About Us

My name is Coach Ford, and I am the veteran behind XtremePassion. My journey started as a U.S. Navy Desert Storm War Veteran, where I learned the non-negotiable value of discipline, character, and relying on the gear you carry. The mission, and your life, often depended on it.

After my service, I traded the deck of a ship for the sidelines of a field. For 25 years, I had the honor of coaching high school football, basketball, and track & field.

My passion for the military transcended into a new mission: conditioning the body and the mind, teaching young athletes that character matters, and instilling a work ethic that would serve them long after they left the field.

That same passion is the motivation behind XtremePassion today. I still believe in providing the best resources and supplies to help people perform at their peak — whether that is on a mission, on the field, or in their everyday lives.

At XtremePassion, we have two distinct collections, but they share one common standard: performance.

The Armory is a reflection of my time in service. It is a curated collection of tactical, survival, and EDC gear that I have personally vetted for its ability to perform under pressure. This is the gear I would trust my life with.

The Avenue is a reflection of my life now. It is a collection of modern lifestyle essentials — from tech to travel — that meet the same high standards of quality and design. This is the gear that powers your daily mission.

When you shop at XtremePassion, you are not just buying a product; you are buying a piece of gear that has been selected with a purpose. You are also supporting a 100% veteran-owned small business that is committed to providing the best possible service and support.

Thank you for being a part of our community.

— Coach Ford, Founder