Form 10-Q - Quarterly report [Sections 13 or 15(d)]

UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

WASHINGTON, D.C. 20549

FORM 10-Q

(Mark One)

☒ QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934

for the quarterly period ended June 30, 2023

☐ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934

for the transition period from ___ to ___

Commission file number 001-41267

AMERICAN REBEL HOLDINGS, INC.

(Exact name of registrant as specified in its charter)

Nevada

47-3892903

(State or other jurisdiction

of incorporation or organization)

(I.R.S. Employer

Identification No.)

909 18th Avenue South, Suite A

Nashville, Tennessee

37212

(Address of principal executive offices)

(Zip Code)

Registrant’s telephone number, including area code: (833) 267-3235

Securities registered pursuant to Section 12(b) of the Act:

Title of each class	Trading Symbol(s)	Name of each exchange on which registered
Common Stock	AREB	The Nasdaq Stock Market LLC
Common Stock Purchase Warrants	AREBW	The Nasdaq Stock Market LLC

Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days. Yes ☒ No ☐

Indicate by check mark whether the registrant has submitted electronically every Interactive Data File required to be submitted pursuant to Rule 405 of Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period that the registrant was required to submit such files). Yes ☒ No ☐

Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, a smaller reporting company, or an emerging growth company. See definitions of “large accelerated filer,” “accelerated filer,” “smaller reporting company,” and “emerging growth company” in Rule 12b-2 of the Exchange Act.

Large accelerated filer	☐	Accelerated filer	☐
Non-accelerated filer	☒	Smaller reporting company	☒
		Emerging growth company	☐

If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐

Indicate by check mark whether the registrant is a shell company (as defined in rule 12b-2 of the Exchange Act). Yes ☐ No ☒

The number of shares of the registrant’s common stock outstanding as of August 14, 2023, was 2,842,311 shares. An additional 30,520 shares of common stock are authorized but unissued.

AMERICAN REBEL HOLDINGS, INC.

INDEX TO QUARTERLY REPORT ON FORM 10-Q

		Page No.
PART I. FINANCIAL INFORMATION		3

Item 1.	Interim Condensed Consolidated Financial Statements (unaudited)	3

	Condensed Consolidated Balance Sheets of American Rebel Holdings, Inc. at June 30, 2023 (unaudited) and December 31, 2022 (audited)	3

	Condensed Consolidated Statements of Operations of American Rebel Holdings, Inc. for the six months and three months ended June 30, 2023 and 2022 (unaudited)	4

	Condensed Consolidated Statements of Stockholders Equity (Deficit) of American Rebel Holdings, Inc. for the six months ended June 30, 2023 and 2022 (unaudited)	6

	Condensed Consolidated Statements of Cash Flows of American Rebel Holdings, Inc. for the six months ended June 30, 2023 and 2022 (unaudited)	7

	Notes to the Condensed Financial Statements (unaudited)	8

Item 2.	Management’s Discussion and Analysis	23

Item 3.	Quantitative and Qualitative Disclosures about Market Risk.	33

Item 4.	Controls and Procedures	33

PART II. OTHER INFORMATION		34

Item 1.	Legal Proceedings	34

Item 1A.	Risk Factors	34

Item 2.	Unregistered Sales of Equity Securities and Use of Proceeds	34

Item 3.	Defaults upon Senior Securities	35

Item 4.	Mine Safety Disclosure	35

Item 5.	Other Information	35

Item 6.	Exhibits	35

Signatures		37

Part I. Financial Information

Item 1.- Interim Condensed Consolidated Financial Statements (unaudited)

AMERICAN REBEL HOLDINGS, INC.

UNAUDITED CONDENSED CONSOLIDATED BALANCE SHEETS

	June 30, 2023			December 31, 2022
				(audited)
ASSETS

CURRENT ASSETS:
Cash and cash equivalents	$	2,733,253		$	356,754
Accounts receivable		1,982,483			1,613,489
Prepaid expense		160,295			207,052
Inventory		8,563,465			7,421,696
Inventory deposits		310,587			309,684
Total Current Assets		13,750,083			9,908,675

Property and Equipment, net		402,157			456,525

OTHER ASSETS:
Lease deposits		29,120			18,032
Right-of-use lease assets		1,487,271			1,977,329
Goodwill		4,200,000			4,200,000
Total Other Assets		5,716,391			6,195,361

TOTAL ASSETS	$	19,868,630		$	16,560,561

LIABILITIES AND STOCKHOLDERS’ EQUITY (DEFICIT)

CURRENT LIABILITIES:
Accounts payable and other accrued expense	$	2,288,920		$	2,523,551
Accrued interest		103,919			103,919
Loan – Officer – related party		146,000			-
Loans – Working capital		1,482,449			602,643
Line of credit		1,359,683			-
Right-of-use lease liabilities, current		965,529			992,496
Total Current Liabilities		6,346,500			4,222,609

Right-of-use lease liabilities, long-term		521,742			984,833

TOTAL LIABILITIES		6,868,242			5,207,442

STOCKHOLDERS’ EQUITY (DEFICIT):
Preferred stock, $0.001 par value; 10,000,000 shares authorized; 175,000, and 175,000 issued and outstanding, respectively at June 30, 2023 and December 31, 2022
Series A Preferred Shares		100			100
Series B Preferred Shares		75			75
Preferred stock value		-			-
Common Stock, $0.001 par value; 600,000,000 shares authorized; 748,720 and 677,221 issued and outstanding, respectively at June 30, 2023 and December 31, 2022		749			677
Additional paid in capital		47,929,533			45,465,077
Accumulated deficit		(34,930,069	)		(34,112,810	)
TOTAL STOCKHOLDERS’ EQUITY (DEFICIT)		13,000,388			11,353,119

TOTAL LIABILITIES AND STOCKHOLDERS’ EQUITY (DEFICIT)	$	19,868,630		$	16,560,561

See Notes to Financial Statements.

AMERICAN REBEL HOLDINGS, INC.

UNAUDITED CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS

	For the three months ended June 30, 2023			For the three months ended June 30, 2022
Revenue	$	3,670,571		$	338,706
Cost of goods sold		2,982,688			241,078
Gross margin		687,883			97,628

Expenses:
Consulting/payroll and other costs		931,505			246,407
Rental expense, warehousing, outlet expense		275,474			-
Product development costs		-			113,190
Marketing and brand development costs		172,617			149,249
Administrative and other		833,851			1,172,418
Depreciation and amortization expense		25,275			455
Total operating expense		2,238,722			1,681,719
Operating income (loss)		(1,550,839	)		(1,584,091	)

Other Income (Expense)
Interest expense, net		(148,437	)		(18,001	)
Employee retention credit funds, net of costs to collect		1,107,672			-
Gain/(loss) on sale of equipment		1,400			-
Net income (loss) before income tax provision		(590,204	)		(1,602,092	)
Provision for income tax		-			-
Net income (loss)	$	(590,204	)	$	(1,602,092	)
Basic and diluted income (loss) per share	$	(0.87	)	$	(20.75	)
Weighted average common shares outstanding - basic and diluted		679,000			126,760

See Notes to Financial Statements.

AMERICAN REBEL HOLDINGS, INC.

UNAUDITED CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS

	For the six months ended June 30, 2023			For the six months ended June 30, 2022
Revenue	$	8,072,670		$	492,786
Cost of goods sold		5,774,014			337,797
Gross margin		2,298,656			154,989

Expenses:
Consulting/payroll and other costs		1,876,104			709,396
Rental expense, warehousing, outlet expense		502,134			-
Product development costs		16,495			146,463
Marketing and brand development costs		425,342			230,219
Administrative and other		1,195,000			1,610,723
Depreciation and amortization expense		54,365			1,355
Total operating expense		4,069,440			2,698,156
Operating income (loss)		(1,770,784	)		(2,543,167	)

Other Income (Expense)
Interest expense, net		(155,547	)		(310,406	)
Employee retention credit funds, net of costs to collect		1,107,672			-
Gain/(loss) on sale of equipment		1,400			-
Gain/(loss) on extinguishment of debt		-			(1,376,756	)
Net income (loss) before income tax provision		(817,259	)		(4,230,329	)
Provision for income tax		-			-
Net income (loss)	$	(817,259	)	$	(4,230,329	)
Basic and diluted income (loss) per share	$	(1.21	)	$	(33.37	)
Weighted average common shares outstanding - basic and diluted		678,000			126,760

See Notes to Financial Statements.

AMERICAN REBEL HOLDINGS, INC.

UNAUDITED CONDENSED CONSOLIDATED STATEMENT OF STOCKHOLDERS’ EQUITY/(DEFICIT)

	Common Stock			Common Stock Amount			Preferred Stock Amount			Additional Paid-in Capital			Accumulated Deficit			Total

Balance – December 31, 2021		63,895		$	64		$	377		$	22,798,839		$	(26,969,657	)	$	(4,170,337	)

Sale of common stock, net		106,345			106			-			9,038,350			-			9,038,456
Common stock issued as compensation		9,345			9			-			969,526			-			969,535
Preferred stock converted into common stock		10,068			10			(202	)		192			-			-
Conversion of debt into warrants		-			-			-			1,566,559			-			1,566,559
Net loss for the six months ending June 30, 2022		-			-			-			-			(4,230,329	)		(4,230,329	)

Balance – June 30, 2022		189,653		$	189		$	175		$	34,373,466		$	(31,199,986	)	$	3,173,844

Balance – December 31, 2022		677,221		$	677		$	175		$	45,465,077		$	(34,112,810	)	$	11,353,119

Balance		677,221		$	677		$	175		$	45,465,077		$	(34,112,810	)	$	11,353,119
Sale of common stock		71,499			72			-			312,380			-			312,452
Sale of 615,000 pre-funded common stock warrants $4.36 per share, exercise price of $0.01		-			-			-			2,681,400			-			2,681,400
Prefunded common stock warrant offering costs and fees		-			-			-			(529,324	)		-			(529,324	)
Effect o reverse stock split round lot shares of 2,093,591		2,093,591			2,094			-			(2,094	)		-			-
Post quarter effectuation		(2,093,591	)		(2,094	)		-			2,094			-			-
Net loss for the six months ending June 30, 2023		-			-			-			-			(817,259	)		(817,259	)

Balance – June 30, 2023		748,720		$	749		$	175		$	47,929,533		$	(34,930,069	)	$	13,000,388
Balance		748,720		$	749		$	175		$	47,929,533		$	(34,930,069	)	$	13,000,388

See Notes to Financial Statements.

AMERICAN REBEL HOLDINGS, INC.

UNAUDITED CONDENSED CONSOLIDATED STATEMENT OF CASH FLOWS

	For the six months ended June 30, 2023			For the six months ended June 30, 2022

CASH FLOW FROM OPERATING ACTIVITIES:
Net income (loss)	$	(817,259	)	$	(4,230,329	)
Depreciation and amortization		54,365			1,355
Gain on sale of equipment		(1,400	)		-
Compensation paid through issuance of common stock		-			969,535
Amortization of loan discount		-			1,000,457
Adjustments to reconcile net loss to cash (used in) operating activities:
Accounts receivable		(368,993	)		(172,307	)
Prepaid expenses		46,756			(469,295	)
Inventory		(1,142,671	)		(140,639	)
Inventory deposits and other		(11,087	)		(224,894	)
Accounts payable and accrued expense		(234,630	)		(637,706	)
Net Cash (Used in) Operating Activities		(2,474,919	)		(3,903,823	)

CASH FLOW FROM INVESTING ACTIVITIES:
Disposition/(purchase) of fixed assets		1,402			(13,651	)
Net Cash Provided by/(Used in) Investing Activities		1,402			(13,651	)

CASH FLOW FROM FINANCING ACTIVITIES:
Proceeds from sale of common stock and prefunded warrants, net of offering costs paid of $529,324 and $1,461,544, respectively		2,464,528			9,038,456
Proceeds from line of credit		1,700,000			-
Proceeds (repayments) of loans – officer - related party		146,000			(81,506	)
Principal payments on line of credit, net		(340,317	)		-
Proceeds from working capital loan		1,000,000			-
Principal payments on working capital loan – recent		(117,800	)		-
Proceeds from working capital loan – pre-existing lender		-			60,000
Principal payments on working capital loan - pre-existing lender		(2,395	)		-
Principal payment on loans – nonrelated parties		-			(2,607,108	)
Net Cash Provided by Financing Activities		4,850,016			6,409,842

CHANGE IN CASH		2,376,499			2,492,368

CASH AT BEGINNING OF PERIOD		356,754			17,607

CASH AT END OF PERIOD	$	2,733,253		$	2,509,975

SUPPLEMENTAL DISCLOSURE OF CASH FLOW INFORMATION
Cash paid for:
Interest	$	156,252		$	206,607
Income taxes	$	-		$	-

Non-cash investing and financing activities:
Conversion of debt into equity	$	-		$	1,950,224

See Notes to Financial Statements.

AMERICAN REBEL HOLDINGS, INC.

NOTES TO THE CONDENSED CONSOLIDATED FINANCIAL STATEMENTS

JUNE 30, 2023

(unaudited)

NOTE 1 – ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

Organization

The Company was incorporated on December 15, 2014, under the laws of the State of Nevada, as CubeScape, Inc. Effective January 5, 2017, the Company amended its articles of incorporation and changed its name to American Rebel Holdings, Inc. On June 19, 2017, the Company completed a business combination with its majority stockholder, American Rebel, Inc. As a result, American Rebel, Inc. became a wholly-owned subsidiary of the Company.

Nature of operations

The Company develops and sells branded products in the self-defense, safe storage and other patriotic product areas using a wholesale distribution network, utilizing personal appearances, musical venue performances, as well e-commerce and television. The Company’s products are marketed under the American Rebel Brand and are proudly imprinted with such branding. Through its acquisition of the “Champion Entities” (which consists of Champion Safe Co., Inc., Superior Safe, LLC, Safe Guard Security Products, LLC, and Champion Safe De Mexico, S.A. de C.V.) the Company promotes and sells its safe and storage products through a growing network of dealers, in select regional retailers and local specialty safe, sporting goods, hunting and firearms retail outlets, as well as through online avenues, including website and e-commerce platforms. The Company sells its products under the Champion Safe Co., Superior Safe Company and Safe Guard Safe Co. brands as well as the American Rebel Brand.

To varying degrees, the consequences of the COVID-19 pandemic continue to affect our operating business. Significant government and private sector actions have taken place to control the spread and mitigate the economic effects of the virus and its variants. The development of geopolitical conflicts, supply chain disruptions and government actions to slow rapid inflation in recent years have produced varying effects on our business. The economic effects from these events over long term cannot be reasonably estimated at this time. Accordingly, estimates used in the preparation of our financial statements, including those associated with the evaluation of certain long-lived assets, goodwill and other intangible assets for impairment, expected credit losses on amounts owed to us (through accounts receivable) and the estimations of certain losses assumed under warranty and other liability contracts, may be subject to significant adjustments in future periods.

Interim Financial Statements and Basis of Presentation

The accompanying unaudited interim financial statements and related notes have been prepared in accordance with accounting principles generally accepted in the United States of America (“U.S. GAAP”) for interim financial information, and with the rules and regulations of the SEC set forth in Article 8 of Regulation S-X. Accordingly, they do not include all of the information and footnotes required by the U.S. GAAP for complete financial statements. The unaudited interim financial statements furnished reflect all adjustments (consisting of normal recurring accruals) which are, in the opinion of management, necessary to a fair statement of the results for the interim periods presented. Unaudited interim results are not necessarily indicative of the results for the full fiscal year. These financial statements should be read along with the Annual Report filed on Form 10-K of the Company for the period ended December 31, 2022, and notes thereto contained, filed on April 14, 2023.

Principles of Consolidation

The condensed consolidated financial statements include the accounts of the Company and its wholly-owned subsidiaries, American Rebel, Inc., and the Champion Entities. All significant intercompany accounts and transactions have been eliminated.

