4Patriots provides emergency preparedness products designed for self-reliance during natural disasters, power outages, and other emergencies. Pulse 2.0 interviewed 4Patriots co-founder and CEO Allen Baler to gain a deeper understanding of the company.
Formation of the Company
Could you tell me more about your background? How did the idea for the company come together?
Baler said: “After spending more than 15 years in corporate marketing and product development in the Northeast, I moved with my wife, Erin, to Nashville to found 4Patriots in 2008. Dissatisfied with corporate America, we wanted to build something authentic that could provide real solutions to the problems and growing sense of unease we saw around us. Despite a recession at the time, we were determined to help our friends and family restore their peace of mind.”
Role at the Company
What are your responsibilities at 4Patriots?
Baler shared: “As CEO, my main goal is to ensure that the entrepreneurial growth engine of 4Patriots is running smoothly. I help guide the development of the next breakthrough preparedness products, generate new ideas and marketing strategies to attract more people to our brand and recruit, develop and lead the people that make this all possible. I think of myself as a creative problem-solver and optimizer of 4Patriots product, distribution and workforce strengths. I am passionate about analyzing industry and market trends and developing partnerships with third parties that are equally committed to responsible self-reliance.”
Journey as an Entrepreneur
What is your entrepreneurial journey?
Baler reflected:
“Our entrepreneurial journey has been anything but a straight line! Unlike what they teach at Harvard Business School, we didn’t start with a business plan filled with detailed milestones and overly optimistic financial projections. Instead, we were fueled by excitement for our product category, and we simply followed where the customers led us, trying to do “the next right thing” at each step. We learned to listen closely to our customers and to pivot quickly.”
“If you look at 4Patriots today, you’d hardly recognize it compared to the version we started at our kitchen table in 2008! Our journey has been organic, driven by customer needs and a relentless commitment to experiment and improve.”
Favorite Memory
What has been your favorite memory or accomplishment so far?
Baler highlighted: “There have been a lot of memories and accomplishments in 17 years that we feel good about. But one that stands out is being able to navigate the e-commerce space when online direct-to-consumer sales was in its infancy.”
“Back when we started our company in 2008, there were no out-of-the-box tools or platforms, so we had to build much of our infrastructure from scratch. It was definitely trial by error. We made a lot of mistakes, and learned a lot of lessons the hard way, that today’s online companies can avoid. But I know we’re better for it, because it forces us to get to know who our customers are, what they want and how they like to shop.”
“Today, the landscape has exploded with easy-to-use software like Shopify that make the barriers to entry significantly lower and make it much easier to reach customers.”
“However, that also means the e-commerce market today is far more crowded and competitive than ever. Starting out today requires more than just a good product – it also requires a thoughtful, intentional approach to creating meaningful connections and delivering real value to your customers.”
“While we’re still learning of course, I’m proud of the authentic community we’ve created with our customers. One great example are the thousands of customers who participate annually in the free online classes we offer through our 4Patriots University. You only need to listen in to a class for a few minutes to realize just how important this community has become.”
Core Products
What are the company’s core products and features?
Baler explained: “4Patriots creates and sells products that allow Americans to prepare for any emergency and become more self-reliant and independent. This includes survival food kits and bundles; water filtration and storage; a full spectrum of portable solar power generators; solar lighting, cooking, heating, cooling, and refrigeration products; and next-gen gear for camping, the RV, home, car, yard, and backcountry adventuring.
Here are 3 of our best products in 2025:
— Patriot Power Solar Generator 1200 – powers your essential devices in a power outage without gas or fumes
— Our survival food kits – delicious, non-perishable comfort foods that last 25 years
— The Patriot Power Voyager – the most powerful power bank that you can take on a plane
Customer Insights
Do you have a guiding customer insight?
Baler cited: “4Patriots customers aren’t lone-wolf survivalists like you see in a zombie movie. They’re normal everyday Americans with kids and grandkids. They’ve seen enough to know that something bad can and will happen, and they want to prepare… just in case and to protect their family. Because they know that peace of mind comes from being ready and self-reliant.”
Challenges Faced
Have you faced any challenges in your sector of work recently?
Baler acknowledged: “Knowing how to effectively leverage AI without losing the human touch is an ongoing challenge. We have been experimenting with AI quite a bit in different areas of our organization, and what we have learned is that the current generation of AI tools are helpful “thinking partners.” AI is fantastic for organizing thoughts, summarizing complex topics and making sense of vast amounts of data.”
“But the real magic happens when our team uses these tools to free-up time for the kind of critical thinking and creativity that only humans can bring. AI isn’t replacing our people – it’s helping us do more of the work we love!”
Inspiration Behind the AI Spots
Speaking of AI, what is the story behind your Noah’s Ark and Ben Franklin spots? What was your inspiration here?
Baler pointed out: “I saw PJ Accetturo’s AI-generated ad for Kalshi during the NBA Finals and had an immediate revelation. Here was a $2,000 commercial made by one person that was running alongside million-dollar spots. I thought: this changes everything!”
“Within 72 hours, I’d created our Noah’s Ark ad entirely on my laptop using PJ’s workflow and recommended tools. No film crew. No actors. No ad agency. Just me asking AI to imagine Noah, the ultimate prepper who was proven right when the flood arrived. He shows off his food supply, hungry lions try to eat his 4Patriots Mac and Cheese, and there’s a surprise donkey delivery with more 4Patriots food at the end.”
“The results? 5+ million views in 30 days. Our highest engagement rate ever – 100x our typical content. Comments like ‘Best ad I’ve ever seen!’ and ‘Finally, a preparedness company with a sense of humor!’ came flooding in. People were sharing it, tagging friends, asking how we made it. They were engaging with our brand in ways traditional ads never achieved. One commenter said, ‘If all ads were this entertaining, I’d never skip them.’ We’re now running this spot nationally on TV!”
