A Firefighter Family at the Helm

Firefighter.com began in 1998 with a simple but powerful goal: to serve fellow firefighters while building a life centered on family. Over 27 years later that mission remains unchanged. Today, Firefighter.com is proudly owned and operated by myself, Alex Newton, an 11-year professional firefighter, and my wife, Haisley. Both of us understand the job, the lifestyle, and the sacrifices that come with it. Firefighter.com isn’t run from a boardroom but many times at the kitchen table or in between kids’ activities. 

To expand on our background, we are from a small, vibrant community in South Florida called Jensen Beach. Haisley and I first met in high school here, and after years of friendship, Haisley finished college and I finished Fire, EMT, and Paramedic school, and we reconnected in 2017…  the rest is history. I currently serve as Training Lieutenant within my local department, with my past experiences including Hazmat Technician, Driver Engineer, Flight Medic, Swift Water Technician, and Field Training Instructor. As most of you can relate, we can’t stop preparing for the unknown, which is where my dedication to the service comes from. In 2019, after serving as a Shop Steward for my Local Union, I founded our Local Firefighters Benevolent and held the title of president for six years. I found deep satisfaction working the non-profit side while helping my fellow firefighters and the community I served during a time in need. Through this non-profit work is when I first became acquainted with Firefighter.com. 

The process of creating a tradition for our annual Fishing Tournament to creating a brand for the Benevolent introduced me to the world of what Firefighter.com does. From the design process, to logistics, printing, and finished products, to showcasing what we created to tournament participants and spectators, I was hooked. After Haisley joined FFC in 2024 as the Marketing Manager, we would often find ourselves brainstorming ideas about what we would do and the things we’d create if Firefighter.com was ours, not thinking that would ever be a reality. 

Lo and behold, the opportunity came for us to “break glass ceilings” and make this far-off dream an actual reality for our little family. With guidance from the Dent Family and hours upon hours of learning all things business, apparel, and embroidery, we have entered into the small business world full-force.

And we’re loving it. 

It’s allowing us to work together as a family, teach our kids entrepreneurial and communication skills, and reach out to a community that we are eager to hear from. We’ve only just begun and we’re encouraged by every phone call and interaction we’ve had with you.

We don’t see you as just customers, but as fellow brothers and sisters. We take a personal approach to our business, wanting to connect with you, because we believe in those small gestures that make all the difference.

There is a unique part of the fire service that is arguably at risk of fading away. Pride, tradition, and deep respect for the job and for those who came before us. For many, firefighting is not only a career but a calling. It’s built on sacrifice, grit, and an unspoken bond. As time moves forward, we believe those values deserve to be protected, not replaced.

That belief is at the heart of Firefighter.com

We are committed to preserving the foundation the fire service was built on. The traditions that shaped strong departments. The pride that came from earning your place. The standards that separated this calling from any other job.

Everything we do is intentional.

From the products we carry to the stories we tell, our goal is to honor the fire service, not water it down, modernize it out of recognition, or forget where it came from. We believe tradition and progress can exist together, as long as progress never forgets its roots.

Our values are simple and unwavering: faith, family, and service.

We believe God has a purpose for this business, and we strive to operate with integrity, humility, and gratitude for the opportunity to serve those who serve others. Family is at the center of everything we do, because behind every firefighter is a family making sacrifices of their own.

And service isn’t just what firefighters do, it’s how we do business.

Firefighter.com is about quality, meaning, and respect for the job. We know trends come and go and there is little to be said for fast fashion other than things falling apart too soon. It’s about gear and apparel that reflect the pride and resiliency of firefighters.

We exist to support members of the fire service, honor its legacy, and ensure the pride of this profession does not fade with time.

We’re proud to stand with those who hold the line.
Proud to protect tradition.
Proud to serve the fire service.