Year-end

The Company’s year-end is December 31.

Cash and cash equivalents

For the purpose of the statements of cash flows, all highly liquid investments with an original maturity of three months or less are considered to be cash equivalents. The carrying value of these investments approximates fair value.

Inventory and Inventory Deposits

Inventory consists of backpacks, jackets, safes, other storage products and accessories manufactured to our design and held for resale and are carried at the lower of cost (First-in, First-out Method) or market value. The Company determines an estimate for the reserve of slow moving or obsolete inventories by regularly evaluating individual inventory levels, projected sales and current economic conditions. The Company makes deposit payments on certain inventory to be manufactured that are carried separately until the manufactured goods are received into inventory.

Fixed assets and depreciation

Property and equipment are stated at cost, net of accumulated depreciation. Additions and improvements are capitalized while ordinary maintenance and repair expenditures are charged to expense as incurred. Depreciation is recorded using the straight-line method over the estimated useful life of the asset, which ranges from five to seven years.

Revenue recognition

In accordance with Financial Accounting Standards Board’s (“FASB”) Accounting Standards Codification (“ASC”) Topic 606, Revenue from Contracts with Customers, revenues are recognized when control of the promised goods or services is transferred to our clients, in an amount that reflects the consideration to which we expect to be entitled in exchange for those goods and services. To achieve this core principle, we apply the following five steps: (1) Identify the contract with a client; (2) Identify the performance obligations in the contract; (3) Determine the transaction price; (4) Allocate the transaction price to performance obligations in the contract; and (5) Recognize revenues when or as the company satisfies a performance obligation.

These steps are met when an order is received, a price is agreed, and the product is shipped or delivered to that customer.

Advertising costs

Advertising costs are expensed as incurred; Marketing costs which we consider to be advertising costs incurred were $172,617 and $149,249 for the three-month periods ended June 30, 2023, and 2022, respectively, and $425,342 and $230,219 for the six-month period then ended, respectively.

Fair Value of Financial Instruments

Fair value estimates discussed herein are based upon certain market assumptions and pertinent information available to management as of June 30, 2023, and December 31, 2022, respectively. The respective carrying value of certain on-balance-sheet financial instruments approximated their fair values. These financial instruments include cash, and accounts payable. Fair values were assumed to approximate carrying values for cash and payables because they are short term in nature and their carrying amounts approximate fair values or they are payable on demand.

Level 1: The preferred inputs to valuation efforts are “quoted prices in active markets for identical assets or liabilities,” with the caveat that the reporting entity must have access to that market. Information at this level is based on direct observations of transactions involving the same assets and liabilities, not assumptions, and thus offers superior reliability. However, relatively few items, especially physical assets, actually trade in active markets.

Level 2: FASB acknowledged that active markets for identical assets and liabilities are relatively uncommon and, even when they do exist, they may be too thin to provide reliable information. To deal with this shortage of direct data, the board provided a second level of inputs that can be applied in three situations.

Level 3: If inputs from levels 1 and 2 are not available, FASB acknowledges that fair value measures of many assets and liabilities are less precise. The board describes Level 3 inputs as “unobservable,” and limits their use by saying they “shall be used to measure fair value to the extent that observable inputs are not available.” This category allows “for situations in which there is little, if any, market activity for the asset or liability at the measurement date”. Earlier in the standard, FASB explains that “observable inputs” are gathered from sources other than the reporting company and that they are expected to reflect assumptions made by market participants.

Stock-based compensation

The Company records stock-based compensation in accordance with the guidance in ASC Topic 505 and 718 which requires the Company to recognize expense related to the fair value of its employee stock option awards. This eliminates accounting for share-based compensation transactions using the intrinsic value and requires instead that such transactions be accounted for using a fair-value-based method. The Company recognizes the cost of all share-based awards on a graded vesting basis over the vesting period of the award.

The Company accounts for equity instruments issued in exchange for the receipt of goods or services from other than employees in accordance with ASC 718-10 and the conclusions reached ASC 505-50. Costs are measured at the estimated fair market value of the consideration received or the estimated fair value of the equity instruments issued, whichever is more reliably measurable. The value of equity instruments issued for consideration other than employee services is determined on the earliest of a performance commitment or completion of performance by the provider of goods or services as defined by ASC 505-50.

Earnings per share

Net loss per common share is computed by dividing net loss by the weighted average common shares outstanding during the period as defined by ASC 260 - Earnings per Share. Basic earnings per common share (“EPS”) calculations are determined by dividing net income by the weighted average number of shares of common stock outstanding during the year. Diluted earnings per common share calculations are determined by dividing net income by the weighted average number of common shares and dilutive common share equivalents outstanding. Dilutive common share equivalents are negligible or immaterial as dilutive shares to be issued during net loss years were non-existent. For the three months ended June 30, 2023 and June 30, 2022, net loss per share was $(0.87) and $(20.75), respectively, and for the six months ended June 30, 2023 and June 30, 2022, net loss per share was $(1.21) and $(33.37), respectively

Fully diluted shares outstanding is the total number of shares that the Company would theoretically have if all dilutive securities were exercised and converted into shares. Dilutive securities include options, warrants, convertible debt, preferred stock and anything else that can be converted into shares. Potential dilutive shares consist of the incremental common shares issuable upon the exercise of dilutive securities, calculated using the treasury stock method. The calculation of dilutive shares outstanding excludes out-of-the-money options (i.e., such options’ exercise prices were greater than the average market price of our common shares for the period) because their inclusion would have been antidilutive. Out-of-the-money stock options totaled none and none as of June 30, 2023 and December 31, 2022, respectively. All other dilutive securities are listed below.

The following table illustrates the total number of common shares that would be converted from common stock equivalents issued and outstanding at the end of each period presented; as of June 30, 2023 and as of June 30, 2022, respectively.

SCHEDULE OF EARNINGS PER SHARE

	June 30, 2023			June 30, 2022

Shares used in computation of basic earnings per share for the periods ended		678,000			126,760
Total dilutive effect of outstanding stock awards or common stock equivalents		1,078,000			75,500
Shares used in computation of fully diluted earnings per share for the periods ended June 30, 2023 and June 30, 2022, respectively		1,756,000			202,260

Net income (loss)	$	(817,259	)	$	(4,230,329	)
Fully diluted income (loss) per share	$	(0.47	)	$	(20.92	)

In periods of losses, diluted loss per share is computed on the same basis as basic loss per share as the inclusion of any other potential shares outstanding would be anti-dilutive.

Income taxes

The Company follows ASC Topic 740 for recording provision for income taxes. Deferred tax assets and liabilities are computed based upon the difference between the financial statement and income tax basis of assets and liabilities using the enacted marginal tax rate applicable when the related asset or liability is expected to be realized or settled. Deferred income tax expense or benefit is based on the changes in the asset or liability for each period. If available evidence suggests that it is more likely than not that some portion or the entire deferred tax asset will not be realized, a valuation allowance is required to reduce the deferred tax asset to the amount that is more likely than not to be realized. Future changes in such valuation allowance are included in the provision for deferred income tax in the period of change.

Deferred income tax may arise from temporary differences resulting from income and expense items reported for financial accounting and tax purposes in different periods. Deferred taxes are classified as current or non-current, depending on the classification of assets and liabilities to which they relate. Deferred taxes arising from temporary differences that are not related to an asset or liability are classified as current or non-current depending on the periods in which the temporary differences are expected to reverse.

The Company applies a more-likely-than-not recognition threshold for all tax uncertainties. ASC Topic 740 only allows the recognition of tax benefits that have a greater than fifty percent likelihood of being sustained upon examination by taxing authorities. As of June 30, 2023, and December 31, 2022, the Company reviewed its tax positions and determined there were no outstanding, or retroactive tax positions with less than a 50% likelihood of being sustained upon examination by the taxing authorities, therefore this standard has not had a material effect on the Company.

The Company does not anticipate any significant changes to its total unrecognized tax benefits within the next 12 months.

The Company classifies tax-related penalties and net interest as income tax expense. For the three-month and six-month periods ended June 30, 2023, and 2022, respectively, no income tax expense has been recorded.

Use of estimates

The preparation of financial statements in conformity with generally accepted accounting principles requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial statements and the reported amounts of revenue and expenses during the reporting period. Actual results could differ significantly from those estimates.

Warranties

The Company’s safe manufacturing business estimates its exposure to warranty claims based on both current and historical (with respect to the Champion Entities) product sales data and warranty costs (actual) incurred. The Company assesses the adequacy of its recorded warranty liability each quarter and adjusts the amount as necessary. Warranty liability is included in our accrued expense accounts in the accompanying condensed consolidated balance sheets. We estimate that warranty liability is nominal or negligible based on the superior quality of products and our excellent customer relationships. Warranty liability recorded was $93,458 as of December 31, 2022 and $99,238 as of June 30, 2023.

Business Combinations

The Company accounts for business combinations in accordance with ASC Topic 805, Business Combinations, and as further defined by ASU 2017-01, Business Combinations (Topic 805), which requires the purchase price to be measured at fair value. When the purchase consideration consists entirely of shares of our common stock, the Company calculates the purchase price by determining the fair value, as of the acquisition date, of shares issued in connection with the closing of the acquisition and, if the transaction involves contingent consideration based on achievement of milestones or earn-out events, the probability-weighted fair value, as of the acquisition date, of shares issuable upon the occurrence of future events or conditions pursuant to the terms of the agreement governing the business combination. If the transaction involves such contingent consideration, our calculation of the purchase price involves probability inputs that are highly judgmental due to the inherent unpredictability of future results, particularly by growth-stage companies. The Company recognizes estimated fair values of the tangible assets and intangible assets acquired, including in process research and development (“IPR&D”), and liabilities assumed as of the acquisition date, and we record as goodwill any amount of the purchase price of the tangible and intangible assets acquired and liabilities assumed in excess of the fair value (see Note 8 - Goodwill and Acquisition of Champion Entities for further information in accordance with ASC 805-10-55-37 through ASC 805-10-55-50).

Right of Use Assets and Lease Liabilities

In February 2016, the FASB issued Accounting Standards Update (“ASU”) No. 2016-02, Leases (Topic 842). The standard requires lessees to recognize almost all leases on the balance sheet as a Right-of-Use (“ROU”) asset and a lease liability and requires leases to be classified as either an operating or a finance type lease. The standard excludes leases of intangible assets or inventory. The standard became effective for the Company beginning January 1, 2019. The Company adopted ASC 842 using the modified retrospective approach, by applying the new standard to all leases existing at the date of initial application. Results and disclosure requirements for reporting periods beginning after January 1, 2019, are presented under ASC 842, while prior period amounts have not been adjusted and continue to be reported in accordance with our historical accounting under ASC 840. The Company elected the package of practical expedients permitted under the standard, which also allowed the Company to carry forward historical lease classifications. The Company also elected the practical expedient related to treating lease and non-lease components as a single lease component for all equipment leases as well as electing a policy exclusion permitting leases with an original lease term of less than one year to be excluded from the ROU assets and lease liabilities.

Under ASC 842, the Company determines if an arrangement is a lease at inception. ROU assets and liabilities are recognized at commencement date based on the present value of remaining lease payments over the lease term. For this purpose, the Company considers only payments that are fixed and determinable at the time of commencement. As most of the Company’s leases do not provide an implicit rate, the Company estimated the incremental borrowing rate in determining the present value of lease payments. The ROU asset also includes any lease payments made prior to commencement and is recorded net of any lease incentives received. The Company’s lease terms may include options to extend or terminate the lease when it is reasonably certain that the Company will exercise such options.

Operating leases are included in operating lease Right-of-Use assets and operating lease liabilities, current and non-current, on the Company’s condensed consolidated balance sheets.

Recent pronouncements

The Company evaluated recent accounting pronouncements through June 30, 2023, and believes that none have a material effect on the Company’s financial statements.

Concentration risks

Prior to the closing of the Champion Entities, the Company purchased a substantial portion (over 20%) of its inventory from 2 third-party vendors. With the closing and integration of the Champion Entities, the Company no longer purchases a substantial portion (over 20%) of its inventory from the 2 third-party vendors. As of June 30, 2023, the net amount due to these 2 third-party vendors (accounts payable and accrued expense) was $0. The loss of vendor relationships could have a material effect on the Company; however, the Company believes sufficient suppliers could be substituted should these third-party vendors/suppliers become unavailable or non-competitive for us.

NOTE 2 – GOING CONCERN

The accompanying financial statements have been prepared assuming that the Company will continue as a going concern, which contemplates the recoverability of assets and the satisfaction of liabilities in the normal course of business. As noted above, the Company is in the growth and acquisition stage and, accordingly, has not yet reached profitability from its operations. Since inception, the Company has been engaged in financing activities and executing its business plan of operations and incurring costs and expenses related to product development, branding, inventory buildup and product launch. As a result, the Company has continued to incur net losses for the six months ended June 30, 2023, and 2022 of ($817,259) and ($4,230,329), respectively. The Company’s accumulated deficit was ($34,930,069) as of June 30, 2023, and ($34,112,810) as of December 31, 2022. The Company’s working capital was $7,403,583 as of June 30, 2023, compared to $6,678,562 as of December 31, 2022. The increase in working capital from December 31, 2022, to June 30, 2023, is due to the Company increasing its overall inventory and accounts receivable balances offset by smaller increases in liabilities as well as incurring a net loss during the six months ending June 30, 2023.

The ability of the Company to continue as a going concern is dependent upon its ability to raise capital from the sale of its equity and, ultimately, the achievement of significant operating revenues and profitability.

Management believes that sufficient funding can be secured through the obtaining of loans, as well as future offerings of its preferred and common stock. However, no assurance can be given that the Company will obtain this additional working capital, or if obtained, that such funding will not cause substantial dilution to its existing stockholders. If the Company is unable to secure such additional funds from these sources, it may be forced to change or delay some of its business objectives and efforts. These factors raise substantial doubt regarding the Company’s ability to continue as a going concern.

These financial statements do not include any adjustments relating to the recoverability and classification of recorded asset amounts, or amounts and classification of liabilities that might be necessary should the Company be unable to continue as a going concern.

NOTE 3 – INVENTORY AND DEPOSITS

Inventory and deposits include the following:

SCHEDULE OF INVENTORY AND DEPOSITS

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)
Inventory – finished goods	$	8,563,465	$	7,421,696
Inventory deposits		310,587		309,684
Total Inventory and deposits	$	8,874,052	$	7,731,380

With the integration of Champion we eliminated the need to hold inventory with our American Rebel, Inc. subsidiary at its facility. We do not believe we have a risk of concentration in our purchasing of inventory materials, sourcing needs or manufacturing. As reported in our Annual Report filed on Form 10-K Champion added approximately $5,400,000 in inventory on the date of purchase less intercompany deposits of approximately $600,000 which is included in our balances as of December 31, 2022.

NOTE 4 – PROPERTY AND EQUIPMENT

Property and equipment include the following:

SCHEDULE OF PROPERTY AND EQUIPMENT

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)

Plant, property and equipment	$	367,317		$	367,317
Vehicles		423,515			448,542
Property and equipment gross		790,832			815,859
Less: Accumulated depreciation		(388,675	)		(359,334	)
Net property and equipment	$	402,157		$	456,525

For the six months ended June 30, 2023, and 2022 we recognized $54,365 and $1,355 in depreciation expense, respectively. We depreciate these assets over a period of sixty (60) months which has been deemed their useful life.

NOTE 5 – RELATED PARTY NOTE PAYABLE AND RELATED PARTY TRANSACTIONS

Charles A. Ross, Jr. serves as the Company’s CEO. Compensation for Mr. Ross includes a base salary and a bonus based upon certain performance measures approved by the Board of Directors.

Doug Grau serves as the Company’s President. Compensation for Mr. Grau includes a base salary and a bonus based upon certain performance measures approved by the Board of Directors. Mr. Grau lent the Company approximately $146,000 during the six months ended June 30, 2023, the loan is an unsecured non-interest-bearing demand note.

