pay me a consulting fee of ten thousand dollars, I'll give you my ideas. Versus being like, Yeah, um, I think you should do this. Awesome. Have a great day. Yeah.

SPEAKER_00 15:22

And it's a million-dollar idea. Yes. And they don't even ask for the patent.

SPEAKER_03 15:28

But I mean, it would, you know, think about it. I mean, but it's a good place to do product research. I mean, it is to bring something and let people, because I'll tell you honestly, you know, like most people here are people who are gonna be using you know these kind of products all the time. Or selling it. Or selling it. Yeah. And I'll tell you what they'll like. Absolutely.

SPEAKER_02 15:42

We spoke with Lisa yesterday, Armscore. Arms Corp, yes. And she had that same, you know, commentary to say of doing shows with you know B2C to like consumers is different. You get certain feedback, but to be in this show where it's B2B, it's a whole different perspective because you have buyers and you have people that are at your same tier who are also doing product development and manufacturing and get a different type of feedback, which is where else would you really get that? Right, right.

SPEAKER_03 16:10

You don't have those kind of contacts in your everyday life for the most part. Yeah. So yeah, yeah, absolutely. It's very helpful. Hopefully, it doesn't send us back to the drawing board too much.

SPEAKER_02 16:17

But no, I think that what you guys have launched here is absolutely impeccable. I'm excited to see what you guys come up with in the future years because I could see you guys probably developing and designing all sorts of different hanging type products for various firearms. Right. You know, you guys have started in the AR bucket rifles, but who knows where it'll take you. Right, right.

SPEAKER_03 16:40

And yeah, absolutely. And I think and looking at other connection opportunities, that's something we're gonna dive into in the next year. Um, we would like to make it more of a quick connect system, so we just have to work some on the development of what's gonna make sense too. So you don't have to, you know, Mlock mostly you use the MLOC screws and nuts, and it's a little bit of a manual process, but once you know how to do it, it's super fast. But a lot of people are looking for just something they can click on. So developing that. That's probably something I would think we'll be coming back with next year. Hopefully, we'll be ready in time. It's more of a quick connection. Oh, you guys got this. We got this.

SPEAKER_02 17:10

I mean, seriously, you literally did your first shot last year, and this year you launched a new brand new product. I mean, you did a lot because I also worked with you guys. I know how much you busted your ass and worked hard to go through that. I mean, Steve that we just talked, like I said, from primary armor. I mean, they said some product development takes two, three years for them. Oh, okay. So to as a small business be doing everything you're doing, you guys are crushing it.

SPEAKER_03 17:31

And you made time for us. Thank you. And thank you for making time for us.

SPEAKER_00 17:35

Yes, thank you for being on the podcast. So, if somebody wants to reach out to you, how do they get a hold of you?

SPEAKER_03 17:39

Yeah, absolutely. So um, the main uh way is you can hit us on aceurbrands.com. I know the name's a little weird, it's A-E-S-I-R brands, B-R-A-N-D-S.com. And that has all of our contact information right there. You can contact us through the website, you can see the product. Um, we try to put some content on there. Yeah. Nice. Yeah.

SPEAKER_00 17:59

Well, it was great having you on today. Thanks for watching. I'm so glad you came and made a little time for us.

SPEAKER_03 18:04

We have so much fun with you guys. I really appreciate it. I know you guys stay so busy here with Walnut and everything. So in this beautiful booze from Otis. So thank you, Otis. Yeah, I appreciate you guys.

SPEAKER_00 18:13

Thank you.

SPEAKER_03 18:14

Well, have a great rest of shot, and we'll see you next year. Thanks, guys. All right, see ya.