The Bobby Bones Show spans country music, entertainment, family, lifestyle, and pop culture, providing Byrna an opportunity to connect with a large and loyal listener base through a practical message centered on personal safety, preparedness, and protection.

“Partnering with ‘The Bobby Bones Show’ aligns with our efforts to make personal safety more relatable and accessible to a broader mainstream audience,” said Byrna CEO Conn Davis. “The show has built a trusted connection with millions of listeners nationwide, making it an ideal partner as we continue to evolve our brand and expand awareness of Byrna's less-lethal personal security solutions. This partnership also reflects our continued effort to reallocate existing media investments toward trusted platforms with larger mainstream audiences. We believe that this change is directly aligned with our strategy to drive greater brand awareness while maintaining a disciplined approach to marketing.”

The campaign includes national radio endorsements, podcast integrations, and digital media placements designed to increase brand awareness, improve customer education, and drive engagement with prospective customers.

The partnership represents another step in Byrna's broader marketing evolution as the Company continues to expand awareness of its less-lethal personal security solutions among mainstream consumers. As part of this effort, Byrna is refining its messaging around everyday personal safety, preparedness, and protection while reallocating advertising spend within its existing iHeartMedia portfolio toward programming with broader mainstream reach.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This news release contains “forward-looking statements” within the meaning of the federal securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking statements. Often, but not always, forward-looking statements can be identified by the general use of words such as “plans,” “expects,” “intends,” “anticipates,” and “believes” and statements that certain actions, events or results “may,” “could,” “would,” “should,” “might,” “occur,” or “be achieved,” or “will be taken.” Forward-looking statements in this news release include but are not limited to our statements related to: the expected launch, timing, and scope of Byrna’s media partnerships through iHeartMedia; the anticipated audience reach and engagement of those campaigns across radio, podcast, digital, and other channels; the expected ability of these partnerships to introduce Byrna’s products and brand message to new and broader consumer audiences, including audiences who may not have historically considered personal security products; the anticipated impact of these partnerships on customer education, brand awareness, customer acquisition efficiency, and conversion across Byrna.com and the Company’s retail footprint; the Company’s broader marketing strategy and media investment approach, including the refinement of its messaging, the allocation of marketing resources, and the integration of digital and media channels; the anticipated introduction of dedicated campaign landing pages and promotional offers in connection with the partnerships; the Company’s plans to broaden the conversation around personal safety and reach a wider set of customer segments; and Byrna’s expectation that the partnerships will complement and support its broader marketing, retail expansion, and growth initiatives. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.

Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to: the risk that the campaigns do not launch on the anticipated timeline, are reduced in scope, or are not executed as planned; the risk that the partnerships do not achieve the anticipated audience reach, engagement, brand awareness, customer acquisition, or conversion results; the risk that increases in marketing expenditure in connection with these partnerships do not yield expected revenue increases or returns on investment; the risk of reputational harm or negative publicity arising from association with third-party personalities, media platforms, or partner programming, or from changes in the public profile, conduct, or commentary of such personalities; the risk that media partners, broadcasters, or advertising platforms determine to limit, modify, or terminate the placement or distribution of Byrna’s advertising; the loss of marketing partners; determinations by advertisers, social media platforms, or other media channels, or legislation or regulatory action, that prevents or limits marketing of some or all Byrna products; changes in consumer or political sentiment affecting product demand or the less-lethal personal defense category; the risk that efforts to broaden brand messaging or expand into new customer segments do not achieve anticipated market penetration or revenue results; disappointing market responses to current or future products or services; litigation, enforcement proceedings, or other regulatory or legal developments, including those relating to advertising, endorsements, or consumer protection; the risk that investments in e-commerce enhancements or digital capabilities, including dedicated campaign landing pages and improvements to Byrna.com, do not yield anticipated improvements in conversion rates, customer acquisition, or revenue; and general economic, competitive, and market conditions affecting consumer demand for personal defense products. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A, (“Risk Factors”) in the Company’s most recent Form 10-K and in subsequent Quarterly Reports on Form 10-Q, and should understand it is impossible to predict or identify all such factors or risks, and should not consider the foregoing list, or the risks identified in the Company’s SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information.

The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Greg Bradbury
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Byrna management will host the presentation, followed by a question-and-answer period.

Date: Thursday, October 8, 2026
Time: 9:00 a.m. Eastern time
Toll-Free Dial-In: 877-709-8150
International Dial-In: +1 201-689-8354
Conference ID: 13762670

Please call the conference telephone number 10 minutes prior to the start time. An operator will register your name and organization. If you have any difficulty connecting with the conference call, please contact Gateway Group at 949-574-3860.

The conference call will be broadcast live and available for replay here and via the Investor Relations section of Byrna’s website.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE, and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Investor Contact:
Tom Colton and Greg Bradbury
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Dr. McBrady was a long-time board member and advisor at Axon Enterprise (“Axon”), where he helped guide the company from its early days to its current position as the largest personal defense product company in the world with a market capitalization exceeding $50 billion.

“We are pleased to welcome Matt to the Board,” said TJ Kennedy, Chairman of the Board. “His experience serving on the board of Axon, together with his combination of operational, financial, investment, and brand-building expertise, will enable him to provide valuable insights as we continue to reposition Byrna for its next phase of growth. Equally important, as a former professional investor, Matt has a sophisticated understanding of the capital markets and the perspectives of institutional shareholders. We look forward to working with him and benefiting from his experience and insights.”

In addition to his experience in helping to establish and grow Axon, Dr. McBrady is an accomplished executive, investor, and advisor with experience spanning finance, technology, consumer brands, and capital markets. He currently serves as Chief Financial Officer of GoBrands, Inc., the parent company of GoPuff, a leading global quick commerce company, and previously spent nearly 15 years as a hedge fund and private equity investor.

“I have followed Byrna closely for many years and have long admired its mission, its products, and its commitment to innovation,” said Dr. McBrady. “Byrna’s adoption by consumers seeking key safety solutions has impressed me, and I believe Byrna has a significant opportunity to expand its market, reach new customers, and build upon the strong foundation it has established. I look forward to working with the Board and management team and applying the lessons from my experience at Axon and my perspectives as an executive, director, and investor to the Company’s many opportunities as we work to deliver long-term value for all shareholders.”

The appointment of Dr. McBrady increases the size of the Board from seven to eight directors and is part of a planned board refreshment strategy that began more than a year ago.

About Matthew McBrady, Ph.D.
Matthew McBrady, Ph.D., 55, currently serves as Chief Financial Officer of GoBrands, Inc., the parent company of GoPuff, a leading global quick commerce company, since 2025. Prior to joining GoBrands in 2025, he spent five years as Professor of Practice in Finance at the Darden Graduate School of Business Administration at the University of Virginia (the “Darden School”).