NOTE 6 – LINE OF CREDIT – FINANCIAL INSTITUTION

During February 2023, the Company entered into a $2 million master credit agreement (credit facility) with a major financial institution (“Line of Credit”). The Line of Credit accrues interest at a rate determined by the Bloomberg Short-Term Bank Yield Index (“BSBY”) Daily Floating Rate plus 2.05 percentage points (which at June 30, 2023 for the Company was 7.22%), and is secured by all the assets of the Champion Entities. The Line of Credit expires February 28, 2024. The outstanding amount due on the Line of Credit at June 30, 2023 and December 31, 2022 was, respectively.

SCHEDULE OF LINE OF CREDIT

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)

Line of credit from a financial institution.	$	1,359,683	$	-

Total recorded as a current liability	$	1,359,683	$	-

Current and long-term portion. As of June 30, 2023 the total balance due of $1,359,683 reported as current as the Line of Credit is to be repaid within one year, with subsequent drawdowns as needed by the Company. The Company paid a one-time loan fee equal to 0.1% of the Line of Credit amount available. In the likelihood of default, the default interest automatically increases to 6% over the BSBY plus 2.05% rate.

The Company drew down on the Line of Credit initially in the amount of $1.7 million, with subsequent net payments and draws on the Line of Credit in the amount of $340,317. The Company has not increased the Line of Credit amount beyond the initial drawdown and has paid interest expense of $XX to the financial institution for the six months ended June 30, 2023. The Company intends to keep the Line of Credit open and in existence to enhance the profitability and working capital needs of the Champion entities.

NOTE 7 – NOTES PAYABLE – WORKING CAPITAL

SCHEDULE OF WORKING CAPITAL

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)
Working capital loan with a limited liability company domiciled in the state of Georgia. The working capital loan is demand loan and accrues interest at 12% per annum and interest only payments that are due by the 15^th of month following the close of the quarter.		600,000		600,000

Working capital loans with a major financial institution converted from a revolving line of credit to a strict payoff loan agreement with the major financial institution. Annual interest rate approximates 22.5% per annum and consists of two revolving line of credit accounts.		249		2,643

Working capital loan agreement with a limited liability company domiciled in the state of New York. The working capital loan is secured by all the assets of the Company that is not secured by the first priority interest of the major financial institution line of credit facility as well as a personal guaranty by our CEO, Mr. Charles A Ross. The working capital loan requires payments of $20,000 each for 64 weeks on the Friday following funding. The working capital loan is due and payable on July 5, 2024 with a final payment of $20,000.		882,200		-

	$	1,482,449	$	602,643

Total recorded as a current liability	$	1,482,449	$	602,643

On April 14, 2023, the Company entered into a $1,000,000 Business Loan and Security Agreement (the “Secured Loan”) with an accredited investor lending source (the “Lender”). Under the Secured Loan, the Company received the loan net of fees of $20,000. The Secured Loan requires 64 weekly payments of $20,000 each, for a total repayment of $1,280,000. The Secured Loan bears interest at 41.4%. The Secured Loan is secured by all of the assets of the Company and its subsidiaries second to a first priority lien secured the holder of the Line of Credit. Furthermore, the Company’s Chief Executive Officer, provided a personal guaranty for the Secured Loan. The Secured Loan provides for a default fee of $15,000 for any late payments on the weekly payments. No prepayment of the loan is allowed as well as any default by the Company allows the Lender to take necessary actions to secure its collateral and recovery of funds. The Company also is required to pay a a fee associated with the Lender and its introduction to the Company of $80,000 to be made in equity of the Company.

During the six months ending June 30, 2022, the Company completed the sale of several short-term notes under similar terms as its other short-term notes totaling $60,000. The notes are secured by a pledge of certain inventory items and the Company’s Chief Executive Officer’s personal guaranty.

During the six months ending June 30, 2022, the Company repaid $2,541,634 of these short-term notes and completed the conversion of short-term notes with a face value of $1,950,224 along with accrued interest into shares of common stock with a fair value of $2,803,632, resulting in a loss on extinguishment of $1,376,756. The conversion was done in connection with the Company’s registered public offering in February 2022.

At June 30, 2023, and December 31, 2022, the outstanding balance due on all of the working capital notes payable was $1,482,449 and $602,643, respectively. These amounts do not include interest payable on the various notes where interest was not paid in full per the terms of the notes. As of June 30, 2023, the Company was in default on $600,000 of the notes payable – working capital as the $600,000 in notes were due and payable by March 31, 2023. Subsequent to June 30, 2023, the Company refinanced this $600,000 note with the accredited investor and this note is no longer in default. Please see Note 15 – SUBSEQUENT EVENTS.

NOTE 8 – GOODWILL AND ACQUISITION OF THE CHAMPION ENTITIES

Goodwill

Goodwill is initially recorded as of the acquisition date and is measured as any excess of the purchase price over the estimated fair value of the identifiable net assets acquired. Goodwill is not amortized, but rather is subject to impairment testing annually (on the first day of the fourth quarter), or between annual tests whenever events or changes in circumstances indicate that the fair value of a reporting unit may be below its carrying amount. We first perform a qualitative assessment to evaluate goodwill for potential impairment. If based on that assessment it is more likely than not that the fair value of the reporting unit is below its carrying value, a quantitative impairment test is necessary. The quantitative impairment test requires determining the fair value of the reporting unit. We use the income approach, whereby we calculate the fair value based on the present value of estimated future cash flows using a discount rate that approximates our weighted average cost of capital. The process of evaluating the potential impairment of goodwill is subjective and requires significant estimates and assumptions about the future such as sales growth, gross margins, employment costs, capital expenditures, inflation and future economic and market conditions. Actual future results may differ from those estimates. If the carrying value of the reporting unit’s assets and liabilities, including goodwill, exceeds its fair value, impairment is recorded for the excess, not to exceed the total amount of goodwill allocated to the reporting unit.

As of June 30, 2023 and December 31, 2022, we had goodwill of $4,200,000 and $4,200,000, respectively, presented within other long-term assets in our condensed consolidated balance sheets, primarily related to our 2022 acquisition of Champion Entities. During the 2^nd quarter of 2023, we performed a qualitative assessment of potential goodwill impairment and determined it was more likely than not that the fair value of our reporting units exceeded its carrying value. Accordingly, no further impairment testing of goodwill was performed, and we did not recognize any goodwill impairment for the six months ending June 30, 2023.

The Company policy is to review its goodwill for impairment periodically (based on economic conditions) and more specifically in the 4^thquarter of its financial reporting year and determine whether impairment is to be recognized within its condensed consolidated statement of operations. See Note 1, Summary of Significant Accounting Policies to our Annual Report filed on Form 10-K, for more information on impairment testing.

Business Combination Consideration

On June 29, 2022, the Company entered into a stock and membership interest purchase agreement with Champion Safe Co., Inc., Superior Safe, LLC, Safe Guard Security Products, LLC, Champion Safe De Mexico, S.A. de C.V. (the “Champion Entities” or “Champion”) and Mr. Ray Crosby (the “Seller”) (the “Champion Purchase Agreement”), pursuant to which the Company agreed to acquire all of the issued and outstanding capital stock and membership interests of the Champion Entities from the Seller.

The acquisition occurred on July 29, 2022. Under the terms of the Champion Purchase Agreement, the Company paid the Seller (i) cash consideration of approximately $9,150,000, along with (ii) cash deposits in the amount of $350,000, and (iii) reimbursed the Seller for approximately $400,000 of agreed upon acquisitions and equipment purchases completed by the Seller and the Champion Entities since June 30, 2021. In addition to the payments to the Seller, the Company paid costs specifically associated with the acquisition of Champion and its integration of $350,000; $200,000 was paid to our investment banker in analyzing the acquisition and purchase of Champion as well as we paid $150,000 to Champion’s independent PCAOB registered accounting firm to conduct a two year of audit and subsequent interim review report of their financial condition and reports.

Accounting for the Business Combination

Under the acquisition method of accounting, the acquired tangible and intangible assets and assumed liabilities are recognized based on their estimated fair values as of the business combination closing date. Pro forma adjustments were preliminary and based on estimates of the fair value and useful lives of the assets acquired and liabilities assumed as of December 31, 2022 which have been prepared to illustrate the estimated effect of the business combination (see Note 15 – Pro Forma Condensed Combined Financial Information (Unaudited) to our Annual Report filed on Form 10-K).

The Company may recognize a negligible deferred tax benefit as a result of the acquisition. Due to the acquisition, a temporary differences between book and tax basis for the intangible assets acquired may result in a deferred tax liability and additional goodwill, which we believe to be negligible.

The acquisition was accounted for as a business combination in accordance with ASC 805. As such, the total purchase consideration was allocated to the assets acquired and liabilities assumed based on their fair values as of July 29, 2022. The purchase price allocation is dependent upon certain valuation and other studies that have not yet been completed, nor may never be completed. Accordingly, the pro forma purchase price allocation may be subject to further adjustments. There can be no assurances that additional analyses and final determination of valuations will result in a change to the estimates of fair value set forth below.

The following is the estimate of the fair value of the assets acquired, liabilities assumed, and ensuing goodwill identified, reconciled to the purchase price transferred:

Cash	$	-
Accounts receivable		1,337,130
Inventory		5,229,426
Fixed assets		473,326
Deposits and other assets		53,977
Customer list and other intangibles**		637,515
Accounts payable		(1,609,657	)
Accrued expenses and other		(84,297	)
Goodwill		4,200,000
Consideration	$	10,237,420
Consideration:
Payments of cash direct to Seller	$	8,455,177
Debt payments on behalf of Seller - guarantor		1,442,243
Payments to various service providers		340,000
Total Purchase Price	$	10,237,420

The Company’s estimates of fair values of the net assets acquired are based on the information that was available at the date of the acquisition, and the Company may continue to evaluate the underlying inputs and assumptions used in its valuations and would be subject to change. Preliminary estimates are subject to change during the measurement period, which we have determined to be one year from the date of the acquisition, which is July 29, 2023. (**- Customer lists and other intangibles are combined with goodwill at the end of each period and evaluated as to fair value. At June 30, 2023 and December 31, 2022, it was determined that total intangible assets (which includes goodwill) has a fair value of $4.2 million).

NOTE 9 – INCOME TAXES

At June 30, 2023 and December 31, 2022, the Company had a net operating loss carryforward of $34,930,069 and $34,112,810, respectively, which begins to expire in 2034.

Components of net deferred tax asset, including a valuation allowance, are as follows:

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)
Deferred tax asset:
Net operating loss carryforward	$	7,335,000		$	7,163,690
Total deferred tax asset		7,335,000			7,163,690
Less: Valuation allowance		(7,335,000	)		(7,163,690	)
Net deferred tax asset	$	-		$	-

Valuation allowance for deferred tax assets as of June 30, 2023, and December 31, 2022, was $7,335,000 and $7,163,690, respectively. In assessing the recovery of the deferred tax asset, management considers whether it is more likely than not that some portion or the entire deferred tax asset will not be realized. The ultimate realization of the deferred tax asset is dependent upon the generation of future taxable income in the periods in which those temporary differences become deductible. Management considers the scheduled reversals of future deferred tax assets, projected future taxable income, and tax planning strategies in making this assessment. As a result, management determined it was more likely than not deferred tax assets will not be realized as of June 30, 2023, and December 31, 2022, and recognized 100% valuation allowance for each period.

Reconciliation between the statutory rate and the effective tax rate for both periods and as of June 30, 2023 and December 31, 2022:

Federal statutory rate	(21.0	)%
State taxes, net of federal benefit	(0.0	)%
Change in valuation allowance	21.0	%
Effective tax rate	0.0	%

On August 16, 2022, the Inflation Reduction Act of 2022 (“the 2022 act”) was signed into law. The 2022 act contains numerous provisions, including a 15% corporate alternative minimum income tax on “adjusted financial statement income”, expanded tax credits for clean energy incentives and a 1% excise tax on corporate stock repurchases. The provisions of the 2022 act become effective for tax years beginning after December 31, 2022. On December 27, 2022, the IRS and Department of Treasury issued initial guidance for taxpayers subject to the corporate alternative minimum tax. The guidance addresses several, but not all, issues that needed clarification. The IRS and Department of Treasury intend to release additional guidance in the future. We will continue to evaluate the impact of the 2022 act as more guidance becomes available. We currently do not expect an impact on our consolidated financial statements.

NOTE 10 – SHARE CAPITAL

The Company is authorized to issue 600,000,000 shares of its $0.001 par value common stock and 10,000,000 shares of its $0.001 par value preferred stock.

On June 27, 2023, the Company effectuated a reverse split of its issued and outstanding shares of common stock at a ratio of 1-for-25. The share numbers and pricing information in this report are adjusted to reflect the reverse stock split as of June 30, 2023. The June 30, 2023 share numbers do not reflect any adjustment due to the 100-share round lot rounding up that has been inherent in the Company’s reverse stock splits since 2022. A shareholder that held a minimum of 100 shares pre-reverse split, based on the reverse stock split now holds less than 100 shares of our common stock will be issued an additional number of shares to ensure that they continue to maintain at least 100 shares of our common stock in ownership. This round lot adjustment or mechanism was effectuated in part to comply with NASDAQ’s rule requiring the Company to maintain a minimum float of 1 million shares in the public float. Based on the reverse stock split ratio that was approved by management this minimum number of shares in the public float would not have been obtained without the round lot minimum guarantee.

Common stock and preferred stock

For the month of February 2022 the following transactions occurred: On February 3, 2022, multiple Series B Convertible Preferred stockholders converted 201,358 shares of their Series B Convertible preferred stock to 10,068 shares of common stock of the Company. On February 3, 2022, the Company converted two outstanding notes into 7,443 shares of common stock of the Company. On February 10, 2022, the Company received an equity investment of $10,500,000 to purchase 101,205 shares of the Company’s common stock through a registered public offering at $103.75 per share.

For the month of July 2022 the following transactions occurred: On July 12, 2022, we entered into a PIPE transaction with Armistice Capital Master Fund Ltd. for the purchase and sale of $12,887,976.31 of securities, consisting of (i) 20,372 shares of common stock at $27.75 per share, (ii) prefunded warrants (the “Prefunded Warrants”) that are exercisable into 448,096 shares of common stock (the “Prefunded Warrant Shares”) at $27.50 per Prefunded Warrant, and (iii) immediately exercisable warrants to purchase up to 936,937 shares of common stock at an initial exercise price of $21.50 per share and will expire five years from the date of issuance.

For the month of August 2022 the following transactions occurred: On August 22, 2022, 4,000 shares of common stock were issued in return for services as a component of a February 2022 services agreement. During the month of August 2022, Armistice Capital Master Fund Ltd. exercised 17,618 Prefunded Warrants. Along with the exercise notice and payment of $4,404.41, 17,618 shares of common stock were issued.

For the month of September 2022 the following transactions occurred: During the month of September 2022, Armistice Capital Master Fund Ltd. exercised 107,318 Prefunded Warrants. Along with several exercise notices and payments totaling $26,829.60, 107,318 shares of common stock were issued.

For the month of October 2022 the following transactions occurred: During the month of October 2022, Armistice Capital Master Fund Ltd. exercised 323,160 Prefunded Warrants. Along with several exercise notices and payments totaling $80,790.00, 323,160 shares of common stock were issued.

For the month of November 2022 the following transactions occurred: During the month of November 2022, Calvary Fund exercised 15,099 Calvary Warrants (see Note 11 – Warrants and Options). Along with an exercise notice and payment totaling $3,774.84, 15,099 shares of common stock were issued.

