Shows
Millionaire UniversityHe Built a Sunglasses Brand for First Responders — While Still Working Firehouse Shifts | Mike Ettenberg#499 What if your side hustle could one day replace your full-time career — and give you your life back in the process? In this episode hosted by Kirsten Tyrrel, we sit down with Mike Ettenberg, a former firefighter turned full-time entrepreneur and founder of Frontline Optics, a sunglasses brand built specifically for first responders. Mike shares how a childhood obsession with emergency services and a side gig in college led him to both firefighting and eventually e-commerce. You'll hear how he spent a full year developing a product he knew the market needed, why he swears by the “5 to 9” side hustle...2025-07-1540 min
Keep the Promise Podcast - Building Resilient and Well-rounded Firefighters071. Senior Man Is a Title You Have to Earn: Frontline Optics [Part 1]You can love the job and still build the next chapter. In Part 1, former firefighter-paramedic Mike Ettenberg tells us how a kid who chased sirens on a bike turned his party-bus side hustle into Frontline Optics. From the EMT grind to 30 failed applications, Mike shows why the firefighter mindset, solve problems and never quit, works in business too.What You’ll Learn:How to stay hungry after 30 “no’s” and finally land the jobWhy small-department mandatories can push you to create Plan BThe cake-takes-time rule: slowing your firefighter feedback loop for business successA...2025-07-0233 min
First Responder Financial FreedomSunglasses Built for Heroes: How Mike Ettenberg Left the Fire Service to Serve First RespondersMike Ettenberg never intended to choose between his two passions. Growing up in California, he found himself equally drawn to the thrill of entrepreneurship and the heroism of firefighting. Like many of us who've felt that pull in different directions, Mike initially thought he had to pick one path. What emerged instead was Frontline Optics – a sunglasses company born from the frustration of repeatedly destroying $200 Oakleys in the back of fire engines. With remarkable candor, Mike shares how he launched his business with just $5,000 from forced overtime shifts while still working full-time as a firefighter. That initial inv...2025-05-2055 min
Tailboard Talks Firefighter PodcastFrontline Optics and Why We Don't Like the CPATSend us a textSo many problems in the fire service are from firefighters looking at something and thinking "I can do it better". That's how Mike Ettenberg started Fronline Optics. Hear how he is doing it differently and how his company is deeply tied to charity.Then we're talking about Zone 2 training and why we want an alternative to the CPAT. Angie hates the vests, I hate the cost, and the fireservice deserves better. Support the showAffiliate links:Rescue1CBD Use code TAILBOARD for 15% off Fro...2025-05-0837 min
The Side Hustle Show649: This Firefighter’s Side Hustle Grew to $1M in SalesSome of the best ideas are born out of necessity.
Mike Ettenberg decided to solve a common problem among first responders - scratched and broken sunglasses.
Mike's sunglasses side hustle, Frontline Optics, has grown year over year and become his main business now.
In this episode, you'll learn:
How to find small manufacturers to create your products
How social media and social ads have played a big part in business growth
When to walk away from your day job and go all in on your side hustle
New...2025-01-0253 min
The Side Hustle Show649: This Firefighter’s Side Hustle Grew to $1M in SalesMike Ettenberg spent 10 years as a firefighter, but was constantly losing or breaking his sunglasses on calls.Frustrated, he decided to take matters into his own hands.Frontline Optics makes durable sunglasses for first responders with a no-questions-asked replacement policy.Despite having "no business experience," the Side Hustle Show listener took Frontline from side hustle to full-time venture, selling over $1M worth of sunglasses along the way. Tune in to episode 649 to learn:
How Mike found his first customers
The "microinfluencer" strategy that generated consistent sales
When he felt comfortable q...2025-01-0252 min
Real Work, Real LifeFirefighterSend us a textOn this week's episode of Real Work, Real Life I’m talking with Mike Ettenberg, a firefighter and the founder of Frontline Optics, a sunglasses company focused on the needs of the First Responder Community but suitable for anyone. If you’ve ever considered becoming a firefighter or you wonder what it’s like, we get into it all: the joys of camaraderie and making a clear and tangible impact on people's lives, but of course, with the lows of the profession like burnout and spending much of your working life seeing people on som...2024-10-0236 min
National Fire Radio Podcast PlatformThe Size Up Episode 88 - Follow Your Heart - Mike, FrontLine OpticsIn this episode of The Size Up, Pip engages in a dynamic conversation with Mike Ettenberg, founder of Frontline Optics. They discuss the importance of communication in podcasting, Mike's journey from the fire service to entrepreneurship, and the challenges of building a business while balancing family life. Mike shares insights on the quality and customer service philosophy behind Frontline Optics, emphasizing the need for a product that meets the demands of first responders. The episode highlights the significance of following one's passion and the impact of community support in business growth. Causing you to ask yourself the question, What’s My...2024-09-241h 08
Transition Drill161. Lessons From a Firefighter Turned Sunglasses Entrepreneur | Owner Frontline Optics. Mike EttenbergAs a military veteran or first responder, you need to be planning and implementing strategies to prepare for your transition into civilian life. In this episode of the Transition Drill Podcast, sit down with Mike Ettenberg, a former firefighter and entrepreneur, to explore his journey from growing up in Santa Barbara to finding his calling in the fire service, all while navigating the challenges of being an outsider, a rebel, and ultimately, a dedicated family man. Mike shares poignant stories of resilience, from overcoming academic struggles and finding his place in a world that didn’t always make sense, to...2024-09-161h 19
Critical Aspects of Law EnforcementFrontline Optics: Optics with A PurposeSend us a textIn this episode, Mike Ettenberg, founder of Frontline Optics and former firefighter, shares his journey from the fire service to entrepreneurship. He emphasizes the importance of maintaining physical fitness and healthy habits to support overall well-being. Mike also discusses the impact of traumatic calls on first responders and the need for open conversations and support systems. He highlights the need for agencies to prioritize mental health and provide resources for their personnel. He also highlights the mission of Frontline Optics, which is to provide durable and affordable sunglasses for first responders while giving...2024-08-2653 min
Life at The Kitchen TableEp9 Mike Ettenberg and Frontline OpticsTodays Episode is with Mike Ettenberg, Owner and Founder of Frontline Optics, an amazing company with an even better story! Visit www.frontline-optics.com and use code TKT15 for special discount on any purchase…2022-07-1228 min
The Celiac Project PodcastEP 94 Celiac travel talk with Guest Jodi Ettenberg founder of Legal NomadsMike and Cam are excited to be joined by lawyer turned blogger Jodi Ettenberg. Jodi founded the site Legal Nomads, where she "tells stories through food." Jodi shares with us the painstaking process of how she developed her innovative celiac travel cards. We also learn about her fascinating life and adventures, including a culinary regret that she has involving a llama empanada. In addition she encourages all of us to not let our celiac disease hold us back when we travel, and shares some of her top travel tips!2017-11-0140 min