{"id":4278,"date":"2023-06-28T22:17:01","date_gmt":"2023-06-28T22:17:01","guid":{"rendered":"https:\/\/tractoptics.com\/blog\/?p=4278"},"modified":"2025-01-14T21:49:26","modified_gmt":"2025-01-14T21:49:26","slug":"eight-years-how-tract-optics-started","status":"publish","type":"post","link":"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/","title":{"rendered":"Eight Years In: How TRACT Optics Started"},"content":{"rendered":"<p><strong>If you&#8217;re wondering how <a href=\"https:\/\/blog.tractoptics.com\/hunting-gift-ideas\/\" title=\"Hunting Gift Ideas\" data-wpil-monitor-id=\"1103\" target=\"_blank\" rel=\"noopener\">TRACT Optics started it was eight years<\/a> ago as an idea on a piece of paper. Today, the company has blossomed into a Direct to Consumer <a href=\"https:\/\/blog.tract-optics.co.za\/how-far-can-i-see-with-these-binoculars\/\">optics<\/a> manufacturer who always puts the customer first.<\/strong><\/p><p>Wondering how <a href=\"https:\/\/blog.tract-optics.co.za\/welcome-to-tract-optics\/\">TRACT Optics<\/a> started? We&#8217;d be happy to tell you!<\/p><p>Jon Allen and Jon LaCorte launched <a href=\"https:\/\/tractoptics.com\/about-us\" target=\"_blank\" rel=\"noopener\">TRACT Optics in 2015<\/a>, knowing at the time that the optics industry lacked focus on an important factor: the consumer. Eight years later they\u2019ve maintained a level of customer service that optics aficionados and novices alike rave about. When you call <a href=\"https:\/\/blog.tract-optics.co.za\/adjusting-the-quick-focus-eyepiece-on-your-rifle-scope\/\">TRACT<\/a>, one of the \u201cJons\u201d as they\u2019re affectionately known, will answer.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\"><div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p><span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#Interview_with_the_Jons\" >Interview with the Jons<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#Can_you_guys_start_at_Ground_Zero_from_the_first_time_one_of_you_communicated_%E2%80%9Chey_I_have_an_idea%E2%80%9D_until_the_company_went_live_in_2015_And_tell_us_what_you_did_in_those_early_pre-launch_days_to_make_your_idea_a_reality\" >Can you guys start at Ground Zero; from the first time one of you communicated \u201chey I have an idea\u201d until the company went live in 2015? And tell us what you did in those early pre-launch days to make your idea a reality.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#You_launched_the_website_in_2015_sold_some_products_published_your_very_first_blog_and_started_getting_some_press_What_was_that_first_year_like_for_you_guys_both_personally_and_professionally\" >You launched the website in 2015, sold some products, published your very first blog, and started getting some press. What was that first year like for you guys both personally and professionally?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#Finding_Your_Strengths\" >Finding Your Strength's<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#You_always_hear_about_the_great_customer_service_TRACT_provides_And_in_that_very_first_blog_we_published_in_2015_you_guys_said_%E2%80%9Cwhen_you_call_well_answer_If_its_an_email_well_respond%E2%80%9D_As_the_company_has_scaled_how_do_you_guys_still_manage_the_personalized_customer_service_part_of_the_business_Are_you_able_to_take_every_call_and_respond_to_every_email\" >You always hear about the great customer service TRACT provides. And in that very first blog we published in 2015, you guys said \u201cwhen you call, we\u2019ll answer. If it\u2019s an email, we\u2019ll respond.\u201d As the company has scaled, how do you guys still manage the personalized customer service part of the business? Are you able to take every call and respond to every email?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#What_have_been_some_of_the_most_important_factors_that_have_kept_you_guys_in_business_for_eight_years\" >What have been some of the most important factors that have kept you guys in business for eight years?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#Product_Development\" >Product Development<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#You_guys_just_launched_your_latest_rifle_scope_that_has_very_different_capabilities_from_anything_youve_put_out_so_far_Can_you_guys_talk_about_why_you_thought_the_industry_needs_such_a_scope_and_how_it_came_to_fruition\" >You guys just launched your latest rifle scope that has very different capabilities from anything you\u2019ve put out so far. Can you guys talk about why you thought the industry needs such a scope and how it came to fruition?