For the month of June 2023 the following transactions occurred: On June 27, 2023, we entered into a PIPE transaction with Armistice Capital Master Fund Ltd. for the purchase and sale of $2,993,850.63 of securities, consisting of (i) 71,499 shares of common stock at $4.37 per share, (ii) prefunded warrants (the “2023 Prefunded Warrants”) that are exercisable into 615,000 shares of common stock (the “ 2023 Prefunded Warrant Shares”) at $4.37 per Prefunded Warrant, and (iii) immediately exercisable warrants to purchase up to 686,499 shares of common stock at an initial exercise price of $4.24 per share and will expire five years from the date of issuance.

At June 30, 2023 and December 31, 2022, there were 748,720 and 677,221 shares of common stock issued and outstanding, respectively; and 75,143 and 75,143 shares of Series B preferred stock issued and outstanding, respectively, and 100,000 and 100,000 shares of its Series A preferred stock issued and outstanding, respectively.

NOTE 11 – WARRANTS AND OPTIONS

On February 10, 2022, the Company received an equity investment of $10,500,000 to purchase 101,205 shares of the Company’s common stock through a registered public offering at $103.75 per share. Along with the issuance of the shares of common stock, the Company issued immediately exercisable warrants (the “Uplist Warrants”) to purchase up to 101,205 shares of common stock with an exercise price of $129.6875 per warrant and will expire five years from the date of issuance. Commensurate with the February 10, 2022 offering the Company issued to its underwriters immediately exercisable warrants to purchase up to 15,181 shares of common stock with an exercise price of $129.6875 per warrant and will expire five years from the date of issuance. On July 8, 2022, the Company issued a dilutive issuance notice that in accordance with Section 3(b) of the Uplist Warrants, upon closing of the July 12, 2022 PIPE transaction, the exercise price of the Uplist Warrants shall be reduced from the current exercise price of $129.6875 to $50.25.

On February 11, 2022, we entered into a transaction with Calvary Fund, the provider of our 2021 bridge financing for the retirement of its debt instrument, principal and interest with a combined value of $1,566,659.00 through the issuance of securities, consisting of (i) prefunded warrants (the “Calvary Warrants”) that are exercisable into 15,099 shares of common stock (the “Calvary Warrant Shares”) at $103.75 per Calvary Warrant, and (iii) immediately exercisable Uplist Warrants to purchase up to 15,099 shares of common stock with an exercise price of $129.6875 per warrant and will expire five years from the date of issuance. On July 8, 2022, the Company issued a dilutive issuance notice that in accordance with Section 3(b) of the Uplist Warrants, upon closing of the July 12, 2022 PIPE transaction, the exercise price of the Uplist Warrants shall be reduced from the current exercise price of $129.6875 to $50.25.

On July 12, 2022, we entered into a PIPE transaction with Armistice Capital Master Fund Ltd. for the purchase and sale of $12,887,976.31 of securities, consisting of (i) 20,372 shares of common stock at $27.75 per share, (ii) prefunded warrants (the “Prefunded Warrants”) that are exercisable into 448,096 shares of common stock (the “Prefunded Warrant Shares”) at $27.50 per Prefunded Warrant, and (iii) immediately exercisable warrants to purchase up to 936,937 shares of common stock with an exercise price of $21.50 per warrant and will expire five years from the date of issuance.

On June 27, 2023, we entered into a PIPE transaction with Armistice Capital Master Fund Ltd. for the purchase and sale of $2,993,850.63 of securities, consisting of (i) 71,499 shares of common stock at $4.37 per share, (ii) prefunded warrants (the “2023 Prefunded Warrants”) that are exercisable into 615,000 shares of common stock (the “ 2023 Prefunded Warrant Shares”) at $4.37 per Prefunded Warrant, and (iii) immediately exercisable warrants to purchase up to 686,499 shares of common stock at an initial exercise price of $4.24 per share and will expire five years from the date of issuance.

As of December 31, 2022, no Prefunded Warrants remained issued and outstanding with respect to the July PIPE transaction. The Prefunded Warrants were purchased in their entirety by the holders of the warrants for $27.50 per warrant. The Prefunded Warrants required the payment of an additional $0.25 per warrant and the written notice of exercise to the Company to convert the Prefunded Warrant into one share of common stock of the Company. During the period from July 12, 2022 through December 31, 2022, the Company received notice on 448,096 Prefunded Warrants converting into 448,096 shares of common stock.

Calvary Fund exercised all of its Calvary Warrants by November 30, 2022 requiring the payment of an additional $0.25 per warrant and the written notice of exercise to the Company to convert the Calvary Warrant into one share of common stock of the Company. Calvary Fund continues to hold the 15,099 warrants exercisable at a price of $50.25 per warrant.

Along with the Prefunded Warrants the PIPE investors were issued immediately exercisable warrants to purchase up to 936,937 shares of the Company’s common stock with an exercise price of $21.50 per share expiring five years from the date of issuance, or July 11, 2027. Each Prefunded Warrant and share of common stock issued in the PIPE transaction received two warrants that were exercisable at $21.50 per share with a five-year expiry. None of these warrants have been exercised by the holders.

As of December 31, 2022, there were 1,096,455 warrants issued and outstanding to acquire additional shares of common stock. As of June 30, 2023, there were 2,397,954 warrants issued and outstanding to acquire additional shares of common stock.

The Company evaluates outstanding warrants as derivative liabilities and will recognize any changes in the fair value through earnings. The Company determined that the warrants have an immaterial fair value at December 31, 2022 and June 30, 2023. The warrants do not trade in a highly active securities market, and as such, the Company estimated the fair value of these common stock equivalents using Black-Scholes and the following assumptions:

Expected volatility was based primarily on historical volatility. Historical volatility was computed using daily pricing observations for recent periods. The Company believes this method produced an estimate that was representative of the Company’s expectations of future volatility over the expected term which due to their maturity period as expiry, it was three years. The Company had no reason to believe future volatility over the expected remaining life of these common stock equivalents was likely to differ materially from historical volatility. Expected life was based on three years due to the expiry of maturity. The risk-free rate was based on the U.S. Treasury rate that corresponded to the expected term of the common stock equivalents.

SCHEDULE OF FAIR VALUE MEASUREMENT

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)

Stock Price	$	3.50		$	4.75
Exercise Price	$	21.50		$	21.50
Term (expected in years)		4.3			4.5
Volatility		32.12	%		38.14	%
Annual Rate of Dividends		0.0	%		0.0	%
Risk Free Rate		4.64	%		4.69	%

Stock Purchase Warrants

The following table summarizes all warrant activity for the year ended December 31, 2022, and for the six months ended June 30, 2023.

SCHEDULE OF WARRANT ACTIVITY

	Shares			Weighted- Average Exercise Price Per Share		Remaining term		Intrinsic value

Outstanding and Exercisable at December 31, 2021		28,072		$	220.00		2.95 years		-
Granted		116,386		$	129.6875		5.00 years		-
Granted in Debt Conversion		15,099		$	129.6875		5.00 years
Granted Prefunded Warrants		463,195		$	0.25		5.00 years
Granted in PIPE transaction		936,937		$	21.50		5.00 years
Exercised		(463,195	)	$	0.25		-		-
Expired		(38	)		-		-		-
Outstanding and Exercisable at December 31, 2022 (audited)		1,096,455			30.50		4.50 years		-
Granted		1,301,499		$	4.37		5.00 years		-
Exercised		-		$	0.01		5.00 years		-
Expired		-			-		-		-
Outstanding and Exercisable at June 30, 2023 (unaudited)		2,397,954		$	26.50		4.50 years		-

NOTE 12 – LEASES AND LEASED PREMISES

Rental Payments under Non-cancellable Operating Leases and Equipment Leases

The Company through its purchase of Champion acquired several long term (more than month-to-month) leases for two manufacturing facilities, three office spaces, five distribution centers and five retail spaces. Four of its distribution centers also have retail operations for which it leases facilities. Lease terms on the various spaces expiry from a month-to-month lease (30 days) to a long-term lease expiring in March of 2027.

Rent expense for operating leases totaled approximately $453,320 and $0 for the six months ended June 30, 2023, and 2022, respectively.

The Company does not have any equipment leases whereby we finance this equipment needed for operations at competitive finance rates. New equipment to be financed in the near term, if necessary, may not be obtainable at competitive pricing with increasing interest rates.

Rental equipment expense for finance leases totaled approximately $0 and $0 for the six months ended June 30, 2023, and 2022, respectively.

Right of Use Assets and Lease Liabilities

In February 2016, the FASB issued ASU No. 2016-02, Leases (Topic 842). The standard requires lessees to recognize almost all leases on the balance sheet as a Right-of-Use (“ROU”) asset and a lease liability and requires leases to be classified as either an operating or a finance type lease. The standard excludes leases of intangible assets or inventory. The standard became effective for the Company beginning January 1, 2019. The Company adopted ASC 842 using the modified retrospective approach, by applying the new standard to all leases existing at the date of initial application. Results and disclosure requirements for reporting periods beginning after January 1, 2019, are presented under ASC 842, while prior period amounts have not been adjusted and continue to be reported in accordance with our historical accounting under ASC 840. The Company elected the package of practical expedients permitted under the standard, which also allowed the Company to carry forward historical lease classifications. The Company also elected the practical expedient related to treating lease and non-lease components as a single lease component for all equipment leases as well as electing a policy exclusion permitting leases with an original lease term of less than one year to be excluded from the ROU assets and lease liabilities.

On January 1, 2019, the Company adopted ASC 842 which increases transparency and comparability by recognizing a lessee’s rights and obligations resulting from leases by recording them on the balance sheet as lease assets and lease liabilities. ASC 842 requires the recognition of the right-of-use (“ROU”) assets and related operating and finance lease liabilities on the balance sheet. The Company adopted the new guidance using the modified retrospective approach with a cumulative-effect adjustment recorded on January 1, 2019.

The adoption of ASC 842 resulted in the recognition of ROU assets of $0 and lease liabilities for operating leases of $0 on the Company’s condensed consolidated balance sheet as of January 1, 2019, with no material impact to its condensed consolidated statements of operations. The difference between the ROU assets and the operating lease liability represents the reclassification of (i) deferred rent balances, resulting from the historical operating leases, and (ii) certain accrued restructuring liabilities. The Company’s accounting for finance leases remained substantially unchanged from its accounting for capital leases in prior periods.

The Company elected the package of practical expedients permitted within the standard, which allow an entity to forgo reassessing (i) whether a contract contains a lease, (ii) classification of leases, and (iii) whether capitalized costs associated with a lease meet the definition of initial direct costs. Also, the Company elected the expedient allowing an entity to use hindsight to determine the lease term and impairment of ROU assets and the expedient related to land easements which allows the Company not to retrospectively treat land easements as leases; however, the Company must apply lease accounting prospectively to land easements if they meet the definition of a lease.

For contracts entered into on or after the effective date, at the inception of a contract the Company will assess whether the contract is, or contains, a lease. The Company’s assessment is based on: (i) whether the contract involves the use of a distinct identified asset, (ii) whether the Company obtained the right to substantially all the economic benefit from the use of the asset throughout the period, and (iii) whether the Company has the right to direct the use of the asset. Leases entered into prior to January 1, 2019, are accounted for under ASC 840 and were not reassessed for classification.

For operating leases, the lease liability is initially and subsequently measured at the present value of the unpaid lease payments. For finance leases, the lease liability is initially measured in the same manner and date as for operating leases, and is subsequently measured at amortized cost using the effective interest method. The Company generally uses its incremental borrowing rate as the discount rate for leases, unless an interest rate is implicitly stated in the lease. The lease term for all of the Company’s leases includes the noncancellable period of the lease plus any additional periods covered by either a Company option to extend the lease that the Company is reasonably certain to exercise, or an option to extend the lease controlled by the lessor. All ROU assets are reviewed for impairment.

Lease expense for operating leases consists of the lease payments plus any initial direct costs, net of lease incentives, and is recognized on a straight-line basis over the lease term. Lease expense for finance leases consists of the amortization of the asset on a straight-line basis over the earlier of the lease term or its useful life and interest expense determined on an amortized cost basis. The lease payments are allocated between a reduction of the lease liability and interest expense.

The Company’s operating leases are comprised primarily of facility leases and as such we have no finance leases for our vehicles or equipment currently at this time.

Balance sheet information related to our leases is presented below:

	Balance Sheet location	2023		2022
		June 30,
	Balance Sheet location	2023		2022
Operating leases:
Right-of-use lease assets	Right-of-use operating lease assets	$	1,487,271	$	-
Right-of-use lease liability, current	Other current liabilities		965,529		-
Right-of-use lease liability, long-term	Right-of-use operating lease liability		521,742		-

Finance leases:
Right-of-use lease assets	Property, plant and equipment		-		-
Right-of-use lease liability, current	Current portion of long-term debt		-		-
Right-of-use lease liability, long-term	Long-term debt		-		-

The following provides details of the Company’s lease expense:

SCHEDULE OF LEASE EXPENSE

	2023		2022
	Six Months Ended June 30,
	2023		2022
Operating lease expense, net	$	453,320	$	-
Finance lease expense:
Amortization of assets		-		-
Interest on lease liabilities		-		-
Total finance lease expense		-		-
Operating lease expense, net	$	453,320	$	-

Other information related to leases is presented below:

	2023			2022
Right-of-use assets acquired in exchange for operating lease obligations	$	1,487,271		$	-
Cash Paid For Amounts Included In Measurement of Liabilities:
Operating cash flows from finance leases		-			-
Operating cash flows from operating leases		490,058			-
Weighted Average Remaining Lease Term:
Operating leases		3.0 years			0.0 years
Finance leases		0.0 years			0.0 years
Weighted Average Discount Rate:
Operating leases		5.00	%		5.00	%
Finance leases		n/a	%		n/a	%

The minimum future annual payments under non-cancellable leases during the next five years and thereafter, at rates now in force, are as follows:

	Finance leases			Operating leases
2023 (six months remaining)	$	-		$	596,892
2024		-			688,526
2025		-			163,794
2026		-			62,792
2027		-			3,733
Thereafter		-			-
Total future minimum lease payments, undiscounted		-			1,515,737
Less: Imputed interest		(-	)		(85,257	)
Present value of future minimum lease payments	$	-		$	1,430,480

Rental expense totaled approximately $453,000 and $0 for the six months ended June 30, 2023 and 2022, respectively.

NOTE 13 – COMMITMENTS AND CONTINGENCIES

Legal Proceedings

During the six-month periods ended June 30, 2023 and 2022, various claims and lawsuits, incidental to the ordinary course of our business, may be brought against the Company from time-to-time. In the opinion of management, and after consultation with legal counsel, resolution of any of these matters (of which there are none) is not expected to have a material effect on the condensed consolidated financial statements.

Contractual Obligations

The Company does not believe there are any off-balance sheet arrangements that have, or are reasonably likely to have, a material effect on the condensed consolidated financial statements. As of June 30, 2023 and December 31, 2022 there was approximately $0 and $0, respectively, in outstanding letters of credit issued during the normal course of business. These letters of credit could reduce our available borrowings, if we had any. During the six months ended June 30, 2023 the Company entered into a line of credit with a major financial institution. The amount due on the line of credit as of June 30, 2023 was $1,359,683. The Company is in compliance with the terms and covenants.

Executive Employment Agreements and Independent Contractor Agreements

The Company has written employment agreements with various other executive officers. All payments made to its executive officers and significant outside service providers are analyzed and determined by the board of directors compensation committee; some payments made to independent contractors (or officer payments characterized as non-employee compensation) may be subject to backup withholding or general withholding of payroll taxes, may make the Company responsible for the withholding and remittance of those taxes. Generally outside service providers are responsible for their own withholding and payment of taxes. Certain state taxing authorities may otherwise disagree with that analysis and Company policy.

