Our Mission: Honoring the Call, Protecting the Tradition
Since 1998, Firefighter.com has operated with one simple, powerful goal: to serve those who serve others while building a life centered on family. Over 27 years later, that mission remains our highest priority.
Today, Firefighter.com isn’t run from a corporate boardroom. It’s run from our kitchen table in Jensen Beach, Florida, in the quiet moments between Shift work and the busy hours of our kids’ activities. We don’t just sell to this community—we are part of it.
Our mission is to preserve the pride, honor, and traditions of the fire service. We believe that while equipment and tactics may evolve, the core values of the brotherhood are timeless. By creating quality gear that reflects the heart of the caller, we ensure the legacy of those who came before us is never forgotten.
Meet the Owners: Alexander & Haisley Newton
We aren't just business owners; we are a fire family.
Alex Newton is a 12-year veteran of the fire service in south Florida. Currently serving as a Training Lieutenant, Alex has worn many hats: Hazmat Tech, Driver Engineer, Flight Medic, and Swift Water Technician and so on. His dedication to the brotherhood led him to found his Local Firefighters Benevolent, where he served as President for six years. It was during this time—designing our first annual fishing tournament and building a brand for the Benevolent—that he first fell in love with the creative side of Firefighter.com, alongside of being a photographer, videographer, editor, graphic designer, it was an enjoyable move to working with other Firefighters with understanding the Pride and Tradition.
Haisley Newton joined the FFC team in 2024 as Marketing Manager. With a background in marketing and a deep understanding of the sacrifices fire families make, she saw the potential to turn a "far-off dream" into a reality.
We’re raising our family right here in our hometown with our two kids, sharing our lives with a couple of dogs, a handful of chickens, and a whole lot of gratitude.
In 2026, with mentorship from the founding Dent family and a lot of "breaking glass ceilings," we took the leap into ownership.
Why We Do It: Faith, Family, and Service
There is a unique part of the fire service that is at risk of fading: the pride, the grit, and the deep respect for those who came before us. We believe these traditions deserve to be protected, not replaced.
Everything we do at Firefighter.com is intentional. We choose quality over "fast fashion" because we know that gear should be as resilient as the people wearing it. Our business is built on three unwavering pillars:
- Faith: We believe God has a purpose for this business, and we operate with integrity and gratitude.
- Family: We are teaching our children the value of hard work and entrepreneurship, knowing that behind every firefighter is a family making their own sacrifices.
- Service: Service isn’t just what firefighters do; it’s how we do business. We treat our customers as brothers and sisters, not just orders in a system.
Preserving the Legacy
Our goal is to honor the fire service, not water it down. We believe tradition and progress can exist together, so long as progress never forgets its roots.
We’re proud to stand with those who hold the line. We’re proud to protect the tradition. We’re proud to serve you.
Protecting Tradition
At Firefighter.com, we believe that pride and tradition aren’t just things you talk about—they are carried in the heart. For every member of the fire service, that calling is internal, built on grit and an unspoken bond. Our mission is simply to provide the canvas that allows that internal fire to be seen. We don’t create the pride; we just help you wear it.
