An NSSF Preferred Vendor and Leaders in FFL Technology, Payments and Firearms Compliance
For over 10 years we’ve been helping the shooting sports industry profitably manufacture, distribute and sell firearms with great efficiency and the utmost compliance.
Meet Our Leadership and Subject Matter Experts
Chief Executive Officer
Formerly: Smith & Wesson, Retail Technology Group (RTG / AXIS), Gearfire Payments, Ernst & Young, Protiviti, Ticket Network and United Technologies Corporation
Sample FFL Customers: SCCY Firearms, RemArms, Big 5 Sporting Goods, Adventure Outdoors, Poway Range, Bill’s Gun Shop, North 40 Outfitters, Pawn America, Davidson’s / Gallery of Guns, Sports South, Palmetto State Armory, CZ-USA, SilencerCo, Frontier Justice, Black Wing, Big Rock Sports, and hundreds of others.
Jon Rydberg has served as Co-founder and Chief Executive Officer of Orchid LLC holdings since September 2012. For a portion of this time, he also served as CEO and a financier of the Retail Technology Group. For the last ten years he has been focused on the shooting sports industry where he was an executive at Smith & Wesson Holding Corp and a strategic advisor to FFLs across the U.S. At present, his holdings provide Retail POS software, Manufacturing ERP software, eCommerce applications, integrated FFL compliance software, credit card processing and FFL services delivered via the industry’s largest firearm compliance firm.
Previously, Mr. Rydberg was the Chief Marketing Officer of Ticket Network, the 2nd largest online ticket marketplace in the United States. Mr. Rydberg also served as a Managing Director at Protiviti and a Group Manager at Ernst & Young LLP. In the capacity of an executive advisor, Mr. Rydberg helped numerous Fortune 500 companies build stronger supply chain and manufacturing operations through automation and process control. He is known for his expertise in ERP technology, inventory management, process automation and financial and regulatory process control. Mr. Rydberg is the author of several works dedicated to supply chain management, Sarbanes-Oxley, FFL / ATF firearm compliance and he is also the founder of the Firearm Industry Conference.
Chief Operating Officer
Formerly: Retail Technology Group, Gearfire Payments, Gearfire, Disney / ESPN, Latham & Watkins, Bank of America, and Cigna Financial Services
Sample FFL Customers: Primary Arms, CZ-USA, Smith & Wesson, EZ-Pawn, Sportsman’s Finest, Frontier Justice, Bi-Mart, and Remington, Big Rock Sports, SilencerCo, Henry Repeating Arms, LL Bean, Gander Mountain and many others.
Michelle has over 20 years of experience in finance, accounting and technology. Previously, Michelle served as the Chief Marketing Officer of the Retail Technology Group , Outdoor Payment Solutions (DBA Gearfire Payments) and Gearfire LLC.
Michelle is also the country’s foremost expert at performing software-driven ATF compliance and electronic A&D / Bound Book evaluations for FFLs, with over 65 million transactions to-date. Her FFL diagnostics include the regulations, processes and systems which drive firearm manufacturing (including NFA), firearm engineering and product master data, customer and vendor FFL master data, firearm transfers (via shipping and receiving), firearm loans (per 2010-1) and import / export transactions, including the ATF Form 6 / 6a. Michelle’s assessments have also included major firearm operating systems such as Epicor, SAP, Oracle and many others.
Attorney Philip Milks
Senior Vice President of Regulatory Services
Formerly: Remington Outdoor Company LLC, National Shooting Sports Foundation (NSSF)
Sample FFL Customers: Brownell’s, Smith & Wesson, Weatherby, Daniel Defense, Trufire Range / Centennial Gun Club, Rock Island Auction, Sportsman’s Guide, Traditions Firearms, Savage Arms, KG Made, Geissele, CZ-USA, FN America and hundreds of others.
Phil is an attorney and was formerly employed by the National Shooting Sports Foundation (NSSF) and Remington Outdoor Company (ROC). While at Remington, Phil served his executive peers as the leader of ROC’s corporate compliance function, which included ATF, Import, and Export (ITAR and EAR). Phil played a key role in advising ROC and its subcontract manufacturers in the development of ammunition, suppressors, polymer pistols, modern sporting rifles and imported shotguns. Phil gained relevant legal and regulatory experience facilitating the acquisition of manufacturing entities, the move of major manufacturing facilities to the southern U.S. and implementing SAP as a leading ERP system.