NOTE 14 – OTHER INCOME – EMPLOYEE RETENTION CREDIT

The Company retained the services of a tax service professional to provide the Company with the specialized tax services. The services included identifying various tax initiatives as well as specifically tasking the tax service professional in applying for and the tax filings for (tax) credits available under the Coronavirus Aid, Relief, and Economic Security Act (“CARES Act”). The Company received approximately $1,286,000 in tax credits under the CARES Act from the US Department of Treasury and paid approximately $178,500 to the service provider, netting the Company approximately $1,107,500 in credits for retaining its employees during COVID.

NOTE 15 – SUBSEQUENT EVENTS

The Company evaluated all events that occurred after the balance sheet date of June 30, 2023, through the date the financial statements were issued and determined that there were the following subsequent events:

The Company refinanced a $600,000 note with an accredited investor that was due March 31, 2023 with a new note dated July 1, 2023. The total amount refinanced with an accredited investor is $450,000, with $150,000 due December 31, 2023, and $300,000 due June 30, 2024. Interest will be paid quarterly in the amount of 12% on the outstanding principal amounts.

The Depository Trust and Clearing Corporation (the “DTCC”) which handles the clearing and settlement of virtually all broker-to-broker equity, listed corporate and municipal bond and unit investment trust (UIT) transactions in the U.S. equities markets submitted numerous requests for share allocations. In connection with the Company’s June 27, 2023 1-for-25 reverse split DTCC made these requests. In connection with these numerous requests an additional 2.1 million shares of the Company’s common stock was created and added to the post-reverse stock split numbers. As described in the Company’s Information Statement filed on Schedule 14C dated December 14, 2022, shareholders holding at least a “round lot” (100 shares or more) prior to the reverse stock split shall have no less than one round lot (100 shares) after the reverse stock split. For the nine months ending September 30, 2023, the approximately 2.1 million in new shares of common stock will be added to its outstanding shares and earnings per share calculations.

FORWARD LOOKING STATEMENTS

This Quarterly Report on Form 10-Q (“Quarterly Report”) contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended (the “Securities Act”) and Section 21E of the Securities Exchange Act of 1934, as amended (the “Exchange Act”). These forward-looking statements are not historical facts but rather are based on current expectations, estimates and projections. We may use words such as “may,” “could,” “should,” “anticipate,” “expect,” “project,” “position,” “intend,” “target,” “plan,” “seek,” “believe,” “foresee,” “outlook,” “estimate” and variations of these words and similar expressions to identify forward-looking statements. These statements are not guarantees of future performance and are subject to certain risks, uncertainties and other factors, some of which are beyond our control, are difficult to predict and could cause actual results to differ materially from those expressed or forecasted. These risks and uncertainties include, but are not limited to, the following:

	●	we recently consummated the purchase of our safe manufacturer and sales organizations, and future acquisitions and operations of new manufacturing facilities and/or sales organizations might prove unsuccessful and could fail;

	●	our success depends on our ability to introduce new products that track customer preferences;

	●	if we are unable to protect our intellectual property, we may lose a competitive advantage or incur substantial litigation costs to protect our rights;

	●	as a significant portion of our revenues are derived by demand for our safes and the personal security products for firearms storage, we depend on the availability and regulation of ammunition and firearm storage;

	●	as we continue to integrate the purchase of our safe manufacturer and sales organization, any compromised operational capacity may affect our ability to meet the demand for our safes, which in turn may affect our generation of revenue;

	●	shortages of components and materials, as well as supply chain disruptions, may delay or reduce our sales and increase our costs, thereby harming our results of operations;

	●	we do not have long-term purchase commitments from our customers, and their ability to cancel, reduce, or delay orders could reduce our revenue and increase our costs;

	●	our inability to effectively meet our short- and long-term obligations;

	●	given our limited corporate history it is difficult to evaluate our business and future prospects and increases the risks associated with an investment in our securities;

	●	our inability to raise additional financing for working capital;

	●	our ability to generate sufficient revenue in our targeted markets to support operations;

	●	significant dilution resulting from our financing activities;

	●	the actions and initiatives taken by both current and potential competitors;

	●	our ability to diversify our operations;

	●	the fact that our accounting policies and methods are fundamental to how we report our financial condition and results of operations, and they may require management to make estimates about matters that are inherently uncertain;

	●	changes in U.S. GAAP or in the legal, regulatory and legislative environments in the markets in which we operate;

	●	the deterioration in general of global economic, market and political conditions;

	●	the inability to efficiently manage our operations;

	●	the inability to achieve future operating results;

	●	the unavailability of funds for capital expenditures;

	●	the inability of management to effectively implement our strategies and business plans; and

	●	the other risks and uncertainties detailed in this report.

Because the factors referred to above could cause actual results or outcomes to differ materially from those expressed in any forward-looking statements made by us, you should not place undue reliance on any such forward-looking statements. New factors emerge from time to time, and their emergence is impossible for us to predict. In addition, we cannot assess the impact of each factor on our business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements.

This Quarterly Report should be read completely and with the understanding that actual future results may be materially different from what we expect. The forward-looking statements included in this Quarterly Report are made as of the date of this Quarterly Report and should be evaluated with consideration of any changes occurring after the date of this Quarterly Report. We will not update forward-looking statements even though our situation may change in the future and we assume no obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise.

Except as otherwise indicated by the context, references in this report to “Company,” “American Rebel Holdings,” “American Rebel,” “we,” “us” and “our” are references to American Rebel Holdings, Inc. and its operating subsidiaries, American Rebel, Inc., Champion Safe Co., Inc., Superior Safe, LLC, Safe Guard Security Products, LLC and Champion Safe De Mexico, S.A. de C.V. All references to “USD” or United States Dollar refer to the legal currency of the United States of America.

Item 2. Management’s Discussion and Analysis of Financial Condition and Results of Operations

Management’s Discussion and Analysis should be read along with the financial statements included in this Quarterly Report on Form 10-Q (the “Financial Statements”). The Financial Statements have been prepared in accordance with generally accepted accounting policies in the United States (“GAAP”). Except as otherwise disclosed, all dollar figures included therein and in the following management discussion and analysis are quoted in United States dollars.

Description of Business

Overview

The Company established America’s Patriotic Brand and operates as a designer, manufacturer, and marketer of safes and other storage products, as well as other personal security products, particularly branded accessories and apparel with advantageous concealment pockets for 2^nd Amendment enthusiasts.

We are focused on using U.S.-made steel as the primary component of our safes and personal security products. We believe our products are designed to safely store firearms, as well as safely store our customers’ priceless keepsakes, family heirlooms and other treasured memories, with an aim to make our products accessible at various price points for home and personal use. We believe our products are designed for safety, quality, reliability, abundance of features and performance. Our safes are designed, manufactured and sold under the American Rebel, Champion Safe Co., Superior Safe Company and Safe Guard Safe Co. brands that are well known and well respected in the safe industry.

In addition to our branded safes, we offer an assortment of personal security products that include apparel and accessories for both men and women, and children under the American Rebel name, America’s Patriotic Brand. Our backpacks utilize what we believe to be a distinctive sandwich-method concealment pocket, which we refer to as our Personal Protection Pocket, to hold customers firearms in place, securely and safely. Concealment pockets on our Freedom 3.0 and Freedom 2.0 Concealed Carry Jackets incorporate a silent operation method allowing for opening and closing of the pockets with the use of a magnetic closure for stealth and safety.

We believe we can continue to create a strong American brand community presence, in part through the personal efforts our Chief Executive Officer, Mr. Charles A. “Andy” Ross, who has written, recorded and performed a number of hit songs about the true American spirit of independence. We believe our customers identify with these values expressed by our Chief Executive Officer through the “American Rebel” brand, America’s Patriotic Brand. American Rebel, its executives and employees live and breathe the America First philosophy and further those efforts utilizing social media wherever they can and are not censored for their words which we are all afforded under the First Amendment.

Through our growing network of dealers, we promote and sell our products in select regional retailers, as well as local specialty safe, sports, hunting and firearms stores, along with available e-commerce marketplaces. The Company shares a commitment to offering products of what we believe are enduring quality and comfort that allow our customers to keep their valuable belongings safe on the go and express their patriotism and style, which is synonymous with the American Rebel, America’s Patriotic Brand.

We generate revenue from the following activities:

Safes – we offer a wide range of home, office and personal safe models, in a broad assortment of sizes, features and styles, which are constructed with U.S.-made steel. Demand for our safes is relatively strong across all segments of our customers, including individuals and families seeking to protect their valuables, businesses seeking to protect valuables and irreplaceable items such as artifacts and jewelry, and dispensaries servicing the community that seek to protect their inventory and cash flow. In addition, the demand for our safes has also been relatively strong among responsible gun owners, sportsmen, competitive shooters and hunters seeking a premium and responsible solution to secure valuables and firearms, to prevent theft and to protect loved ones. We expect to benefit from increasing awareness of and need for safe storage of firearms in future periods. Below is a summary of the different safes we currently make:

	i.	Large Safes – All of our large safes share the same high-quality workmanship, are constructed out of U.S.-made steel and feature double plate steel doors, double-steel door casements and reinforced door edges. Each of these safes provide up to 90 minutes of fire protection at 1200 degrees Fahrenheit. Many of our safes offer a fully adjustable interior to fit our customers’ needs. Depending on the model, one side of the interior may have shelves and the other side set up to accommodate long guns. There are optional additions such as Rifle Rod Kits and Handgun Hangers to increase the storage capacity of the safe. These large safes offer greater capacity for secure storage and protection, and our safes are designed to prevent unauthorized access, including in the event of an attempted theft, natural disaster or fire. We believe that a large, highly visible safe also acts as a deterrent to any prospective thief.

	ii.	Personal Safes – The safes in our compact safe collection are easy to operate and carry as they fit into briefcases, desks or under vehicle seats. These personal safes meet Transportation Security Administration (“TSA”) airline firearm guidelines and fit comfortably in luggage when required by travel regulations.

	iii.	Vault Doors – Our U.S.-made vault doors combine style with what we believe are superior theft and fire protection for an elegant look that fits any decor. Newly-built, higher-end homes often add vault rooms and we believe our vault doors, which we designed to facilitate secure access to such vault rooms, provide ideal solutions for the protection of valuables and shelter from either storms or intruders. Whether it’s in the context of a safe room, a shelter, or a place to consolidate valuables, our American Rebel, Champion and Superior in- and out-swinging vault doors provide maximum functionality to facilitate a secure vault room. Our vault doors are constructed of 4 ½” double steel plate thickness, A36 carbon steel panels with sandwiched fire insulation, a design that provides greater rigidity, security and fire protection. Active bolt works, which is the locking mechanism that bolts the safe door closed so that it cannot be pried open, and which is considered to be by some locksmiths among the smoothest and strongest in the industry, and three external hinges that support the weight of the door, are some of the features of the vault door. For safety and when the door is used for a panic or safe room, a quick release lever is installed inside the door.

	iv.	Dispensary Safes - Our HG-INV Inventory Safe, a safe tailor-made for the cannabis industry, provides cannabis and horticultural plant home growers a reliable and safe solution. Designed with medical marijuana or recreational cannabis dispensaries in mind, including with respect to increasing governmental and insurance industry regulation to lock inventory after hours, our HG-INV Inventory Safe delivers a high level of user experience.

	b.	Personal Security - our concealed carry backpack selection consists of an assortment of sizes, features and styles.

	c.	Apparel and Accessories - we offer a wide range of concealed carry jackets, vests and coats for men and women. We also offer patriotic apparel for the whole family, with the American Rebel imprint. Our apparel line serves as “point man” for the brand, often acting as the first point of exposure that people have to all things American Rebel. Our apparel line is designed and branded to be stylish, patriotic and bold. We emphasize styling that complements our enthusiasts’ and customers’ lifestyle, representing the values of our community and quintessential American character. We believe the American Rebel clothing line style is not only a fashion statement; we seek to cultivate a sense of pride of belonging to our patriotic family, in our customers’ adventures and in life.

Costs of revenue primarily consist of productions costs, product development, consulting, and marketing and brand development fees.

Our results of operations and financial condition may be impacted positively and negatively by certain general macroeconomic and industry wide conditions, such as the effects of the COVID-19 pandemic. The consequences of the pandemic and impact on the U.S. and global economies continue to evolve and the full extent of the impact is uncertain as of the date of this filing. The pandemic has had a significant effect on the safe and personal security industry and on the apparel industry. If the recovery from the COVID-19 pandemic is not robust, the impact could be prolonged and severe. While to date the Company has not been required to stop operating, management is evaluating its use of its office space, virtual meetings and the like. While our manufacturing capabilities have been suffering, and could continue to suffer from mandatory, forced production disruptions and supply chain shortages, which negatively impact our ability to satisfy the demand for our products, as the result of the pandemic, we expect that the impact of such attrition would be mitigated by the addition of new customers resulting from the increasing demand for home, office and personal safety and security. The extent to which the COVID-19 pandemic will impact our operations, ability to obtain financing or future financial results is uncertain at this time. Due to the effects of COVID-19, management worked to reduce unnecessary marketing expenditures and worked to improve staff and human capital expenditures, while maintaining overall workforce levels. The Company expects but cannot guarantee that demand for its safes and personal security products will continue to keep growing in 2023 and beyond, as customers continue to spend more time working remotely, and increasing regulation in many states mandating safe ammunition storage, accelerating the demand for our responsible solution safes and making them a necessary appliance for any household, providing protection for expensive firearms and other valuables. Overall, management is focused on effectively positioning the Company for meeting the increasing demand for our safes and faster production turnaround.

Recent Developments and Trends

Our Growth Strategy

Our short-term goal is to enhance our position as a designer, manufacturer and marketer of premium safes and personal security products. We have established plans to grow our business by focusing on three key areas: (1) organic growth and expansion in existing markets; (2) targeted strategic acquisitions that increase our on-premise and online product offerings, distributor and retail footprint and/or have the ability to increase and improve our manufacturing capabilities and output, and (3) expanding the scope of our operation activities to the dispensaries U.S. community.

We have developed what we believe is a multi-pronged growth strategy, as described below, to help us capitalize on a sizable opportunity. Through methodical sales and marketing efforts, we believe we have implemented several key initiatives we can use to grow our business more effectively. We believe we made significant progress in 2022 in the largest growing segment of the safe industry, sales to first-time buyers. We also intend to opportunistically pursue the strategies described below to continue our upward trajectory and enhance stockholder value. Key elements of our strategy to achieve this goal are as follows:

Organic Growth and Expansion in Existing Markets - Build our Core Business

The cornerstone of our business has historically been safe product offerings. We are focused on continuing to develop our home, office and personal safes product lines. We are investing in adding what we believe are distinctive and advanced technological solutions for our safes and protective product lines.

We are also working to increase floor space dedicated to our safes and strengthen our online presence in order to expand our reach to new enthusiasts and build our devoted American Rebel community. We intend to continue to endeavor to create and provide retailers and customers with what we believe are responsible, safe, reliable and stylish products, and we expect to concentrate on tailoring our supply and distribution logistics in response to the specific demands of our customers.

Additionally, our Concealed Carry Product line and Safe line serve a large and growing market segment. We believe that interest in safes increase, as well as in our complimentary concealed carry backpacks and apparel as a by-product, when interest of the general population in firearms increase. To this extent, the FBI’s National Instant Criminal Background Check System (NICS), which we believe serves as a proxy for gun sales since a background check is generally needed to purchase a firearm, reported a record number of background checks in 2020, 39,695,315. The prior annual record for background checks was 2019’s 28,369,750. In 2021, there were 38,876,673 background checks conducted, similar to that of 2020’s annual record which was 40% higher than the previous annual record in 2019. Background checks in 2023 are continuing on a pace to exceed the 2019 totals as well. While we do not expect this increase in background checks to necessarily translate to an equivalent number of additional safes purchased, we do believe it might be an indicator of the increased demand in the safe market. In addition, certain states (such as Massachusetts, California, New York and Connecticut) are starting to legislate new storage requirements in respect of firearms, which is expected to have a positive impact on the sale of safes. We have also recognized a growth in first-time gun buyers and their propensity to purchase a gun safe simultaneously with their first-time gun purchase. The previous trend was that gun buyers would wait to purchase a gun safe until multiple firearms were owned.

