Joe Hamilton, President & CEO of Vortex Optics, helped build one of the outdoor industry's most recognized and fiercely loyal brands by treating service as a competitive weapon, not an afterthought. In this episode, Joe unpacks the CARE Movement (Create A Rare Experience), why hiring people who already share your values is the foundation of delivering it, and why being genuinely human is the rarest advantage a business can have in 2026.

Watch the video recording

About the Episode

• Host: Jay Goninen, WrenchWay, [email protected]
• Guest: Joe Hamilton, Vortex Optics, [email protected]

Links & Resources

• Get notified of new episodes --> Join our email list

Join the ASE Connects Community

ASE Connects brings shops, dealerships, and schools together in one structured network to strengthen the technician pipeline. By making it easier to connect, collaborate, and support students through job shadows, internships, and classroom engagement, ASE Connects helps schools build stronger programs and helps shops develop a more consistent, local source of future technicians. Learn more:

• ASE Connects Memberships for Shops & Dealers
• ASE Connects Memberships for Schools (Free!)

Connect with us on social:

• Facebook
• Instagram
• X
• LinkedIn
• YouTube
• TikTok