Mike Ettenberg's Journey from Firefighter to Entrepreneur with Frontline Optics

In the vibrant city of San Diego, where the sun shines brightly and the surf beckons, a local hero has channeled his frontline experience into a groundbreaking venture. Mike Ettenberg, a former EMS and firefighter from the City of Coronado, has transitioned from battling blazes to building a brand that embodies resilience and reliability—Frontline Optics.

A Spark Ignited by Frustration

Mike Ettenberg's story begins with a common challenge faced by many first responders. During his decade-long career as a firefighter, Ettenberg found that his beloved Oakley Holbrook sunglasses, which he relied on for personal expression, were constantly getting damaged. The harsh conditions inside all-metal fire trucks and the intense nature of his job meant that each pair of designer shades would be scratched, cracked, or lost—often costing him around $200 per pair.

Refusing to accept this cycle of frustration, Mike took matters into his own hands. With a $5,000 investment and a resolve to create something better, he embarked on a journey of learning and innovation. He delved into marketing, sales, and manufacturing, determined to develop sunglasses that could withstand the toughest conditions faced by first responders.

Building a Brand with Purpose

In July 2021, Ettenberg launched Frontline Optics, starting with an initial inventory of 300 pairs of sunglasses. His mission was clear: to design durable, stylish eyewear that could endure the rigors of frontline work while remaining affordable. The result was a line of sunglasses that are as resilient as they are fashionable.

One standout in the collection is the Pomona Crimson glasses, which Mike proudly wears himself. These sunglasses exemplify the brand's commitment to "functional fashion," offering both durability and style at a price point that balances quality and affordability.

A key feature of Frontline Optics is its no-questions-asked one-time replacement policy. This assurance means that if a pair of glasses is lost or damaged, it can be replaced without hassle—an invaluable benefit for those who rely on their eyewear to perform under pressure.

Connecting with the Community and Giving Back

Mike Ettenberg’s transition from firefighter to entrepreneur is a testament to his ingenuity and dedication. His journey is not only about creating a successful business but also about supporting those who continue to serve on the frontlines. Frontline Optics embodies a spirit of resilience and reliability, providing a product that stands up to the demands of its users while giving back to the community.

Frontline Optics is not just about providing top-notch eyewear; it's also about giving back. Ettenberg has committed to donating 5% of the company’s revenue to the First Responders Children’s Foundation, which supports the children of fallen first responders through educational scholarships and financial aid. This commitment reflects Ettenberg's enduring dedication to the community he served as a firefighter.

Expanding the Horizons

While Frontline Optics initially focused on first responders, the brand is now expanding its reach to include aviation professionals. Ettenberg’s vision continues to evolve, aiming to support various high-risk professions with eyewear that meets their unique needs.

Experience the Quality

Mike’s story is one of innovation, resilience, and community spirit. Frontline Optics is more than just a brand; it’s a tribute to those who serve and protect. By featuring Frontline Optics, Fine Magazine is proud to spotlight a local hero’s journey and showcase a product that exemplifies quality, reliability, and a commitment to giving back.

Learn More

Explore Frontline Optics and find out how Mike Ettenberg’s vision is transforming eyewear for first responders and beyond. Visit Frontline Optics to discover the perfect pair of sunglasses designed to meet the demands of any high-risk profession.

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