We continue to strive to strengthen our relationships and our brand awareness with our current distributors, dealers, manufacturers, specialty retailers and consumers and to attract other distributors, dealers, and retailers. We believe that the success of our efforts depends on the distinctive features, quality, and performance of our products; continued manufacturing capabilities and meeting demand for our safes; the effectiveness of our marketing and merchandising programs; and the dedicated customer support.

In addition, we seek to improve customer satisfaction and loyalty by offering distinctive, high-quality products on a timely and cost-attractive basis and by offering efficient customer service. We regard the features, quality, and performance of our products as the most important components of our customer satisfaction and loyalty efforts, but we also rely on customer service and support for growing our business.

Furthermore, we intend to continue improving our business operations, including research and development, component sourcing, production processes, marketing programs, and customer support. Thus, we are continuing our efforts to enhance our production by increasing daily production quantities through equipment acquisitions, expanded shifts and process improvements, increased operational availability of our equipment, reduced equipment down times, and increased overall efficiency.

We believe that by enhancing our brand recognition, our market share might grow correspondingly. Industry sources estimate that 70 million to 80 million people in the United States own an aggregate of more than 400 million firearms, creating a large potential market for our safes and personal security products. With the Champion acquisition we are focused on the premium segment of the market through the quality, distinctiveness, and performance of our products; the effectiveness of our marketing and merchandising efforts; and the attractiveness of our competitive pricing strategies.

Targeted Strategic Acquisitions for Long-term Growth

We are consistently evaluating and considering acquisition opportunities that fit our overall growth strategy as part of our corporate mission to accelerate long-term value for our stockholders and create integrated value chains.

Champion Safe

The acquisition occurred on July 29, 2022. Under the terms of the Champion Purchase Agreement, the Company paid the Seller (i) cash consideration of approximately $9,150,000, along with (ii) cash deposits in the amount of $350,000, and (iii) reimbursed the Seller for approximately $400,000 of agreed upon acquisitions and equipment purchases completed by the Seller and the Champion Entities since June 30, 2021. In addition to the payments to the Seller, the Company paid costs on behalf of and specifically associated with the acquisition of Champion and its integration into the Company’s operations of $350,000; $200,000 was paid to our investment banker in analyzing the acquisition and purchase of Champion prior to the purchase and subsequent financing in July as well as $150,000 paid to Champion’s independent PCOAB registered accounting firm to conduct their two years of audit and subsequent interim review reports.

Based in Provo, Utah and founded in 1999, Champion Safe is what we believe to be one of the premier designers, manufacturers and marketers of home and gun safes in North America. Champion Safe Co. has three safe lines, which we believe feature some of the most secure and highest quality gun safes.

Following the acquisition, we operate Champion Safe in the same manner as it operated pre-acquisition. Champion Safe, Superior Safe and Safe Guard Security Products are valuable and prominent identifiable brands in the safe industry. We plan to expand our manufacturing throughput to fill our significant backlog of orders and aggressively open new dealer accounts. As a division of the combined company, Champion Safe Company will shift its emphasis to growing revenue and increasing profitability for the combined company.

Champion Safe employs over 100 employees in their Utah factory and over 300 employees in their Nogales, Mexico facility just south of the U.S. border. The majority of the midline and value priced safes industry-wide are manufactured in China, but Champion had the foresight to build his own facility in Mexico and utilize American-made steel exclusively. Steep tariffs were imposed on China manufactured safes by the Trump administration and were continued for a time under the Biden administration. The prices of components for the made-in-China safes have dramatically increased as well as the transportation costs to import these Chinese-made safes. Champion’s decision to build his own facility in Mexico as opposed to importing Chinese-made safes has proven to be insightful and beneficial for Champion Safe.

Champion has expanded his paint-line capacity and hinge assembly workstations to seize upon the growth opportunities in the safe business. Champion has experience in many prior economic cycles and has found the safe business to be sound in good and bad economic times. Furthermore, the current emphasis on safe storage and the capital infusion from American Rebel positions the Champion operation to grow its footprint.

In addition to the access to capital for Champion to grow its business, American Rebel will benefit from Champion’s 350 dealers, nationwide distribution network and seniority with buying groups and trade shows. American Rebel will also benefit from the increased Champion manufacturing throughput as capacity restrictions have limited American Rebel’s inventory and potential growth. The collaboration between Champion and American Rebel management teams will focus on increased manufacturing efficiencies and volume expansion.

Expanding Scope of Operations Activities by Offering Servicing Dispensaries and Brand Licensing

We continually seek to target new consumer segments for our safes. As we believe that safes are becoming a must-have household appliance, we strive to establish authenticity by selling our products to additional groups, and to expand our direct-to-consumer presence through our website and our retail showrooms across the country.

Further, we expect the cannabis dispensary industry to be a material growth segment for our business. Several cannabis dispensary operators have expressed interest in the opportunity to help them with their inventory locking needs. Cannabis dispensaries have various insurance requirements and local ordinances requiring them to secure their inventory when the dispensary is closed. Dispensary operators have been purchasing gun safes and independently taking out the inside themselves to allow them to store cannabis inventory. Recognizing what seems to be a growing need for cannabis dispensary operators, we have designed a safe tailor-made for the cannabis industry. With the legal cannabis hyper-growth market expected to exceed $43 billion by 2025, and an increasing number of states where the growth and cultivation of cannabis is legal (California, Colorado, Hawaii, Maine, Maryland, Michigan, Montana, New Mexico, Oregon, Rhode Island, Vermont and Washington), we believe we are well positioned to address the need of dispensaries. We believe that dispensary operators, growers, and processors are another fertile growth market for our Vault Doors products, as many in the cannabis space have chosen to install entire vault rooms instead of individual inventory control safes—the American Rebel Vault Door has been the choice for that purpose.

Further, we believe that we are being effective in establishing American Rebel as America’s Patriotic Brand. An almost limitless list of potential product launches is available to management. Currently, American Rebel has significant potential for its branded products as a lifestyle brand. As the American Rebel Brand continues to grow in popularity, we anticipate generating additional revenues from licensing fees earned from third parties who wish to engage the American Rebel community. While the Company does not generate material revenues from licensing fees, management believes the American Rebel brand name may in the future have significant licensing value to third parties that seek the American Rebel name to brand their products to market to the American Rebel target demographic. For example, a tool manufacturer that wants to pursue an alternative marketing plan for a different look and feel could license the American Rebel brand name for their line of tools and market their tools under our distinct brand. This licensee would benefit from the strong American Rebel brand with their second line of American Rebel branded tools as they would continue to sell both of the lines of tools. Conversely, American Rebel could potentially also benefit as a licensee of products. If American Rebel determines a third party has designed, engineered, and manufactured a product that would be a strong addition to the American Rebel catalog of products, American Rebel could license that product from the third-party and sell the licensed product under the American Rebel brand.

Results of Operations

From inception through June 30, 2023, we have generated an operating deficit of $34,930,069. We expect to incur additional losses during fiscal year ending December 31, 2023, and beyond, principally as a result of our increased investment in inventory, manufacturing capacity, marketing and sales expenses, and other growth initiatives.

Six Months Ended June 30, 2023 Compared To Six Months Ended June 30, 2022

Revenue (‘Sales’) and cost of goods sold (‘Cost of Sales’)

	Six months ended June 30, 2023			Six months ended June 30, 2022
Revenue	$	8,072,670		$	492,786
Cost of goods sold		5,774,014			337,797
Gross margin		2,298,656			154,989

Expenses:
Consulting/payroll and other costs		1,876,104			709,396
Rental expense, warehousing, outlet expense		502,134			-
Product development costs		16,495			146,463
Marketing and brand development costs		425,342			230,219
Administrative and other		1,195,000			1,610,723
Depreciation and amortization expense		54,365			1,355
		4,069,440			2,698,156
Operating income (loss)		(1,770,784	)		(959,076	)

Other Income (Expense)
Interest expense, net		(155,547	)		(310,406	)
Employee retention credit funds, net of costs to collect		1,107,672			-
Gain/(loss) on sale of equipment		1,400			-
Gain/(loss) on extinguishment of debt		-			(1,376,756	)
Net income (loss) before income tax provision		(817,259	)		(4,230,329	)
Provision for income tax		-			-
Net income (loss)	$	(817,259	)	$	(4,230,329	)

For the six months ended June 30, 2023, we reported Revenues of $8,072,670 compared to Revenues of $492,786 for the six months ended June 30, 2022. The increase in Revenues of $7,579,884 (or 1,538% period over period (PoP)) for the six months ended June 30, 2023 compared to the six months ended June 30, 2022, is primarily attributable to the closing of the Champion acquisition on July 29, 2022 and a general increase from Champion’s average quarterly sales of product that we are recognizing in full during 2023. For the six months ended June 30, 2023, we reported Cost of Goods Sold of $5,774,014, compared to Cost of Goods Sold of $337,797 for the six months ended June 30, 2022. The increase in Cost of Goods Sold of $5,436,217 (or 1,609% period over period (PoP)) for the current period is due to a significantly greater number of sales of product during the period compared to the six months ending June 30, 2022 and again attributable to the closing of the Champion acquisition on July 29, 2022. For the six months ended June 30, 2023, we reported Gross Margin of $2,298,656, compared to Gross Margin of $154,989 for the six months ended June 30, 2022. The increase in Gross Margin of $2,143,667 (or 1,383% period over period (PoP)) for the six months ending June 30, 2023, compared to the six months ending June 30, 2022 is again due to the closing of the Champion acquisition on July 29, 2022. Gross Margin percentages for the six months ended June 30, 2023 was 28.5% compared to 31.5% for the six months ended June 30, 2022. We expect our Gross Margin percentages to remain consistent within these two parameters (with the 2^nd quarter results being the slowest quarter for this industry) until we achieve sufficient sales volume to increase our margins from better pricing power, to better buying power on our costs of goods, inventory and inventory management.

Operating Expenses

Total operating expenses for the six months ended June 30, 2023 were $4,069,440 compared to $2,698,156 for the six months ended June 30, 2022 as further described below. Overall we saw a $1,371,284 increase in operating expenses or a 51% period over period (PoP) increase in operating expenses from the prior years comparable period. With the acquisition and integration of the Champion acquisition we expect this to be about the same going forward dropping as a percentage of Revenues as we increase our overall sales volume.

For the six months ended June 30, 2023, we incurred consulting/payroll and other costs of $1,876,104compared to consulting/payroll and other costs of $709,396 for the six months ended June 30, 2022. The increase in consulting/payroll and other costs of $1,166,708 (or 164% period over period (PoP)) was due to the increase in the number of employees and the size of the Company post-acquisition of the Champion Entities. The Company expects to maintain its current consulting/payroll and other costs as we further expand our sales volume.

For the six months ended June 30, 2023, we incurred rental expense, warehousing, outlet expense of $502,134, compared to rental expense, warehousing, outlet expense of $0 for the six months ended June 30, 2022. The increase in rental expense, warehousing, outlet expense of $502,134 is due to the significant number of leases and properties that the Company rents to conduct the Champion business. Prior to the Champion business acquisition, the Company included lease expense in the Administrative and other account. The significant number of leases and properties that the Company rents to conduct its Champion business provides a better presentation of expenses through a separate line item in its Statement of Operations. The Company expects to maintain this level of expense on a go-forward basis with its leases and rented properties. The Company may look to consolidate some of its space as it fine tunes the Champion business.

For the six months ended June 30, 2023, we incurred product development expenses of $16,495, compared to product development expenses of $146,463 for the six months ended June 30, 2022. The decrease in product development expenses of $16,778 (or -50% period over period (PoP)) is due to some of the Company’s current product development expenses being included in consulting/payroll and other costs account which provides for a better presentation of those expenses than pure product development expense. The Company expects to maintain this level of expense on a go-forward basis with new products and efforts being expended for future sales growth and product needs.

For the six months ended June 30, 2023, we incurred marketing and brand development expenses of $425,342, compared to marketing and brand development expenses of $230,219 for the six months ended June 30, 2022. The increase in marketing and brand development expenses of $195,123 (or 85% period over period (PoP)) relates primarily to an increase of activities including major trade shows and the availability of working capital for these types of expenses as well as increased costs attributable to our acquisition and integration of the Champion business.

For the six months ended June 30, 2023, we incurred administrative and other expense of $1,195,000, compared to administrative and other expense of $1,610,723 for the six months ended June 30, 2022. The decrease in administrative and other expense of $415,723 (or -26% period over period (PoP)) relates directly to the significant legal and other professional fees that we incurred during 2022 in anticipation of our registered public offerings, offset by additional expenses picked up from our acquisition of Champion. The Company believes as it grows its sales base it will need to increase its administrative and other expenses commensurate with an overall increased profit for the future.

For the six months ended June 30, 2023, we incurred depreciation and amortization expense of $54,365, compared to depreciation and amortization expense of $1,355 for the six months ended June 30, 2022. The increase in depreciation and amortization expense relates primarily to the acquisition of Champion and its significant and additional depreciable asset base that it provided to the Company’s financial position.

Other income and expenses

For the six months ended June 30, 2023, we incurred interest expense of $155,547, compared to interest expense of $310,406 for the six months ended June 30, 2022. The decrease in interest expense of $154,859 is due to a significant number of notes being paid during 2022 that were able to be paid in full from the various financings, offset by the increased borrowing costs that we have on our working capital notes payable and line of credit. We are currently paying an interest rate of approximately 7% on our line of credit, 12% on our existing working capital notes payable, and our new working capital notes payable we are paying approximately 40% per annum on this debt instrument. During the six months ended June 30, 2023, we incurred a loss on extinguishment of debt of $0, compared to $1,376,756 during the six months ended June 30, 2022. The decrease in loss on extinguishment of debt is due to the charges necessary through the amortization of the debt discount recorded for the issuance of shares of common stock in connection with working capital loans retired during 2022. The Company expects to manage and maintain its interest expense exposure despite the increase in interest rates for this year over last year, as well keeping our debt obligations to a minimum as we grow the business and its sales volume. For the six months ended June 30, 2023 we received approximately $1,286,000 in tax credits under the CARES Act from the US Department of Treasury and in turn paid approximately $178,500 to the service provider, netting the Company approximately $1,107,500 in credits for retaining its employees during COVID. As part of the collection process the Company retained the services of a tax service professional to provide the Company with the specialized tax services. The services included identifying various tax initiatives as well as specifically tasking the tax service professional in applying for and the tax filings for (tax) credits available under the Coronavirus Aid, Relief, and Economic Security Act (“CARES Act”). This is a one-time other income item and we do not expect to receive this type of special income in the future.

Net Loss

Net loss for the six months ended June 30, 2023, amounted to $817,259, resulting in a loss per share of $1.21, compared to $4,230,329 for the six months ended June 30, 2022, resulting in a loss per share of $33.37. The significant decrease in the net loss from the six months ended June 30, 2022 to the six months ended June 30, 2023 is primarily due to one-time transactional costs related to 2022 financings and as well our preparation costs for the Champion acquisition and integration. The Company’s management believes with increasing sales volume and strict adherence on cost cutting measures and best practices that net positive income can be achieved for the business into the future.