Prior to his most recent tenure at the Darden School, Dr. McBrady spent more than a decade as a private equity and hedge fund investor, including serving as Managing Director and Chief Investment Officer of the Multi-Strategy Hedge Funds at BlackRock, Inc. (NYSE: BLK); Managing Director and Head of Investment Strategy and Risk Management at Silver Creek Capital Management; and Senior Associate and Vice President in the North American Private Equity group at Bain Capital.

Earlier in his career, Dr. McBrady held roles in academia and as a senior economics policy advisor. He served as a Professor of Finance at the Darden School from 2003 to 2006 and the Wharton School of the University of Pennsylvania from 2002 to 2003. From 1998 to 2000, he served as an international economist for President Clinton’s Council of Economic Advisers and the U.S. Department of the Treasury, where he was involved in shaping the administration’s response to the Asian financial crisis.

Dr. McBrady currently serves as an advisor to several impact investing funds and as a Director and longstanding Investment Committee Member and Chair of Global Partnerships, a non-profit impact investor and pioneer in the impact-first debt markets in Latin America and Africa. He previously served on the board of Axon Enterprise (Nasdaq: AXON) from 2001 to 2014 and again from 2016 to 2026. During his tenure, he Chaired the Audit Committee, Compensation Committee, and the M&A and Capital Structure Committee, and served as a member of the Enterprise Risk and Compliance Committee.

Dr. McBrady holds a B.A. in Economics from Harvard University, an M.Sc. in International Economics from Oxford University, where he was a Marshall Scholar, and a Ph.D. in Business Economics from Harvard University.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna® CL, Byrna® LE and Byrna® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995 and other securities laws. All statements contained in this press release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as “plans,” “expects,” “intends,” “anticipates,” and “believes” and statements that certain actions, events or results “may,” “could,” “would,” “should,” “might,” “occur,” or “be achieved,” or “will be taken.” Forward-looking statements in this press release include, but are not limited to, statements regarding the anticipated contributions of Dr. McBrady to the Board; the expected value of Dr. McBrady’s experience in supporting future growth opportunities; the existence and nature of future opportunities available to the Company, future efforts to expand its market and reach, and the Company’s delivery of long-term value to its shareholders. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied, including, but not limited to: the risk that Dr. McBrady’s experience does not yield the anticipated benefits of the appointment, financial, economic and other factors that negatively impact future opportunities or long-term shareholder value; disappointing market responses to new strategies or current or future products or services; disruption of the Company’s supply chain; competitive factors; the loss of marketing partners or restrictions on the marketing of the Company’s products; product design or manufacturing defects or recalls; litigation, enforcement proceedings, or other regulatory or legal developments; changes in consumer or political sentiment affecting product demand; and regulatory factors, including the impact of commerce and trade laws and regulations and the implementation of or changes in tariffs. We caution that these factors may not be exhaustive, and any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including the risk factors in Part I, Item 1A (“Risk Factors”) of the Company’s most recent Annual Report on Form 10-K and Part II, Item 1A (“Risk Factors”) of the Company’s most recent Quarterly Report on Form 10-Q, should understand that it is impossible to predict or identify all such factors or risks, and should not place undue reliance on forward-looking statements, which speak only as of the date of this press release. The Company assumes no obligation to update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise, except as required by applicable law.

Investor Contact:
Tom Colton and Greg Bradbury
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Keravuori brings more than three decades of leadership experience across strategic operations, crisis management, risk mitigation, and international affairs. Her experience reflects a unique combination of operational excellence, cultural diplomacy, and innovative problem-solving, making her well qualified to contribute to Board leadership and strategic oversight in support of the Company’s effort to strengthen performance, position the Company for long-term growth, and deliver sustainable shareholder returns.

Keravuori served in the U.S. Army from 1997 until her retirement in 2025, most recently as director of intelligence for U.S. Africa Command. In that role, she served as a senior advisor to the commander, providing real-time intelligence and strategic guidance for critical operations while helping shape the command’s long-term priorities. Keravuori’s operational assignments included Germany, Kosovo, Afghanistan, Iraq, and Africa, where she led multinational security initiatives and supported crisis-response and risk-management efforts in complex environments. Throughout her distinguished military career, Keravuori commanded intelligence organizations, led large complex teams, and advised senior military and government leaders on national security, strategic planning, and international affairs.

Keravuori’s private-sector experience includes leadership positions with BAE Systems, where she was responsible for business development, program management, and operations. She also founded and served as chief executive officer of ROSE Solutions, a consulting firm specializing in the development and implementation of strategic initiatives for clients ranging from small businesses to federal agencies.

Keravuori is a graduate of the United States Military Academy at West Point and holds a Master of Studies in Diplomatic Studies from the University of Oxford, a Master of Strategic Studies from the U.S. Army War College, and an MBA from Cameron University. She currently chairs the advisory board of GCR Group, a global producer and marketer of critical minerals. Keravuori holds a directorship certification from NACD (NACD.DC) and is a Qualified Risk Director (QRD) through the DCRO Institute. She is also a member of Women Corporate Directors.

“Rose’s extraordinary leadership experience, deep expertise in international security and risk management, and proven ability to navigate complex global environments make her an outstanding addition to our Board,” said TJ Kennedy, Chairman of the Board. “As Byrna expands across the consumer, professional security, and international markets, Rose’s strategic perspective will be invaluable in helping guide the Company through its next phase of growth. On behalf of the Board, I also want to thank Emily Rooney for her service and leadership contributions to Byrna over nearly five years.”

“Over the course of my career, I have seen how preparation, sound judgment, and access to effective tools can make a meaningful difference in high-pressure situations,” Keravuori said. “Byrna’s mission to expand access to innovative, less-lethal personal security solutions strongly resonates with me. I am honored to join the Board and look forward to applying my experience in strategy, risk, and complex operations to support Byrna’s responsible growth and long-term success.”

