Former Navy SEAL Marcus Lutrell is launching a line of ammunition; it’s an announcement that was made at SHOT Show last month and one that tops my list of most interesting new rounds coming in 2015. The ammunition will be sold under the brand name Team Never Quit, which is a reference to Luttrell’s own refusal to quit, something he passed on through his book Lone Survivor and his motivational speeches. Team Never Quit even has a motto, which is taken from the SEAL Ethos: “I will never quit. I persevere and thrive on adversity. My Nation expects me to be physically harder and mentally stronger than my enemies. If knocked down, I will get back up, every time. I will draw on every remaining ounce of strength to protect my teammates and to accomplish our mission. I am never out of the fight.”  Team Never Quit is more than a brand name to Luttrell, it’s a way of life.

Getting the ammunition onto the market is a team project itself and is being managed by Snake River Shooting Products and Consulting, Inc., along with PNW Arms, LLC., and Sinterfire, Inc. The idea behind the line is the creation of premium match-grade ammunition and training aids, created by drawing on Luttrell’s extensive firearms and combat experience. And because Luttrell wants to be confident in the ammunition’s performance abilities, he and his team have spent significant time putting round after round down-range in every caliber. Luttrell said he wants this ammunition to fire with superior reliability and to offer excellent performance for serious shooters.

Team Never Quit ammunition will be available in a wide range of calibers including popular handgun loads such as 9mm, .40 S&W, 10mm, and .45 Auto, and rifle rounds such as 5.56,.300 BLK, .338 Lapua Magnum and .50 BMG. There will be more than that, but this gives you an idea of how they’re starting the line. And in addition to their premium ammunition they’ll be offering training ammunition and frangible rounds.

As with all products sold in relation to Marcus Luttrell a portion of the proceeds from ammunition sales will go to The Lone Survivor Foundation. The goal of The Lone Survivor Foundation, which was founded by Luttrell in 2010, is to provide support and much-needed services to wounded service members. Those services range from educational to therapeutic to rehabilitation and beyond; if a service member is in need, the foundation will be there for them. If you’re unfamiliar with the foundation, I highly recommend taking a look at the website http://lonesurvivorfoundation.org/.

Take a look at the website at http://marcusluttrell.com/. MSRP and exact date of release are not yet known beyond it hitting the shelves this year.