Equipping the Bravest: Inside Firepenny with Founder Brian Moke

In an industry where seconds save lives and reliability is non-negotiable, Firepenny has carved out a reputation as a trusted partner for firefighters and departments across the country. Founded in Chicagoland, the company has grown steadily while holding firm to its mission: to equip the bravest with the best, at prices that respect tight budgets.

We sat down with founder Brian Moke to explore Firepenny’s beginnings, its unique approach to customer service, and how the launch of the Firepenny App is set to change the way first responders shop for gear.

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From Frustration to Foundation

For Moke, Firepenny was born out of a simple but urgent realization: firefighters were struggling to get the equipment they needed, affordably and quickly.

“I started Firepenny because I saw how hard it was for fire departments and first responders to get affordable, high-quality gear quickly,” he recalls. “Firefighters risk their lives every day, and I wanted to build a company that made their jobs a little easier by providing reliable equipment and outstanding service.”

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Balancing Price and Quality

It didn’t take long for Firepenny to earn a reputation for having some of the lowest prices in the business. But affordability, Moke stresses, doesn’t mean cutting corners.

“We run lean so our customers don’t pay for unnecessary overhead,” he explains. “That’s how we keep pricing fair without ever compromising on quality.”

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Service That’s Personal

In an age where many companies automate every customer touchpoint, Firepenny goes the other direction.

“Firefighters dedicate their lives to protecting others, so they deserve the same level of commitment from us,” Moke says. “Customer service isn’t an afterthought at Firepenny—it’s the heart of what we do. When a department calls, they’re not just placing an order, they’re trusting us to deliver the gear they need to keep their crews safe.”

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Staying Ahead of the Fire Service

With firefighting constantly evolving, compliance and innovation are both critical. Firepenny blends NFPA standards with real-world input from departments to make sure its gear meets every need.

“By combining compliance with NFPA standards and real-world input, we make sure gear doesn’t just meet regulations—it truly supports firefighters in the field.”

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Serving Departments and Individuals Alike

Whether supplying an entire department or outfitting a single firefighter, Moke insists that every customer gets the same attention.

“At Firepenny, we’re proud to serve both fire departments and individual firefighters…because every role in the fire service matters,” he says. “Whether you’re equipping an entire department or shopping for yourself, you can expect the same thing from Firepenny: quality gear, honest pricing, and customer service that puts you first.”

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A Hands-On Founder

Unlike many founders who step back as their companies grow, Moke remains involved in every process.

“Being hands-on means I don’t just sit back and watch the business run,” he explains. “From product selection to customer service, I want to make sure the gear we offer is reliable, the pricing is fair, and the service is personal.”

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The Firepenny App: A New Chapter

Now, with the launch of the Firepenny App, Moke sees an opportunity to bring the company’s hands-on ethos directly to firefighters’ pockets.

“The new Firepenny app is all about making life easier for the firefighters and departments we serve,” he says. “It’s designed to save time, reduce hassle, and give every user confidence that they’re getting the right gear at the right price.”

"Firepenny in your pocket—anytime, anywhere.”

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Looking Ahead

So where does Moke see Firepenny in the next five years? Growth, certainly—but always with a steady eye on the company’s founding mission.

“We want to expand our product offerings, improve accessibility through digital tools like our app, and reach more departments big and small—without ever compromising on quality or service,” he says. “Beyond growth, our goal is to stay true to our mission: making sure every firefighter has the gear they need, when they need it, backed by support they can count on.”

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Closing

As Moke makes clear, Firepenny is more than just an equipment supplier. It’s a company built on trust, driven by service, and rooted in the belief that firefighters deserve the very best tools to do their jobs safely. With its new app launch and a commitment to innovation without compromise, Firepenny is poised to shape the future of how the fire service equips its bravest.