Three Months Ended June 30, 2023 Compared To Three Months Ended June 30, 2022

Revenue (‘Sales’) and cost of goods sold (‘Cost of Sales’)

	Three months ended June 30, 2023			Three months ended June 30, 2022
Revenue	$	3,670,571		$	338,706
Cost of goods sold		2,982,688			241,078
Gross margin		687,883			97,628

Expenses:
Consulting/payroll and other costs		931,505			246,407
Rental expense, warehousing, outlet expense		275,474			-
Product development costs		-			113,190
Marketing and brand development costs		172,617			149,249
Administrative and other		833,851			1,172,418
Depreciation and amortization expense		25,275			455
		2,238,722			1,681,719
Operating income (loss)		(1,550,839	)		(1,584,091	)

Other Income (Expense)
Interest expense, net		(148,437	)		(18,001	)
Employee retention credit funds, net of costs to collect		1,107,672			-
Gain/(loss) on sale of equipment		1,400			-
Net income (loss) before income tax provision		(590,204	)		(1,602,092	)
Provision for income tax		-			-
Net income (loss)	$	(590,204	)	$	(1,602,092	)

For the three months ended June 30, 2023, we reported Revenues of $3,670,571 compared to Revenues of $338,706 for the three months ended June 30, 2022. The increase in Revenues of $3,331,865 (or 984% period over period (PoP)) for the current period compared to the three months ended June 30, 2022, is attributable to the closing of the Champion acquisition on July 29, 2022 and a general increase from Champion average quarterly sales of product. For the three months ended June 30, 2023, we reported Cost of Goods Sold of $2,982,688, compared to Cost of Goods Sold of $241,078 for the three months ended June 30, 2022. The increase in Cost of Goods Sold of $2,741,610 (or 1,137% period over period (PoP)) for the current period is due to a significantly greater number of sales of product during the period compared to the three months ending June 30, 2022 and again attributable to the closing of the Champion acquisition on July 29, 2022. For the three months ended June 30, 2023, we reported Gross Margin of $687,883, compared to Gross Margin of $97,628 for the three months ended June 30, 2022. The increase in Gross Margin of $1,590,255 (or 605% period over period (PoP)) for the three months ending June 30, 2023, compared to the three months ending June 30, 2022 is again due to the closing of the Champion acquisition on July 29, 2022. Gross Margin percentages for the three months ended June 30, 2023 was 18.7% compared to 28.8% for the three months ended June 30, 2022. We expect our Gross Margin percentages for this time of year to stay consistent within these two parameters until we achieve sufficient sales volume to increase our margins from better pricing power, from better buying power on our costs of goods, inventory and inventory management. Due to seasonality the 2^nd quarter of the year is the slowest for sales volume and costs relative to inventory have increased due to many factors.

Operating Expenses

Total operating expenses for the three months ended June 30, 2023 were $2,238,722compared to $1,681,719 for the three months ended June 30, 2022 as further described below. Overall, we saw only a $557,003 increase in operating expenses or an 33% period over period (PoP) increase in operating expenses from the prior year comparable period. With the acquisition and integration of the Champion acquisition we expect this to be about the same going forward dropping as a percentage of Revenues as we increase overall sales volume.

For the three months ended June 30, 2023, we incurred consulting/payroll and other costs of $931,505 compared to consulting/payroll and other costs of $246,407 for the three months ended June 30, 2022. The increase in consulting/payroll and other costs of $685,098 (or 278% period over period (PoP)) was due to the increase in the number of employees and the size of the Company post-acquisition of the Champion Entities. The Company expects to try and maintain its consulting/payroll and other costs as we further expand our sales volume.

For the three months ended June 30, 2023, we incurred rental expense, warehousing, outlet expense of $275,474, compared to rental expense, warehousing, outlet expense of $0 for the three months ended June 30, 2022. The increase in rental expense, warehousing, outlet expense of $275,44 is due to the significant number of leases and properties that the Company rents to conduct the Champion business acquisition. Prior to the Champion business acquisition, the Company included lease expense in the Administrative and other account. The significant number of leases and properties that the Company rents to conduct the Champion business provides a better presentation of expenses with a separate account line. The Company expects to maintain this level of expense on a go-forward basis with its leases and rented properties for the near term. The Company may look to consolidate some of its space as needed as it fine tunes the Champion business.

For the three months ended June 30, 2023, we incurred product development expenses of $0, compared to product development expenses of $113,190 for the three months ended June 30, 2022. The decrease in product development expenses of $113,190 (or -100% period over period (PoP)) is due to some of the Company’s current product development expenses being included in consulting/payroll and other costs account which provides for a better presentation of those expenses than pure product development expense. The Company expects to maintain this level of expense on a go-forward basis with new products and efforts being expended for future sales growth and product needs.

For the three months ended June 30, 2023, we incurred marketing and brand development expenses of $172,617, compared to marketing and brand development expenses of $149,249 for the three months ended June 30, 2022. The increase in marketing and brand development expenses of $23,368 (or 16% period over period (PoP)) relates primarily to an increase of activities including major trade shows and the availability of working capital for these types of expenses as well as increased costs attributable to our acquisition and integration of the Champion business.

For the three months ended June 30, 2023, we incurred administrative and other expense of $833,851, compared to administrative and other expense of $1,172,418 for the three months ended June 30, 2022. The decrease in administrative and other expense of $338,567 (or -29% period over period (PoP)) relates directly to the significant 2022 legal and other professional fees that we incurred in our registered public offerings, offset by some additional expenses picked up from our acquisition of Champion. The Company believes as it grows its sales base it will also need to increase its administrative and other expense commensurate with the increased profits for the future.

For the three months ended June 30, 2023, we incurred depreciation and amortization expense of $25,275, compared to depreciation and amortization expense of $455 for the three months ended June 30, 2022. The increase in depreciation and amortization expense relates primarily to the acquisition of Champion and its significant and additional depreciable asset base that it provided to the Company’s financial position.

Other income and expenses

For the three months ended June 30, 2023, we incurred interest expense of $148,437, compared to interest expense of $18,001 for the three months ended June 30, 2022. The increase in interest expense of $130,436 is due to a significant number of notes being paid during 2022 that were able to be paid in full from the various financings, offset by the increased borrowing costs that we have on our working capital notes payable and line of credit. We are currently paying an interest rate of approximately 7% on our line of credit, 12% on our existing working capital notes payable, and our new working capital notes payable we are paying approximately 40% per annum on this debt instrument. . The Company expects to manage and maintain its interest expense exposure despite the increase in interest rates for this year over last year, as well keeping our debt obligations to a minimum as we grow the business and its sales volume. For the three months ended June 30, 2023 we received approximately $1,286,000 in tax credits under the CARES Act from the US Department of Treasury and in turn paid approximately $178,500 to the service provider, netting the Company approximately $1,107,500 in credits for retaining its employees during COVID. As part of the collection process the Company retained the services of a tax service professional to provide the Company with the specialized tax services. The services included identifying various tax initiatives as well as specifically tasking the tax service professional in applying for and the tax filings for (tax) credits available under the Coronavirus Aid, Relief, and Economic Security Act (“CARES Act”). This is a one-time other income item and we do not expect to receive this type of special income in the future.

Net Loss

Net loss for the three months ended June 30, 2023, amounted to $590,204, resulting in a loss per share of $0.87, compared to $1,602,092 for the three months ended June 30, 2022, resulting in a loss per share of $20.75. The significant decrease in the net loss from the three months ended June 30, 2022 to the three months ended June 30, 2023 is primarily due to one-time transactional costs related to 2022 financings and as well our preparation costs for the Champion acquisition. The Company’s management believes with increasing sales volume and strict adherence on cost cutting measures and best practices that net positive income can be achieved for the business.

Liquidity and Capital Resources

We are a company still in the growth and acquisition stage and our revenue from operations does not cover our operating expenses. We had a working capital asset of $6,678,562 at December 31, 2022 and working capital asset of $7,403,583 at June 30, 2023 due to the successful closings of our three public financing transactions (one in February 2022, the second in July 2022 and third recently in June 2023) and have incurred a deficit of $34,930,069 from inception to June 30, 2023. We have funded our operations primarily through the issuance of capital stock, convertible debt, and other securities.

During the six months ended June 30, 2023, we raised net cash of approximately $2,464,000 through the issuance of equity, as compared to approximately $9,000,000 for the six months ended June 30, 2022. During the six months ended June 30, 2023, we raised net cash of approximately $2,386,000 through the issuance of notes payable and entering into a line of credit with a national financial institution secured by inventory and other assets, as compared to approximately $60,000 for the six months ended June 30, 2022.

As we continue with the launch of the American Rebel branded safes and concealed carry product line as well our Champion line of products we expect to continue to devote significant resources in the areas of capital expenditures and marketing, sales, and operational expenditures.

We expect to require additional funds to further develop our business and acquisition plan, including the launch of additional products in addition to aggressively marketing our safes and concealed carry product line. Since it is impossible to predict with certainty the timing and amount of funds required to establish profitability, we anticipate that we will raise additional funds through equity or debt offerings or otherwise in order to meet our expected future liquidity requirements. Any such financing that we undertake will likely be dilutive to existing stockholders.

In addition, we expect to need additional funds to respond to business opportunities and challenges, including our ongoing operating expenses, protecting our intellectual property, developing or acquiring new lines of business and enhancing our operating infrastructure. While we may need to seek additional funding for such purposes, we may not be able to obtain financing on acceptable terms, or at all. In addition, the terms of our financings may be dilutive to, or otherwise adversely affect, holders of our common stock. We may also seek additional funds through arrangements with collaborators or other third parties. We may not be able to negotiate any such arrangements on acceptable terms, if at all. If we are unable to obtain additional funding on a timely basis, we may be required to curtail or terminate some or all of our product lines.

Debt Restructuring

The Company during early 2022 engaged in and completed a financial restructuring (the “Debt Restructuring”), that included extending, renewing, and restructuring the terms of loans with several investors and third-party creditors. The completion of the registered public offering in February 2022 provided the necessary funds to pay off multiple loans with several investors and third-party creditors, leaving a small but manageable amount of debt on the books.

Promissory Notes – Working Capital

As part of the Debt Restructuring (as defined above), the Company entered into several replacement notes to extend the maturities on certain notes with working capital lending partners.

On July 1, 2022, the Company entered into a $600,000 unsecured promissory note with an accredited investor, our working capital lending partner. The unsecured promissory note bears interest at 12% per annum. The principal of the unsecured promissory note was due on March 31, 2023. The unsecured promissory note contains customary warranties, covenants and representations of the Company. This note was refinanced with a new note with an accredited investor dated July 1, 2023 in the amount of $450,000. $150,000 will be due on December 31, 2023 and $300,000 will be due on June 30, 2024. Interest on outstanding principal amounts will be payable quarterly at an annual rate of 12%. The unsecured promissory note contains customary warranties, covenants and representations of the Company.

Line of Credit

During the month of February 2023, the Company entered into a $2 million Line of Credit. The Line of Credit accrues interest at a rate as determined by BSBY Daily Floating Rate plus 2.05 percentage points (which at June 30, 2023 was in total 7.22%), and is secured by all of the assets of the Champion Entities. The Line of Credit expires February 28, 2024. The outstanding liability of the Line of Credit at June 30, 2023 was $1.36 million.

Acquisition, Integration of Champion Entities and PIPE Transaction Used to Fund Acquisition

On July 12, 2022, we sold $12,887,976 of securities to Armistice Capital Master Fund Ltd., an institutional purchaser. Such securities consisted of (i) 509,311 shares of common stock at $1.11 per share, (ii) prefunded warrants that are exercisable into 11,202,401 shares of common stock at $1.10 per prefunded warrant, and (iii) immediately exercisable warrants to purchase up to 23,423,424 shares of common stock at an initial exercise price of $0.86 per share, subject to adjustments as set forth therein, and will expire five years from the date of issuance. EF Hutton, a division of Benchmark Investments, LLC, acted as exclusive placement agent for the offering and was paid: (i) a commission of 10% of the gross proceeds ($1,288,798); (ii) non-accountable expenses of 1% of the gross proceeds ($128,880); and (iii) placement agent expenses of $125,000.

On June 29, 2022, the Company entered into a stock and membership interest purchase agreement with Champion Safe Co., Inc. (“Champion Safe”), Superior Safe, LLC (“Superior Safe”), Safe Guard Security Products, LLC (“Safe Guard”), Champion Safe De Mexico, S.A. de C.V. (“Champion Safe Mexico” and, together with Champion Safe, Superior Safe, and Safe Guard, collectively, the “Champion Entities”) and Mr. Ray Crosby (“Seller”) (the “Champion Purchase Agreement”), pursuant to which the Company agreed to acquire all of the issued and outstanding capital stock and membership interests of the Champion Entities from the Seller.

The closing of the acquisition occurred on July 29, 2022. Under the terms of the Champion Purchase Agreement, the Company paid the Seller (i) cash consideration in the amount of $9,150,000, along with (ii) cash deposits in the amount of $350,000, and (iii) reimbursed Seller for $397,420 of agreed upon acquisitions and equipment purchases completed by the Seller and the Champion Entities since June 30, 2021.

Critical Accounting Policies

The preparation of financial statements and related footnotes requires us to make judgments, estimates, and assumptions that affect the reported amounts of assets, liabilities, revenue and expenses, and related disclosure of contingent assets and liabilities.

An accounting policy is considered to be critical if it requires an accounting estimate to be made based on assumptions about matters that are highly uncertain at the time the estimate is made, and if different estimates that reasonably could have been used, or changes in the accounting estimates that are reasonably likely to occur periodically, could materially impact the financial statements.

Financial Reporting Release No. 60 requires all companies to include a discussion of critical accounting policies or methods used in the preparation of financial statements. There are no critical policies or decisions that rely on judgments that are based on assumptions about matters that are highly uncertain at the time the estimate is made. Note 1 to the financial statements, included elsewhere in this report, includes a summary of the significant accounting policies and methods used in the preparation of our financial statements.

Item 3. Quantitative and Qualitative Disclosures about Market Risk

Not applicable.

Item 4. Controls and Procedures

Evaluation of Disclosure Controls and Procedures

Our Chief Executive Officer, Mr. Charles A. Ross, Jr., and our Interim Principal Accounting Officer, Mr. Doug E. Grau, evaluated the effectiveness of our disclosure controls and procedures (as defined in Rule 13a-15(e) under the Securities Exchange Act of 1934, as amended) as of the end of the period covered by this Report. Based on their evaluation, Messrs. Ross and Grau concluded that our disclosure controls and procedures are effective in timely alerting them to material information relating to us required to be included in our periodic SEC filings. The Company hired a financial expert with the experience in creating and managing internal control systems as well to continue to improve the effectiveness of our internal controls and financial disclosure controls.

Changes in Internal Control over Financial Reporting

There have been no changes in our internal control over financial reporting during the quarter ended June 30, 2023, that have materially affected or are reasonably likely to materially affect our internal control over financial reporting.

Part II: Other Information

Item 1 - Legal Proceedings

We are currently not involved in any material litigation that we believe could have a material adverse effect on our financial condition or results of operations. There is no action, suit, proceeding, inquiry or investigation before or by any court, public board, government agency, self-regulatory organization or body pending or, to the knowledge of the executive officers of our company or any of our subsidiaries, threatened against or affecting our company, our common stock, any of our subsidiaries or of our companies or our subsidiaries’ officers or directors in their capacities as such, in which an adverse decision could have a material adverse effect.

Item 1a – Risk Factors

Factors that could cause or contribute to differences in our future financial and operating results include those discussed in the risk factors set forth in Item 1A of our Annual Report on Form 10-K for the year ended December 31, 2022. These risks are not the only risks that we face. Additional risks not presently known to us or that we do not currently consider significant may also have an adverse effect on the Company. If any of the risks actually occur, our business, results of operations, cash flows or financial condition could suffer.

Item 2 - Unregistered Sales of Equity Securities

Subsequent Issuances after Quarter End

During the period covered by this Report until the date of filing of this Report, August 14, 2023, the Company has not issued or authorized the sale of any equity securities.

All of the above-described issuances (if any) were exempt from registration pursuant to Section 4(a)(2) and/or Regulation D of the Securities Act as transactions not involving a public offering. With respect to each transaction listed above, no general solicitation was made by either the Company or any person acting on its behalf. All such securities issued pursuant to such exemptions are restricted securities as defined in Rule 144(a)(3) promulgated under the Securities Act, appropriate legends have been placed on the documents evidencing the securities, and may not be offered or sold absent registration or pursuant to an exemption therefrom.

