James Sellers founded Sellmark Corporation in 2000, guiding it from a garage startup to a globally recognized leader in outdoor lifestyle and tactical products. Under his leadership, Sellmark has earned over 120 patents and built a diverse portfolio of trusted brands, including Sightmark, Pulsar, Firefield, KJI, BulletSafe, INFORCE, and Dark30.
James brings the same dedication and enthusiasm to environmental conservation as he does to his thriving business. He established a 6,700-acre working ranch in Teague, Texas, dedicated to regenerative agriculture and restoring the native post-oak savanna ecosystem. His advocacy for sustainability aligns with his belief in responsible innovation and community-focused leadership.
James earned his MBA from the University of Texas at Arlington and his BA from Southern Methodist University. He actively serves on various advisory boards supporting economic development, manufacturing, and entrepreneurship.
For over 25 years, Sellmark has created industry-leading outdoor lifestyle products that connect generations through shared outdoor experiences. Since our founding in 2000, we've earned a reputation for innovative, high-quality gear—including night vision optics, thermal scopes, laser sights, hunting scopes, shooting rests, tactical rifle scopes, and law enforcement equipment.
Our brands—Sightmark, Pulsar, Firefield, KJI, BulletSafe, INFORCE, and Dark30—are available in over 5,000 locations, helping adventurers, hunters, and outdoorsmen from all over the world embrace their passion. Our headquarters in Mansfield, Texas, features advanced manufacturing, event spaces, fitness facilities, and a welcoming kitchen/bar area, while our ranch, which directly supports our mission, is located in the rustic countryside of Teague, Texas.
Sellmark champions a healthy outdoor lifestyle rooted in tradition and innovation. Positive leadership, strong ethics, and our collaborative culture inspire personal growth, making Sellmark a place employees proudly call their home away from home. We're dedicated to offering exceptional products and solutions that enrich outdoor experiences for enthusiasts, professionals, and law enforcement alike.
The NSSF exists to promote, protect and preserve hunting and the shooting sports.
Formed in 1961, NSSF has a membership of more than 12,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen's organizations, and publishers.
MERIT acts as the voice of the manufacturing community, advocating through monitoring,
participation, and promotion to enhance the competitiveness of all members.
While widely recognized today as a major political force and as America's foremost defender of Second Amendment rights, the NRA has,
since its inception, been the premier firearms education organization in the world.
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