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of the safe harbor provisions of the Private Securities Litigation Reform Act of 1995 and other securities laws. All statements contained in this press release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as “plans,” “expects,” “intends,” “anticipates,” and “believes” and statements that certain actions, events or results “may,” “could,” “would,” “should,” “might,” “occur,” or “be achieved,” or “will be taken.” Forward-looking statements in this press release include, but are not limited to, statements regarding the anticipated contributions of General Keravuori to the Board and to the newly formed Enterprise Risk Management Committee; the expected role of the Enterprise Risk Management Committee in supporting the Board’s oversight of risk management; the Company’s efforts under its new leadership to strengthen performance, position the Company for long-term growth, and deliver sustainable long-term shareholder returns and value; and the Company’s anticipated expansion across the consumer, professional security, and international markets. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied, including, but not limited to: the risk that the Company does not realize the anticipated benefits of the appointment, the newly formed committee, or its leadership transition; disappointing market responses to current or future products or services; disruption of the Company’s supply chain; competitive factors; the loss of marketing partners or restrictions on the marketing of the Company’s products; product design or manufacturing defects or recalls; litigation, enforcement proceedings, or other regulatory or legal developments; changes in consumer or political sentiment affecting product demand; and regulatory factors, including the impact of commerce and trade laws and regulations and the implementation of or changes in tariffs. We caution that these factors may not be exhaustive, and any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including the risk factors in Part I, Item 1A (“Risk Factors”) of the Company’s most recent Annual Report on Form 10-K and Part II, Item 1A (“Risk Factors”) of the Company’s most recent Quarterly Report on Form 10-Q, should understand that it is impossible to predict or identify all such factors or risks, and should not place undue reliance on forward-looking statements, which speak only as of the date of this press release. The Company assumes no obligation to update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Secor joins Byrna with nearly two decades of experience building consumer brands, driving demand generation, leading marketing transformations, and developing customer-centric growth strategies for globally recognized brands. Throughout his career, he has successfully modernized marketing organizations, launched category-defining products, improved customer acquisition performance, and built scalable marketing systems that connect brand investment directly to business outcomes.

Most recently, Secor served as Vice President of Marketing for Indian Motorcycle Company, where he was responsible for global marketing strategy across brand, product marketing, digital marketing, paid media, dealer marketing, and consumer engagement. In that role, he led the brand’s transition to its next chapter as part of an independent company, restructured the marketing organization around an integrated demand-generation model, and developed measurement frameworks that connected marketing activity directly to revenue, loyalty, and market share growth.

“Nate is exactly the type of marketing leader we need as Byrna continues building the foundation for its next phase of growth,” said Conn Davis, CEO of Byrna. “We are actively transforming how Byrna builds demand, communicates with consumers, measures marketing effectiveness, and expands into new consumer segments. Nate brings a unique combination of brand-building expertise, performance marketing discipline, and operational rigor that will help us accelerate those initiatives. He will play a critical role in managing our growing ecosystem of agency partners while helping us build a more modern and scalable marketing organization.”

Prior to Indian Motorcycle, Secor spent more than 15 years with Polaris Industries in a variety of senior marketing and commercial leadership positions. During his tenure, he managed global marketing organizations across North America, Europe, and Asia, oversaw marketing budgets exceeding $20 million annually, and launched numerous major products across Polaris’ portfolio of enthusiast-driven consumer brands. He helped double annual lead generation while reducing acquisition costs and helped deliver record market share performance across multiple product categories. His expertise building customer acquisition programs across complex distribution networks is directly relevant to Byrna’s efforts to reach new consumer segments while improving marketing efficiency.

At Byrna, Secor will help lead the Company’s ongoing marketing transformation, including the development of new audience strategies, enhanced consumer acquisition programs, and improved performance measurement capabilities. His responsibilities will include working closely with Byrna’s brand and creative partner HLK, as well as overseeing the Company’s expanding creator, affiliate, social media, and consumer engagement initiatives.

“What stands out immediately about Byrna is the strength of the mission, the passion of the customer base, and the size of the opportunity ahead,” said Secor. “The Company is taking important steps to evolve how it approaches marketing and brand development. I look forward to partnering with Conn, the leadership team, and our agency partners to build deeper consumer connections, strengthen the brand, and create a demand-generation platform capable of supporting Byrna’s next growth phase.”

Secor earned his MBA in Marketing and Leadership from Indiana University’s Kelley School of Business and holds a Bachelor of Science degree in Marketing from Indiana University.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This news release contains "forward-looking statements" within the meaning of the federal securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking statements. Often, but not always, forward-looking statements can be identified by the general use of words such as "plans," "expects," "intends," "anticipates," and "believes" and statements that certain actions, events or results "may," "could," "would," "should," "might," "occur," or "be achieved," or "will be taken." Forward-looking statements in this news release include, but are not limited to, statements regarding the anticipated contributions of Mr. Secor as Senior Vice President of Marketing and the Company’s ability to attract, onboard, integrate, and retain experienced marketing leadership; the anticipated benefits of the Company’s previously announced realignment of its sales and marketing functions; the Company’s ongoing marketing transformation, including the development of new audience strategies, enhanced consumer acquisition programs, and improved performance measurement capabilities; the Company’s plans to build a more modern and scalable marketing organization and to connect marketing investment directly to business outcomes; the anticipated impact of the Company’s marketing initiatives, including its agency partnerships and its expanding creator, affiliate, social media, and consumer engagement programs, on brand awareness, customer acquisition, conversion, and sales performance; the Company’s ability to expand into new customer segments while improving marketing efficiency; and the Company’s positioning for its next phase of growth. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.

Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to, challenges arising from leadership transitions, including the risk that the Company is unable to successfully onboard and integrate Mr. Secor or that his contributions do not meet expectations, and the execution of new strategic priorities by the Company’s management team; the risk that the anticipated benefits of the realignment of the Company’s sales and marketing functions are not realized on the anticipated timeline or at all; the risk that the Company’s marketing initiatives, including its consumer acquisition, creator, affiliate, social media, and consumer engagement programs, do not convert consumers at anticipated rates, are not scalable, or do not prove economically accretive; the risk that investments in e-commerce enhancements or digital capabilities do not yield anticipated improvements in conversion rates, customer acquisition, or revenue; the risk that efforts to broaden brand messaging or expand into new customer segments do not achieve anticipated market penetration or revenue results; the risk that increases in marketing expenditure do not yield expected revenue increases; the loss of, or adverse changes in the Company’s relationships with, its agency and marketing partners; determinations by advertisers or social media platforms, or legislation, that prevent or limit marketing of some or all Byrna products; determinations by third party controlled distribution channels, including Amazon, not to carry or to reduce inventory of the Company’s products; disappointing market responses to current or future products or services; competitive factors; potential cancellations of existing or future orders; changes in consumer or political sentiment affecting product demand; litigation, enforcement proceedings, or other regulatory or legal developments; and other events that could reduce demand for the Company’s products. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A ("Risk Factors") in the Company’s Annual Report on Form 10-K for the fiscal year ended November 30, 2025, as amended, and in the Company’s subsequent filings with the SEC, and should understand it is impossible to predict or identify all such factors or risks, and should not consider the foregoing list, or the risks identified in the Company’s SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information. The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

White is an accomplished commercial executive with more than 25 years of experience accelerating growth for leading consumer products and durable goods companies. Throughout his career, he has built high-performing sales organizations, expanded national retail distribution, commercialized innovative products, and developed strategic partnerships that have driven sustained revenue and profit growth.

“Jim has a proven track record of building scalable commercial organizations, expanding retail distribution, and delivering measurable growth,” said Conn Davis, CEO of Byrna. “As Byrna continues to strengthen retail execution, increase customer acquisition, and expand across existing and emerging channels, Jim’s leadership, strategic vision, and operational expertise will be instrumental in accelerating our next phase of growth.”

