About FL Outdoors
Our Values
At FL Outdoors, our commitment runs deeper than the products we make. We believe in doing things the right way, with excellence, integrity, and purpose. Those values guide everything we do, from how we treat our teams to how we serve our customers.
We're driven by a simple belief: better products help people get the most out of the outdoors. Through our family-owned, American-made brands, we create gear that elevates hunting and tournament experiences, delivering reliable performance and precision in the field and on the range.
We also believe in supporting faith, families, and communities, because the outdoors is better when the people around us thrive.
Our Story
FL Outdoors started with a clear focus: building products that perform. That foundation of quality and craftsmanship quickly grew into something bigger. Our passion for hunting and the outdoors led us to partner with others who shared our vision for innovation and authenticity.
Today, our brands, TAC Vanes, Swhacker Broadheads, and C'Mere Deer, deliver premium performance for bowhunters, tournament archers, and deer hunters across the country.
Engineered to exacting standards with innovative materials and patented designs, they deliver reliable, precision-driven results for sportsmen everywhere. Every product is American-made, built to last, and designed to elevate every outdoor experience.
Everything we make follows two simple rules: It must be original, and it must be the best.
Our Brands
The precision side of FL Outdoors. TAC Vanes designs and manufactures arrow vanes, wraps, adhesives, and pre-fletched arrow packages for bowhunters, 3D competitors, and target archers. Every vane is made from a proprietary material engineered for stiffness, less drag, and consistent downrange flight, and is installed with the only Adhesion Guarantee in the category.
Built on the same standard of craftsmanship that defines FL Outdoors, TAC Vanes pioneered the low-profile Driver design that has since shaped the category and earned the trust of competitive archers and serious bowhunters alike.
The hunting-performance side of FL Outdoors. Swhacker designs mechanical and fixed-blade broadheads, engineered and tested with professional shooters and built in the USA. The mechanical line is anchored by Slice-Twice Technology, wingblades take the entry through hide, fat, and bone so the main blades reach the vitals sharp and untouched. The fixed line stands on simplicity, hardened high-carbon steel, and a head that performs exactly as it sits.
Built for hunters who expect their setup to perform when the opportunity comes, Swhacker also produces matching practice points in the same size and weight as every broadhead, so the way you practice is the way you hunt.
The preparation side of FL Outdoors. C'Mere Deer makes deer attractants and feed products built on FX500® and FX600, proprietary formulations refined since the early 2000s. The brand is built for the hunter who has a property, runs cameras year-round, and is working to put the buck he's watched all season in front of his stand.
Grounded in the same field-driven approach that runs through every FL Outdoors brand, C'Mere Deer focuses on practical, results-oriented products that help hunters build better sites, hold deer longer, and get more out of the time they spend in the woods.
Brand Partners
Levi Morgan
Co-Founder & Pro Archery Partner, TAC Vanes
A 13-time World Archery Champion and one of the most decorated competitive archers in the sport, Levi has been a part of TAC Vanes since the beginning. His name carries a Signature Series of broadheads with Swhacker as well.
Hank Parker
Pro Hunting Partner
A legend in the hunting and fishing world, Hank has used and stood behind FL Outdoors products for years, including TAC Vanes on his arrows and C'Mere Deer on his own property.
Meet the FL Outdoors Leadership Team
Keith Kelly
Chief Executive Officer
Brad Kelly
President
Laura Rotroff
SVP, Sales & Marketing
Randy Groff
Director of Operations
Rick Forrest
Product Engineer
Rachel Shoemake
Marketing Director
Drew Arnesen
Business Development
Mark Harlan
Outdoors Brand Manager
Lolly Marstellar
E-Commerce Manager
Built for the Way You Hunt and Shoot
FL Outdoors is proud to stand behind brands made for the field, shaped by experience, and trusted by the hunters and archers who know the difference. Every product we build, every brand we grow, and every partnership we keep comes back to the same purpose: serving the people who spend real time outside and expect their gear to keep up.
We're a family-owned, American-made company, and we plan to stay that way. The hunters, archers, dealers, and outdoor enthusiasts who trust our brands are the reason this company exists, and we'll keep showing up for them with products built to perform, season after season.