Iron Sights

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 Red Dot Fitness Train Online: http://rdftrainonline.com/ Online Membership (Full Access To All Programs & Virtual Coaching): https://www.reddotfitness.net/online-membership Virtual Coaching: https://www.reddotfitness.net/virtual-coaching Self-Guided Programs: https://www.reddotfitness.net/Self-Guided-Programs1 Connect With Us: Website - https://ironsightspodcast.com/ Instagram - https://www.instagram.com/ironsightspodcast/ Facebook - https://www.facebook.com/