About Us
Welcome – we’re glad you’re here. It’s important to learn about who you’re considering for your next Marketing Partners. Not only is our industry and marketing expertise important, but perhaps even more important is who we are as human beings, how we run our business, and the mission we’ve set out to achieve.
And that mission is where we’ll begin.
Our Mission
We are Armed Marketing Professionals, bringing the same passion and dedication we have for shooting, hunting, and the outdoors into our marketing craft. With credibility and expertise, we help brands build authentic connections—driving growth that secures and expands the freedoms we are blessed with.
Core Values
It’s easy for C-suites in ivory towers to write words and say “that’s who we want to be”. It’s entirely another thing to have the ethos of your company be the words you’ve written. While no team is ever faultless, we’ve tried our best to codify who we already are, providing you a glimpse into the way we operate.
People First
We put humans at the center—valuing the lives and well-being of our team, respecting our partners, and crafting marketing that connects with real people.
Freedom
We champion freedom in all its forms: in the industries we serve, in the opportunities we create, and in the independent lifestyle we build for our team.
Ownership
We act like owners. Every decision, deliverable, and interaction is approached with accountability, initiative, and care for long-term success.
Integrity
We earn trust through honesty and consistency. We don’t compromise our principles or pursue tactics that conflict with our values.
Positive Impact
We celebrate wins, uplift others, and approach challenges with optimism—focused on building a stronger future for our families, partners, and industries.
Meet the Team
AJ Coutts
Founder & Chief Strategist
“Whatever’s worth doing is worth doing well, because it might be important (you never can tell). So, no matter how little it seems at the start…if you do it, then do it with all of your heart.”
I’m AJ, Founder & Chief Strategist. That’s a fancy way of saying I was crazy enough to quit my job during the Plandemic to do marketing in a closet-sized office at home. Hunting, Firearms, and the Outdoors are passions that have defined my entire life, and eventually I realized life would be better for everyone if I pursued turning what I live and breathe into something that helps other people too.
Without boring you in the details, in 2020 I began building what will become my life’s work – that I could help brands in the Firearms, Hunting, and Outdoors industries grow in a way that increases revenue & brand share while decreasing the owner’s time and effort in their marketing.
You see, since 2018 I’ve been doing marketing. First it was just for a 2A-focused Lifestyle brand (they’re STILL a client ♠), then I added a gun shop, then a suppressor manufacturer, and from there we’ve continued partnering with people and businesses in the industries we truly love.
My years of marketing have taught me two things that are worth mentioning here:
- Marketing is both Strategy and Implementation – my job is to strategize, pairing our client’s needs and budgets with the best solutions.
- I’m not very good at too many things – so I’ve surrounded myself with people better than me, who you’ll meet momentarily.
Mike Ratican
Firearms Marketing Manager
“Gun bunnies grab attention, but meaningful growth comes from earning trust and building real connections. I enjoy helping our partners shape strategies that fit their brand, all while living a lifestyle that allows me to pursue my goals and support the industries I value.”
Mike has been with the agency since AJ first formalized it, and over time he’s become our go-to “Swiss Army knife.” Officially labeled as our Firearms Marketing Manager, Mike delivers reliable results across multiple marketing platforms, with a strong focus on social media growth. He helps firearms and outdoor companies grow their presence while avoiding the dreaded “ban hammer.”
Since coming onboard, Mike has also grown as a photographer. He’s skilled at capturing clean, detail-focused product photography as well as professional event coverage that showcases brands in action.
As an Armed Marketing Professional, Mike greatly enjoys supporting the firearms and outdoor industries. He gains satisfaction in supporting the 2nd Amendment by helping brands strengthen their marketing efforts. His mix of adaptability, creativity, and results-driven focus makes him an asset to every project.
Jason Parker
“Getting the chance to write about all facets of the gun industry is truly a joy for me. Having been in the marketing world for many years, writing about what I know and love makes the job a passion project and not just work.”
Jason is the newest member of our writing team, coming to us with an extensive background of truly unique writing experiences. Having spent 12 years in the Army in the Psychological Operations field, Jason spent that time doing short and long form writing to win over the hearts and minds over the course of several “On-location writing trips” to Afghanistan. After that, he spent some years doing agency writing on various topics, but his favorite was getting to write for clients in the firearms industry.
