Why I rebranded.

Why I rebranded from Minuteman Readiness (MMR) to Gray Matter Concepts.

For the past two years I’ve been running this page as MMR. Over the last six months, though, the name just hasn’t felt like it fit the direction of my content or the vision I’ve had since starting. As I step into a new chapter in my life, rebranding gives me the opportunity to realign with what I want to share and the community I want to build.

Another factor is that the internet is oversaturated with “Minuteman”-style pages, many of which don’t reflect my values. Too often I’ve come across accounts rooted in conspiracy theories or openly anti-government messaging. While I don’t support government overreach, I am not anti-government — and I don’t want my brand mistaken for those circles.

With this rebrand, I can finally begin posting the type of content I’ve been wanting to share: firearms-related posts, range days, and video projects. Creating video content has been a goal of mine for a long time, and now I feel I have the direction and capability to do it right.

Some may wonder why I waited until now to start posting firearms content. The reality is simple: I’ve been living in Europe for the past three years, which meant no access to ranges or personal firearms outside of work — and I had no interest in making videos of that. Now, with this transition, I can bring that part of the content to life.