American Hunter sadly marks the passage of a legendary businessman, marketer and friend of hunters, gun owners and the Second Amendment: Frank R. Brownell III, who with his father, Bob, and son, Pete, placed Brownells Inc. and its products foremost in the minds of gun owners everywhere, passed away on June 18, 2025, after a lengthy illness, just six days away from his 86th birthday. The NRA family and the firearm community nationwide mark his passing with gratitude and fond memories.
Frank R. Brownell III was born June 24, 1939, in Montezuma, Iowa, the second child and only son of Bob and Lois Brownell. Frank grew up in Iowa, and as a teenager went to work for the business his father started in 1939. He was graduated magna-cum-laude with a degree in advertising from the University of Iowa in 1961 then served in the U.S. Navy aboard the U.S.S. Caliente. In 1964 he joined the family business full-time, where he put his advertising and marketing skills to good use. Thereafter he served Brownells Inc. for more than 40 years as president, CEO and chairman of the board.
It was under Frank’s leadership that Brownells became a household name in the gunsmithing, gun parts and firearm market. Today, the company’s motto—The World's Largest Supplier of Firearms Accessories and Gunsmithing Tools—remains foremost on the minds of gun owners in no small part because of him. Indeed, it’s not a stretch to say gun owners everywhere either have Brownells toolkits in their collection, or they need one. Many of those original Brownells multi-piece kits, including Magna-Tip bits, are not only still for sale on the company website but still made in America—not China.
Frank Brownell was cherished for his friendly countenance and his close attention to quality customer service. For years, hunters and gun owners lined up at the Brownells booth at trade shows nationwide to meet the man behind the name, to see his smile and to shake his hand. His experience in the firearm market drove him to remain forever on the lookout for ways to create and maintain memorable branding for his company. Under his father, Brownells was one of the first companies to exhibit at the NRA Annual Meetings and Exhibits, in 1949. With that as backdrop, in 1964 at the NRA exhibits Frank marketed the now-iconic Brownells Latigo rifle sling. In 1965, he took over stewardship of the famous company catalog, with publication of Big Book Catalog #18. In 1969, he helped publish Brownells’ first Gunsmith Kinks book. Over the next several decades, as Frank served as president then CEO, Brownells added more products, hired more employees and mailed more catalogs, and grew not only in stature but in footprint. As a benevolent man and student of history, he was inspired in 2008 to establish the Frank Brownell Museum of the Southwest at the NRA Whittington Center in Raton, N.M. The 2,750-square-foot museum tells the story of the region from the earliest Native American inhabitants to the Spanish conquistadors, the Civil War and the Old West. Its more than 200 guns include exceptionally decorated arms by American engravers and competition arms like those used at the NRA Whittington Center.
For all these reasons and more, in 2014 NRA Media honored Frank Brownell with its prestigious NRA Golden Bullseye Pioneer Award. In his acceptance speech, Frank stated simply and humbly: “I put my money where my heart is and I don’t know any other way.”
Throughout all the years, Frank Brownell understood there was no substitute for a satisfied customer. A statement in a company press release announcing his passing says it all: “Frank was cherished for his kindness, integrity, and infectious enthusiasm. Frank Brownell was a Navy veteran, a business leader, and a stalwart supporter of our unique American rights guaranteed by the Second Amendment.”
Frank R. Brownell III is survived by his three sons, Bob, Pete, and Matt Brownell, and their families.
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