In this episode of The Safe Space Podcast, we sit down with Donny McKay, Chief Revenue Officer at Liberty Safe, to talk about his journey through the safe industry, Liberty’s renewed focus on American craftsmanship, and the company’s vision for the future. Before joining Liberty, Donny spent more than a decade at American Security Products (AMSEC), where he helped develop smart safe technology for commercial clients like Starbucks.
Now, Donny’s bringing that same passion for innovation to Liberty — guiding new product designs, strengthening dealer partnerships, and expanding into the growing home safe market. In this conversation, Donny shares insights about leadership changes at Liberty, the importance of listening to customers, and why education, collaboration, and trust remain at the heart of the brand’s mission to help people protect what matters most.
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Episode 25 Discussion Topics
0:30: Get to know Donny McKay, the Liberty Safe CRO
6:08: How has working with NW Safe affected Liberty?
8:37: What knowledge did you bring from American Security and how does it affect your current position at Liberty?
9:28: What does the recent Defcon event mean for Liberty and SECURAM moving forward?
12:18: What are some exciting things moving forward with Liberty Safe?
Episode 25 Discussion Question Synopses
*All dialogue has been optimized to be more reader-friendly.
0:30: Get to know Donny McKay, the Liberty Safe CRO
Before joining Liberty, Donny worked at American Security Products (AMSEC) — a company best known for its commercial safes.
David Jr.: That’s quite a change! AMSEC focuses on big commercial clients like Starbucks, while Liberty Safe mainly serves homeowners, right?
Donny: Exactly. AMSEC has a lot of commercial accounts, but Liberty is all about residential safes — and proudly made in the USA. While AMSEC builds many great safes here, they also rely heavily on imported products. The two companies serve totally different markets.
Donny’s Journey into the Safe Industry
David Jr.: So how did you get started in the safe business, and what led you to Liberty?
Donny: I started about 13 years ago, working on ways to bring technology into safes. At AMSEC, I helped develop “smart safes” — safes that could count and record cash, then send that data to banks for deposit credit. Over time, I learned a lot about what people really want when it comes to safety and security.
That experience helped Donny move up in the company and eventually manage AMSEC’s residential sales team.
Donny: After that, I saw an opportunity at Liberty Safe to lead their sales team. What drew me in was Liberty’s commitment to American manufacturing. In a time when so many products are made overseas, I wanted to be part of a company that’s keeping jobs and production here in the U.S.
Why American-Made Matters
Donny: When you think about safety and security, it’s really about protecting what matters most — your family, your memories, your valuables. Whether you’re a business or a homeowner, that goal is the same. People want a high-quality product they can trust to protect what’s important to them.
A New Chapter at Liberty Safe
David Jr.: Liberty went through some big changes recently — especially after the combination controversy. Pretty much the entire leadership team was replaced, right?
Donny: That’s right. As of 2023, Liberty Safe has an entirely new leadership team. None of the previous executives are still in place. Many of us come from backgrounds in sporting goods, shooting sports, and security, so we bring a fresh perspective.
Our new focus is simple: listen to the customer. We’re paying closer attention to what people actually need in a safe — and making sure our products meet those expectations. That means educating customers about things like fire ratings, security ratings, and what those numbers actually mean. We want people to feel confident when they buy a safe and understand the value behind it.
Supporting Dealers and Customers
Donny: We’re also working to build stronger relationships with our dealers — folks like you. Our goal is to give dealers the tools and support they need to help customers find the right safe for their needs.
By strengthening both customer education and dealer partnerships, Liberty aims to create a better buying experience — one built on trust, transparency, and American craftsmanship.
While there are no fireproof gun safes, there are however fire rated safes. Different safes have different ratings based on temperature and duration of time. The fire rating on a gun safe indicates how long it should protect valuables inside the safe for a given amount of time and a given temperature.
Protect your loved ones and high-dollar valuables with a safe designed to withstand a concentrated attack from experienced thieves.
6:08: How has working with NW Safe affected Liberty?
Dealer Collaboration and the Power of Sharing Ideas
Donny: I really rely on you guys [here at NW Sade] as a sounding board. Even just this past Friday, I called to talk through something we were seeing in the market — asking what are you hearing and how are you handling it? That kind of feedback helps us figure out whether something is truly a concern or not.
That open communication is what makes our dealer forums so valuable. Hearing from dealers like NW Safe helps us understand what’s really happening in the marketplace. Your input helps us improve — and we take that seriously because we want to be the best in the business.
David Jr.: Yeah, I’ve always thought Liberty does a great job staying connected with dealers. That connection helps us stay closer to customers too. The dealer forums have always brought us together and made collaboration easy.
Donny: Absolutely. Those forums let us share ideas and have real conversations with top dealers across the country. You might not normally talk to someone in Boston, but at the forum, you can meet someone like Zach, hear what’s working in the Northeast, and maybe bring that idea home to your own region.
Sharing best practices like that is incredibly valuable.
