Byrna Technologies Inc. (“Byrna” or the “Company”), a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, today announced the promotion of Luan Pham to President, effective March 17, 2026. In his expanded role, Pham will continue to lead Byrna’s marketing, brand strategy, distribution, and customer acquisition initiatives, while working closely with CEO Conn Davis to drive execution across the Company’s commercial strategy.
Quick Intel
Byrna Technologies promotes Luan Pham to President after joining the company in 2021 as Chief Marketing Officer.
Pham led marketing efforts that scaled revenue from $17 million in 2020 to $118 million in 2025, a more than 500% increase over five years.
Under his leadership, Byrna built a highly effective influencer program and launched a store-within-a-store retail strategy with Sportsman’s Warehouse.
The brick-and-mortar sales channel expanded to more than 1,400 locations nationwide.
Pham developed AI-driven advertising strategies that unlocked new marketing channels and accelerated customer acquisition.
Byrna was recognized as the #10 company in Forbes’ America’s Most Successful Small-Cap Companies List during his tenure.
Pham joined Byrna in January 2021 as the Company’s Chief Marketing Officer and was promoted to Chief Revenue and Marketing Officer in January 2022. He has been a driving force behind the Company’s remarkable growth, scaling revenue from $17 million in 2020 to $118 million in 2025 and establishing Byrna as the category leader in consumer less-lethal personal defense.
Under his leadership, Byrna built a highly effective influencer program, launched a store-within-a-store retail strategy with Sportsman’s Warehouse, and scaled its direct-to-consumer e-commerce business into a durable digital revenue engine. Pham also helped scale the brick-and-mortar sales channel to more than 1,400 locations nationwide. In parallel, he developed AI-driven advertising strategies that unlocked new marketing channels in a constrained environment and accelerated the Company’s customer acquisition. These efforts collectively helped scale the business from 250,000 to 750,000 launchers sold and earned Byrna recognition as the #10 company in Forbes’ America’s Most Successful Small-Cap Companies List.
“Luan has been a transformative force at Byrna, and his promotion to President reflects the outsized impact he has had on our growth,” said Byrna CEO Conn Davis. “From building our influencer program from the ground up to launching our store-within-a-store retail strategy, and scaling our e-commerce business, Luan has consistently demonstrated the vision and executional discipline that drives results. I look forward to partnering closely with him as we build on that momentum, expand our market presence, and accelerate our position as the leader in the less-lethal personal defense market.”
Pham added: “I am proud to step into this expanded role and grateful for the confidence the Board and Conn have placed in me. Our team has built a powerful growth engine and expanded Byrna’s brand and distribution footprint, and I remain focused on sustaining that momentum while ensuring a seamless transition. With a strong leadership team and clear strategic focus, Byrna is well positioned to accelerate performance and deliver long-term value for our customers, partners, and shareholders.”
Pham will continue reporting to Mr. Davis and will play a central role in Byrna’s strategic planning and execution as the Company pursues its next phase of growth across its consumer, private security, and law enforcement markets.
About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna® CL, Byrna® LE, and Byrna® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets.
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