There are some weeks where he will put an equal number of rounds down range as words written for clients (both are a lot). And his worst financial decision ever made was moving within a five-minute drive of both the largest gun club in Maine and the only Cabela’s in the state. A self-admitted great shot but a terrible hunter, Jason also spends his time chasing around his three daughters, yelling at the tv when the New England Patriots are playing, and audibly lamenting about the cold every chance he gets. Why someone would move to Maine if they don’t like the cold is beyond us, but we enjoy his passion for guns and writing.
Lily Ayres
“I love bringing my own perspective into everything I do, whether it’s creating content, writing captions, or putting together emails. Finding new ways to make ideas feel fresh and personal is what keeps it fun for me.”
Lily joined the agency in 2022 as a marketing intern while studying at Hofstra University. What started as a college internship quickly grew into something bigger—evolving alongside the agency itself.
She earned her Marketing degree in 2025 and brings a creative, curious mindset to everything she touches.
Outside of work, Lily’s rarely indoors. She’s on a mission to visit every national park in the country and spends her time running, hiking, or snowboarding whenever she can. Always chasing new experiences (and better mountain views), she fits right in with the team’s energy and drive.
Why Choose The Coutts Agency Team?
Now that you know who we are, you’re likely still asking yourself – “These seem like great people, but how do I know that we’ll be a good ‘fit’”? I love that question, because it’s one that I ask myself in each prospective meeting I’m in. This may help, these are the reasons our current clients love working with us!
Significant Industry Experience
In our personal lives we live and breathe the same things that we market all day about!
Personalized Strategy
we get to know you and your business, before we start marketing. Ultimately, we want to be an extension of you, to your customers and audience.
Expert Copywriting
The words in your marketing are what move people to action. Therefore, we put a large emphasis on making sure they’re just right!
Unparalleled Communication
It’s always easy to connect and communicate with me, and I’m open to using the channels that work best for you (text, email, phone, Zoom, etc.).
Clear Reporting
Each month we’ll show you exactly what happened and how we’re using that data to adapt for the future. You’ll receive a PDF with analytical data, my notes on it, and then a 3-5 minute video explaining “what went well, what didn’t go well, and what we’re going to do about it.”
What Our Customers Say
FAQs
Do you have long terms contracts?
Yes, we ask for an initial 6 month agreement to give our strategies the time needed to reach maturity. After that, we continue on monthly.
How much do your Marketing Solutions cost?
Each solution is entirely customized to the client at hand, so it’s hard to put a realistic figure on what you could spend. But, our average client invests $5,000 – $10,000 per month for their customized marketing solution.
How much experience does your team have?
Collectively, we have more than 20 years of experience in the Firearms & Outdoors industries. As Marketers, we have well over a decade of industry marketing experience.
Can you run digital ads for my gun company?
YES! We’re advertising partners for Topple, enabling us to run restriction-free ads for guns (and similar items) on places like AR15.com, Ammoland, and thousands of other gun-friendly locations across the web!
What types of businesses have you worked with?
We’ve worked with businesses such as suppressor manufacturers, signaling grenade launchers, training facilities, firearms retailers, predator hunting groups, and more!
Do you work in other industries?
Yes, occasionally. We keep a percentage of our business in “non-regulated” industries to keep up with some of the best practices that we cannot employ in our usual industries. If you’re considering hiring us, just hit the form at the bottom of this page and we’ll see if you’re a good fit!
Get Started, Today!
If you’ve made it this far, you know that choosing an experienced Digital Marketing Partner is going to make all the difference in your growth. The next step is to fill out the form. We’ll respond promptly, and you’ll be fast on your way to new heights. Get started, now!
My Promise To You!
Ultimately, I embarked on this journey to provide a different life for my family. One where the “rules” don’t apply, and we can truly pursue our passions.
So – I’ll be honest – there will be some times where I won’t answer the phone because I am picking apples or exploring the world with my little ones.
However, the blessed life we’ve been given wouldn’t be possible without the amazing partnerships we’ve built with brands like yours.I promise to still provide amazing service, to always reply promptly, and to make sure that my actions prove just how grateful I am for the benefits our partnership brings me.
Thank you.
AJ Coutts – Founder