David Jr.: One of the things I love about the dealer forum is how much we can learn from each other — especially from newer dealers. I’ve been doing this for decades, but sometimes I’ll pick up a great idea from someone who’s only been in the business for a year.
When you’re new, you often have more time to think creatively and experiment. You’re scrappy, you’re trying new approaches — and some of those ideas really work. Getting to share that fresh perspective with more established dealers helps everyone grow.
Donny: Exactly. That’s what makes the dealer forum so powerful — it brings together experience, creativity, and a shared goal of helping people protect what matters most.
8:37: What knowledge did you bring from American Security and how does it affect your current position at Liberty?
Donny: Good question. I actually spent a lot of time working in product development and product management when I was at American Security. That background has really helped me in my role here at Liberty Safe.
Understanding all the different Liberty products quickly was important, especially being on the sales side. It’s also helped me work closely with our internal teams to improve existing safes and create new ones — from fresh colors to updated features that make organization easier.
That product experience helps me bring the sales team’s voice into Liberty’s product development process. We’ve got some exciting new safes and features planned for next year that we think customers are really going to love.
In today’s world, headlines about cyberattacks, data breaches, and stolen identities are hard to miss. Companies spend millions on firewalls, encryption software, and cybersecurity training. Yet one aspect of data security often gets overlooked: physical protection.
9:28: What does the recent Defcon event mean for Liberty and SECURAM moving forward?
Understanding Lock Security and Risk
Donny: That’s a great question. The biggest thing right now is making sure we fully understand all the facts. We’re still doing a deep dive into the lock itself — what exactly the reported breach means from a technology standpoint, and what can be done to reduce the risk.
The truth is, any lock can be hacked given enough time. What really matters is how long someone has access to it. That’s why part of a good security setup isn’t just the safe — it’s also having a home alarm system to limit how much time a thief can spend trying to get in.
We’re continuing to research and work with SECURAM, our lock manufacturer, to understand the situation better. We’re also reviewing security certifications and improvements to make sure Liberty uses the safest locks possible in the future.
David Jr.: For context, SECURAM is one of the lock brands Liberty uses. At a hacker conference called Defcon in Las Vegas, someone showed a possible vulnerability in one of their locks. It made headlines, but to be honest, this isn’t new — nearly every electronic lock has some kind of weakness that can be exploited.
As a consumer, you have to decide what level of risk you’re comfortable with. Personally, I really like the SECURAM ProLogic because it’s reliable and well-built. I’m not overly worried about someone hacking it — I just want a lock that keeps 99% of people out and works every time I use it.
If you look back, tools like the “black box” that can open some electronic locks have existed for years. But there’s been no major breaches, as far as we know.
Donny: Exactly. Every security system comes with some level of risk — it’s about finding your comfort level. And if someone is truly worried about electronic locks, Liberty still offers mechanical options.
David: Right. Most of us at NW Safe actually use mechanical locks on our personal safes. They’re simple, reliable, and don’t rely on electronics — which gives some folks extra peace of mind.
12:18: What are some exciting things moving forward with Liberty Safe?
Expanding into the Home Safe Market
Donny: You know, Liberty has been in the gun safe business for a long time. We’ve built safes in all shapes and sizes. But one area that’s a bit newer for us is home safes — and that’s where we’re really focusing right now.
We want to help more people understand why every home needs a safe — not just for firearms, but to protect valuables, important documents, and sentimental items from fire or theft. Over the next year, we’re putting a big emphasis on education — explaining what makes a good home safe and helping people choose the right size, color, and features for their needs.
When someone starts shopping for a home safe, we want them to feel confident — knowing what matters most when it comes to security, fire protection, and durability.
David Jr.: The home safe line has actually been a huge success for us. Liberty released both the basic Home Safe and the Premium Home Safe around the same time. At first, we thought the more affordable Basic model would sell better, but the opposite happened — the Premium Home Safe has been the top seller.
It really hits a sweet spot. It reminds me of the AMSEC BF Home Safe, which has always been one of our favorites, but that model comes at a higher price point. The Liberty Premium Home Safe delivers incredible quality, style, and security at a more accessible price. Plus, customers love that it’s available in multiple colors and finished with a gloss paint job that looks great in any home.
Donny: And the best part? Both Liberty Home Safes are made in the USA, which sets them apart from most other home safes on the market — since the majority are imported.
There really hasn’t been a high-quality, American-made option like this until now. That’s why we’re focusing on educating homeowners — reaching people who may not realize how valuable a real safe can be.
A lot of folks either think they don’t need one, or they have a small “safe” from a big-box store like Costco or Tracktor Supply that’s really just a firebox, not true security.
When you think about it, most of us have important items — passports, birth certificates, marriage licenses, home deeds, and other documents — that deserve real protection. Those things should be stored in a secure, fire-rated safe, not just a metal box.
That’s the message Liberty Safe wants to share — showing homeowners that a quality home safe is one of the smartest, most practical ways to protect what matters most.