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Member Spotlight for Armadillo Woolery
We are Charlene Beach and Bryan Goodman, co-founders of Armadillo Woolery, a Chesapeake, Virginia-based company building PFAS-free, FR-chemical-free Merino wool apparel for first responders and everyday wear. Bryan brings nearly two decades of experience in the fire service and a strong background in firefighter health and safety advocacy. Charlene helps lead the company’s vision, operations, and brand growth. Together, we started Armadillo Woolery to create safer, harder-working clothing after seeing how common textiles can expose firefighters and other workers to unnecessary chemicals. Our mission is simple: protect the people who protect everyone else.
When and why did you join NASE?
We joined NASE because we were looking for practical support, trustworthy small-business resources, and a community that understands what it takes to build something from the ground up. As a growing business, we value tools and guidance that help us make smart decisions, manage growth responsibly, and stay focused on serving our customers.
What inspired you to enter the field you are in?
Our work was inspired by a very real problem. Through Bryan’s experience in the fire service and our research into firefighter health, we kept coming back to the same issue: the people doing some of the hardest jobs in the country are often wearing gear and clothing with chemicals they never agreed to be exposed to. That led us into textile innovation, product development, and education. We wanted to build something better, not just talk about the problem.
When and why did you start your business?
We started Armadillo Woolery after asking a hard question: why are firefighters facing so many toxic exposures, even outside the fireground? As we dug deeper into station wear and everyday apparel, we found major gaps between what people assume is safe and what is actually in the clothing they wear for long hours. We launched the business to create a cleaner, better-performing alternative built around Merino wool, transparency, and the needs of first responders.
How do you market your business?
We market through a mix of e-commerce, social media, educational content, word of mouth, and direct outreach. A big part of our approach is teaching people about PFAS and other harmful chemicals in textiles, while also showing the performance benefits of Merino wool. Because our brand is mission-driven, storytelling matters. We share why we started, what we are learning, and how our products are tested in the real world by firefighters and hardworking professionals.
What challenges have you faced in your business? How have you overcome them?
Like many small businesses, we have faced challenges with capital, production timelines, product development, and educating the market. Building something new in a category where people are used to the status quo is not easy. We have overcome those challenges by staying close to our mission, listening carefully to customer feedback, keeping our operation lean, and continuing to improve the product. We have also learned to be patient, resourceful, and disciplined with every decision as we grow.
Do you have any employees?
Right now, we operate as a lean founder-led business. That has allowed us to stay hands-on with product development, brand direction, and customer relationships. As the business grows, we absolutely see opportunities to add support in operations, fulfillment, sales, and marketing. We want to grow carefully and bring on the right people at the right time.
What’s your schedule like, what’s a typical day for you?
No two days look exactly the same, which is part of entrepreneurship. A typical day can include product development calls, customer service, marketing content, outreach, planning, and problem-solving. Because we are building a mission-driven brand, our days often blend strategy and execution. We spend a lot of time thinking about how to grow the business while staying true to why we started it in the first place.
What’s the best thing about being self-employed?
The best thing about being self-employed is the ability to build something that reflects your values. We get to make decisions based on mission, not just convenience. That freedom comes with responsibility, but it is rewarding to know that the work we do each day is directly tied to the impact we want to make.
What’s the best compliment you’ve ever received from a client?
One of the best compliments we can receive is when someone tells us they trust what we are building because it was created for the right reasons. Hearing that our products are comfortable, durable, and aligned with a larger mission to reduce toxic exposure means a lot to us. Trust is everything, especially when your customers depend on what they wear every day.
What’s the most important piece of advice you would give to someone starting their own business?
Start with a real problem and stay close to it. Trends come and go, but solving something meaningful gives your business staying power. Also, be ready to learn constantly. You do not need to have every answer on day one, but you do need to be willing to adapt, stay disciplined, and keep going when things get hard.
Which NASE member benefit is most important to you?
The most important benefit is having access to practical support for small-business owners. Whether that is educational resources, growth opportunities, or tools that help members navigate challenges, that kind of support matters when you are building a business with limited time and resources.
Any other information you would like to share?
At Armadillo Woolery, we believe small businesses can lead meaningful change. We are proud to be building a company that challenges old assumptions, supports first responders, and creates products rooted in health, performance, and purpose. For us, this is bigger than apparel. It is about protecting the people who protect others.