About us

Alternative Ballistics' mission is to save countless lives with a primary focus on officer safety, and we believe that THE ALTERNATIVE® has the potential to change the way that less-lethal impact munitions are regarded, utilized and deployed in law enforcement agencies across the country and eventually the world.

WELCOME TO A BETTER SOLUTION

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Almost every day we’re hearing about suspects who are shot and killed by police officers where suspects only had a knife, baseball bat, machete, broken glass bottle, etc., or in some cases no weapon at all. While officers who arrive on scene are never fully aware of what they may encounter, if a suspect does not have a gun, THE ALTERNATIVE® can provide a safe and effective method to affect an arrest, while keeping the suspect and the officer safe. If the suspect complies, the officer can simply remove THE ALTERNATIVE® and return it to the holster on his/her duty belt for later use.

If the situation escalates, the officer’s firearm immediately returns to its normal function for follow up shots, and can be used if necessary, in accordance with their department’s “use of force” policy if lethal force is deemed necessary by the officer.

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MEET THE TEAM

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Our executive team comes with diverse backgrounds in law enforcement, operations and marketing.

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Steve Luna
Chief Executive Officer
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Steve Luna
Chief Executive Officer
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Mr. Luna brings a wide range of business skills to the Alternative Ballistics team from his experience in various sectors of the legal and technology industries and through his time as VP of his own business consulting firm. He began his career in the legal industry working in the investigations division for one of the nation’s leading litigation support companies. In 2011, Mr. Luna transitioned from legal into the marketing tech sector as a regional account executive providing web dev and SEO services for key clients in Los Angeles and Orange County, which was his first exposure into the public markets. A few years later he became Senior Advisor of Investor Relations for a Las Vegas firm, and from there he launched a consultant group with two of his partners, where they focused on business development for private and public entities. 

In the short time after joining the AB team last year, Mr. Luna has achieved a number of significant accomplishments, which include the successful reorganization of the company into the newly formed Alternative Ballistics Corp., the assembly of a dynamic team and strategy to fulfill The Alternative® mission, and the commencement of critical initiatives for further testing and terminal effects studies. Coming from a family of police officers, Mr. Luna has always held his support for law enforcement in high regard, and he intends to deliver the company’s technology, an expedient and effective less-lethal option designed with officer safety in mind, to law enforcement agencies across the country. 

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Jason LeBlanc
Chief Operations Officer
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Jason LeBlanc
Chief Operations Officer
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Mr. LeBlanc provides a broad range of professional acumen to the Alternative Ballistics team related to business development, operations, compliance, and consulting skills, which he has built through extensive experience in the legal, fintech, and finance industries. He has successfully built sizable, motivated teams to drive revenue and take multiple products to market across various sectors. 

In his role as Alternative Ballistics’ Chief Operations Officer, Mr. LeBlanc works on all aspects of the business, taking a holistic approach to developing strategic positions that enable the company to scale and play to the strengths of each team member, designing a roadmap for the company’s growth and success. He is focused on bringing The Alternative® to market in an efficient and responsible manner with critical initiatives that enhance the training program, testing, and liability/IP protection, in addition to developing marketing and government relations strategies at the federal, state, and local levels.

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Bert Rhine
Product & Marketing Director
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Bert Rhine
Product & Marketing Director
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Mr. Rhine brings unique abilities to the Alternative Ballistics team with expertise in three major areas: marketing, advertising and television production. As the former President and Creative Director of California Creative Enterprises, Inc., one of California’s largest privately held advertising agencies, he created, developed and implemented successful media campaigns for the agency’s major clients. During his seven-year tenure with California Creative, Mr. Rhine negotiated and placed over $500 million in ads over radio, television, outdoor and print on behalf of his clients, and he also has extensive experience with producing and directing a variety of programs for pay-per-view, network, and cable television audiences, in addition to television specials and commercials.  

Mr. Rhine was the General Partner in Alternative Ballistics’ former Limited Partnership, prior to the Company’s merger and reorganization in 2020 with the newly formed Corporation. His previous position equipped him with valuable ‘tribal knowledge’ of the company’s intellectual property and technology, and in his current role as Product & Marketing Director, Mr. Rhine will implement and oversee all product initiatives, which include managing the direction and relationships with manufacturers and vendors, inventory control and distribution protocols. With regard to marketing objectives, he will continue to develop and produce the artistic and functional content for the company’s various marketing and public relations initiatives, social media campaigns, and training programs. 

