Primary Arms Optics is excited to announce that Jeff Scheider has been promoted to Vice President of Sales. In his new position, Scheider will have a more direct role in driving sales strategy, fostering dealer relationships, and growing accounts across the Primary Arms Optics brand.

Joining Primary Arms Optics in 2020, Scheider previously served as the company's National Sales Manager, leading the sales team and working with dealers, distributors, and other retail partners to expand the company's presence across the United States. After a brief period away from the company in 2025, Scheider returned to Primary Arms Optics in 2026, bringing his experience and established industry relationships back to the organization. He now steps into an expanded leadership role as Vice President of Sales, where he will guide the company's sales strategy and continued growth.

As the Vice President of Sales, Scheider will work with the sales team and company leadership to cultivate new strategic sales opportunities while strengthening dealer and customer partnerships. He also will help expand the reach of the Primary Arms Optics brand. During his time with the company, Scheider has fostered numerous dealer relationships, supported new product launches, and has grown key accounts, that he will continue to develop and oversee in his new role.

"Jeff is a talented and experienced sales leader who understands that great businesses are built on strong relationships and putting customers first," said Matt Fleming, President of Primary Arms. "As Vice President of Sales, he will strengthen our dealer partnerships, expand our reach in the marketplace, and help more customers experience the innovation and value of Primary Arms Optics."

For more information, visit www.primaryarmsoptics.com, or follow Primary Arms on social media channels, including Facebook, Instagram, X, and YouTube.

About Primary Arms Optics: Founded in 2008, Primary Arms® Optics is a leading innovator in tactical optics, offering a comprehensive selection of rifle scopes, prism scopes, red dot sights, binoculars, optic mounts, and accessories. Every Primary Arms Optics product is hand-inspected at their Houston-based headquarters, and all their products come with a Primary Arms lifetime warranty.

For more information on Primary Arms Optics, visit www.primaryarmsoptics.com