My CARE Story
I started out stocking shelves in my family’s small retail store in Wisconsin. No grand title, no corner office. Just a front-row seat to what it looks like when people show up, work hard, and genuinely care.
Today, I serve as CEO of Vortex, the leading brand in sport optics and a growing lifestyle platform trusted by millions. We've built more than a business. We've built loyalty, culture, and a brand people feel connected to—because we lead with one mission: Create A Rare Experience.
That mission has become my obsession. Not just for Vortex, but for the leaders I serve through the CARE Movement. I help organizations build cultures where customers and employees feel something they don’t feel anywhere else. The result? Loyalty that can’t be bought, growth that lasts, and a brand no one wants to leave.
I work with founders, CEOs, and high-performers who are tired of playing the commodity game. They don’t want to be one of many. They want to be one of one.
If that’s you, I can help you turn human connection into your greatest competitive edge.
Build a culture that cares. Create moments people remember. And become the brand they never forget.
What do you say…you in?
CARE: From a Mission to a Movement
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1986
IT ALL STARTS WITH A LEAP OF FAITH…
Dan and Margie Hamilton move with their sons to Madison, WI to start a Wild Birds Unlimited after retiring from a career in dentistry.
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2002
THE SPORT OPTICS MARKET CHANGES FOREVER.
The Vortex® brand hits the market for the first time and brings the legendary VIP® Warranty to the market. -
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2018
HELLO, BARNEVELD!
Vortex® moves to new headquarters in Barneveld, WI and launches an expanded apparel line.
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2019
VORTEX EDGE® OPENS ITS DOORS.
Offering content and personalized instruction to every level of shooter, our incredible team of instructors begins taking C.A.R.E. to a whole new level, thanks to the construction of a world-class indoor shooting facility. -
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2021
LITTLE BUFFALOS OPENS ITS DOORS.
Vortex® opens its own preschool, Little Buffalos, and classrooms begin to fill with Team Vortex®’s little ones!
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2022
VORTEX® WINS US ARMY’S N.G.S.W. FIRE CONTROL CONTRACT.
Vortex® is selected by U.S. Army to produce and deliver the Next Generation Squad Weapons – Fire Control (NGSW-FC) systems over a 10-year production period.
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2024
VORTEX® ENTERS THE GOLF MARKET.
Vortex® brings C.A.R.E to golf, with the launch of three golf laser rangefinders.
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2025
THE CARE MOVEMENT™ GOES LIVE.
CARE goes from our Mission to a rallying cry for building more human companies all over the world with the launch of The CARE Movement.
CARE In Action
Listen up.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
CARE in Real Life
Real stories. Real people. Real impact. Follow along as we build Rare Experiences.