Most recently, White served as President and Executive Director of Maverick Sales & Marketing, Inc., where he advised manufacturers on go-to-market strategy, retail expansion, and commercial growth. During his tenure, he built a national sales organization spanning big-box, e-commerce, grocery, and specialty retail channels, helped clients expand distribution and improve operating performance, and successfully commercialized more than 20 products.

Previously, White held senior commercial leadership roles at Zwilling J.A. Henckels, Nexgrill Industries, and Sunbeam Corporation. During his 15-year tenure at Nexgrill, he helped grow annual revenue over 500% to approximately $300 million through retail expansion, omnichannel development, and the launch of more than 100 products.

White’s appointment is an important step in Byrna’s previously announced realignment of its sales and marketing organization and reflects the Company’s continued focus on strengthening retail growth, improving channel productivity, and expanding customer acquisition. Byrna’s recent initiatives include enhanced merchandising, in-store training, expanded demo experiences, the “Try Before You Buy” pilot program, the “Find the Right Launcher” guided shopping experience, and new marketing partnerships designed to increase brand awareness and conversion.

“Byrna has developed an exceptional brand, an innovative product portfolio, and a strong retail platform with significant runway for growth,” said White. “I look forward to working with Conn and the entire Byrna team to deepen customer relationships, enhance retail execution, expand distribution, and build a best-in class commercial organization that accelerates long-term, profitable growth.”

White holds Bachelor of Science degrees in Business Administration and Sports Management from Springfield College. He also earned Artificial Intelligence Certification: Implications for Business Strategy from MIT Sloan and Six Sigma Green Belt Certification from Villanova University.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This news release contains "forward-looking statements" within the meaning of the federal securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking statements. Often, but not always, forward-looking statements can be identified by the general use of words such as "plans," "expects," "intends," "anticipates," and "believes" and statements that certain actions, events or results "may," "could," "would," "should," "might," "occur," or "be achieved," or "will be taken." Forward-looking statements in this news release include, but are not limited to, statements regarding the anticipated contributions of Mr. White as Senior Vice President of Retail & Channel Growth and the Company’s ability to attract, onboard, integrate, and retain experienced sales and retail leadership; the anticipated benefits of the Company’s previously announced realignment of its sales and marketing functions; the Company’s plans to strengthen retail growth, improve retail sell-through, reorder cadence, and channel productivity, deepen retailer relationships, improve in-store execution, and expand customer acquisition and discovery; the anticipated impact of the Company’s retail and marketing initiatives, including enhanced merchandising, in-store training, expanded demonstration experiences, the “Try Before You Buy” pilot program, the “Find the Right Launcher” guided shopping experience, and new marketing partnerships, on brand awareness, conversion, and sales performance; the Company’s continued retail expansion and its ability to collaborate with retail partners and grow productivity per store; the Company’s ability to build a scalable sales organization; and the Company’s positioning for its next phase of growth. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.

Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to, challenges arising from leadership transitions, including the risk that the Company is unable to successfully onboard and integrate Mr. White or that his contributions do not meet expectations, and the execution of new strategic priorities by the Company’s management team; the risk that the anticipated benefits of the realignment of the Company’s sales and marketing functions are not realized on the anticipated timeline or at all; the risk that the Company’s retail and marketing initiatives, including the “Try Before You Buy” program and the “Find the Right Launcher” guided shopping experience, do not convert participants at anticipated rates, are not scalable, or do not prove economically accretive; the risk that investments in e-commerce enhancements or digital capabilities do not yield anticipated improvements in conversion rates, customer acquisition, or revenue; the risk that efforts to broaden brand messaging or expand into new customer segments do not achieve anticipated market penetration or revenue results; the risk that increases in marketing expenditure do not yield expected revenue increases; the loss of marketing partners; determinations by advertisers or social media platforms, or legislation, that prevent or limit marketing of some or all Byrna products; the risk that planned retail store expansion is delayed, reduced in scope, or not executed by retail partners on the anticipated timeline; determinations by third party controlled distribution channels, including Amazon, not to carry or to reduce inventory of the Company’s products; disappointing market responses to current or future products or services; competitive factors; potential cancellations of existing or future orders; changes in consumer or political sentiment affecting product demand; litigation, enforcement proceedings, or other regulatory or legal developments; and other events that could reduce demand for the Company’s products. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A ("Risk Factors") in the Company’s Annual Report on Form 10-K for the fiscal year ended November 30, 2025, as amended, and in the Company’s subsequent filings with the SEC, and should understand it is impossible to predict or identify all such factors or risks, and should not consider the foregoing list, or the risks identified in the Company’s SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information. The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Fiscal Second Quarter 2026 and Recent Operational Highlights

• Entered into a binding agreement to purchase HERO Defense Systems, LLC, a complementary less-lethal self-defense company, expanding Byrna’s product portfolio across additional price points and everyday-carry form factors.
• Initiated and recently expanded its “try before you buy” pilot program, following early results achieving an approximately 30% conversion rate among participating customers who received a demo unit, with most conversions occurring in the second week of the two-week trial period.
• Generated over 150,000 responses on the “Find the Right Launcher” guided shopping experience on Byrna.com since it was introduced in April. Customers who used the product education tool converted at approximately twice the conversion rate of the overall website.
• Reduced launcher assembly operations from four lines at the end of fiscal Q1 to two lines by May and ceased in-house ammunition manufacturing to better align production with current demand, improve cost efficiency, and support the reduction of finished goods inventory over time.
• Activated its Fox Sports media partnership through iHeartMedia in June, expanding Byrna’s reach to a broad, highly engaged sports audience across radio and digital platforms.
• Realigned sales and marketing functions and initiated a search for dedicated leaders to support retail growth and brand expansion.
• Appointed HLK as agency of record to strengthen brand messaging, customer acquisition, and product education initiatives.
• Appointed Acceleration Partners as its influencer and affiliate marketing agency to build a broader social creator program, relaunch Byrna’s affiliate marketing program and improve the Company’s ability to measure customer acquisition across its e-commerce channels.
• Promoted industry veteran Matthew Campagni to Chief Strategy Officer to lead the Company’s strategic planning initiatives and support cross-functional execution.
  
  

Fiscal Second Quarter 2026 Financial Results
Results compare Q2 2026 to the 2025 fiscal second quarter ended May 31, 2025, unless otherwise indicated.

Net revenue for Q2 2026 was $16.4 million, compared to $28.5 million in the fiscal second quarter of 2025 (“Q2 2025”). The approximately 43% year-over-year decrease was driven primarily by a decrease in e-commerce sales and slower reorder activity from dealers and chain stores following substantial restocking in fiscal Q1 and slower-than-expected sell-through.

