About PFI



Pride Fowler Industries, Inc., a company known for innovation and not imitation, has created a revolutionary line of high-quality optics in the shooting field. Since 2002, PFI has perfected and patented the ballistic reticle and developed the use of these reticles into a full line of powerful optics.

With John Pride and Mickey Fowler at the helm, two very proficient shooters who have won the Bianchi Cup 8 times, the Rapid Reticle family of rifle optics grew with an optic for almost every type of standard load used by riflemen worldwide. 

Sniper using Rapid Reticle
Swat team using Rapid Reticle
SWAT Training with RR Evolution 3G

Our Reticles

Each reticle is designed to reduce the time required to engage a target by offering holdover, wind, and ranging information in a way that is psychologically easy and fast for a shooter to translate, especially in situations of duress or when time is critical. This results in faster target engagement with higher precision.

Militaries, law enforcement teams, and sportsmen worldwide depend on PFI products to perform. There is no margin for error as lives depend on these optics. This is why each scope is made of the toughest materials and is thoroughly tested repeatedly to ensure quality. Many scope companies have produced hold-over type reticles, including mil-dot, MOA, and ballistic, but none have offered one that is so simple to operate for all users, from novice to expert. The Rapid Reticle line of optics is designed by shooters for shooters.

Meet the PFI Team

John Pride rapid reticle

John Pride


John Pride was a Los Angeles Police Detective and retired after 23 years of service. He worked as a forensic firearms expert and a bomb technician with the Bomb Squad. As a competitive shooter, he has won 20 major matches worldwide, both in police competitions and action shooting. He is a 4-time NRA National Police Champion and 4-time National Action Shooting. He holds 5 world records for NRA Police PPC and Action Shooting. He has been a team member of 8 world championship titles.

Richard Nguyen Rapid Reticle

Richard Nguyen


Richard Nguyen is the Executive Vice President and Military Liaison for Pride Fowler Industries. He has an extensive background and knowledge and is involved in designing every PFI optic. Mr. Nguyen has trained and worked with many notable law enforcement and military teams worldwide, offering his expertise in PFI equipment and long-range precision shooting. He has a great passion for the sport and is always willing to take the time to share his knowledge.

Rae Pride


Rae Pride is Pride Fowler Industries’ Chief Operating Officer. She manages the company’s day-to-day operations and is a co-founder/owner. Rae is a 10-year veteran of the LAPD and has extensive experience in tactical operations as an undercover officer with multiple units. She has been an integral part of the company since its inception.

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