About US


Established in 2013, SIM-X Tactical Solutions’ mission is to deliver the highest level of effectiveness for every shooter through innovation and dedication to excellence.

Founder and CEO Bill Reilly began development of SIM-X’s underlying product technology in 2010 when he sought solutions that would allow him to spend more time pursuing his passion for shooting. He simply wanted to shoot more and he set out to build ammunition that would allow him to do just that. The basement of his home in Clearfield, Utah was quickly converted to a research and development laboratory and test facility. His hunt for a better choice resulted in him being able to shoot more and from there, a market opportunity clearly emerged. In 2013, Bill drew on his recruiting talents to seek out and gather like-minded partners, investors, advisors and a best of industry supplier team to fulfill his entrepreneurial dream of removing the restraints of lead from ammunition.

Bill applied his team’s knowledge of firearms, physics, finance, chemistry, material sciences and production processes to innovate, refine and define the specifications for a family of ammunition meeting the needs of recreational, law enforcement and military shooters. His dream became their dream and their dream became SIM-X. SIM-X has created an exciting ammunition product line that provides shooters with less recoil, more terminal energy and flatter trajectories. These patent pending cartridges provide game-changing performance. Starting from experiments with polywax bullets, driven by a true entrepreneurial spirit and applying technology, SIM-X products deliver the highest level of effectiveness for every shooter through innovation and dedication to excellence.


William Reilly, Founder & CEO

Bill is a senior executive with over 20 years of experience. He began his career at Affinity Software, where he gradually transitioned to the talent acquisition and development side of the business, acting in various capacities ranging from individual contributor to C-level executive. After his tenure at Affinity, Bill started a talent acquisition firm, primarily focused on the recruitment of executive level positions. His client base included 3Com/Palm, Bristol-Myers Squibb, EMC and Bank of America/Merrill Lynch. Bill’s unwavering support of law enforcement and the military stems from a rich family history of service dating back to the Civil War. His family’s generations of service to this country has inspired Bill’s continued commitment to support law enforcement and military through his work at SIMX. Bill studied Business at the University of Wyoming, where he also participated in competitive shooting. Bill has been an avid outdoorsman and marksman since his early days growing up in Casper, WY.

Mark Davis, Founder & CFO

Mark is Co-Founder and Chief Financial Officer, whose core responsibilities include: Finance, Corporate Strategy, Business Development and Fundraising, Compliance, Investor Relations, and Administration. His contributions to SIMX also include supporting the Company’s Marketing, Sales, and Operations teams. Mark is an experienced financial executive, bringing over 25 years of expertise across a broad spectrum of industries, ranging from early stage technology start-ups to multi-national manufacturing corporations. Prior to joining the SIMX team, he served as CFO of Foodlink Holdings, Inc., a Silicon Valley based SaaS company. Mark also served as CFO and held executive roles at Sendmail, Inc., Reconnex, Inc., and Capsco Materials Management. Mark has a proven track record of creating a high-performance culture with a strong focus on operational excellence and maximizing shareholder value. He has significant experience working with a variety of financing sources, as well as leading and managing M&A related activities. He holds a BSBA and MBA from San Jose State University. Mark is currently a Golden Eagle member of the National Rifle Association, avid gun enthusiast, and gun owner for over 35 years.

Caleb Leonhardt

Adam Ball

Board of Directors

Rick Hartle

Rick is an early investor in SIMX and currently serves as a member of its Board of Directors. He retired after a 35-year career with The Boeing Company as Director of Business Development for the company’s Directed Energy and Strategic Systems programs. His assignments ranged from design engineering, corporate internal audit, product development engineering/program management and he led strategy, investment analysis, and capture activities as a senior leader in business development. While with Boeing, he worked on Department of Defense programs for nearly 30 years. He remains deeply engaged in the community in support of the shooting sports as an instructor and volunteer Range Safety Officer. He serves on the boards of the Utah Defense Alliance, the Strategic Deterrent Collation and is the Treasurer and past-Chair of the Top of Utah Military Affairs Committee executive board. He is a life member of the Air Force Association, has served as an AFA national board Director at Large and is also Treasurer of Council 6010 of the Knights of Columbus. Rick graduated from New Mexico State University with a degree in Electrical Engineering.

Dr. Marshall Burak

Marshall is an investor in SIMX and joined the Company’s Board of Directors in 2017. He currently serves as an independent Director and Chairman of its Audit Committee. Marshall is a seasoned executive with over thirty-five years of business development and management experience focusing on strategic planning, corporate finance, valuation, venture funding, and M&A activities. He has extensive experience guiding the creation, development, funding and growth of technology focused new ventures. Marshall has held numerous board and management positions at both public and private firms including Pico Holdings, Citation Insurance Company, Econologic Corporation, Union Bank, and Aerospace Corporation. Since retiring as the Dean of the Business School at San Jose State University after 19 years, Marshall has focused on guiding both large and small companies through the analysis and evaluation of business strategy, market, and financial issues. Marshall holds a Doctorate in Business Administration from the University of Southern California (USC) and an MBA and BSBA from the University of California at Los Angeles (UCLA).  Dr. Burak developed an early and long standing interest in target shooting and marksmanship. He was a member of his high school rifle team and competed in intramural competitions. He continued his marksmanship and weapons training with the Los Angeles Police Reserves and during his time in the ROTC at UCLA.

Bob Pantle

John Lindquist

Barry Balcourt