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/blog.tract-optics.co.za\/eight-years-how-tract-optics-started\/#Whats_been_the_MOST_important_lesson_each_of_you_have_learned_along_the_way\" >What\u2019s been the MOST important lesson each of you have learned along the way?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div><h2><span class=\"ez-toc-section\" id=\"Interview_with_the_Jons\"><\/span>Interview with the Jons<span class=\"ez-toc-section-end\"><\/span><\/h2><p>I had the opportunity to speak with them recently about the last eight years and how the business has evolved since day one. Here\u2019s our conversation.<\/p><h3><span class=\"ez-toc-section\" id=\"Can_you_guys_start_at_Ground_Zero_from_the_first_time_one_of_you_communicated_%E2%80%9Chey_I_have_an_idea%E2%80%9D_until_the_company_went_live_in_2015_And_tell_us_what_you_did_in_those_early_pre-launch_days_to_make_your_idea_a_reality\"><\/span><strong>Can you guys start at Ground Zero; from the first time one of you communicated \u201chey I have an idea\u201d until the company went live in 2015? And tell us what you did in those early pre-launch days to make your idea a reality.<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p><strong>Jon LaCorte:<\/strong> It was a situation where we were no longer happy at Nikon. One day we were sponsoring 40 TV shows, then the next Nikon wanted their logos taken down. It took a leap of faith to leave secure jobs. But we wanted to give the consumer a better value than any competition could, and give them products with specifications normally found in <a class=\"wpil_keyword_link\" href=\"https:\/\/tractoptics.com\/\" target=\"_blank\" rel=\"noopener nofollow\" title=\"rifle scopes\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"120\">rifle scopes<\/a>, binoculars, and <a href=\"https:\/\/blog.tract-optics.co.za\/tips-for-off-hand-shooting\/\">spotting scope<\/a> costing much more.<\/p><p><strong>Jon Allen:<\/strong> The motivation for creating TRACT was Nikon (he and Jon LaCorte\u2019s previous employer) moving away from hunting. We never anticipated leaving Nikon, but our experience working there towards the end eventually pushed us away. I was doing a lot of writing since I was always on airplanes traveling. I started to explore and come up with ideas of what a new optics company would look like. I even wrote down the name TRACT even though I don\u2019t know why or how. I left it alone though, closed the book and thought, \u201cnice exercise.\u201d<\/p><p>&nbsp;<\/p><figure id=\"attachment_4279\" aria-describedby=\"caption-attachment-4279\" style=\"width: 1024px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-4279 size-large\" src=\"https:\/\/blog.tractoptics.com\/wp-content\/uploads\/2023\/06\/IMG_2378-1024x946.jpg\" alt=\"How TRACT Optics started is by these two optics industry veterans, Jon Allen and Jon LaCorte.\" width=\"1024\" height=\"946\" title=\"\"><figcaption id=\"caption-attachment-4279\" class=\"wp-caption-text\">TRACT&#8217;s founders, and the guys who&#8217;ll answer the phone when you call, Jon Allen and Jon LaCorte.<\/figcaption><\/figure><h2><\/h2><h3><span class=\"ez-toc-section\" id=\"You_launched_the_website_in_2015_sold_some_products_published_your_very_first_blog_and_started_getting_some_press_What_was_that_first_year_like_for_you_guys_both_personally_and_professionally\"><\/span><strong>You launched the website in 2015, sold some products, published your very first blog, and started getting some press. What was that first year like for you guys both personally and professionally?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p><strong>JL:<\/strong> We left Nikon in July of 2014 and were ready to launch the site officially in December of 2015 at the Rocky Mountain Elk Foundation Show. We traveled to both Japan and Taiwan to meet with subcontractors and started out only selling four types of <a class=\"wpil_keyword_link\" href=\"https:\/\/tractoptics.com\/binoculars\" target=\"_blank\" rel=\"noopener nofollow\" title=\"binoculars\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"153\">binoculars<\/a>. I worked at Nikon for 15 years and for 13 and a half of them I couldn\u2019t wait to go to work in the mornings. The last year and a half was where I fell out of love with it mostly due to the company\u2019s shift out of hunting and <a href=\"https:\/\/blog.tractoptics.com\/shooting-22lr-rifle-in-a-whole-new-way\/\" title=\"Shooting a 22LR Rifle in a Whole New Way\" data-wpil-monitor-id=\"548\" target=\"_blank\" rel=\"noopener\">shooting<\/a>. I knew that we would be out of a job sooner or later anyways. So it seemed like a good time to start thinking about other options.