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Community Highlights: Meet Elijah Lorence of Infinite Defense, LLC

Today we’d like to introduce you to Elijah Lorence.

Hi Elijah, we appreciate you taking the time to share your story with us today. Where does your story begin?
I grew up hyper-focused on football, playing throughout high school and college, as that was my dream. But I had always wanted to start and run my own business since I did not see many people choosing that route growing up and I always wanted to stand out. After tearing my ACL playing football, I decided to move on to other opportunities and continued to study for my mechanical engineering degree at ASU. Once COVID hit, I realized I could not focus on online classes and dropped out. I decided to take up investing and entrepreneurship. I started a small business while I was playing football in community college. I always grew up around firearms, which was a hobby of mine. Many firearm-related products in the industry are costly, so I created an inexpensive shooting target that is reusable, self-healing, and made of 100% recycled rubber to bring sustainability into an industry that is commonly overlooked. I created a couple of prototypes with just over $200 in my bank account, and after 4 months of rebooting, we were able to scale it to over $30,000 a month in Revenue which is now my full-time job. I take extreme pride in being one of the industry’s youngest business owners, having a patent for the product, and providing work not just for myself but for others as well!

Would you say it’s been a smooth road, and what are some of the biggest challenges you’ve faced along the way?
It was not a smooth road; we originally operated from March 2019 until covid hit in 2020. I could not start up the company on my own as I was in school at the time at ASU continuing my mechanical engineering degree. I held many project manager positions in the construction industry during the hiatus, but I did not feel fulfilled. Despite Financial struggles, I used a small $4,000 loan to reboot the company in April 2022, and I have not looked back since! My current business partners did not want to run the business during covid, so they paid themselves out, leaving me as the original sole owner again.

Alright, so let’s switch gears a bit and talk business. What should we know?
We produce patent-pending, self-healing, and reusable shooting targets made of 100% recycled rubber. They last about 80 times longer than standard competitive shooting targets, usually made of paper or cardboard. Another popular option is steel targets, yet those are unsafe to shoot in close quarters due to ricochet. Ours are completely safe to shoot as close as you want. They also are self-healing, so as the shot goes through, the paint wears away, so you get a high-visibility marking of where your shot hit, and when you are ready to cover it up, all you have to do is spray paint over it, and the target will look brand new. This is a large advantage as common paper and cardboard targets create waste and cause recurring costs. Additionally if you wanted to reuse them, you would have to repeatedly tape over the holes of the targets.

Along with that, our targets are completely water and weatherproof. For shooters that are in rainy environments, they work fantastically, and they can be left out on the range. Also, they’re fairly lightweight and about a quarter of the cost of another similar self-healing target on the market. I’m extremely proud of the product as we have had an extreme amount of fantastic feedback, which fills me with pride as I was able to invent the product. I’m very glad I created a product that helps out others in the community and brings them more joy and efficiency to their shooting experience, along with sustainability to the industry.

Let’s talk about our city – what do you love? What do you not love?
Growing up, I was not too sure about staying in Phoenix due to the heat, even though I played football in the summers and fall. I honestly thought it was boring. But as I grew up, I found many more fun things to do, such as going to the lakes, hiking, mountain biking, and the fantastic winters where I can snowboard up north. I think it’s a fantastic community and a perfect area for my business as there is an extensive group of self-defensive and recreational shooters in the state. And of course, you can’t beat the sunsets! So I’m in love with the city and do not plan on going anywhere else.

Pricing:

  • Main Product: $89
  • Half Size: $49
  • Many Bundle Packs for higher discounts
  • Wholesale Pricing
  • Custom Work

Contact Info:

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