Gross profit for Q2 2026 was $1.8 million (11% of net revenue), down from $17.6 million (62% of net revenue) in Q2 2025. Reported gross margin included a one-time $5.9 million inventory write-down and a $3.5 million impairment of equipment, this was partially offset by a $1.1 million tariff refund recorded in cost of goods sold. Excluding these items, adjusted gross profit was $10.1 million, representing adjusted gross margin of approximately 62%.

Operating expenses for Q2 2026 were $14.6 million, compared to $14.2 million for Q2 2025, an increase of 2.7%. The increase primarily reflected an impairment charge of $1 million as well as continued investment in marketing, partially offset by the change in variable selling expenses associated with a decrease in sales.

Net income (loss) for Q2 2026 was $(10.1) million, compared to $2.4 million for Q2 2025. Net loss included non-cash impairment and inventory write-down charges of $10.4 million related to the shutdown of our ammunition manufacturing facility in Fort Wayne and strategic product rationalization. A tax benefit of $2.7 million was also recorded for the quarter.

Adjusted EBITDA¹, a non-GAAP metric reconciled below, for Q2 2026 totaled $(0.6) million, compared to $4.3 million in Q2 2025.

Cash, cash equivalents and marketable securities as of May 31, 2026 totaled $10.4 million, compared to $15.5 million at November 30, 2025. Inventory on May 31, 2026 totaled $30.4 million, compared with $32.7 million on November 30, 2025. The Company is focused on lowering inventory over time and improving working capital efficiency.

Management Commentary
“Our second quarter results did not reflect the level of performance we believe Byrna can deliver,” said Byrna CEO Conn Davis. “We expected the quarter to begin a transition period, but continued softness in our direct-to-consumer channel as well as a slower pace of reorders across retail partners led to a steeper reset than we initially expected.

“In e-commerce, web traffic remained weak, and while conversion rates showed modest improvement as a result of our website changes, overall conversion levels and average order value were below where we expected. In retail, our partners entered the quarter with elevated inventory levels following meaningful post-holiday restocking in Q1. Sell-through during the quarter did not occur at a pace that supported consistent reorder activity, which impacted revenue across both dealer and big box channels.

“From an operational standpoint, we took actions during the quarter to better align production and operating costs with current demand. We reduced production capacity in our launcher facility and exited in-house ammo manufacturing where we were not cost competitive. These actions reduce costs, operating complexity, and establish a more balanced operating baseline that should allow us to work down physical inventory through the second half of the year.

“We also advanced a number of initiatives designed to improve demand over both the near and longer term. Our top operational priority is improving customer conversion and retail productivity across all channels.

“We are seeing encouraging early results from our “try before you buy” program, which is attracting new customers to the brand and generating conversion rates of approximately 30%. This represents a meaningful improvement versus traditional e-commerce and provides a scalable pathway to reaccelerate direct-to-consumer growth over time.

“On the retail side, we are focused on continuing our store expansion while also working closely with our partners to improve customer discovery and sell-through. Initiatives such as in-store training, enhanced merchandising, including end-cap displays, and expanded demo experiences are producing stronger results in the locations where they have been implemented. Our focus now is applying those learnings more consistently across the wider footprint.

“In parallel, our messaging pivot is underway, as we work to broaden our reach and engage a wider set of customer segments. This includes partnerships such as Fox Sports, along with new social and influencer programs designed to introduce Byrna to previously underpenetrated audiences while continuing to build on the existing foundation with our core customers. We believe this approach will expand our addressable market while supporting more consistent and durable demand over time. We are also in the process of bringing on experienced leaders across marketing and retail to strengthen execution, improve accountability and support the next phase of growth.

“Based on current expectations, fiscal 2026 will not be a revenue-growth year. Q2 reset the revenue baseline, and we are planning the business around current demand trends rather than assuming a quick return to prior growth rates. We expect improvement from the first half of the fiscal year to the second half, as retailers prepare for the holidays and more of our marketing, conversion and customer-acquisition initiatives enter the market.

“We are building from a more realistic baseline, with the opportunity to improve as these initiatives begin to contribute. Our focus is on improving website traffic and conversion, strengthening retail sell-through and reorder cadence, reducing inventory and improving working capital efficiency. We believe the actions underway position Byrna to finish fiscal 2026 on stronger footing and enter fiscal 2027 with a business capable of delivering more consistent growth.”

Conference Call
The Company’s management will host a conference call today, July 9, 2026, at 9:00 a.m. Eastern time (6:00 a.m. Pacific time) to discuss these results, followed by a question-and-answer period.

Toll-Free Dial-In: 877-709-8150
International Dial-In: +1 201-689-8354
Confirmation: 13761119

Please call the conference telephone number 5-10 minutes prior to the start time of the conference call. An operator will register your name and organization. If you have any difficulty connecting with the conference call, please contact Gateway Group at 949-574-3860.

The conference call will be broadcast live and available for replay here and via the Investor Relations section of Byrna’s website.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This news release contains "forward-looking statements" within the meaning of the federal securities laws. All statements contained in this news release, other than statements of current and historical fact, are forward-looking statements. Often, but not always, forward-looking statements can be identified by the general use of words such as "plans," "expects," "intends," "anticipates," and "believes" and statements that certain actions, events or results "may," "could," "would," "should," "might," "occur," or "be achieved," or "will be taken." Forward-looking statements in this news release include but are not limited to our statements related to our expected net revenue and top-line performance during the transition period and in future periods, and our expectation that our operating results will continue to reflect the transition we are working through; our expectation that the operational and cost actions taken during the quarter, including the reduction of launcher assembly from four lines to two and the decision to cease in-house ammunition manufacturing, will reduce costs, operating complexity, and finished goods inventory over time and establish a more balanced and cash-efficient operating baseline; our plans to reduce inventory levels over time and improve working capital efficiency, including our expectation of working down physical inventory during the second half of fiscal 2026; the anticipated benefits and integration of our recently completed acquisition, including the expansion of the Company’s price points and product form factors; the early results, conversion rates, and scalability of our “try before you buy” program, and its potential to reaccelerate direct-to-consumer growth over time; the anticipated impact of our “Find the Right Launcher” guided shopping experience on website conversion; our plans to improve customer conversion, retail productivity, and sell-through across our e-commerce, dealer, and big-box channels, including through in-store training, enhanced merchandising and end-cap displays, and expanded demonstration experiences, and our intention to apply those initiatives more consistently across our retail footprint; our continued retail store expansion and our ability to collaborate with retail partners and grow productivity per store; our brand and messaging pivot and related marketing initiatives intended to broaden our reach and expand our addressable market, including our Fox Sports partnership activated through iHeartMedia, the appointment of HLK as our agency of record, and the engagement of Acceleration Partners for our influencer and affiliate marketing programs; our ability to attract, onboard, and retain experienced marketing and retail leaders, including the contributions of Matthew Campagni as Chief Strategy Officer, and to align the organization around near-term execution priorities while building toward our long-term strategic vision; brand awareness of Byrna and continued acceptance of the less-lethal personal defense market; our expectation that meaningful operational changes currently underway in demand generation, website conversion, retail productivity, and internal forecasting will, over time, result in improved operating performance; our expectation that we will emerge from this transition year with a more scalable and cash-efficient operating model; and, Byrna’s positioning for sustained and durable growth in future fiscal years. Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, opinions, assumptions, estimates, and analyses that, while considered reasonable by the Company at the date the forward-looking information is provided, inherently are subject to significant risks, uncertainties, contingencies, and other factors that may cause actual results and events to be materially different from those expressed or implied.