Today, Phil plays a key role in helping clients prepare for ATF inspections and defending their FFL against ATF Revocations. He is a subject matter expert in firearm classifications, GCA / NFA regulations, state firearm laws and all matters related to firearm compliance.
Chief Strategy and Business Development Officer
Sample FFL Customers: Smith & Wesson, Remington Outdoor Company, Bushmaster Firearms, DPMS, Para Ordnance, Barnes Bullets, Magpul Industries Corp., Mec-Gar, Walther Arms, Shadow Systems, Advanced Armament, Baron Engraving, Barrett Firearms, Davidson’s, Lipsey’s, Sports South, Iron Valley Supply, Camfour, Big Rock Sports, RSR Group, Zanders, Armchar Wholesale, Bill Hick’s, Chattanooga Shooting Suppliers, Gunarama Wholesale, North Sylva Company, Shoot Straight, Vance’s Outdoors, H&H Gun Range, Sports World, Hoffman’s, Dunham’s, Duncan’s Outdoor Shop, Adventure Outdoors, Larry’s Pistol & Pawn, Black Wing Shooting Center, Franklin’s Gun Shop, Kittery Trading Post, Bass Pro Shops / Cabela’s, Gander Outdoors, Sportsman’s Warehouse, Academy Sports + Outdoors, Silver Bullet Firearms and many more.
Leland served in the residential and commercial construction products market from 1984 through 2004 in executive roles including Vice President, Product Management, Professional Power Tools for Black & Decker where he led the launch of the DeWalt portable power tool brand in North America, Asia, the Middle East and Africa. His experience also includes roles as President, Stanley Hardware, Executive Vice President, Kohler Company and Vice President, Sales & Business Development with Rinnai America.
Leland began his career in outdoor recreation / hunting / shooting products with Smith & Wesson from 2005 – 2011 as President and Chief Operating Officer. Under his leadership, S&W successfully developed and launched the M&P pistol and M&P rifle product range. Following his tenure with S&W, he served at Remington Outdoor Company from 2012 – 2017 as Vice President and General Manger for Firearms and Accessories. Most recently, prior to Orchid Advisors, Leland led Airhead Sports Group as the President and Chief Executive Officer executing a doubling of EBITDA and a successful sales transaction as the company was acquired by Aqua Leisure Recreation and Blackford Capital. He is a strong advocate of the 2nd Amendment and enjoys a broad range of outdoor recreational actives including competitive shooting, hunting, boating and motor sports.
Vice President of Sales & Marketing
Formerly: Gearfire, Acusport
Eric Wille has over 10 years of experience in the firearms industry with a proven track record of success in product management, sales, training, and implementation. Before coming to Orchid, he spent 5 years at Gearfire, most recently as the Director of Retail Product Management.
In this role, he has successfully defined and executed a product roadmap for an industry-leading Retail Management System and Point of Sale processing $1.5 billion in retail transactions in 2022. Eric also served as the Director of Sales for the company, where he executed strategic revenue growth initiatives resulting in a 30% increase in the user base in 2020.
Before joining Gearfire, he oversaw the CLX/Auto Replenishment program at AcuSport as their Implementation Specialist. In this role he worked predominantly with high priority retailers selected by Acusport to help them take full advantage of the program and be successful.
At Orchid, Eric enjoys understanding what issues customers are facing and figuring our how we can simplify that with our portfolio of solutions.
Director of Export Services
Practice Areas: Firearm Export (ITAR, EAR, OFAC, CBP)
Formerly: United States Air Force, U.S. State Department, DDTC
As a former DDTC Senior Defense Trade Control Analyst, a U.S. Air Force retired combat veteran, and a U.S. Export Control and Compliance consultant across multiple industries, Jason brings an uncommon depth of ITAR and EAR understanding, awareness of related U.S. government processing, military applications, and an ability to span, connect, and implement strategy to task and back across business activities related to U.S. regulatory export control and compliance.
While with the State Department, Jason reviewed and audited ITAR export applications with a combined value of over $42.5 Billion for approval and/or compliance. He renovated ITAR Agreement analyst training and improved ITAR Agreement analyst review processes and tools. Also, Jason frequently spoke on behalf of the U.S. government to U.S. and foreign government officials and industry groups and individuals.
