Matt Fleming

President Primary Arms LLC

Last Reviewed: September 29, 2026

Executive Summary

Matt Fleming is President of Primary Arms, the Houston company that started in 2008 as a maker of firearm optics and has grown into four businesses: its optics brand, an online retail operation, a wholesale arm and a government sales unit. He took the role effective 5 January 2026, reporting to founder and CEO Marshall Lerner, with a brief to strengthen operations across all four and scale the business. Primary Arms describes him as an executive with nearly 24 years of leadership in the shooting sports and outdoor industry, whose experience spans both high-volume retail and precision manufacturing, which is exactly the combination its own mix of retail and manufacturing businesses requires.

Career Highlights

• President of Primary Arms since January 2026, reporting to founder and CEO Marshall Lerner.
• Responsible for companywide operations and execution across Primary Arms Optics, Primary Arms Online, Primary Arms Wholesale and Primary Arms Government.
• Nearly 24 years of leadership in the shooting sports and outdoor industry, according to Primary Arms.
• Experience in both high-volume retail and precision manufacturing, with a record the company describes as scaling complex organizations and driving sustained double-digit growth.

Professional Journey

Primary Arms was started in 2008 as an optics manufacturer aiming to deliver high-performance optics at every price point. It has since expanded beyond its own products into online retail, wholesale distribution and government sales, and it now runs those as four linked businesses from Houston.

Fleming joined as President in January 2026; the company presented the appointment as part of its continued investment in leadership and infrastructure as it scales to meet growing demand across that portfolio. The announcement describes him as known for building high-performing teams through clear communication and strategic resource allocation, and for guiding major industry players through periods of transformation. His remit is operational: strengthening execution across the company and building the infrastructure to support long-term growth, while Lerner remains CEO.

Lerner explained the appointment in terms of fit: Fleming, he said, brings “a rare combination of deep industry knowledge, operational discipline, and a ‘systems perspective’”, and the company needed “a leader who understands how to scale a business while maintaining a culture of trust and accountability”.

Primary Arms’ announcement does not name his earlier employers, and this profile does not attribute any to him.

Education

No education record was found in Primary Arms’ announcement or team page.