Team
Bryan Goodman
Bryan Goodman is a career fire officer, entrepreneur, and nationally recognized advocate for first responder health and safety. With nearly two decades of service in the fire service, Bryan has spent his career on the front lines—responding to emergencies, leading teams, and confronting the long-term health risks firefighters face every day.
He is the Co-Founder of Armadillo Woolery, a firefighter-founded apparel company engineering PFAS-free, FR-free Merino wool stationwear and everyday clothing. Armadillo Woolery was built to challenge the status quo of toxic “performance” apparel by delivering durable, breathable, next-to-skin gear that protects health without sacrificing toughness. The brand’s mission is simple: if it’s safe enough for firefighters, it’s safe enough for everyone.
Bryan is also the Founder of Emergency Services Safety & Health Alliance (ESSHA), a nonprofit organization dedicated to reducing occupational exposures among emergency responders. Through education, research, and advocacy, ESSHA works to address the risks associated with PFAS, flame retardants, heavy metals, and other harmful substances found in firefighting gear, foams, and station environments.
In addition to his operational and entrepreneurial work, Bryan is an active writer and speaker on firefighter health, safety standards, and textile toxicity. His writing and advocacy bridge real-world fireground experience with evidence-based solutions, helping drive industry conversations toward safer, more transparent practices.
Bryan’s work is rooted in one core belief: what first responders wear should protect them—not put their health at risk.
Charlene Beach
Charlene Beach is the CEO and Co-Founder of Armadillo Woolery, a firefighter-founded apparel brand on a mission to eliminate toxic exposures from everyday and professional clothing. With a deep commitment to health, safety, and performance, Charlene leads community engagement — ensuring every product reflects the brand’s core promise: safer, PFAS-free, FR-free Merino wool apparel engineered for real-world use. Armadillo Woolery
Charlene’s leadership is rooted in purpose and integrity. She champions transparency in product design, rigorous testing standards, and a culture that puts people first — especially those whose work exposes them to environmental and occupational hazards. Under her guidance, Armadillo Woolery has grown from a bold idea into a values-driven company trusted by first responders and everyday customers alike.
Beyond product innovation, Charlene is passionate about education and advocacy around toxic chemicals in textiles. She works alongside experts, practitioners, and industry partners to raise awareness of harmful substances like PFAS and flame retardants — and to promote healthier alternatives that protect both workers and consumers.
At every step, Charlene brings clarity, purpose, and actionable leadership, guiding Armadillo Woolery toward a future where clothing doesn’t just perform — it protects.
