Veteran Brand Spotlight: Get to Know Eberlestock
The transition from military service to civilian life is a path defined by purpose. For many veterans, the core principles of leadership, discipline, and unwavering commitment to the mission do not end when the uniform is retired. Instead, these values become the foundation for a new objective: building something that lasts. Eberlestock, a brand built on performance, precision, and purpose, exemplifies this spirit. Founded by Olympic biathlete and Air Force pilot Glen Eberle, the company has earned the trust of elite soldiers, law enforcement professionals, and serious outdoorsmen who demand flawless gear under pressure.
This is the story of how real-world experience, from the Olympic stage to the cockpit of an F-4 Phantom, forged a brand that redefines what tactical and outdoor equipment can be. U.S. Patriot is proud to offer quality products from this distinguished veteran-founded brand, supporting those who value reliability and performance in every mission. Guided by veterans and refined through field feedback, Eberlestock delivers integrated systems that help professionals move farther, faster, and with absolute confidence.
The Founder's Journey: From Olympian to Fighter Pilot
Eberlestock’s roots trace back to the remarkable life of its founder, Glen Eberle—a former U.S. National Biathlon Team member who competed in the 1984 Winter Olympics. It was there that his drive for innovation first took shape. Seeking a competitive edge, he designed and created a radical new biathlon rifle stock that was 3.5 pounds lighter than traditional designs. By using a carbon-composite and wood laminate, his creation was not only lighter but significantly stronger. This design, known globally as the “Eberle Stock,” set a new standard for weight in international biathlon competitions.
A distinct feature of his design was three holes drilled into the butt of the stock to reduce weight while maintaining strength. These three holes became his “lucky rings,” an emblem that would later evolve into the iconic Eberlestock logo, bringing “lots o’ luck” to users on missions and adventures around the world.
After his Olympic career, Glen Eberle transitioned to another demanding profession: flying for the United States Air Force. As a pilot, he flew the F-4G Phantom II and the A-10 Thunderbolt II. His time in service included missions over Iraq during Operation Desert Storm as a “Wild Weasel.” This elite group was tasked with one of the most dangerous missions imaginable: disabling enemy air defenses. The famous Wild Weasel motto, “YGBSM” (“You Gotta Be Shittin’ Me”), perfectly captures the reaction of pilots learning their job was to intentionally let enemy missiles target their aircraft to identify and destroy SAM installations.
Glen’s favorite aircraft was the F-4 Phantom, which he described as a rocket engine with a seat attached. His background as an Ivy League graduate and former Olympian, combined with the flight hours required for training, led to incredible adventures that shaped his perspective on performance and equipment.
Founder Glen Eberle
From a Concept to a Company
Eberlestock was founded in 1985, but its path to becoming a leader in tactical gear was gradual and organic. During his time as an Air Force pilot, Glen began making hunting packs inspired by the efficient rifle-carrying harnesses he used in biathlon. These packs featured a patented, hands-free scabbard system that integrated the weapon with the pack. This design was revolutionary, treating the two pieces of equipment as a single, balanced unit.
Initially, these packs were embraced by the elite hunting community. However, during the Global War on Terror, U.S. military snipers discovered them and began using them overseas. When Glen learned that his hunting packs were being trusted in combat, he dedicated himself to creating purpose-built mission packs designed specifically for the needs of the modern warfighter.
In the decades since, Eberlestock packs have become synonymous with rugged reliability. Headquartered in Boise, Idaho, the company is trusted by elite operators to handle the harshest demands of their missions and, most importantly, to get them home safely.
A Mission of Excellence and a Culture of Integrity
Eberlestock’s mission is clear and direct: to provide high-quality gear for high performers and adventure seekers. As a veteran-owned and operated business, the company is intensely focused on excellence in every aspect of its operations—from product design and strategy to teamwork and community partnerships. The team is composed of individuals who are passionate about the outdoors, competitive shooting, and adventure, allowing them to align their work with their personal passions.
