Our Founding Team

Joe Fox

CEO & Co-Founder, ShotPay & 2A Apps

Joe Fox is a SaaS and fintech growth leader with 12+ years driving go-to-market strategies for leading SaaS platforms including one acquired by Affirm. Through agencies and SAAS, he has partnered with global brands such as Sony, Toyota, Saks Off 5th, Winnebago and Alibaba, building top-performing revenue engines in highly competitive markets. After moving to the U.S. and seeing firsthand how outdated and broken the SHOT e-commerce checkout process was, Joe conceived ShotPay. Backed by senior networks across Shopify, SaaS platforms, and agencies, and a proven track record of building lean, high-impact GTM teams, he is positioned to modernize firearms payments and SAAS and unlock a massive untapped opportunity.

Cameron Toor

CRO & Co-Founder ShotPay & 2A Apps

Cameron Toor is a proven operator and marketer with deep networks across the law enforcement, DOD, and 2A communities. Recognized as the youngest Army Ranger in U.S. history, after a successful SOF career, Cameron went on to co-found and scale Toor Knives, building it into a household name in the SHOT space before a successful exit. As CRO of ShotPay, he brings unmatched connections with product innovators, brands, and end-users in the defense and 2A industries. His track record at Toor Knives and RE Factor Tactical highlights his ability to build trusted brands, launch disruptive products, and leverage authentic relationships to drive rapid adoption. Cameron’s credibility and network position ShotPay as the trusted partner for merchants and buyers in the firearms ecosystem.

Justin Green

CTO & Co-Founder, ShotPay & 2A Apps

Justin Green is an experienced technology leader with a long track record in the 2A and e-commerce space. Before founding Growth Factor, he helped build and scale digital and technology solutions for leading brands including Black Rifle Coffee, Sheepdog Response, and ROKA—gaining hands-on experience in the unique challenges of tactical and lifestyle industries. Now as CEO of Growth Factor and CTO of ShotPay, Justin blends his technical expertise with deep industry knowledge. He leads product architecture, integrations, development and compliance-driven innovation, ensuring ShotPay is a secure, scalable, and market-ready platform built for the firearms ecosystem.

Luke Peelgrane

CMO ShotPay

Luke Peelgrane is a former U.S. Army Green Beret and the founder of Clandestine Media, a leading creative agency trusted by the largest brands in the firearms, tactical, and outdoor industries. He built his reputation by combining special operations credibility with high-impact content strategy, producing campaigns that drive both cultural relevance and commercial performance across the 2A space. With deep operational experience, a network throughout the defense and manufacturer community, and proven success shaping brand identity at scale, Luke also serves as Chief Marketing Officer of ShotPay, where he leads brand positioning, community building, and market expansion.

Mike milkovic

Engineering Lead

Mike Milkovic is a senior engineering leader and full-stack technologist with 10+ years of experience designing, building, and scaling production platforms across SaaS, e-commerce, and compliance-driven industries. As CTO of Growth Factor, he has led architecture and engineering strategy for high-growth brands and platforms, bridging executive vision with hands-on technical execution. His background spans custom application development, WordPress and Shopify ecosystems, cloud infrastructure, and complex integrations where performance, security, and scalability are critical.

Jim Castro

Jim Castro is a senior fintech and BNPL development leader with 17+ years of experience building and scaling payment and transaction-heavy platforms across banking, fintech, and enterprise environments. He has led high-availability, regulated financial systems for Tier-1 institutions and brings deep hands-on expertise in cloud-native, event-driven architectures. As Development Lead, Jim bridges product and engineering to deliver secure, scalable BNPL infrastructure with production-grade execution.

Elisha Coates

Product Design & Brand Lead

Elisha Coates is a multidisciplinary creative director and systems-focused designer specializing in high-performance e-commerce design for the firearms, tactical, and outdoor industry. She leads UX/UI architecture, brand systems, and front-end experiences for SHOT-category organizations including Second Amendment Foundation, Colt, Vudoo Gunworks, and countless others.

Her work is centered on conversion-driven visual systems built for regulated commerce—balancing brand authority, user trust, and compliant checkout experiences. Known for a tactical, detail-driven design approach, Elisha creates mission-ready digital platforms that scale cleanly, perform under scrutiny, and drive measurable commercial outcomes in the SHOT ecosystem.

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