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 or 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, and C’Mere Deer—deliver premium performance for bowhunting and tournament archery. 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.

Meet the FL Outdoors Team

Leadership

Keith Kelly
CEO

Brad Kelly
President

Laura Rotroff
SVP-Sales & Marketing

Partners

Hank Parker

Levi Morgan

Operations

Randy Groff
Operations

Rick Forrest
Engineer

Drew Arnesen
Business Development

Rachel Shoemake
Marketing Director

Mark Harlan
Outdoors Brand Manager

Lolly Marstellar
E-Commerce Manager