FS Holdings, the parent organization for FirstSpear, FirstSpear Technology Group, Atlas 46, and Black Crest, announced the appointment of Lynn Twiss as VP of Marketing. In a dual role, Twiss will lead brand strategy for the FS Holdings brand family while maintaining his role as VP of Marketing for FirstSpear.
Twiss brings over three decades of marketing leadership in the firearms, military and outdoor industries. As the founder of Gunland, LLC, he has served as the architect for recognized brands in the space, including helping rebuild Kimber from early bankruptcy, leadership roles at Leupold & Stevens and Sig Sauer Electro-Optics, where he oversaw the marketing launch of the BDX (Ballistic Data Xchange) system and supported military contract wins.
“As we continue to reinforce our existing footprint across ground, maritime, aviation, and industrial domains, it is critical that our voice is as powerful and precise as our technology,” said Scott Carver, CEO of FS Holdings. “Lynn has spent the last year and a half embedded with our teams as a mentor and advisor, so this move into a full-time executive role is a natural fit. He combines an understanding of the defense sector with the ability to build demand for our lifestyle and industrial brands. He understands that while FirstSpear is ‘Built for The X,’ the broader mission of the group is to ‘Protect, Serve and Build’ across every aspect of our customers’ lives.”
“FirstSpear is built on a foundation of uncompromising quality and innovation. That same seriousness runs through the broader FS Holdings portfolio, even though it shows up in very different forms,” said Twiss. “An operator stepping off with FirstSpear kit, an MRO tradesman starting a shift in Atlas 46 or someone choosing Black Crest for their day-to-day are all facing different kinds of stakes, but they share the same expectation that when the moment turns critical, the gear will not be the point of failure.
For most of my career, I have worked beside product and design teams that obsess over details a customer may never notice directly but will always feel. That is the discipline I want to support here. My focus is to help each brand push further in its own lane, to keep earning trust through performance, and to let the work speak first. If we do that well, the stories will follow.”
Image courtesy FS Holdings