<\/p><p><strong>JA:<\/strong> Like anyone who starts a business, my family and I had to make sacrifices at the beginning. Despite this, we never questioned our decision.<\/p><h2><\/h2><h2>Finding Your Strength&#8217;s<\/h2><p><strong>You guys have had partnerships that have helped along the way though at the core of the business it\u2019s Jon and Jon. How has having a partner in this venture affected the business?<\/strong><\/p><p><strong>JL:<\/strong> JA handles more of the sales side of the business, and I handle more of the product. However, we do work together along with an agency doing ads and marketing. We covered two different areas in our careers prior to TRACT, so we bring two different skill sets to the business. We thought that this meant we knew everything about the industry, but we did not. When we first started, we were more focused on hunting <a href=\"https:\/\/blog.tractoptics.com\/finding-the-perfect-6-5-creedmoor-rifle-scope\/\" title=\"Finding the Perfect 6.5 Creedmoor Rifle Scope\" data-wpil-monitor-id=\"438\" target=\"_blank\" rel=\"noopener\">rifle scopes<\/a>, but that is not where the customers are today. We never imagined a $1,700 <a class=\"wpil_keyword_link\" href=\"https:\/\/tractoptics.com\/riflescopes\" target=\"_blank\" rel=\"noopener nofollow\" title=\"scope\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"241\">scope<\/a> would be our number one seller.<\/p><p><strong>JA:<\/strong> We have some serious competitive shooters relying on TRACT. We agreed on day one that we would make no compromises on our products.<\/p><p>&nbsp;<\/p><p><strong>What\u2019s changed in the optics industry since 2015?<\/strong><\/p><p><strong>JL:<\/strong> The fastest growing part of the industry is <a href=\"https:\/\/blog.tractoptics.com\/videosview\/illuminated-reticle-battery-installation-2\/\" title=\"Illuminated Reticle battery installation on your TRACT TORIC 34MM 4-25X50\" data-wpil-monitor-id=\"459\" target=\"_blank\" rel=\"noopener\">long-range shooting<\/a> by far! Rimfire is gaining a lot of speed since a competitive range doesn\u2019t require a lot of distance. Especially with centerfire starting at 1,000 stretching out to two miles. Ultimately, listening to the customer has allowed us to help them fulfill their needs.<\/p><p><strong>JA:<\/strong> Customers appear to be tired of paying high prices for optics that under perform.\u00a0 That has opended up an opportunity for us to build long-term relationships with people who have become major ambassadors for our brand<\/p><p>&nbsp;<\/p><h3><strong>You always hear about the great <a href=\"https:\/\/www.trustpilot.com\/review\/tractoptics.com\" target=\"_blank\" rel=\"noopener\">customer service TRACT provides<\/a>. And in that very first blog we published in 2015, you guys said \u201cwhen you call, we\u2019ll answer. If it\u2019s an email, we\u2019ll respond.\u201d As the company has scaled, how do you guys still manage the personalized customer service part of the business? Are you able to take every call and respond to every email?<\/strong><\/h3><p><strong>JL:<\/strong> What has separated us from our competitors is the fact that we are able to call people back and answer their questions. We are thankful to be able to do it, and it\u2019s getting noticed by the customers. We always say that the day is not over until we go to bed at night. Eventually, we will need help, but we try our hardest to be the ones to do it because it\u2019s what we love to do.<\/p><p><strong>JA:<\/strong> It has started to get tough, but like JL said, we absolutely love it. We have gotten help in some areas, like working shows, for example. We\u2019ve been able to hire some great people that can travel, set up a booth, and talk about TRACT like we can. As for calls and emails, how long we can keep that going is hard to say. JL handles all of the emails and I answer all of the phone calls. He\u2019s been such a huge asset for me for the knowledge he brings to the table. He\u2019s taught me a lot.<\/p><p>&nbsp;<\/p><h3><span class=\"ez-toc-section\" id=\"What_have_been_some_of_the_most_important_factors_that_have_kept_you_guys_in_business_for_eight_years\"><\/span><strong>What have been some of the most important factors that have kept you guys in business for eight years?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p><strong>JL:<\/strong> Repeat customers and word of mouth advertising have been the most important factors.