At SHOT Show 2026, I sat down with Joe Hamilton, CEO of Vortex Optics, for a conversation that goes way beyond optics, sales, or gear.

Joe’s journey started on the floor of his family’s small retail shop in Wisconsin, long before the boardroom. That early exposure to people, service, and doing things the right way shaped what would become Vortex’s defining edge: a relentless focus on human connection.

In this After Dark episode, we dig into leadership, the Care Movement, and why people-first culture beats short-term efficiency every time. We talk about building trust, leading with purpose, and creating loyalty that can’t be bought.

This one’s about heart, hustle, and human performance — the kind that actually lasts.

Sit back and enjoy this After Dark conversation with Joe Hamilton, CEO of Vortex Optics, here on the Iron Sides Podcast.

Timestamps:

00:00 Intro

04:38 Joe’s Background

11:49 Vortex Growth

24:19 Leadership

43:31 Efficiency vs People

48:58 Customer First

57:57 Hiring

01:04:45 Scaling

01:21:28 Caring Culture

01:39:42 Family Business

01:46:47 Innovation

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