From the Woolsey Fire to Wildfire Defense Leader

Sherwin “Ace” Ross is the founder of Ace Fire Defense and a passionate advocate for wildfire preparedness in the Wildland-Urban Interface (WUI).

Born from firsthand experience, Ace survived the devastating Woolsey Fire in 2018. While many homes were lost, he and his family stayed and successfully defended their property. That experience became the driving force behind Ace Fire Defense.

A Lifetime of Leadership & Manufacturing Expertise

With over 45 years in manufacturing and product development, Ace previously held leadership roles at major brands including Forever 21 and Kayser Intimates. He helped develop successful lines carried in Bloomingdale’s, Dillard’s, Macy’s, and Fred Segal, and collaborated with Hilly Kristal to launch the first CBGB apparel collection.

Today, he applies that same discipline and commitment to quality to create professional-grade wildfire defense equipment that homeowners can actually afford.

Certified & Battle-Tested

A Certified Community Emergency Response Team (CERT) member trained by the Los Angeles Fire Department, Ace is also a proud member of the National Fire Protection Association (NFPA) and the California State Firefighters’ Association (CSFA).

He serves as an Ultimate Fire Team Member with Tony Robbins, where he and his team help create safe firewalk experiences for thousands of participants worldwide. Tony Robbins Fire Team uses Ace Fire Defense hoses and nozzles for safety and cleanup.

His Mission

To give homeowners the tools and certainty to defend what matters most when wildfires strike. Ace believes that when seconds count, preparation and the right equipment can make the difference between losing everything and protecting your home.

“It’s in serving each other we become free.”

— Sherwin “Ace” Ross
Founder, Ace Fire Defense
213-884-8448 | acefiredefense.com

★★★★★

“I have worked alongside Tony Robbins for three decades, and in that time I’ve seen what separates extraordinary performers from the rest — it’s not talent alone, it’s the commitment to serve others at the highest level. Ace is that person. Ace was trained running Fire Teams at Tony Robbins’ world-famous Firewalk events globally — events attended by thousands of people who trust Tony with their transformation. That role demands precision, leadership, and absolute accountability. Ace brought all of it. And here’s what tells you everything: Tony Robbins uses Ace’s fire protection products at his own Firewalk events. When the stakes are life safety — when thousands of people are in that room — Tony doesn’t compromise. He uses what works. He uses what he trusts. That trust is the highest endorsement in the industry, and it belongs to Ace. He has taken everything from Tony Robbins’ Leadership Skills training and built it into a fire protection company that genuinely serves its clients. Whether it’s your family home, a place of business, or an industrial facility — Ace understands your needs and wants, and he delivers. If you’re looking for the best, you’ve found it. I give this referral without reservation.”

Craig Richards
Senior Peak Performance Mentor & Enrollment Coach,
Tony Robbins Companies — 30 years Personally trained by Tony Robbins · UPW MUST Team · Global Events