American Holoptics LLC™, a privately-held U.S. company, has signed a definitive agreement with L3Harris™ to acquire EOTech®. The transaction is expected to close mid-2020 and is conditioned on customary closing conditions. American Holoptics is a subsidiary of Koucar Management, whose strategic acquisitions of Elite Defense® and HEL Technologies™ represent a solid foundation of cutting-edge optical science and weapons systems distribution. The American Holoptics leadership team has exceptionally broad and deep experience providing high-quality products to the global weapons accessory market. In addition, this team has a proven track record of building customer-first and technology-focused organizations. “We’re proud to sign this agreement to join our team and technology with the EOTech brand,” says Matt Van Haaren, CEO of American Holoptics. “EOTech brings together technologically advanced product lines and production capabilities that will integrate well with our existing business and strategically expand our product portfolio. Together we will deliver an all-new level of service, innovation, and integrity to military, law enforcement and civilian users around the world.”


Matt Van Haaren

Chief Executive Officer

  • Matt is responsible for executive management of Elite Defense, HEL
    Technologies and I2G Systems. Matt has spent over 20 years in the National Security sector as a leader in organizations where he has had direct responsibility in successfully delivering critical systemsand equipment necessary to safeguarding our nation.
  • Early in his career he developed a broad set of expertise delivering
    technical solutions for critical commercial and government institutions domestically and overseas. Matt’s leadership extends
    from organizational management and growth strategy directly into the delivery of technical solutions with a focus on precision optics and sensor technologies.
  • Matt started his career at Honeywell then Security Services and
    Technologies (SST) before serving as General Manager for Response Technology Group, a company that specialized in developing and delivering tactical surveillance technology to Intelligence Community, Special Operations and Law Enforcement clients in some of the most austere environments in the world.
  • Matt then joined SAIC, serving for over seven years as a Vice President
    and Division Manager for a business line that delivered critical force protection technologies to U.S. Federal Civilian, Military and Law Enforcement clients at the height of the global war on terrorism. Before joining American Holoptics Matt served as CEO of Pixel Velocity, a product company specializing in electro-optic sensors and analytics.

Dean Loebig

Chief Technology Officer

  • Dean joined Elite Defense in 2016 and is a founding member of HEL
    Tech. Dean is charged with all aspects of technology evaluation, design, manufacturing, and execution of products the
    organization pursues for engineering or production.
  • Previously, Dean served as the Director of Marketing and Product
    Management for Lightforce Performance Lighting (headquartered in Adelaide, Australia).  Dean was responsible for leading global marketing and product management groups. In all cases targets were met and exceeded.
  • Dean has more than 20 years’ experience managing technology, project
    execution, marketing, and product distribution for various cutting-edge brands (including weapon holography systems).
  • Dean was a member of the Leadership Team at L-3 EOTech, a
    manufacturer of electro-optical products for use in military, law enforcement, and civilian markets.  While at L-3 EOTech, Deanhelped drive the company’s double-digit growth through strategic planning, trend analysis, team building, and the use of technology.  In addition, he was intimately involved in key marketing campaigns, setting up sales distribution networks, budget management, and brand building.
  • Prior to L-3 EOTech, he was the Director of Product Marketing and
    Program Management at Pixel Velocity, a manufacturer of sensor fusion wide area surveillance systems designed for critical infrastructure security and operational efficiency. In addition, Dean founded Rock Strategies and Integration, a consulting company focused on creating business and marketing plans for high technology products.

Dennis Finnegan

President, International Business

  • Founding member of HEL Technologies.
  • Dennis founded Elite Arms, Inc. (dba Elite Defense) in 2007, and has
    been operating as its president ever since. Having worked for L-3 EOTech in international sales of holographic products beginning in 2004, he realized there was a need for small to medium sized businesses within the defense industry’s small arms sector that required combined distribution management, regulatory compliance, and logistic coordination services.
  • Falling back on his five years of service in the U.S. Army between 1999 and
    2004, he built upon an intimate knowledge of technology and equipment utilized throughout deployments, and leveraged his relationships and international business experience to pool together the resources of manufacturers that need the services Elite Defense provides.
    • Elite has developed a distinguished brand and extensive network of
    government contacts, territorial distributors, and partners around the globe to help facilitate the sales and distribution of its client’s products. Elite has become renowned for its vendor make up being some of the top tier manufacturers in the industry, and is constantly sought after by outliers to be brought under Elite’s vendor umbrella.
    • Dennis’ knowledge of holographic technology markets, specializing in
    optics, and his 15 years of marketing and sales in the field brings critical experience, relationships, and industry know-how that would take years to gain and develop separately. Dennis and Elite accounted for 33% of EOTech’s CAGR from 2009 through 2015, and was their number one customer during that time.

Ed Schoppman

President, North American Business

  • After years in the 82nd Airborne serving as a Recon Squad Leader, Ed
    cut his teeth in the industry as the Military Products Division Manager for Remington Arms Company, and later at DRS Night Vision Systems on their U.S. Army Business Development team. In both positions, Ed directed all marketing, product development, and business development within his respective markets, and achieved over 16% YoY orders growth.
  • Ed spent eight years as the VP of Marketing, Sales, and Customer Service
    at L-3 EOTech, establishing EOTech’s 5-year Strategic Marketing/Sales Plan and capturing double digit sales growth across a widely varied set of domestic commercial, defense and law enforcement market channels. During this time, Ed developed EOTech into a worldwide brand and expanded EOTech’s global footprint, delivering over 15% CAGR in domestic orders over the past eight years, while simultaneously expanding EOTech’s market share from 18% to approximately 30%.
  • A mechanical engineer by training, Ed is an inventor on 6 published
    patents and 1 pending.
  • Ed also founded Loose Cannon LLC and captured the sole-source US
    Army contract for vehicle thermal target systems, outmaneuvering established competitors.
  • Ed’s product development, brand strategy and marketing expertise
    will be critical as he leads the expansion of our commercial and law enforcement marketshare.



Headquartered in Clawson, MI, Elite Defense LLC is a distributor and regulatory compliance manager forover 170 international partners in the small arms weapons and tactical equipment markets. Since its founding in 2007, Elite has represented many of the most sought-after and well-known brands in the industry. Elite has been EOTech’s largest customer in its international sales history and will bring that expertise with it as a member of the
American Holoptics team.


Headquartered in Clawson, MI, HEL Technologies LLC was formed to continue, and complete holographic R&D. HEL Technologies has developed and secured 4 patents related to its Holographic Edge Lighting design that will bring game-changing innovations to the small arms weapon sight market. In addition, HEL Technologies will have the only USA based emulsion lab dedicated to developing new applications for its holographic R&D.


Headquartered in Ann Arbor, Michigan, EOTech designs, manufactures and markets electro-optical products, VUDU rifle optics, thermal devices, and night vision systems. Due to its advanced technology, EOTECH Holographic Weapon Sights (HWS) are among the fastest and most intuitive sighting systems on the planet. This is exactly why you’ll find them on the weapons of America’s most elite law enforcement professionals and special operations warriors. You’ll immediately see the advantage the instant you engage a target.