<\/p><p><strong>JA:<\/strong> JL has worked hard over the last 20+ years to develop relationships with the media which has helped TRACT tremendously. We know that new, innovative products drive awareness and ultimately new customers. However, I truly believe it&#8217;s been the LORD&#8217;s mercy upon us. He has instilled in Jon and I a high level of commitment to customer service that has kept TRACT strong and healthy these last eight years.<\/p><p>&nbsp;<\/p><h2><span class=\"ez-toc-section\" id=\"Product_Development\"><\/span>Product Development<span class=\"ez-toc-section-end\"><\/span><\/h2><h3><span class=\"ez-toc-section\" id=\"You_guys_just_launched_your_latest_rifle_scope_that_has_very_different_capabilities_from_anything_youve_put_out_so_far_Can_you_guys_talk_about_why_you_thought_the_industry_needs_such_a_scope_and_how_it_came_to_fruition\"><\/span><strong>You guys just launched your latest rifle scope that has very different capabilities from anything you\u2019ve put out so far. Can you guys talk about why you thought the industry needs such a scope and how it came to fruition?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p><strong>JL:<\/strong> Going to the shows, listening to the consumer, combining our information, then producing it. We develop products that both make sense for the consumer and stand apart from what\u2019s currently on the market. I am a stubborn Italian, so I won\u2019t rest until we\u2019re able to design and build the exact product we set out to produce.<\/p><p><strong>JA:<\/strong> The people behind our company who buy our products provide vaulable information that has helped build our line to what it is today.\u00a0 This new <a href=\"https:\/\/tractoptics.com\/riflescopes\/toric-34mm-elr-rifle-scopes\" target=\"_blank\" rel=\"noopener\">4-25&#215;50<\/a> is a direct result of those relationships.<\/p><h3><span class=\"ez-toc-section\" id=\"Whats_been_the_MOST_important_lesson_each_of_you_have_learned_along_the_way\"><\/span><strong>What\u2019s been the MOST important lesson each of you have learned along the way?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3><p><strong>JL:<\/strong> We took a lot of things for granted early on that we thought we knew coming from Nikon. At Nikon, we had a lot of resources and big dollars to spend, but this wasn\u2019t the case with TRACT. We\u2019ve had to be really smart about every dollar we spend.<\/p><p><strong>JA:<\/strong> We have learned (especially from the Weaver family) that running a business requires the discipline to live within your means. Plus, investing all your time and energy in people at the consumer level has changed the entire way that I view business. We also know that we can\u2019t do it all on our own and have since developed great partnerships that have helped us continue moving forward. &#8220;His faithfulness will be your shield and rampart.&#8221;<\/p><p><iframe src=\"https:\/\/www.youtube.com\/embed\/iCUzvLtNmPA\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/><a href=\"https:\/\/www.youtube.com\/watch?v=iCUzvLtNmPA\" target=\"_blank\" rel=\"noopener\">Check out<\/a> our latest <a href=\"https:\/\/blog.tract-optics.co.za\/tips-for-off-hand-shooting\/\">rifle scope<\/a>, the TORIC 34mm 4-25&#215;50 ELR.<\/p>","protected":false},"excerpt":{"rendered":"<p>Eight Years In: How TRACT Optics Started<\/p>\n","protected":false},"author":2,"featured_media":4279,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2255],"tags":[2462,3032,3046,3047,3049,3054,3247],"class_list":["post-4278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-extra-topics","tag-binocular","tag-rifle-scope","tag-rifle-scope-objective-lens","tag-rifle-scope-objective-size","tag-rifle-scope-reticles","tag-rifle-scope-turrets","tag-spotting-scope"],"_links":{"self":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/4278","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/comments?post=4278"}],"version-history":[{"count":1,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/4278\/revisions"}],"predecessor-version":[{"id":11343,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/posts\/4278\/revisions\/11343"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/media\/4279"}],"wp:attachment":[{"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/media?parent=4278"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/categories?post=4278"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.tract-optics.co.za\/wp-json\/wp\/v2\/tags?post=4278"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}