Since departing the DDTC, and in addition to providing ITAR control, compliance, authorization advice and other DDTC engagement services, he has developed EAR and BIS-related expertise to expert levels so to support multi-jurisdictional control, compliance, and export authorization strategy development, assist with implementing those strategies, and in the development, assessment, and improvement of compliance programs. Jason’s experiences and expertise include the ITAR, EAR, OFAC and export related elements of U.S. Customs and Border Protection processes.
Principal, Export Services
Practice Areas: Firearm Export (ITAR, EAR, AECA)
Formerly: U.S. Army, U.S. State Department, DDTC
Prior to joining Orchid, Tim served at the Department of State’s Directorate of Defense Trade Controls (DDTC) Licensing office as the GS-15 Division Chief for the Space, Missile and Sensor Division, specializing primarily in oversight of licensing and agreement for U.S. Munitions Categories IV, V, XII. In this role, he created office practices for adjudication, trained newly assigned officers and directed the activities of seven Licensing Officers in the issuance of ITAR licenses for export and import of Defense Articles, as well as providing general assistance to the defense trade industry. Most notably, Tim contributed to the newly-published DDTC Compliance Guide and was frequently called upon by the Department of Justice to opine on possible export violations and testify as an expert Government witness at trial.
In his final military assignment prior to retiring after a 32-year military career, Tim was a Senior Defense Analyst and Political/Military Affairs Officer assigned to DDTC, where he was the most experienced military officer performing and directing regulatory analysis and adjudication of requests for export authorization under the Arms Export Control Act (AECA), and International Traffic in Arms Regulation (ITAR). During his tenure as a member of the Electronics and Training Division, Tim audited and adjudicated over 2,000 Technical Assistance & Manufacturing Licensing Agreements, Warehouse Distribution Agreements, Export and Defense Service Licenses, and General Correspondence submissions. Owing to his expertise, he was routinely called upon to advise regulatory offices in policy development, and to opine in compliance investigations for alleged ITAR violations and their remediation. Tim was DDTC’s primary subject matter expert on the Agreements process, often called upon to present Licensing policy and practice to U.S. Government bodies, domestic exporters and foreign industry, and was recognized by the Department of State for Superior performance in 2017.
Prior to joining DDTC, Tim held a myriad of leading management positions and roles throughout the Army and the Department of Defense. In these assignments, he was responsible for assessing performance and effectiveness of organizational policy, process, procedure and structure through rational measurement of key metrics, and conceiving and implementing documented organizational change.
Chief Revenue Officer, Orchid PayTM
Formerly: Iron Triangle Payment Systems, National Processing Company
Formerly: SilencerCo, Taurus, Pinnacle Sports, Recoil Gunworks, Chandler Tactical, Ares State Armory, SS Outfitters, YHM and many others
Jeremy has over 10 years of experience where he has worked with some of the largest payment processing providers in the county. He began his payments career at Iron Triangle Payment Systems (ITPS) followed by the National Processing Company. Jeremy has held various positions from Sales to Management in electronic payments and has worked with a number of firearm merchants including retail, eCommerce and manufacturing FFLs. Jeremy has successfully negotiated or renegotiated merchant processing rates and terms and conditions for thousands of businesses across the country saving millions in processing fees to small business owners. Jeremy now leads the sales and implementation efforts for Orchid PayTM which is focused on credit card processing for the shooting sports industry.
Chief Product Officer, Orchid PayTM
Formerly: TSYS, WorldPay
Chris’ payments career began in 2003 when she joined Total Merchant Services. In 2009, she built a product suite supporting small and medium sized businesses. In 2013, Chris joined TSYS as the Director of Product, where she oversaw product strategy for all merchant facing products including security solutions, tablet and e-commerce solutions, terminal offerings. After her promotion to Vice President of Product in 2017, Chris focused on building and executing a strategy to create TSYS’ proprietary omni-commerce platform, obtain P2E validation, and launch the extraordinarily successful Vital product suite.
After seven years with TSYS, she joined WorldPay to lead the sales effectiveness team. In this role, Chris led the go-to-market and commercialization strategy for products across all distribution channels in addition to leading the Learning and Development teams. Chris joined Orchid in 2021 as Chief Product Officer to drive innovative solutions and product strategy focused on financial institution and merchant offerings.
