Daniel “Dan” Groce — Firearms Industry Marketing Professional
Daniel “Dan” Groce is a firearms-industry marketing professional whose work spans several respected brands: Vertx, ZEV Technologies, Primary Weapons Systems, and Lone Wolf. He is Director of Marketing for Primary Weapons Systems and Lone Wolf.
Brand, Product, and Community Engagement
Groce works at the intersection of product, communication, and the firearms community. His roles connect him with companies serving shooters, concealed-carry practitioners, law-enforcement professionals, and other end users through rifles, pistols, accessories, packs, apparel, and everyday-carry equipment.
At Vertx, he has represented the brand in industry media, including a discussion of the company’s equipment and product approach on the On the Range podcast. His experience also includes brand engagement work with ZEV Technologies, giving him a practical perspective on how firearm and gear companies communicate with the people who use their products.
Current Work
- Director of Marketing, Primary Weapons Systems
- Director of Marketing, Lone Wolf
- Associated with Vertx and ZEV Technologies
His multi-brand experience makes Groce a useful voice on product positioning, practical user needs, and the connection between firearms companies and the communities they serve.