About This Episode
In this episode of the Tactical Business Podcast, host Wade Skalsky sits down Jon LaCorte of Tract Optics. Jon hares his journey from a 15-year career at Nikon to launching a disruptive direct-to-consumer optics brand. He reveals how cutting out the retail middleman allows them to deliver premium, shot-glass quality at unmatched value. Jon discusses navigating supply chains, the rise of long-range shooting, and why listening directly to customer feedback is the key to their success in a crowded, traditional market.
Insights In This Episode
- Let customer demand drive your R&D pipeline.
- Forecast inventory 12 months out to avoid shortages.
- Source premium materials competitors can’t afford.
- Prioritize product quality over retail relationships.
Today’s Guest
Jon LaCorte | Tract Optics
Based in Colorado, Jon Allen co-founded TRACT Optics to revolutionize the industry. With over 25 years of experience from Redfield and Nikon, where he rose to General Manager, his deep knowledge of design, engineering, and the outdoor market is foundational. Driven by faith and family, Jon’s vision is to surpass all standards by building a 100% consumer-focused company, delivering unmatched quality, value, and product support directly to the hunter and outdoorsman.
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: Jon LaCorte: Success With The Direct To Consumer Model (Optics)
On the Tactical Business Podcast, host Wade Skalsky interviews Jon LaCorte, co-founder of Tract Optics. Jon details his journey from a 15-year career at Nikon to launching a disruptive direct-to-consumer (DTC) optics brand, sharing the strategic decisions and operational insights behind their success.
From Corporate Optics to Entrepreneurial Vision
Jon’s path began not in optics, but in the wholesale meat business. A passion for hunting, nurtured since childhood in New York, led him to a career shift. He spent over 15 years at Nikon, ultimately leading product development and marketing for their sport optics division. Seeing the constraints of the corporate model and the writing on the wall for Nikon’s hunting division, he and a colleague took a massive leap of faith to start their own company.
The Power of the Direct-to-Consumer Model
The core of Tract’s strategy is eliminating the retail middleman. Jon explains how traditional retail markup forces brands to cut product quality to maintain margins for big-box stores. By selling directly, Tract can:
- Invest in premium materials like Schott glass, typically found only in high-end European brands.
- Offer superior quality at a fraction of the price of competitors.
- Build a product based 100% on consumer needs, not retailer demands.
Agile Product Development & Market Response
Without retail barriers, Tract operates with extreme agility. They use direct customer feedback to drive their R&D, avoiding the “game of telephone” that dilutes ideas in large corporations. This allowed them to pivot quickly from their initial hunting-focused scopes to meet the exploding demand for long-range shooting equipment, launching entire new product lines like 30mm and 34mm tube scopes.
Navigating Operational Hurdles
Running a lean operation with just a few key people allows for quick maneuvering, especially during challenges like COVID-era supply chain disruptions. Key tactics include:
- Advanced Forecasting: Maintaining a rolling 12-month forecast to manage long production lead times.
- Inventory Balancing: Carefully balancing stock levels to avoid both shortages and over-buying.
- Shipping Strategy: Deciding between cost-effective ocean freight and faster air shipping to meet demand and protect profit margins.
Marketing in a Restricted Landscape
Facing advertising restrictions on platforms like Google and Meta for firearm-related products, Tract relies on authentic marketing.
- They prioritize extensive content creation, including how-to videos and detailed product reviews.
- They leverage word-of-mouth and organic social proof from satisfied customers.
- They avoid paid influencers, preferring authentic relationships with testers who use their gear alongside other brands.
A Firm Commitment to the DTC Future
Despite weekly requests from dealers, Tract remains committed to its DTC model. Jon states that adding any retail partner would immediately force prices up and erase their key differentiator—providing the best value in the industry. This focus on a direct relationship ensures they remain consumer-obsessed, a principle that continues to guide their growth and product innovation.