Every year around this time, the Internet fills up with Veterans Day discounts, flashy graphics, and “thank you for your service” posts.
We understand the intention — but for us, it’s never felt right.
The men and women who serve this country aren’t our “target market," and we don't see a day in their honor as an opportunity to boost our sales. They are our people. They’re the reason this company exists, and the standard we build to meet.
When we make a Bastion® helmet, we don’t think of a faceless customer or some arbitrary persona on a wall.
We think about the 1st Battalion, 186th Infantry Regiment — who just returned home to Southern Oregon after a 12-month deployment to Egypt.
We remember the laughter and the sober moments D Company shared, standing in our conference room just days before deploying — each member customizing their helmet to their unique needs. We remember them taking turns paying out of pocket for their helmet, explaining that they had to, because their life depends on focus and comfort in the most critical moments.
It’s moments like those that keep us building the way we do — not to push more helmets through promotions or holidays, but to help ensure our friends, family, and neighbors feel the strength of home, even in their darkest hours overseas.
This year, as many of those same service members face the added stress of missed paychecks and deployment pay, we’re doubling down on our commitment to them. Through the end of 2025, the BAC™ Veterans Discount will increase to 20% off your entire order — our way of honoring the people who continue to stand for all of us.
V/R,
Alex Poythress
Co-Founder & CEO