February 12, 2026
American Fire Products Announces Significant Price Reductions to Better Serve Customers Nationwide
Operational efficiencies drive competitive pricing while maintaining premium quality and performance
LAKE ELSINORE, CA American Fire Products, a leading U.S. manufacturer of premium fire pit components and outdoor fire features, today announced a strategic pricing update across its product lines following a year-long operational efficiency initiative focused on strengthening customer value.
Over the past year, the company streamlined manufacturing, sourcing, logistics, packaging, and internal systems to eliminate unnecessary costs. These efficiencies now enable more affordable pricing without compromising product quality, safety, or performance.
The update comes as material costs, labor expenses, and project budgets remain under pressure across the construction and outdoor living industries. Rather than passing those pressures on, American Fire Products absorbed internal costs and optimized operations to deliver meaningful savings to customers.
“Our responsibility is to support our customers, not add to their challenges,” said Matt Doll, Founder and CEO of American Fire Products. “We’ve taken disciplined steps to improve efficiency so we can make our products more affordable to everyone while maintaining the quality and reliability our customers depend on. This reinforces our commitment to long-term relationships and shared growth.”
This initiative reflects a long-term strategy centered on operational discipline, supply chain optimization, and sustainable partnership, not short-term discounting. By reducing waste and strengthening supplier relationships, American Fire Products continues to position itself as a stable, dependable partner in an evolving market.
“At the end of the day, our focus is simple,” Doll added. “Deliver better value, support more projects, and remain a reliable partner in a changing economy.”
About American Fire Products
American Fire Products is a leading manufacturer and supplier of premium fire pit components, fire glass, burners, lava rock, and custom fire features. Headquartered in Lake Elsinore, California, the company serves outdoor living customers nationwide. With a focus on innovation, quality, and long-term partnerships, American Fire Products delivers reliable solutions for exceptional outdoor living spaces.
MEDIA CONTACT:
Mike Montembeau – VP of Marketing
[email protected]
1-888-264-1017 x 815
AmericanFireProducts.com
Matt Doll – C.E.O. / Founder
[email protected]
1-888-264-1017 x 806
March 18, 2025
A New Name Reflecting a Legacy of Innovation and a Commitment to the Future
LAKE ELSINORE, CA—To celebrate 20 years of innovation, growth, and industry leadership, American Fire Glass proudly announces its rebranded to American Fire Products. This milestone honors two decades of success and signals the company’s evolution from a fire glass pioneer into a comprehensive manufacturer/distributor of fire pit burners, electronic ignition systems, and fire pit accessories.
"Fire glass was where we started, but today, we are so much more than that," said Matt Doll, Founder and CEO of American Fire Products. "Our new name better represents the full range of high-quality fire products we offer. We provide everything from the gas line up to create the ultimate fire pit."
A True American Success Story
American Fire Products’ journey embodies the American Dream. Overcoming numerous challenges and personal hardships, Matt Doll launched the company in 2005 at the age of twenty-five with no formal business experience. What began as a garage-based operation with his wife, Kelly, quickly gained momentum. Over the past two decades, American Fire Products has continued to thrive, establishing itself as a leader in the industry.
A New Name, A Renewed Commitment
The core of American Fire Products mission is to manufacture and distribute innovative, high-quality fire products that enhance outdoor spaces. With the rebrand, American Fire Products has launched a new website and an enhanced dealer experience, making it easier than ever for customers to find the products they need to build and enjoy their fire features.
"We’ve grown far beyond just fire glass, and our new name reflects that expansion," Doll added. "Our customers can expect the same great service, quality, and a much stronger commitment to innovation over the next 20 years."
Family at the Heart of the Business
American Fire Products is more than just a business—it’s a family legacy. Over the years, Doll’s children, father, and friends have joined the company alongside a dedicated team, many of whom have been with the business for over a decade. Their shared commitment to teamwork, a competitive spirit, and pride in what they are building has laid the foundation of the brand.
Explore the New American Fire Products
To learn more about the rebrand and explore the full range of fire pit solutions, visit AmericanFireProducts.com.
About American Fire Products
American Fire Products (formerly American Fire Glass) is a premier manufacturer and supplier of premium quality fire products. Focusing on innovation, quality, and customer satisfaction, the company provides everything from the gas line up to create the ultimate fire pit.
MEDIA CONTACT:
Mike Montembeau – VP of Marketing
[email protected]
1-888-264-1017 x 815
AmericanFireProducts.com
Matt Doll – C.E.O. / Founder
[email protected]
1-888-264-1017 x 806