At the start of a slickly produced 19-minute YouTube video titled “How T.Rex Arms Got Started,” Lucas Botkin, the company’s 30-year-old founder, runs through an obstacle course. A guitar-heavy soundtrack plays as Botkin, decked out in tactical gear and filtered through overwrought video effects, picks off targets with a variety of handguns and rifles. We briefly see the course from his eyes, first-person-shooter style.
When the drums bang to a halt, the video cuts to an interview where Botkin explains his company’s mission. “We try to produce thought-provoking content and educational content that inspires people to understand their obligations to God and country and their responsibilities,” he says, over more shooting footage. “Then we equip them with the equipment necessary so they can fulfill those obligations and those responsibilities with maximum effectiveness.”
T.Rex Arms, a Tennessee-based, family-run, Christian firearms accessory company—think holsters, body armor, and the like—is at the forefront of what extremism researchers call GunTube, an ecosphere of gun influencers whose videos peddle a wide range of conservative content. The company has more than 1.5 million YouTube subscribers; its origin story video has been viewed more than 900,000 times. Botkin, who can cut a nerdy presence when digging into gun minutiae, has nearly half a million Instagram followers and enough right-wing cachet to have been an ambassador for Charlie Kirk’s Turning Point USA and have earned an appearance on Tucker Carlson’s Fox News show the month before he left the network.
“They are jacks of all trades,” says Meghan Conroy, who monitors extremist influencers for the Atlantic Council’s Digital Forensic Research Lab. What separates T.Rex Arms from the rest of the gun community, she says, is its “masterful ability to create content that appeals to so many different people.” While some of its most popular videos offer product reviews and shooting tips, they are accompanied by a wide range of political content, including interviews with conservative officials and activists. In weekly “T.Rex Talks,” Lucas and his brothers sit in a dimly lit studio to discuss America in decay, and how like-minded, God-oriented people can save it. They often reference the end times and urge their viewers to seize control before things get worse. “They’re selling products,” says Max Rizzuto, another Atlantic Council researcher, “and the product is ideology, too.”
The Botkins “were pushing every single one of the narratives that we’ve seen emerge out of the right-wing space.”
For example, in the days following the 2020 election, Lucas and his older brother, Isaac, a designer at the company who frequently appears on T.Rex Talks, discussed journalism. “We’re at a place right now where a lot of people don’t trust the mainstream media,” Isaac said, to which Lucas quickly replied, “Reasonably so.” The brothers argued reporters should be held accountable for their coverage of topics like Covid-19 and Black Lives Matter protests. “I’m starting to wonder when a news network will be actually prosecuted for things that they say that result in the death of people, which I think has happened in the past four years,” Lucas said. “It results in people getting killed, or businesses just getting burned, looted. Theft. And they’re not being held responsible for it.” Lucas went on to predict that economic collapse was “very likely” in his lifetime: “The way we live can be radically different 30 years from now.” In another stream, he warned of the “apocalyptic” prospect of a nationwide gun ban.