About This Episode
In this episode of the Tactical Business Podcast, host Wade Skalsky sits down with Dwight Settle. Dwight shares his journey from a 21-year military career to launching a business with a longtime friend. He details the unique, non-toxic, and multi-purpose qualities of their flagship product, Seal1 CLP Plus, a revolutionary firearm cleaner and lubricant. Dwight also discusses the challenges and successes of their 15-year business partnership, their B2B distribution model, and plans for future expansion.
Insights In This Episode
- They initially focused on law enforcement/SWAT teams because they had existing contacts there.
- Their military and tactical experience provided immediate credibility and an entry point into the market.
- The product was tested and proven in corrosive, salt-air environments, a key concern for tactical users.
- The “Seal One and Done” philosophy and “clean, shoot, clean, shoot” process provide a simple, effective tactical standard.
Today’s Guest
Dwight Settle | SEAL 1.
SEAL 1, LLC is a service-disabled, veteran-owned and operated company founded on a passion for firearms and a commitment to positive impact. Driven by innovation, quality, and patriotism, our team developed SEAL 1 CLP Plus®—a non-toxic, bio-based, family-safe cleaning system that sets a new benchmark for performance and environmental responsibility. We provide the finest firearm care, ensuring your tools are flawlessly maintained and always ready.
Featured on the Show
About Tactical Business
Tactical Business is the weekly business show for the firearms industry. The podcast features in-depth interviews with the entrepreneurs, professionals and technologists who are enabling the next generation of firearms businesses to innovate and grow.
Episode Summary
Episode Summary: Dwight Settle: A Firearm Accessory That Works Almost Too Well
From Navy SEAL to Business Owner
Dwight Settle’s journey to entrepreneurship began with a 21-year career as a Navy SEAL. After retiring, he explored other fields but found his true calling after an accident led him to discover a revolutionary firearm maintenance product. In 2011, he went into business with a longtime friend and the product’s inventor, founding Seal One.
The Revolutionary Seal1 CLP Plus
The flagship product, Seal1 CLP Plus, is a unique, all-in-one cleaner, lubricant, and protectant that stands apart from traditional petroleum-based options.
- Its “wipe on, wipe off” application is incredibly simple and effective.
- Made from all-natural, food-grade, and non-toxic ingredients, it is safe for users and will not stain clothing or attract dust.
- The product offers exceptional long-term protection, with Dwight citing examples of firearms stored for years in humid, salt-air environments without any rust.
Navigating Business and Industry Challenges
Dwight delves into the tactical aspects of running a business in the firearms industry. The company utilizes a traditional B2B two-step distribution model, focusing on getting their product to distributors and retailers. He also discusses the “good problem” of having a product that works so well it reduces consumption frequency. A key to their 15-year success has been a pragmatic business partnership built on clear communication and the ability to separate business disagreements from personal friendship.