Any number of risk factors could affect our actual results and cause them to differ materially from those expressed or implied by the forward-looking statements in this news release, including, but not limited to, disappointing market responses to current or future products or services; prolonged, new, or exacerbated disruption of our supply chain; the further or prolonged disruption of new product development; production or distribution disruption or delays in entry or penetration of sales channels due to inventory constraints, competitive factors, increased transportation costs or interruptions, including due to weather, flooding or fires; prototype, parts and material shortages, particularly of parts sourced from limited or sole source providers; determinations by third party controlled distribution channels, including Amazon, not to carry or reduce inventory of the Company’s products; determinations by advertisers or social media platforms, or legislation that prevents or limits marketing of some or all Byrna products; the loss of marketing partners; challenges arising from the transition to the new executive leadership and execution of new strategic priorities by the Company’s new management team; the risk that the anticipated benefits of our recently completed acquisition are not realized, or that we are unable to integrate the acquired business on the anticipated timeline or at all; the risk that our decision to cease in-house ammunition manufacturing increases our reliance on third-party ammunition suppliers, disrupts supply, or does not achieve anticipated cost savings; the risk that our “try before you buy” program does not convert participants at anticipated rates, is not scalable, or does not prove economically accretive; the risk that our planned reductions in inventory do not materialize on the anticipated timeline or result in additional inventory write-downs or reserves; investments in e-commerce enhancements or digital capabilities, including improvements to Byrna.com, do not yield anticipated improvements in conversion rates, customer acquisition, or revenue; the risk that efforts to broaden brand messaging or expand into new customer segments do not achieve anticipated market penetration or revenue results; increases in marketing expenditure may not yield expected revenue increases; potential cancellations of existing or future orders including as a result of any fulfillment delays, introduction of competing products, negative publicity, or other factors; product design or manufacturing defects or recalls; litigation, enforcement proceedings or other regulatory or legal developments; changes in consumer or political sentiment affecting product demand; regulatory factors including the impact of commerce and trade laws and regulations; changes in domestic or international trade policy, including the imposition of new or increased tariffs, export controls or other trade restrictions, that could result in an increase in the cost of materials, components or finished goods used or sold by the Company, and/ or that could disrupt the Company’s supply chain, or otherwise adversely affect the Company’s costs, revenues, or results of operations; the risk that price increases implemented in the first quarter are not sustained, are reversed in response to market or competitive conditions, or otherwise fail to contribute to gross margin improvement as anticipated; the risk that anticipated manufacturing efficiency improvements do not materialize or are offset by increases in input, labor, or overhead costs; the risk that planned retail store launches, including the targeted addition of up to 250 new retail locations, are delayed, reduced in scope, or not executed by retail partners on the anticipated timeline; and, future restrictions on the Company’s cash resources, increased costs and other events that could potentially reduce demand for the Company’s products or result in order cancellations. The order in which these factors appear should not be construed to indicate their relative importance or priority. We caution that these factors may not be exhaustive; accordingly, any forward-looking statements contained herein should not be relied upon as a prediction of actual results. Investors should carefully consider these and other relevant factors, including those risk factors in Part I, Item 1A, ("Risk Factors") in the Company’s most recent Form 10-K, and should understand it is impossible to predict or identify all such factors or risks, and should not consider the foregoing list, or the risks identified in the Company’s SEC filings, to be a complete discussion of all potential risks or uncertainties, and should not place undue reliance on forward-looking information. The Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Non-GAAP Financial Measures

In addition to providing financial measurements based on generally accepted accounting principles in the United States (GAAP), we provide an additional financial metric that is not prepared in accordance with GAAP (non-GAAP) with presenting non-GAAP adjusted EBITDA. Management uses this non-GAAP financial measure, in addition to GAAP financial measures, to understand and compare operating results across accounting periods, for financial and operational decision making, for planning and forecasting purposes and to evaluate our financial performance. We believe that this non-GAAP financial measure helps us to identify underlying trends in our business that could otherwise be masked by the effect of certain expenses that we exclude in the calculations of the non-GAAP financial measure.

Accordingly, we believe that this non-GAAP financial measure reflects our ongoing business in a manner that allows for meaningful comparisons and analysis of trends in the business and provides useful information to investors and others in understanding and evaluating our operating results, enhancing the overall understanding of our past performance and future prospects.

This non-GAAP financial measure does not replace the presentation of our GAAP financial results and should only be used as a supplement to, not as a substitute for, our financial results presented in accordance with GAAP. There are limitations in the use of non-GAAP measures, because they do not include all the expenses that must be included under GAAP and because they involve the exercise of judgment concerning exclusions of items from the comparable non-GAAP financial measure. In addition, other companies may use other non-GAAP measures to evaluate their performance, or may calculate non-GAAP measures differently, all of which could reduce the usefulness of our non-GAAP financial measure as a tool for comparison.

Adjusted EBITDA 

Adjusted EBITDA is defined as net (loss) income as reported in our condensed consolidated statements of operations and comprehensive (loss) income excluding the impact of (I) depreciation and amortization; (ii) income tax provision (benefit); (iii) interest income (expense); (iv) stock-based compensation expense, (v) impairment loss, and (vi) one time, non-recurring other expenses or income. Our Adjusted EBITDA measure eliminates potential differences in performance caused by variations in capital structures (affecting finance costs), tax positions, the cost and age of tangible assets (affecting relative depreciation expense) and the extent to which intangible assets are identifiable (affecting relative amortization expense). We also exclude certain one-time and non-cash costs. Reconciliation of Adjusted EBITDA to net (loss) income, the most directly comparable GAAP measure, is as follows (in thousands):

Adjusted Cost of goods sold and gross profit

Adjusted cost of goods sold is defined as cost of goods sold as reported in our condensed consolidated statements of operations and comprehensive (loss) income excluding the impact of (i)impairment loss; (ii) write down of ammunition inventory; (iii) inventory reserve due to strategic product rationalization, and (iv) refunds of previously paid tariffs. Our Adjusted cost of goods sold measure eliminates potential differences in performance caused by certain one-time or unusual events. Adjusted gross profit is defined as revenue as reported in our condensed consolidated statement of operations and comprehensive (loss) income less Adjusted cost of goods sold. Reconciliation of Adjusted cost of goods sold to Cost of goods sold, as well as a reconciliation of Adjusted Gross profit to Gross profit, the most directly comparable GAAP measures, are as follows (in thousands):

________________________________
_{¹ See non-GAAP financial measures at the end of this press release for a reconciliation and a discussion of non-GAAP financial measures.}

ANDOVER, Mass., July 08, 2026 (GLOBE NEWSWIRE) -- Byrna Technologies Inc. (“Byrna” or the “Company”) (Nasdaq: BYRN), a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions, today announced that it has entered into a definitive asset purchase agreement to acquire substantially all of the assets of HERO Defense Systems, LLC (“HERO”), a complementary personal defense company offering compact, easy-to-use less-lethal self-defense products.