Director of Product Development
Formerly: Gearfire, Retail Technology Group
Sample FFL Clients: Palmetto State Armory, Euro Optic, Rugged Suppressors, Henry Repeating Arms, Blackstone Shooting Sports, Heritage Guild, Buck & Does Mercantile, Black Wing Shooting Center, Spring Guns and Ammo, Daniel Defense and many others
Sammie Pfeiler has over 15 years of experience most of which has been dedicated to the firearms industry. She has served in a variety of FFL technology-related roles, primarily serving small to some of the largest gun stores and NSSF 5-Star Ranges in the United States. Sammie has been on the front lines of retail software selection, technical support, implementation and now product management. Her experience includes both POS and eCommerce and has now expanded into firearm manufacturing, ammunition, explosives and pawn stores.
Sammie’s experience includes working knowledge of all major ATF regulations but especially includes ATF F 4473 (digital and paper formats), NICS background checks, and NFA Forms.
Director of Analytics
Formerly: Smith & Wesson
Lisa began her career in the firearms industry with Smith & Wesson in 1999, first as a Cost Accountant, then Internal Auditor, and most recently as an SAP Business Analyst. She gained extensive knowledge and experience during her tenure there in her varied roles. Just prior to joining Orchid, Lisa was a key member of Smith & Wesson’s Center of Excellence team. She played a crucial role in their initial SAP implementation and several smaller implementations, as she led the data migration and validation efforts for each acquisition project. Over the last decade, her attention has been focused on data mapping, cleansing, loading, mass updates, investigation, and analysis to improve data integrity, effectively support business processes and improve reporting capabilities. Lisa brings a wealth of experience and expertise to Orchid as a new addition to our team.
Attorney Jay Reeves
Formerly: Chase Paymentech
Jay served over nine years with Chase Paymentech, one of the world’s largest payment processors, as their Associate General Counsel. During that time, he negotiated and documented the acquisition of numerous payment processing companies and their merchant portfolios. His responsibilities also included legal oversight of all Chase Paymentech strategic partner relationships (ISOs, Agent Banks, Processors). Jay has successfully negotiated hundreds of merchant agreements with some of the world’s largest companies and crafted numerous strategic partner relationship agreements with ISOs, Agent Banks, Processors and VARs.
Jay was the Business Manager for the Texas Tech Law Review. Following graduation from law school, we worked as a securities and mergers acquisitions attorney at Jackson Walker LLP in Dallas.
Jay is a committee member of the Industry Relations Committee of The Electronic Transactions Association, a former committee member of the Government Relations Committee of The Electronic Transactions Association, and was the Committee Volunteer of the Year with the ETA for 2005-2006.
Manufacturing Automation Expert
Formerly: Smith & Wesson, Western New England University, Hilton Sundstrand
Sample FFL Clients: Smith & Wesson, Palmetto State Armory, Sig Sauer, SCT, LWRC, Henry Laser, C Products, Cambridge Valley Machining
Ben Lussier, a highly experienced Manufacturing Automation Expert, brings over 8 years of expertise from his tenure at Smith and Wesson. His impactful contributions include leading a key initiative to implement Datamatrix barcodes on all serialized products and seamlessly integrating SAP software with serial number laser and machine engravers. Ben’s skill set encompasses laser engraver management, 2D barcode scanners, process improvement, CNC programming, CAD, software development, and fixture design. As an adjunct professor at Western New England University, he shared his knowledge by teaching software development for five years. In his recent role with Orchid, Ben has dedicated the last three years to developing integrations of Orchid eSerial with clients’ serial number laser and machine engravers, showcasing his forward-thinking approach to manufacturing automation. His diverse background and technical proficiency position him as a leader in driving innovation within industrial processes.
