How do hunting and outdoor brands advertise when Big Tech says “no”? In this episode of The LandTrust Podcast, Nick De Castro sits down with Brian Aitken, founder & CEO of Topple, to explore how outdoor and firearms brands are finding new ways to reach their audiences despite heavy restrictions from platforms like Google and Meta. Brian shares his journey from Madison Avenue to building a free-speech ad platform backed by leaders like Pete Brownell and Rob Gearing. Whether you’re a hunter, landowner, or outdoor entrepreneur, you’ll hear why Topple is becoming the go-to advertising solution for the outdoors industry — and what this means for the future of hunting, firearms, and recreation. What You Will Learn How hunting and firearms brands are adapting to Big Tech ad restrictions. Why free-speech platforms like Topple are changing the marketing game. The role of blacklists and how they impact outdoor media. Lessons from Brian’s background in digital advertising and publishing. Practical insights for outdoor brands to grow beyond social media. Key Topics Discussed Brian’s path from Wall Street Journal publishing to building Topple. Why outdoor and 2A brands get “boxed out” by Google & Meta. The rise of free-speech advertising networks. How forums and niche communities still drive massive engagement. What firearm and hunting companies can learn about consumer trust. Where the outdoor rec-tech industry is headed next. Show Resources We Are Topple – Brian’s free-speech ad platform. LandTrust – Discover and book outdoor experiences. Related episode: Credova with Dusty Wunderlich Memorable Quotes “Topple is like Google Ads, but free speech.” — Brian Aitken (03:20) “Turns out people that own guns…like guns.” — Nic De Castro (20:50) “Constraints force you to be scrappy and build durable businesses.” — Nic De Castro (24:56) Transcript Excerpts (Teasers) [00:03:20] Brian Aitken: “In the simplest terms, Topple’s like Google Ads, but free speech. We allow brands to advertise anything they want so long as it’s legal where the ad is served.” [00:12:01] Brian Aitken: “An advertiser tried putting a banana in a holster to avoid getting flagged — and even the banana got banned.” [00:31:07] Brian Aitken: “Advertisers told us, we spend $100,000 and only $30,000 makes it into actual campaigns. The rest disappears. We wanted to change that.” Conclusion This episode highlights how innovation, resilience, and free-market principles are shaping the future of outdoor advertising. Brian Aitken’s story shows that hunters, landowners, and brands don’t have to settle for being boxed out of digital media. 👉 If you enjoyed this conversation, subscribe to The LandTrust Podcast, share it with a friend who loves the outdoors, and leave us a review to help more people discover the show.