EMS Today

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From Firehouse Shifts to Frontline Optics: Building a Brand for First Responders
Monday, 19 October, 2026

Mike Ettenberg spent over five years working as a firefighter and paramedic for the city of Coronado before pivoting into full-time entrepreneurship. Faced with the heavy mental toll of the job, especially during the pandemic, and the constant frustration of breaking expensive duty sunglasses, he launched Frontline Optics with five thousand dollars in overtime savings.What started as a side hustle selling to fellow crew members evolved into a thriving company driven by social media marketing and rugged product design. The brand features a no-questions-asked replacement program designed specifically for first responders who routinely put their gear through brutal field conditions. Beyond building a successful direct-to-consumer business, Mike balances his expanding enterprise—including a new motorsports division—with coaching baseball and enjoying time with his family.