How GUNFORMZ Became a Leader in Custom Case Solutions

Recently, at SKILLSET, we had the privilege of speaking with Frank Eaton from Tactical Innovations to discuss GUNFORMZ, an innovative platform designed to enhance firearm customization and performance. During our conversation, Frank shared insights into the development of GUNFORMZ, highlighting its unique features and how it caters to both enthusiasts and professionals in the firearms community.

How did you get started making foam for cases?

My business has shifted mission several times in the past decade, mainly due to my hobbies at the time. While on active duty, I began making custom knives. Through knife making, I met my now business partner, who owns a waterjet company. He had an interest in cutting some foam for his personal cases. We both felt strongly that there was a market for DIY foam kits, so the brand GUNFORMZ was created, and we got after it.

How long has GUNFORMZ been a company, and what has changed over the years? Or what hasn’t?

The company is Eaton Tactical Innovations, LLC, formed in 2017, with the brand being GUNFORMZ (2017).

The Beginning of GUNFORMZ

Why Foam case inserts?

My partner had cut some foam for his personal case, and after several conversations, we came to the conclusion that people would be interested in the kits. To keep labor and prices down, we came up with the idea of creating DIY Kits. Almost everyone is keen on the idea of saving money, and gun people usually don’t mind doing some customizing themselves.

Can you create foam inserts for any type or brand of case?

There isn’t much that we can’t do, but as a small company, we have to focus on kits that are more universal and can be used by a broader range of customers. We design and cut special kits for the Military, law enforcement, and businesses when we receive a quantity order.

What are some of the favorite inserts you’ve created over the years?

Most of our kits are for firearms, but being a bourbon guy, my favorite kits to do are our Bottle Kits.

(Notable Customers) We have proudly worked with most of the military services, as well as numerous SOCOM units and law enforcement agencies across the country. Ironically, at the beginning, I thought that this would be the larger portion of my business, but that couldn’t have been farther from the truth. The civilian market is huge for us, probably 90% of our business.

Customer Relations

How can understanding customer needs help in formulating more targeted products?

This is a must at the outset to avoid wasting a lot of time. We encounter two types of customers: some are very specific about what they want, and others say, “Here is what I need in a case…you figure it out.”

Do you find it harder to do business because of social media, or has it made your job easier?

We sell our product online, and in my opinion, social media has probably had more impact on internet sales than anything else. I have a love-hate relationship with social media, and I have never been good at it. I very quickly got on every platform’s BLACKLIST. It has been a struggle posting gun stuff and having the handle GUNFORMZ.

What is it about your foam case inserts that make them unique from others?

Our products are mainly sold as DIY kits that come unglued. When you take the labor/ customization out of it, it allows us to sell them for far cheaper than custom case foam. This allows the customer to perform any trimming or customization before gluing it up.

Innovation and Design

How can the use of technology help generate better-quality foam case inserts?

From the (CAD) design to the waterjet cutting, tech has a role in every bit of what we do.

When or how does the workflow happen? Private shop with the music loud?

My partner handles the CAD design, which is, truthfully, the most challenging part. Once the file is created, then we cut it. I do any other customization in my shop, and this is always done with music, anything from Stevie Ray Vaughn…Metallica to Johnny Cash.

What is one Positive of being a USA-made company?

I am a 24-year Army Veteran, and I would not want to do what we do any other way than with all-American-made products. In my opinion, there is no other option for us.

Do you have any plans to collaborate with brands in the future? Say with SKILLSET? But seriously, plans for the future?

We are always open to collaboration and cross-promotion when it makes sense. Send it!