Senior Software Implementation Consultant
Formerly: High Caliber Weaponry & Training
Brandy Parker, based in Springfield, TN, brings over three decades of expertise in the firearms industry. With a 25-year tenure as a retail and compliance manager, she has proven herself as a seasoned professional. Notably, as the General Manager, Compliance Manager, and Graphic Designer at High Caliber Weaponry & Training in Nashville, TN, she played a pivotal role in launching a successful brick-and-mortar gun shop. She possesses specialized knowledge in firearms, NFA compliance, gunsmithing, and point-of-sale software. Her organizational prowess, self-motivation, and industry event-planning capabilities have consistently set her apart. Demonstrating honesty and a commitment to assisting others, she excels in teamwork, bringing a positive and approachable demeanor to various professional settings. She has achieved a 100% success rate in mock compliance audits, showcasing her meticulous attention to detail and accuracy in maintaining industry standards.
Implementation & Support Consultant
Kelly Lahti is a seasoned professional with 12 years of comprehensive retail experience, with a notable 9-year tenure in the firearm industry. During her time at Cabela’s, she demonstrated exemplary leadership skills by adeptly managing teams of over 30 staff members, overseeing monthly audits, spearheading special ordering processes, and orchestrating top-notch customer service. Her proficiency extends to inventory management and event planning, showcasing her multifaceted expertise. With an extensive background in firearms and an in-depth understanding of retail operations, POS systems, and ATF regulations, Kelly is a valuable asset, combining her industry knowledge with managerial prowess.
Business Development Executive
Formerly: Gearfire, National Firearms Dealer Network
Sample FFL Clients: Lipseys, RSR, Bill Hicks, Sports South, Crow, Chattanooga, Davidsons, Iron Valley Supply, Heritage Guild, Frontier Justice, I Run Guns, Trop Gun Shop
Aimee Schoonover is a seasoned professional with extensive experience in the firearms industry, spanning over 10 years. Her impressive track record and dedication have solidified her reputation for excellence in this dynamic field. Aimee has had the privilege of working with high-profile clients, including Heritage Guild, Frontier Justice, I Run Guns, and Trop Gun Shop, earning their trust through her exceptional service.
During her tenure as Director of Accounts at Gearfire, Aimee played a pivotal role in overseeing the eCommerce customer service department. Starting as the company’s first Account Manager, she rose through the ranks, establishing and leading a talented team that served over 2000 eCommerce customers. Her commitment to customer satisfaction and leadership abilities were recognized when she was awarded Employee of the Year in 2021. Currently, as a Business Development Executive at Orchid, Aimee is excited about introducing innovative solutions to meet the evolving needs of customers and contributing to their growth and success in the firearms industry. Her proven track record and unwavering dedication make her a valuable asset in this ever-changing landscape.
Implementation and Support
Toni Hendrickson brings a wealth of experience and expertise to Orchid as a new addition to our team. Having worked for Cabela’s for the past 10 years, Toni served as the Group Sales Manager, specializing in Firearms, both New & Used, as well as Hunting and Archery. Her primary focus centered on the hardlines area, where she excelled in ensuring ATF compliance, internal compliance, and comprehensive training for employees on all matters related to 4473 forms. Toni also played a crucial role in enhancing employee proficiency with POS systems, running internal audits, and forging valuable partnerships with Firearms manufacturers for special orders.
As a key member of Orchid’s Implementation and Support team, Toni will collaborate closely with new clients and address their specific needs, further strengthening Orchid’s commitment to providing premier customer support for FFLs.
Director of eCommerce Design & Development
Formerly: Telegraphic Branding & Design
Austin has recently joined the Orchid team, bringing over 7 years of digital design, website development, animation and video experience. Working as a freelance artist and with various design agencies, he has been able to develop a deeper understanding of digital media best practices and implementation to ensure long-term goals are achieved.
Formerly: Gearfire, AcuSport
Ricky joins Orchid with more than nine years of experience in the firearms industry. His career began in technical support at AcuSport, where he cultivated a profound understanding of customer needs and the technical complexities of the industry. In his role as an AXIS Software Trainer, Ricky not only honed his skills in client education but also led the development of an extensive library of educational videos for the software. This initiative marked a significant step towards his transition to a Marketing Specialist role at Gearfire. There, he displayed an exceptional ability to analyze market trends and develop effective brand strategies.
At Orchid, Ricky is set to apply this wealth of knowledge to elevate the company’s presence in FFL technology, payment processing, and compliance services.
Get to Know Orchid
4473 Processed Per Month
of US Firearms Made by Our Clients
Firearm inventory exported
US Gun Friendly Merchant Processing Banks
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