The Cool Fireman Podcast crew is together in person at the South Atlantic Fire Rescue Expo (SAFRE) in Raleigh, NC! This year’s special guest is keynote speaker Sam Massa, founder of FireTech and HiViz LED Lighting, back for another powerful conversation one year after his first appearance.

We dive into Sam’s incredible journey—from small beginnings and a failed business to dominating the fire apparatus lighting market and speaking on the main stage. Sam shares lessons on leadership, integrity, resilience, and why putting the customer first is at the heart of FireTech’s success.

You’ll hear stories from his early days in biofuels, the “lost shipment” UPS hustle, challenging industry norms (like the FireTech Brow Light), and how courage, commitment, and community guide his work. The crew also talks about the importance of legacy, not giving up, and asking “why” in the fire service.

In This Episode:

• Live from SAFRE 2025 – the energy, the people, and the North Carolina fire service community.

• Sam Massa’s path from side hustles to FireTech industry leadership.

• Lessons learned from business failure and how they shaped a customer-first approach.

• Why asking “why” can change the fire service (and lead to better fire truck designs).

• Balancing growth, inventory, and staying lean in a competitive market.

• The three C’s: Courage, Commitment, Community.

• How business can be a tool for good in the fire service.

If you’ve ever wanted insight into innovation in the fire industry, how to build something from the ground up, and how to keep integrity at the forefront, this is an episode you can’t miss.

🎧 Listen now – and check out Sam’s work at FireTech and join the FireTech Squad on Facebook for more.

#SAFRE #FireTech #FirefighterPodcast #FireServiceLeadership #TheCoolFiremanPodcast #FireServiceInnovation