Kevin Harrington

Kevin Harrington and EJ Snyer - Live Fire Gear and Kevin Harrington Join Forces with Live Fire Gear to feature EJ “Skullcrusher” Snyder in National Ad Campaign

Kevin Harrington (one of the original Sharks on Shark Tank) and the Product Managers of are thrilled to announce a new DRTV campaign with Live Fire Gear LLC featuring EJ Snyder from Naked and Afraid.

After setting the fire starter world ablaze with the Live Fire Original—the only fire starter that’s 100% waterproof, reusable, and burns for over 30 minutes—Live Fire Gear soon caught the attention of Kevin Harrington’s team at By mid-2016, production began on what was to be a straightforward DRTV commercial. However, the original concept was quickly scrapped with the exciting news that EJ “Skullcrusher” Snyder had partnered with Live Fire, and would be starring in the ads.

Fans of the popular Discovery Channel series Naked and Afraid and Dual Survival will remember EJ as the extreme survivalist and Army vet who tamed the wild with his signature battle cry. Now, in the new action-packed ads, EJ will once again find himself stranded alone in the wilderness, this time armed only with Live Fire Gear.

“This isn’t going to be a boring how-to commercial,” proclaimed Luke McConnell, Owner of Live Fire Gear LLC. “EJ was in a Florida swamp, built an amazing shelter, and trekked through the woods. He is a true survival expert.”

In the next chapter of Live Fire’s continuing success story, McConnell then met with Harrington and his Advisory Board at’s quarterly Innovator’s Think Tank in February 2017. It was there the Board teamed Live Fire up with fellow participant Catastrophe Candles to provide more cost-effective, better quality manufacturing. As a result, Live Fire Gear and Catastrophe Candles have struck a licensing arrangement for potential big-box retail.

“Live Fire Gear couldn’t say enough how impressed they were with our team,” confirmed Douglas Scott, Executive Producer at “They have actually submitted another product to be evaluated for DRTV. That’s what we call building brand equity, taking a company to the next level, and creating long-lasting professional relationships!”

As part of Live Fire’s DRTV campaign with, EJ will be starring in :30 and :60 spots set to air nationwide, and feature the original Shark himself—Kevin Harrington. is comprised of an award-winning team of producers, writers, videographers, and editors as well as industry veterans dedicated to finding the latest, most innovative products and ideas, and putting them on the DRTV map.

About EJ

EJ Snyder is an expert in tracking, trapping, primitive weapons, building shelter, navigation, security, self reliance, and self defense. As a highly decorated combat veteran with 25 years of military service, EJ worked up the ranks from Ranger Instructor, Survival and Tracking Instructor, to Drill Sergeant where he earned the nickname “Skullcrusher”. Today, EJ still teaches survival skills to soldiers and civilians, serves as a motivational speaker, and has so far appeared on Discovery Channel’s Naked and Afraid 3 times, as well as Dual Survival, TNT’s 72 Hours, and History Channel’s Patton 360, among other projects in TV and film.

About Live Fire Gear LLC

Established in 2013, Live Fire Gear LLC is an emergency preparedness product developer and manufacturer, offering many life-saving products. With a line that includes the Live Fire Original, Live Fire Sport, Live Fire Survival Kit, 550 FireCord, and the Ring O Fire, Live Fire’s products are waterproof and compact, have an adjustable flame, and burn hotter and longer than other fire starters on the market. Live Fire Gear is owned by parent company DayOne Gear LLC, a leading supplier of survival, emergency, first aid, and preparedness products.


Headquartered in South Florida, is a full-service production, branding, and marketing company that specializes in direct response television, short- and long-form commercials, and brand building. Based out of a 25,000+ sq ft, state-of-the-art studio, the company’s creative team handles every aspect of production from script to screen to airing. For nearly two decades,’s veteran staff of writers, producers, videographers, and editors has amassed more than 50 Telly Awards, thousands of prestigious clients, and over $20 million in television placements.

About Kevin Harrington

As the inventor of the infomercial, founder of As Seen on TV, and one of the original Sharks on Shark Tank, Kevin Harrington has worked with some of the world’s biggest celebrities and launched some of the best-selling DRTV campaigns in history. Since producing his first 30-minute infomercial in 1984, Harrington has been involved in over 500 product launches that have resulted in over $5 billion in sales. Now, in his latest venture with, Harrington is on the hunt for the best new products and ideas, bringing them to homes everywhere through personalized DRTV campaigns featuring the Shark.
For more information on Live Fire Gear and tips for surviving the elements, visit