The planned acquisition is expected to expand Byrna’s product portfolio across additional price points and form factors, creating a new entry point for consumers who are interested in personal safety but may not initially enter the category through Byrna’s core launcher platform. HERO’s product portfolio includes the HERO 2020, a compact irritant launcher that deploys PAVA-filled projectiles through a cartridge system, and AIIRO, a smaller, extended range pepper-gel personal defense device designed for pocket, purse, and everyday carry. HERO also offers refill cartridges and other accessories, creating an entry-level approachable product family that supports Byrna’s focus on expanding its target audience, increasing consumer engagement frequency, and recurring consumable purchases.

“The acquisition of HERO is a small but strategically important step in expanding the Byrna ecosystem,” said Conn Davis, Chief Executive Officer of Byrna. “Our focus is on making less-lethal personal safety more accessible, understandable, and relevant to a wider set of consumers. Today, Byrna’s CL, LE, and SD launchers serve consumers looking for a robust less-lethal platform for personal defense and security applications. HERO fits below and adjacent to our existing platform by adding smaller, more discreet and accessible products that can introduce consumers to less-lethal personal safety through a lower friction entry point and a more approachable form factor.”

Davis continued, “We are focused on improving the full consumer journey from awareness and education to product selection, purchase, and long-term engagement. HERO’s compact form factors, simpler everyday-carry positioning, and lower opening price points give us more flexibility in how we introduce consumers to the category. Over time, we believe this creates a broader product portfolio and a more complete ecosystem that enables more consumers to enter the less-lethal personal protection space and trade up to our more robust launcher platform over time.”

The acquisition is part of Byrna’s effort to expand its addressable market and improve consumer acquisition across channels. HERO’s products also provide additional advertising, merchandising, and education opportunities across Byrna’s e-commerce, creator, affiliate, and retail channels.

Under the terms of the agreement, Byrna will acquire substantially all of HERO’s assets, including its product-related intellectual property, digital assets, customer and vendor relationships, inventory, equipment and related business assets. The transaction is structured as an asset purchase on a cash-free, debt-free basis, with consideration consisting of $625,000 in cash, $625,000 in restricted shares of Byrna common stock, and a performance-based royalty tied to future net sales of HERO products and derivative products. The shares of Byrna common stock to be issued as consideration will be issued in a private placement in reliance on an exemption from the registration requirements of the Securities Act of 1933, as amended, and will be subject to transfer restrictions. The transaction is expected to close within approximately 30 days, subject to customary closing conditions.

Following the closing, Byrna expects to begin integrating HERO’s products and related assets into its broader commercial and operating platform. HERO’s founders are expected to provide transition and integration support following the closing. The Company plans to evaluate opportunities to support the HERO product line through Byrna’s e-commerce channels, consumer education initiatives, retail relationships and evolving brand and performance marketing programs. Over time, Byrna expects to assess where HERO products can complement Byrna.com, Amazon, and retail merchandising.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE, and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, Section 21E of the Securities Exchange Act of 1934, as amended, and the Private Securities Litigation Reform Act of 1995. All statements contained in this press release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as “plans,” “expects,” “intends,” “anticipates,” “believes,” “aims,” “will,” “would,” “should,” “continue,” and similar expressions, and by statements that certain actions, events or results may, could, would, should or might occur, be achieved or be taken.

Forward-looking statements in this press release include, but are not limited to, statements regarding the expected completion and timing of the acquisition of substantially all of the assets of HERO; the satisfaction or waiver of the conditions to the closing of the acquisition, including the receipt of required governmental and regulatory approvals; the anticipated issuance of restricted shares of Byrna common stock, and the payment of the royalty, as consideration for the acquisition; the anticipated benefits of the acquisition, including the expansion of the Company’s product portfolio across additional form factors, price points and use cases and the creation of new, lower-friction entry points into the less-lethal personal safety category; the Company’s plans to integrate HERO’s products, intellectual property, digital assets and customer and vendor relationships into the Company’s commercial and operating platform; the expected role of HERO’s founders in providing transition and integration support following the closing; the Company’s plans to market, merchandise and distribute HERO products across its e-commerce, creator, affiliate and retail channels, including Byrna.com and Amazon; and the Company’s ability to translate the acquisition into an expanded addressable market, increased consumer engagement and recurring consumable purchases, improved customer acquisition and long-term shareholder value.

Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, the Company’s current expectations, assumptions, estimates and analyses, all of which are subject to significant risks, uncertainties and contingencies that could cause actual results to differ materially from those expressed or implied in the forward-looking statements.

These risks and uncertainties include, among other things, the risk that the conditions to the closing of the acquisition are not satisfied or waived and that the acquisition is not completed within the anticipated timeframe or at all, including the risk that required governmental or regulatory approvals, including approvals under applicable firearms and export-control laws, are delayed, conditioned or not obtained; the risk that the Company does not realize the anticipated strategic, commercial or financial benefits of the acquisition; risks relating to the integration of HERO’s products, intellectual property, systems and customer and vendor relationships, and the diversion of management attention and resources associated with the transaction; the Company’s dependence on HERO’s founders for transition and integration support following the closing; the risk that assumed or unanticipated liabilities, or the performance of the acquired products and assets, differ from the Company’s expectations; the evolving and jurisdiction-specific legal and regulatory environment governing the marketing, sale, possession and use of the Company’s and HERO’s less-lethal products; the policies and practices of third-party e-commerce, social media and advertising platforms, including Amazon, which may restrict, remove, decline to carry or otherwise limit content or advertising relating to less-lethal or self-defense products and which may change without notice; consumer sentiment and reputational considerations associated with the Company and the less-lethal category; the issuance of restricted shares of Byrna common stock as consideration and the potential dilutive effect of such issuance; and the Company’s ability to attract and retain key personnel and to manage the legal, regulatory, market and other business conditions affecting the Company and its products.