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Alex Perez
Chief of Police (ret.), North Las Vegas PD, Strategic Law Enforcement Consultant
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Alex Perez
Chief of Police (ret.), North Las Vegas PD, Strategic Law Enforcement Consultant
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Chief Perez (ret.), a 28-year veteran of the North Las Vegas Police Department, recently completed his honorable and decorated career serving as the city’s top law enforcement leader. Starting as a Patrol Officer in the early 90s, he steadily rose through the ranks to working as a Narcotics Investigator on an FBI Task Force and transitioning to a position with the Joint Terrorism Task Force shortly after 9/11. He continued earning promotions to Sergeant and Lieutenant before graduating from the FBI National Academy #245 in 2011. He became Assistant Chief shortly before settling into his executive leadership role in 2015, as the city’s first Latino Chief of Police, where his accomplishments were significant. 

During his time as the city’s top cop, Chief Perez expanded the NLVPD force from 245 officers to 350 sworn officers and oversaw a team of over 150 civilian support staff. He was an innovative public official, who managed financial aspects of the department by securing and monitoring the use of budgetary monies and prepared requests to government agencies to obtain funds for special operations and equipment for the department. 

Chief Perez’s success was defined by his ability to bring the community together through action and dialogue. He cultivated inclusiveness, equity, mutual trust, transparency, and respect within the department and with external stakeholders. One of his remarkable achievements was starting the Hispanic Citizen’s Academy to educate Spanish speaking citizens on how law enforcement works, which successfully bridged a stronger relationship between the community and the department. 

Chief Perez is widely regarded as one of the most effective chiefs to serve the city of North Las Vegas, and he remains a member of various law enforcement associations, such as the Nevada Sheriffs & Chiefs Association, the International Association of Chiefs of Police, and the Latino Peace Officers Association. He is a current board member of 10,000 Kids and Nevada Child Seekers, two non-profit organizations that focus on community initiatives in Nevada and around the country, which include assisting families and law enforcement in the location of missing children and putting an end to child trafficking. 

In his role as Alternative Ballistics’ Strategic Law Enforcement Consultant, Chief Perez will leverage his deep experience as a police officer and public official to help articulate and lend credibility to the company’s mission. He will connect with federal, state, and local law enforcement leaders across the country to share his vision and support of The Alternative®, as an expedient less-lethal device that is accurate and effective in stopping threats at longer ranges and designed with officer safety in mind.   

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Tony Lettieri
Detective (ret.), North Las Vegas PD, Firearms Expert & Training Manager
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Tony Lettieri
Detective (ret.), North Las Vegas PD, Firearms Expert & Training Manager
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Detective Lettieri (ret.) spent two decades as a law enforcement officer in Southern Nevada in the capacities of Deputy Sheriff, Police Officer, and Detective, honorably retiring from North Las Vegas Police Department (NLVPD) in 2016. Early in his career, Mr. Lettieri served in various roles as a certified K9 handler, member of the Sheriff’s Tactical Team, certified member of the DEA Clandestine Drug Lab Team, and upon joining NLVPD in 2002, he served as Peace Officer Standards & Training (POST)-certified Defensive Tactics Instructor and Field Training Officer (FTO). 

Later in his career, he was promoted to Detective working Burglary detail, Special Victims Unit, Financial Crimes and Robbery/Homicide details, where he successfully prosecuted high-profile cases and investigated several Officer Involved Shootings (OIS). Detective Lettieri also has experience working Executive Protection for exclusive clients. 

Among his accomplishments and decorated career, he remains licensed to carry a concealed firearm in all states, he has extensive firearms knowledge including active shooter and tactical building entry training, and he is a state-certified firearms instructor teaching concealed weapons (CCW) and advanced firearms classes to the public.  

As the company’s Firearms Expert and Training Director, Detective Lettieri brings a special set of skills to the Alternative Ballistics team. During his career, he has trained, carried, and deployed many of the less-lethal devices that are currently used by law enforcement, which include Taser, bean bag, pepper spray, baton, and 40mm. His experience and valuable insight have helped design the company’s training program and the qualification and certification standards necessary for officers to carry The Alternative®. Detective Lettieri will play a critical role in onboarding new departments and overseeing the expansion of the training team.

TRAINING WITH THE ALTERNATIVE®

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Alternative Ballistics offers a variety of training courses/classes. We can train your law enforcement officers or we can train your firearms and ballistic trainers (“Train the Trainer”) who can, in turn, train your officers.

We can custom tailor the training from 1 to 3 days, as a department may require. Please feel free to contact us for further information on the training.

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