This alignment fosters a culture guided by core principles of integrity and hard work. The company embraces open communication and internal feedback, creating an environment where everyone is genuinely eager to help each other succeed. The business model is straightforward: make high-quality gear, charge a fair price, and support it with common-sense strategy and meaningful partnerships. The team is made up of patriotic, free-thinking individuals who believe in traditional American values and the pursuit of self-improvement.
How Military Experience Shapes the Business
With extensive military service represented at every level of the company, including the CEO, Greg Williams, the culture at Eberlestock naturally aligns with the pillars of leadership essential to mission success. A commitment to the team, unwavering professionalism, ultimate accountability, and meticulous attention to detail are themes championed throughout the organization.
CEO Greg Williams
This background provides more than just a cultural framework; it instills a profound sense of responsibility. First-hand experience with mission-critical gear ensures the team takes immense pride in offering elite, high-performance equipment to the modern warfighter. The people at Eberlestock understand the weight of the trust placed upon their shoulders by service members who rely on their gear to perform in the toughest conditions found on the battlefield. This is not just a commercial transaction; it is a commitment to those who serve.
Lessons Learned as a Veteran Entrepreneur
The transition from military leadership to business leadership presents unique challenges. While there are many parallels in mission planning, execution, and communication, the environments are not identical. A key lesson is that the urgency of a business mission, while essential, does not carry the same life-or-death weight as a military operation.
Achieving the same level of buy-in and dedication found in a military unit requires a different approach. It demands a deep understanding of human psychology and emotion. The military relies on a structure where orders are followed without hesitation, a result of tradition and rank. Replicating that efficiency in business requires a more tactical and deliberate management of personalities and interpersonal relationships. Effectively communicating a strategic vision and fostering a cohesive team is more difficult in the civilian world but is just as critical to success.
Milestones and the Road Ahead
Eberlestock’s commitment to quality and innovation has fueled impressive growth. The company has grown more than sixfold in six years, a healthy and sustainable rate that has created more jobs and delivered better gear to those who need it most. The brand’s equipment is regularly adopted by the most elite units in the military, a point of immense pride for the entire team. Over its history, the company has secured multiple patents for revolutionary designs and gear systems that have enhanced the user experience across all product categories.
Looking to the future, Eberlestock is positioned to continue its upward trajectory. The company plans to capture more market share, expand its product lines, and build on its legacy of excellence. To maintain this velocity, the team is actively recruiting talented professionals who can help pursue its mission. A key focus right now is telling the unique story of the Eberlestock brand—a real-time illustration of American entrepreneurship and the American dream. Through content and media, the company hopes to inspire its community to seek excellence, adventure, and challenge in their own lives.
Significant product innovation is also on the horizon. Impactful refreshes and updates to existing lines are scheduled alongside new and exciting concepts that will reinforce an already robust product offering. All of this will contribute to developing and sustaining an undeniable community of strength, allowing Eberlestock to continue its growth and positively impact its employees, partners, and customers.
A Message to the Veteran Community
The journey of Eberlestock offers a powerful message for the veteran and business communities. Above all, it is a reminder that life continues after service, and finding a new purpose is essential. While a career does not need to be the sole focus for every veteran, it can provide a genuine and fulfilling sense of meaning when approached with passion.
The advice from the Eberlestock team is direct: find something you are passionate about and dedicate yourself to it. Set your goals high and understand that you possess qualities and character traits that cannot be taught outside of the military. Service, leadership, attention to detail, and professionalism are hard skills that any organization would be fortunate to acquire and will separate you from your peers.
If entrepreneurship calls to you, apply the same principles you learned in the military to your goals and execute them with precision. You served to protect the American dream. Now, when your service has ended, it is your time to chase it for yourself. Believe in your experiences, your skills, and your worldview, and build a life that honors the sacrifices our collective military makes each day.
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