Navigating the Challenges: Small 2A Businesses Standing Tall Amidst Giants and Censorship

In today's digital landscape, small businesses championing Second Amendment (2A) rights face unique challenges. While industry giants like 5.11 Tactical, Black Rifle Coffee Company (BRCC) and 2A Marketing agencies leverage substantial money and resources to navigate censorship and expand their reach, smaller enterprises often confront significant hurdles often snuffing us out. At Relaxxd Fit Tactical, we understand these challenges firsthand and remain committed to amplifying our voice through bold, unapologetic apparel.  This might just be a small 2A business rant session, but I have a feeling this isn't exclusive to us.​

Where this came up

For the last three years, Relaxxd Fit Tactical has been in a battle—not just for sales, but for survival. We set out to create bold, patriotic, and unapologetically American T-shirts that proudly support the Second Amendment, free speech, and individual liberty. But every step of the way, we’ve been met with shadow bans, blocked ads, and digital chokeholds designed to silence us.  And when I mean every step of the way, I am not kidding.  Websites, to ads, to apps, to platforms, to agencies, to influencers, to banks, business insurance, name it, all pay to play, except you.

Death by a Thousand Cuts: How Censorship Snuffs Us Out

If you’re a pro-2A small business, the internet isn’t a free market—it’s a rigged game. The big dogs in tech, social media, and finance don’t come for you all at once—they strangle you little by little.

Here’s what people our community have been up against:

1. Social Media Blackouts

We used to run simple ads for our concealed carry athletic shorts and recently shirts—no firearms, no threats, just American pride, some jokes, but because of our niche, to grab anyone's attention we needed to show people at a range, think black rifle company ads, that's what we were trying to do.  Ads weren't bringing any follows and barely any sales, no matter what, which did not reflect the in-person sales and reviews at Gun Shows.  6 months of paying we finally find out we were shadow banned the whole time.  But they still took our money. (What would you do?  Who do you start calling?)

• Facebook kept blocked our ads, yet competitors had CONSTANT ads flowing everywhere.
• Meta shadow banned our posts so our followers couldn’t see them and wouldn't tell us.
• TikTok removed our videos without explanation, and we lost our channel many times over when we were clearly within their guidelines as written.
• Email/SMS apps denied us for our website, even though we sell only apparel. 
• Communication with any of these platforms is like communicating with spirits.  NO ANSWERS.

The Advantage of Industry Giants

After some digging and many calls to marketing agencies, I started getting a feel for how things went.  Companies like 5.11 Tactical, BRCC and Gun Tubers have achieved remarkable success, partly due to their substantial financial backing and strategic partnerships, but without a team of specialists to tackle the problem we were having... ​

• 5.11 Tactical: Renowned for its tactical gear, 5.11 Tactical has established a strong presence in both civilian and law enforcement markets. Their extensive resources allow them to navigate advertising restrictions more effectively than smaller competitors.  For example, we have been denied for having the word "Tactical" in our name...  ​

• Black Rifle Coffee Company: Founded by veterans, BRCC has grown exponentially, achieving multi-channel expansion through direct-to-consumer subscriptions, branded coffee shops, and ready-to-drink products at major national outlets. Their commitment to hiring veterans and their robust marketing strategies have propelled them to prominence.  Great social media.

• Grunt Style: A veteran-owned apparel brand that has built a massive following through aggressive marketing and widespread retail partnerships. Their capacity to invest in high-profile campaigns and sponsorships helps them bypass many of the hurdles that often sink smaller 2A-focused companies particularly on Amazon.  Let's not begin with Amazon...
  

I get that these are giants that have their corners at Bass Pro Shops, but, 

• Gun Tuber personalities: We all know who they are, and they frequently partner with large, specialized marketing agencies that know how to navigate platform rules, avoid censorship triggers, brute force ads with sheer numbers and have connections at Meta or wherever (I know this from calls with agencies). These agencies advise on strategic wording, imagery, and content structure; maintain direct relationships with platform gatekeepers to appeal or negotiate policy issues; and diversify creators’ income through multiple revenue streams doing constant a/b testing. As a result, these popular channels can more smoothly sidestep bans and shadow bans—advantages that smaller 2A brands WILL find difficult to replicate on their own as of 2025.

There is no level playing field if I have to pay the ref to stop calling fouls on every play.

Challenges in the Digital Arena

Small 2A businesses often grapple with digital censorship and platform restrictions, maybe often isn't the correct word...  ALWAYS.  There we go:​

• Social Media Limitations: Platforms like Facebook and Instagram have policies that restrict firearm-related content, making it challenging for small businesses to advertise their products. For instance, Meta bans users who are not brick-and-mortar businesses or federally licensed firearm dealers from creating posts attempting to buy, sell, or trade firearms, ammunition, and explosives. ​ Or so they say.  I personally know brick and mortars that cannot advertise whatsoever, so...  Might not be just that!

• Financial Services Discrimination: There have been instances where financial institutions, under pressure from regulatory bodies, have denied services to firearm-related businesses. The National Rifle Association (NRA) faced such challenges when New York's Department of Financial Services urged banks and insurance companies to reconsider their relationships with the NRA, leading to a lawsuit alleging violation of First Amendment rights. 

That's big time.  Now think of... an email service that doesn't like your content. Nope, next.

Embracing the Challenge: Relaxxd Fit Tactical's Stand

At Relaxxd Fit Tactical, we channel our frustrations into creativity, producing apparel that boldly expresses our commitment to 2A rights and free speech. Our designs, such as "WHAT DOESN'T KILL ME BETTER START FUCKING RUNNING", "SHALL NOT BE INFRINGED IS NOT A SUGGESTION" and "COMMUNITY GUIDELINES VIOLATION," reflect our defiance against censorship and our dedication to empowering our community. 

 Nothing we can do but just laugh at this point: HERE

Conclusion

As small family owned 2A businesses face these relentless headwinds—shadow bans, financial discrimination, and platform shutdowns—we find ourselves at a crossroads where the fight for free commerce, free speech, and constitutional rights converges. It raises a question for all of us: If we allow the quiet censorship of small businesses today, what do we risk silencing tomorrow?

In an era where technology holds the power to amplify or stifle entire communities, standing firm in our principles has never been more crucial. Our resolve at Relaxxd Fit Tactical is to keep creating bold, unapologetic expressions of liberty, no matter what digital gatekeepers say. The real question is: Will enough people stand with us to ensure these liberties remain more than just words on paper?

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