Meet the ‘That Ain’t Bad’ Guy

Rob Lorentz is a Rising Trick Shot Artist and Shooting Lifestyle Icon.

At this year’s NRA Annual Meeting, the bustling show floor was filled with the usual suspects: industry insiders, gear enthusiasts and serious shooters. But among the booths and buzz, a chance encounter at the Gatorz Eyewear display would turn into the discovery of one of the most exciting new faces in the firearms community. While my husband, longtime trainer and American Shooting Journal contributor Paul Pawela, spoke with some vendors, I was speaking with other vendors. I was chatting with a representative at the Gatorz booth when a tall, sharp-looking bearded gentleman walked up and casually asked, “How do you get into a magazine?” That man was Rob Lorentz and as soon as I laid eyes on him, I knew he had something special. Before I could even finish the conversation, another gentleman at the booth pulled up Rob’s YouTube channel and showed me exactly what he could do. One quick look at his channel – filled with mind-blowing trick shots along with his signature tagline of “That Ain’t Bad” – and I knew he had to be in the magazine. I quickly called Paul over, introduced him to Rob and showed him the videos. He was convinced too. “This guy needs to be in the magazine,” Paul said. And since I was the one who “found” Rob, or maybe he found me, Paul told me, “You’re writing this one.” So here we are.

ROB LORENTZ DIDN’T start shooting or the spotlight; he did it for the love of the craft. He learned how to shoot in the woods near his home in Wasilla, Alaska. His father introduced him to firearms at the very young age of 4 years old, emphasizing the importance of safety. By 5, he was already shooting with a 9mm and was completely hooked. His early years weren’t about
Instagram fame or building a brand. It was just him, the open land and a relentless desire to challenge himself. He began tossing random objects such as golf balls, paint cans, spent brass, even a deck of cards, all while training himself to hit them midair. Over time, he mastered the art of the trick shot. But it was all about having fun – no film crew or cameras rolling, just fun.

And while most creators today invest in high-end cameras and flashy effects, Rob took a different approach. It was his fiancée Megan who first suggested he post a video online. With just an iPhone and the Arizona desert as their backdrop, the two began uploading Rob’s unique shots to YouTube. What happened next surprised even them: the videos went viral. Rob’s channel, That Ain’t Bad, quickly gained traction and a dedicated following across YouTube, Instagram and Facebook. After just 10 short months, That Ain’t Bad had 162,000 subscribers on YouTube and 15,400 followers on Instagram. Several of Rob’s videos have over a million views. I guess you can say, “That Ain’t Bad!”

WHAT MAKES ROB stand out isn’t just his shooting skills; it’s the message behind them. “I don’t do it to impress anyone,” he says. “I do it for myself. It’s about the love of shooting.” “I’m just a dude shooting a gun,” he adds. “I want to motivate others to get out there, shoot and enjoy it.” Rob believes anyone can do it with a little practice. He wants others to just get out there and try it. Occasionally he gets hate comments, but his philosophy is simple: he doesn’t care.
“Everyone should do it for themselves and forget about the hate. You’re not trying to impress anyone.” His advice? “Just have fun and enjoy the process; you too will see ‘That Ain’t Bad.’” Rob’s trick shots include everything from spinning 360 degrees before firing to bending over and shooting upside down to hitting paperclips midair. He’s even developed a reputation for testing guns from major manufacturers, giving them brutally honest reviews – something his fans appreciate in an age of sponsored content and overhyped gear. His go-to sidearm? The Springfield Echelon. His favorite rifle? Bravo Company Manufacturing (BCM). And while the gear helps, it’s Rob’s mindset that makes him magnetic. The phrase “That Ain’t Bad” started as an inside joke with his friends – something Rob would say when things didn’t quite go right but weren’t all that bad either. Over time, the phrase became something deeper: a life philosophy. “It’s about attitude,” Rob explains. “If it doesn’t suck, ‘That Ain’t Bad.’ Keep going.”

TODAY, “THAT AIN’T Bad” is more than just a catchphrase. It’s a trademarked brand, a growing online community and a way of life. Built on the pillars of personal growth, self-reliance and positive mindset, it resonates with shooters, outdoorsmen
and anyone who embraces challenge without complaint. Rob now sells That Ain’t Bad hats and shirts through his website, and dreams of turning the brand into a full-fledged lifestyle label – one that inspires others to push boundaries, ignore the critics and live authentically. Outside of shooting, Rob lives a full and rugged life. He’s an avid Harley rider and enjoys golfing, hunting, snowboarding and hitting the gym. But at his core, he’s still that kid from Alaska who just loves to shoot. And for those wondering, yes, he’s taken. Rob recently got engaged to Megan, the same woman who’s been behind the camera since day one. They’re planning to marry next year.
What you see on his social media isn’t a persona. Rob is as genuine in real life as he appears online:
humble, hardworking and a true gentleman. Rob isn’t chasing fame; he’s building a movement. His goal is to become the top firearms content creator on YouTube not by selling out or chasing trends, but by staying true to himself and encouraging others to do the same. In a world flooded with overproduced content and paid personalities, Rob is a breath of fresh air: real, raw and ready to take on whatever comes next. All in all, “That Ain’t Bad.” ★

Editor’s note: For more on Rob Lorentz, visit thataintbad.net. Follow Rob on YouTube (That Ain’t Bad) and Instagram and Facebook (@thataintbad). Author Linda Pawela is a special education teacher who started shooting 15 years ago when she met her now husband Paul Pawela. Linda was once afraid of guns until she met Paul, who said, “If you are going to be around me, you are going to be around guns.” Linda now loves all things gun-related and enjoys assisting her husband with training others about guns and gun safety.