“The Ben Franklin spot followed for July 4th, imagining the founding father discovering electricity with his famous kite in a thunderstorm, then choosing 4Patriots backup power products instead. While it garnered 2+ million views in 30 days, the audience reaction was more subdued – viewers appreciated the historical humor but it didn’t spark the same passionate sharing and emotional connection as Noah’s Ark. The lesson? Folks prefer more relatable preparedness and to see cute animals in an ad!”
“Now we’re developing ‘Squirrelpocalypse’ for September’s National Preparedness Month – a mockumentary-style ad where a cute squirrel named Sammy takes down an entire neighborhood’s power on the hottest day of the year. I’m having a lot of fun putting this together and can’t wait to see what people think when it debuts.”
“But here’s what really matters. As AI democratizes content creation, brands no longer need Hollywood-sized budgets to create engaging video content. We proved that any entrepreneur can now compete with Fortune 500 advertising. The playing field isn’t just leveling – it’s being demolished. When a kitchen-table entrepreneur without a technical background can create TV-quality content in a few days, the entire marketing industry has to rethink everything.”
Evolution of the Company’s Technology
How has the company’s technology evolved since launching?
Baler spotlighted: “The online sales landscape has transformed since 2008. We recently launched our 2.0 site on BigCommerce with a headless architecture – combining custom functionality with proven software. New self-service tools handle returns and order lookups automatically, which becomes critical during emergency events when thousands of customers need supplies simultaneously. We’ve gone from hand-coding everything in 2008 to leveraging AI and automation in 2025.”
Significant Milestones
What have been some of the company’s most significant milestones?
Baler emphasized: “We’ve served over 3 million customers and generated over $1.5 billion in sales from a boot-strapped business that started at our kitchen table 17 years ago – I was blown away when I saw those stats and considered them major accomplishments!”
“But I’d say that our community milestones are just as important to us. Throughout our evolution, we’ve developed a natural affinity with certain groups.”
“Most notably, charities that help American veterans and their families. Including Operation Homefront, Fisher House, A Soldier’s Child-Foundation and Team Rubicon. The company’s donated more than $1.25 million in cash since founding, plus, donated truckloads of products and countless volunteer hours — and the numbers keep growing!”
Customer Success Stories
Can you share any specific customer success stories?
Baler brought attention to:
7/21/25 – Dr. David “Phil” Roe is an Army veteran, board-certified OB-GYN, and six-term U.S. Representative who served Tennessee’s 1st District from 2009-2021, including a stint as Chairman of the House Veterans’ Affairs Committee. He’s now retired in the Smoky Mountains —and he just stocked his cabin with a four-month 4Patriots food supply! This image shows a respected physician, veteran, and former congressman trusting our products for his own family’s readiness.
8/11/25 – ‘I have come to realize that dark times carry much danger and fear. The first blackout was just after receiving our first 4Patriots generator, a SideKick! So excited that we had some light. My wife was very very happy that I had insisted that we get the ‘kick’! In the last few years I have grudgingly took from my retirement funds to be MORE prepared. This is the first hurricane season I feel reasonably prepared. We have spent a lot, but I’m so grateful for have what we have! Many thanks to 4Patriots Team. We know you have our backs!’
Ron K
8/6/25 – They truly love their customers
I have bought many of 4Patriots’ products — solar generator, solar panels, water filter, generator EMP bag — and I love all of them. I’m a widow taking care of a 27-year-old daughter with Down syndrome. Knowing I can take care of her during blackouts is a good feeling. Knowing my purchases helped USA Veterans is also a good feeling. 4Patriots knows how to take care of customers. I feel the love every time I order. You won’t be disappointed. Thank You
Mitzie B.”
Funding
When asking Baler about the company’s funding and revenue details, he revealed:
“We bootstrapped 4Patriots with our personal savings in 2008 and remain privately held and family-owned today. The company has generated over $1.5 billion in revenue serving 3+ million customers — all from that original kitchen-table investment.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing?
Baler assessed: “When we started the business in 2008, we didn’t realize how big the need was for trustworthy, reliable preparedness education, resources and products. As the world has become more uncertain and volatile, the demand for our products and education has grown exponentially. It’s been eye-opening to see just how many people are seeking peace of mind in an unpredictable world.”
“Because of this, we remain optimistic that as one of the fastest-growing brands in the space, 4Patriots can capture an even larger share of the $5.8 billion online global preparedness market.”
Differentiation From The Competition
What differentiates 4Patriots from its competition?
Baler affirmed:
“Most preparedness companies sell fear. We sell peace of mind.”
“While competitors push doomsday bunkers and zombie apocalypse scenarios, we focus on real problems that actually happen – power outages from storms, aging infrastructure, and yes, even squirrels chewing through power lines. Our customers aren’t paranoid survivalists; they’re regular Americans who’ve lived through enough hurricanes, blackouts, and Texas freezes to know that being prepared isn’t political – it’s practical.”
“We also back everything with satisfaction guarantees and amazing customer service support because when you need these products to work, they have to work. No exceptions. I think that’s a big reason why over 3 million families trust us.”
Future Company Goals
What are some of the company’s future goals?
Baler concluded: “We’re focused on 3 priorities: expanding our product line to cover every preparedness need, growing 4Patriots University (our free online training sessions delivered by experienced preparedness experts) to educate folks on practical self-reliance, and achieving our vision of being the most trusted preparedness resource in an ever-changing world.”