Investors should carefully consider these and other relevant factors, including the risk factors in Part I, Item 1A, “Risk Factors” in the Company’s most recent Annual Report on Form 10-K and in the Company’s subsequent filings with the Securities and Exchange Commission. Forward-looking statements speak only as of the date of this press release, and the Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Acceleration Partners will help Byrna develop an organic, creator-led content network spanning established personalities and micro- and mid-sized creators, with an initial focus on Instagram, Facebook and YouTube. The initiative will reach audiences including women, families, runners, commuters and outdoor consumers through creator-driven content showing how Byrna’s products can support personal safety at home, while commuting, during exercise and travel, and in outdoor settings.

Acceleration Partners will also lead the relaunch and expansion of Byrna’s affiliate marketing program by recruiting new partners, including product review sites, editorial publishers and personal safety platforms.

Creator and affiliate activity will be measured across Byrna.com and Amazon, giving Byrna a more complete view of performance across its primary e-commerce channels and helping the Company refine partner incentives and marketing investments over time.

“One of our key near-term priorities is to make Byrna relevant and accessible to a broader set of consumers,” said Conn Davis, Chief Executive Officer of Byrna. “Acceleration Partners will help us do that by building a network of social creators who can show how Byrna fits into everyday personal safety needs and by relaunching our affiliate program as a more performance-based customer acquisition channel. These initiatives will work together to provide a more targeted and measurable way to reach new audiences, while giving us better visibility into which partners, messages and audiences are driving engagement and sales.”

Byrna has historically built awareness through national radio, podcasts and partnerships with prominent media and self-defense personalities. These channels have helped educate consumers about the less-lethal category and establish Byrna’s core customer base, and they will remain an important part of the Company’s marketing mix. The expanded creator strategy is intended to complement these channels and relationships by presenting Byrna in more specific, everyday personal safety contexts.

The initiative is expected to roll out in phases, beginning with creator onboarding and affiliate partner recruitment, followed by initial campaign launches and ongoing optimization ahead of the 2026 holiday season.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE, and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Forward-Looking Statements
This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, Section 21E of the Securities Exchange Act of 1934, as amended, and the Private Securities Litigation Reform Act of 1995. All statements contained in this press release, other than statements of current and historical fact, are forward-looking. Often, but not always, forward-looking statements can be identified by the use of words such as “plans,” “expects,” “intends,” “anticipates,” “believes,” “aims,” “will,” “would,” “should,” “continue,” and similar expressions, and by statements that certain actions, events or results may, could, would, should or might occur, be achieved or be taken.

Forward-looking statements in this press release include, but are not limited to, statements regarding the Company’s engagement of Acceleration Partners and the anticipated benefits of that relationship; the development, scope and growth of the Company’s social creator and influencer network, including its focus on established, micro- and mid-sized creators and on the Instagram, Facebook and YouTube platforms; the relaunch and expansion of the Company’s affiliate marketing program and the recruitment of new affiliate partners; the Company’s ability to reach broader and new consumer audiences and to present its products in everyday personal safety contexts; the Company’s ability to measure and attribute creator and affiliate performance and customer acquisition across Byrna.com, Amazon and its other e-commerce channels; the expected role of these initiatives as a more performance-based, targeted and measurable customer acquisition channel; the anticipated phasing and timing of the initiative, including creator onboarding, affiliate partner recruitment, initial campaign launches and optimization ahead of the 2026 holiday season; the expected continuing role of the Company’s existing marketing channels and relationships; and the Company’s ability to translate these initiatives into increased engagement, sales, customer acquisition and long-term shareholder value.

Forward-looking statements are not, and cannot be, a guarantee of future results or events. Forward-looking statements are based on, among other things, the Company’s current expectations, assumptions, estimates and analyses, all of which are subject to significant risks, uncertainties and contingencies that could cause actual results to differ materially from those expressed or implied in the forward-looking statements.

These risks and uncertainties include, among other things, the Company’s ability to realize the anticipated benefits of its engagement of Acceleration Partners and to successfully build its creator network and relaunch and expand its affiliate marketing program; its dependence on third-party creators, influencers, affiliates and agencies whom the Company does not control, and the risk that their content, conduct or disclosures could fail to comply with applicable requirements or could harm the Company’s brand or reputation or expose the Company to liability; the policies and practices of third-party social media, e-commerce and advertising platforms, including Instagram, Facebook, YouTube and Amazon, which may restrict, remove, demonetize, decline to carry or otherwise limit content or advertising relating to less-lethal or self-defense products and which may change without notice; the Company’s and its partners’ compliance with the Federal Trade Commission’s Guides Concerning the Use of Endorsements and Testimonials in Advertising and other laws governing advertising, endorsements and material-connection disclosures; the evolving and jurisdiction-specific legal and regulatory environment governing the marketing, sale, possession and use of the Company’s less-lethal products; the Company’s ability to accurately measure and attribute customer acquisition and marketing performance across its e-commerce channels; consumer sentiment and reputational considerations associated with the Company and the less-lethal category; the timing, sequencing and execution of the initiative, including readiness ahead of the 2026 holiday season; and the Company’s ability to attract and retain key personnel and to manage the legal, regulatory, market and other business conditions affecting the Company and its products.

Investors should carefully consider these and other relevant factors, including the risk factors in Part I, Item 1A, “Risk Factors” in the Company’s most recent Annual Report on Form 10-K and in the Company’s subsequent filings with the Securities and Exchange Commission. Forward-looking statements speak only as of the date of this press release, and the Company assumes no obligation to update or revise any forward-looking information, except as required by applicable law.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com

Byrna management will host the presentation, followed by a question-and-answer period.

Date: Thursday, July 9, 2026
Time: 9:00 a.m. Eastern time
Toll-Free Dial-In: 877-709-8150
International Dial-In: +1 201-689-8354
Conference ID: 13761119

Please call the conference telephone number 10 minutes prior to the start time. An operator will register your name and organization. If you have any difficulty connecting with the conference call, please contact Gateway Group at 949-574-3860.

The conference call will be broadcast live and available for replay here and via the Investor Relations section of Byrna’s website.

About Byrna Technologies Inc.
Byrna is a personal defense technology company specializing in the development, manufacture, and sale of innovative less-lethal personal security solutions. For more information on the Company, please visit the corporate website here or the Company’s investor relations site here. The Company is the manufacturer of the Byrna^® CL, Byrna^® LE, and Byrna^® SD personal security devices, state-of-the-art handheld CO2 powered launchers designed to provide a less-lethal alternative to a firearm for the consumer, private security, and law enforcement markets. To purchase Byrna products, visit the Company’s e-commerce store.

Investor Contact:
Tom Colton and Alec Wilson
Gateway Group, Inc.
949-574-3860
BYRN@gateway-grp.com