Mike Ettenberg never intended to choose between his two passions. Growing up in California, he found himself equally drawn to the thrill of entrepreneurship and the heroism of firefighting. Like many of us who've felt that pull in different directions, Mike initially thought he had to pick one path.

What emerged instead was Frontline Optics – a sunglasses company born from the frustration of repeatedly destroying $200 Oakleys in the back of fire engines. With remarkable candor, Mike shares how he launched his business with just $5,000 from forced overtime shifts while still working full-time as a firefighter. That initial investment covered 300 pairs of sunglasses, a basic website, trademark filing, and minimal marketing – a humble beginning for what would become a thriving business.

The real breakthrough came unexpectedly. After months of amateur marketing efforts, Mike created a video showing sunglasses falling in slow motion with fire equipment in the background. That single ad transformed his business from $30K to $170K in annual revenue. "I became a student of advertising at that point," Mike explains, highlighting how success often comes from identifying exactly what resonates with your specific audience.

What makes Frontline Optics unique isn't just their focus on durability for first responders – it's their commitment to values that mirror the brotherhood and sisterhood of emergency services. Their "no questions asked" replacement policy acknowledges the reality of gear destruction on the job. Their team structure provides customer service even during night shifts. And their charitable giving supports organizations like First Responders Children's Foundation.

For those dreaming of starting something, Mike's advice cuts through the noise: "If you go to bed at night thinking about doing something, and when you're running on a treadmill aimlessly you're thinking about doing something, and you're surfing podcasts and you're thinking about doing something – it means that it's in you. So just go do it."

Ready to support a first responder-owned business or find sunglasses that can actually survive your shift? Follow @frontlineoptics on Instagram or visit frontline-optics.com to see their full line of durable, ANSI-rated eyewear designed specifically for the demands of emergency services.