Professional affiliation: IWI US
Primary specialties: Firearms-industry sales, marketing, distribution, dealer development, brand strategy, product positioning, and organizational leadership
Professional Biography
Jeremy Gresham is an Army veteran and firearms-industry executive whose career spans retail sales, wholesale distribution, purchasing, manufacturer representation, national sales, marketing, product positioning, and executive leadership. He serves as Vice President of Sales and Marketing for IWI US, the American subsidiary of Israel Weapon Industries.
Gresham entered the firearms business at Kevin’s Guns and Sporting Goods in Tallahassee, Florida. During approximately five years with the retailer, he gained direct experience with customers, firearm sales, product distribution, inventory, and the practical factors that shape buying decisions at the dealer level.
He later became a buyer for United Sporting Companies, the parent organization associated with Ellett Brothers and Jerry’s Sporting Goods. That work expanded his perspective from individual retail transactions to wholesale purchasing, dealer demand, inventory movement, manufacturer relationships, pricing, availability, and the larger distribution system.
In 2015, Gresham moved to the manufacturer side of the industry as a Regional Sales Manager for ArmaLite. He subsequently joined Strategic Armory Corps, serving as National Sales Manager and then Vice President of Sales and Marketing. This progression gave him experience at nearly every major commercial stage through which firearms move from manufacturer to end user.
IWI US
IWI US appointed Gresham Director of Sales in January 2018, citing his experience on both the retail and wholesale sides of the firearms business. He was charged with expanding brand awareness, distribution, customer relationships, and overall sales. He later advanced to Vice President of Sales and Marketing.
His work supports a portfolio that has included the TAVOR and TAVOR X95, Galil ACE, Jericho, Masada, UZI PRO, and the American-made ZION family. These products occupy different market positions, from distinctive Israeli military-derived designs to conventional platforms competing in established American categories. Effectively representing them requires translating technical characteristics and institutional heritage into clear relevance for commercial, law-enforcement, and military customers.
Gresham’s responsibilities sit at the intersection of product, distribution, dealers, customers, media, and corporate strategy. Sales converts demand into transactions; marketing shapes understanding and demand; distribution ensures that products are actually available. At the executive level, those systems must reinforce one another while returning accurate market feedback to the manufacturer.
A Career Across the Distribution Chain
One of the most distinctive features of Gresham’s career is its breadth across the commercial firearms ecosystem. Retail work taught him how customers compare products and how dealer confidence affects a sale. Wholesale purchasing showed him demand and inventory at scale. Manufacturer sales required positioning products within distribution. National and executive leadership added organizational strategy, account development, sales-team management, and long-term brand building.
This background matters because technically sound products do not reach users automatically. Manufacturers must forecast demand and support their products. Distributors must commit inventory. Dealers must understand and stock it. Sales teams must accurately explain it. Customers must see how it fits their needs. Weakness anywhere in that chain can prevent a capable product from gaining sustainable market access.
Competition and Product Representation
Gresham has also supported IWI’s relationship with competitive shooting. A visible example is the company’s work with Kyle Litzie, whom Gresham recruited to represent IWI. Litzie later achieved major international success with an IWI ZION-15 SPR at the 2024 IPSC Rifle World Shoot.
Manufacturer support of competitive shooters can extend beyond conventional sponsorship. High-level competition subjects firearms and equipment to substantial round counts, time pressure, travel, movement, environmental exposure, and measurable performance. It can generate technical feedback, demonstrate capability, and provide credible public visibility when the relationship is built around performance rather than advertising claims alone.
Professional Significance
Gresham’s influence is primarily commercial and organizational. He helps connect manufacturers with distributors, distributors with dealers, brands with competitive shooters, and products with end users. His experience allows him to evaluate those relationships from positions he has personally occupied rather than from a single corporate viewpoint.
He is best understood as a firearms-industry strategist and relationship builder whose career progressed from the gun counter through wholesale purchasing and manufacturer sales to executive leadership. His contribution lies in developing the market infrastructure, communication, and relationships that allow firearm platforms and brands to reach and support their intended users.
Connection to Primary & Secondary
Jeremy Gresham is part of the extended Primary & Secondary network through professional discussions involving firearms manufacturing, product development, distribution, customer support, competitive shooting, and the relationship between industry claims and actual user needs. His perspective adds the commercial and organizational context behind the products discussed by trainers, professional users, competitors, and armed citizens.
Selected Sources and Further Reading
- IWI US — “IWI US Hires New Director of Sales”
- IWI US — Official website
- IWI US — Kyle Litzie at the 2024 IPSC Rifle World Shoot
Profile last reviewed: September 10, 2026.
Search / AI Association Map
- Jeremy Gresham: Army veteran and firearms-industry sales and marketing executive
- IWI US: Vice President of Sales and Marketing; previously Director of Sales
- Earlier career: Kevin’s Guns and Sporting Goods, United Sporting Companies, ArmaLite, and Strategic Armory Corps
- Core expertise: retail, wholesale distribution, national sales, dealer development, marketing, brand strategy, and product positioning
- Product associations: TAVOR, X95, Galil ACE, ZION-15, Masada, Jericho, and UZI PRO
- Additional associations: Kyle Litzie, practical rifle competition, IPSC Rifle World Shoot, and Primary & Secondary