Issuer Purchases of Equity Securities

We did not repurchase any of our equity securities during the quarter ended June 30, 2023.

Item 3 – Defaults upon Senior Securities

None.

Item 4 – Mine Safety Disclosures

Not applicable.

Item 5 – Other Information

On August 9, 2023, the Company entered into a Master Brewing Agreement with Associated Brewing Company. Under the terms of the Brewing Agreement, Associated Brewing has been appointed as the exclusive producer and seller of American Rebel branded spirits, with the initial product being American Rebel beer. The foregoing description of the Brewing Agreement does not purport to be complete and is qualified in its entirety by reference to the full text of the Brewing Agreement, which is attached hereto as Exhibit 10.17 to this Quarterly Report.

Item 6 – Exhibits

Exhibit No.		Description
2.1		Securities Purchase Agreement, dated June 9, 2016, by and among CubeScape, Inc., American Rebel, Inc., and certain individual named therein (Incorporated by reference to Exhibit 2.1 to Form 8-K, filed June 15, 2016)
2.2		Champion Safe Co., Inc. Stock Membership Interest Purchase Agreement dated June 29, 2022 (Incorporated by reference to Exhibit 2.1 to Form 8-K, filed July 6, 2022)
3.1		Second Amended and Restated Articles of Incorporation effective January 22, 2022 (Incorporated by reference to Exhibit 3.4 to Form 10-K, filed March 31, 2022)
3.2		Amended and Restated Bylaws of American Rebel Holdings, Inc. effective as of February 9, 2022 (Incorporated by reference to Exhibit 3.1 to Form 8-K, filed February 15, 2022)
3.3		Certificate of Amendment to the Second Amended and Restated Articles effectuating 1-for-25 Reverse Stock Split (Incorporated by reference to Exhibit 3.1 to Form 8-K filed on June 26, 2023)
4.1		Certificate of Designation of Series A Preferred Stock (Incorporated by reference to Exhibit 4.1 to Form 8-K filed on February 24, 2020)
4.2		Certificate of Designation of Series B Preferred Stock (Incorporated by reference to Exhibit 4.1 to Form 8-K filed on June 3, 2021)
4.3		Amended Certificate of Designation of Series B Preferred Stock ((Incorporated by reference to Exhibit 4.1 to Form 8-K filed on July 28, 2021)
4.4		Warrant Agency Agreement with Action Stock Transfer dated February 9, 2022 (Incorporated by reference to Exhibit 4.14 to Form 10-K, filed March 31, 2022)
4.5		Form of Pre-funded Warrant (Incorporated by reference to Exhibit 4.1 to Form 8-K, filed February 15, 2022)
4.6		Line of Credit Agreement dated February 10, 2023 (Incorporated by reference to Exhibit 4.6 to Form 10-Q filed May 15, 2023)
4.7		Financing Agreement dated April 14, 2023 (Incorporated by reference to Exhibit 4.1 to Form 8-K, filed May 1, 2023)
10.1†		Ross Employment Agreement dated January 1, 2021 (Incorporated by reference to Exhibit 10.1 to Form 8-K, filed March 5, 2021)
10.2†		Grau Employment Agreement dated January 1, 2021 (Incorporated by reference to Exhibit 10. 2 to Form 8-K, filed March 5, 2021)
10.3		2021 Long-Term Incentive Plan (Incorporated by reference to Exhibit 10.3 to Form 8-K, filed March 5, 2021)
10.4†		Ross Amendment to Employment Agreement dated April 9, 2021 (Incorporated by reference to Exhibit 10.42 to Form 10-K, filed May 17, 2021)
10.5†		Grau Amendment to Employment Agreement dated April 9, 2021 (Incorporated by reference to Exhibit 10.43 to Form 10-K, filed May 17, 2021)

10.6		Securities Purchase Agreement, dated July 7, 2022, between American Rebel Holdings, Inc. and the Armistice Capital Master Fund Ltd. (Incorporated by reference to Exhibit 10.1 to Form 8-K, filed July 8, 2022)
10.7		Armistice Form of Warrant (Incorporated by reference to Exhibit 10.2 to Form 8-K, filed July 8, 2022)
10.8		Armistice Form of Prefunded Warrant (Incorporated by reference to Exhibit 10.3 to Form 8-K, filed July 8, 2022)
10.9		Armistice Form of Registration Rights Agreement (Incorporated by reference to Exhibit 10.4 to Form 8-K, filed July 8, 2022)
10.10		Engagement Letter, dated July 8, 2022, between American Rebel Holdings, Inc. and EF Hutton (Incorporated by reference to Exhibit 10.5 to Form 8-K, filed July 18, 2022)
10.11		Securities Purchase Agreement, dated June 27, 2023, between American Rebel Holdings, Inc. and the Armistice Capital Master Fund Ltd. (Incorporated by reference to Exhibit 10.1 to Form 8-K filed on June 28, 2023)
10.12		Armistice Form of Warrant (Incorporated by reference to Exhibit 10.2 to Form 8-K filed on June 28, 2023)
10.13		Armistice Form of Prefunded Warrant (Incorporated by reference to Exhibit 10.3 to Form 8-K filed on June 28, 2023)
10.14		Armistice Form of Registration Rights Agreement (Incorporated by reference to Exhibit 10.4 to Form 8-K filed on June 28, 2023)
10.15		Tony Stewart Racing Nitro Sponsorship Agreement dated July 1, 2023 (Incorporated by reference to Exhibit 10.1 to Form 8-K filed on August 7, 2023)
10.16#		Master Brewing Agreement dated August 9, 2023
10.17#		Loan Agreement dated July 1, 2023
31.1#		Certification of Chief Executive Officer and Chief Financial Officer pursuant to Section 302 of the Sarbanes-Oxley Act of 2002
31.2#		Certification of Interim Principal Accounting Officer pursuant to Section 302 of the Sarbanes-Oxley Act of 2002
32.1‡		Certification of Chief Executive Officer and Interim Principal Accounting Officer pursuant to Section 906 of the Sarbanes-Oxley Act of 2002
101.INS		Inline XBRL Instance Document**
101.SCH		Inline XBRL Taxonomy Extension Schema**
101.CAL		Inline XBRL Taxonomy Extension Calculation Linkbase**
101.DEF		Inline XBRL Taxonomy Extension Definition Linkbase**
101.LAB		Inline XBRL Taxonomy Extension Labels Linkbase**
101.PRE		Inline XBRL Taxonomy Extension Presentation Linkbase**
104		Cover Page Interactive Data File (embedded within the Inline XBRL document)

# Filed herewith.

‡ Furnished herewith.

† Indicates management contract or compensatory plan or arrangement.

** The XBRL related information in Exhibit 101 shall not be deemed “filed” for purposes of Section 18 of the Securities Exchange Act of 1934, as amended, or otherwise subject to liability of that section and shall not be incorporated by reference into any filing or other document pursuant to the Securities Act of 1933, as amended, except as shall be expressly set forth by specific reference in such filing or document.

SIGNATURES

Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned, thereunto duly authorized.

Dated: August 14, 2023

AMERICAN REBEL HOLDINGS, INC.
(Registrant)

By:	/s/ Charles A. Ross, Jr.	By:	/s/ Doug E. Grau
	Charles A. Ross, Jr., CEO		Doug E. Grau
	(Principal Executive Officer)		President (Interim Principal Accounting Officer)

Exhibit 10.16

Exhibit 10.17

LOAN AGREEMENT

THIS AGREEMENT made this 1st day of July 2023, by and among

VGR IRREVOCABLE TRUST (“Lender”) and

AMERICAN REBEL HOLDINGS, INC., a Nevada corporation (“Borrower”).

WITNESSETH:

WHEREAS, Borrower desires to obtain loans from Lender to serve Borrower’s business needs; and,

WHEREAS, Lender is willing to enter into loan transactions with Borrower on the terms and conditions as set forth in this Agreement; and,

NOW THEREFORE, for Ten and no/100 Dollars ($10.00) and other good and valuable consideration, the receipt and sufficiency of which is hereby acknowledged by all parties, the parties agree as follows:

1. Borrower agrees to repay the principal sum of Three Hundred Thousand and no/100 Dollars ($300,000.00) to Borrower that will be evidenced by separate Borrower’s negotiable promissory note in the form set forth as Exhibit 1 (“Note”) attached hereto and incorporated herein by reference.

2. Borrower agrees to repay the principal sum of One Hundred and Fifty Thousand and no/100 Dollars ($150,000.00) to Borrower that will be evidenced by separate Borrower’s negotiable promissory note in the form set forth as Exhibit 3 (“Note 2”) attached hereto and incorporated herein by reference.

3. Lender warrants and represents that its Manager, William D. King, has actual authority to enter into this transaction with Borrower on the terms set forth herein.

4. Borrower warrants and represents that its CEO, Charles A. Ross, Jr., has actual authority by Borrower’s Board of Directors to enter into this transaction with Lender on the terms set forth herein.

IN WITNESS WHEREOF the parties have executed this Agreement on the dates set forth each signature below.

BORROWER:
AMERICAN REBEL HOLDINGS, INC.

By:			Date:
Charles A. Ross, Jr., CEO

Address of Borrower: 909 18^th Avenue South, Suite A, Nashville, TN 37212

LENDER:
VGR IRREVOCABLE TRUST

By:			Date:
William D. King, CPA, CFP, CHBC

Address of Lender:

Exhibit 1

PROMISSORY NOTE

$300,000.00 principal

Nashville, Tennessee

July 1, 2023

FOR VALUE RECEIVED, AMERICAN REBEL HOLDINGS, INC., a corporation, having an office at 909 18^th Avenue South, Suite A, Nashville, Tennessee 37212, (hereinafter “Maker” or “Borrower”), promises to pay to the order of VGR IRREVOCABLE TRUST, its heirs and assigns, having an office at , (hereinafter “Holder” or “Lender”) the principal sum of Three Hundred Thousand and no/100 Dollars ($300,000.00) in lawful money of the United States of America, with all interest thereon, plus other sums and amounts as defined and specified in this Secured Promissory Note (hereinafter “Note”).

1. Interest. This Note shall bear, and the Maker shall pay, interest (“interest”) at the stated rate of 12.0% per annum on the outstanding principal balance from July 1, 2023, through the Maturity Date pursuant to Section 2 below. Principal and interest shall be paid to Holder per the Interest Payment Schedule attached as Exhibit 2.

2. Maturity Date. All due and payable interest and outstanding principal balances shall be paid by Maker to Holder on or before June 30, 2024 (“Maturity Date”). Interest is calculated on a 365-day year.

3. Prepayment Privilege. Maker may prepay this Note in whole or in part at any time.

4. Default. Maker shall perform its obligations and covenants in this Note and in each and every other agreement between Maker and Holder pertaining to the indebtedness evidenced hereby. The following provisions shall apply upon failure of Maker so to perform.

4.1 Event of Default. Any of the following events shall constitute an “Event of Default” hereunder:

4.1.1

Failure of Maker to pay the sums provided for herein when due, which failure continues for a period of fifteen (15) business days after the due date of the amount involved; or

4.1.2

The entry of an order for relief under Federal Bankruptcy Code as to Maker or entry of any order appointing a receiver or trustee for any of Maker or approving a petition in reorganization or other similar relief under bankruptcy or similar laws in the United States of America or any other competent jurisdiction, and if such order, if involuntary, is not satisfied or withdrawn within sixty (60) days after entry thereof; or the filing of a petition by Maker seeking any of the foregoing, or consenting thereto; or filing of a petition to take advantage of any debtor’s act; or making a general assignment for the benefit of creditors; or admitting in writing inability to pay debts as they mature; or in the event that garnishment, attachment,levy or execution is issued against any collateral securing the Maker’s obligations.

4.2 Acceleration. In addition to any other rights or remedies provided for under this Note, upon any Event of Default and the expiration of any applicable cure periods, at the option of Holder, all sums evidenced hereby, including all principal, interest, fees and all other amounts due hereunder shall become immediately due and payable without notice, and interest on the outstanding unpaid principal balance plus prior unpaid accrued interest shall bear interest at the rate of one and one/quarter percent (1.25%) per month on the outstanding principal balance, until paid in full. Holder may exercise such rights and remedies in the Event of Default as provided in the Agreement.

4.3 Notice by Maker. Upon the happening of any Event of Default specified in this Paragraph 4 that is not cured within the respective periods prescribed above, Maker will give prompt written notice thereof to Holder of this Note.

4.4 No Waiver. Failure of Holder to exercise any option hereunder shall not constitute a waiver of the right to exercise the same in the event of any subsequent default, or in the event of continuance of any existing default after demand or performance thereof.

5. Expenses and Identity of Maker.

5.1 All expenses, filing fees, legal fees in connection with this Note (including the extension and modification thereof) incurred by Holder in connection with this loan transaction including the transfer, assignment or pledge of this Note will be paid by Maker.

5.2 Maker may treat the person in whose name this Note is registered as the owner and Holder of this Note for the purpose of receiving payment of all principal of and all interest on this Note, and for all other purposes whatsoever, whether or not such Note shall be overdue and, except for transfers effected in accordance with this Subparagraph, Maker shall be affected by notice to the contrary.

6. Replacement of the June 30, 2022 Note between Lender and Borrower in the amount of $600,000.00. This July 1, 2023 Note, the July 1, 2023 Note 2 and a payment of $150,000.00 satisfies all indebtedness and terms of the June 30, 2022 Note. Upon execution of this Note, the June 30, 2022 Note is paid in full and all encumbrances, liens and commitments held by Lender per the June 30, 2022 Note are released.

7. Notices. All notices, approvals, consents, demands, requests or other communications required or permitted under this Note (“Notices”) shall be in writing, shall be addressed to the receiving party, and shall be personally delivered, sent by overnight mail (FedEx® or another carrier that provides receipts for all deliveries), sent by certified mail, postage prepaid, return receipt requested, sent by e-mail (provided that a successful electronic confirmation is received), or sent by facsimile transmission (provided that a successful transmission report is received). All Notices shall be effective upon receipt at the address indicated next to the party’s name in this Note or at such other address as shall be designated by such party in a written notice delivered in accordance with this Paragraph. Notice of change of address shall be given by written notice in the manner set forth in this Paragraph. Rejection or other refusal to accept or the inability to deliver any Notice due to changed address or facsimile number of which no Notice in accordance with this Paragraph was given shall be deemed to constitute receipt of such Notice. Any operational failure of a Notice recipient’s facsimile equipment shall extend the time for giving of Notice during such period up to a maximum delay of forty-eight (48) hours.

8. Usury. Notwithstanding any provision of this Note to the contrary, the total liability for payments in the nature of interest under this Note shall not exceed the limits imposed by applicable law. Maker shall not assert a claim, and shall actively resist any attempts to compel it to assert a claim, respecting a benefit under any present or future usury laws against Holder of this Note. Nothing contained in this Note or any of the other Loan Documents shall require the Maker to pay, or the Payee to accept, interest in an amount which would subject the Payee to any penalty or forfeiture under applicable law. Notwithstanding that it is not intended hereby to charge interest at a rate in excess of the maximum legal rate of interest permitted to be charged to the Maker under applicable law, if interest in excess of such maximum legal rate shall be payable hereunder, then, ipso facto, such rate shall be reduced to the highest lawful rate so that no amounts shall be charged which are in excess thereof, and, in the event it should be determined that any excess over such highest lawful rate has been received, such excess shall be applied by the Holder in reduction of the outstanding principal indebtedness evidenced by this Note.

9. Binding Effect. This Note shall be binding upon the parties hereto and their respective heirs, executors, administrators, representatives, successors and permitted assigns.

10. Collection Fees. Except as otherwise provided herein, the Maker shall pay all costs of collection, including reasonable attorneys’ fees and all costs of suit and preparation for such suit (and whether at trial or appellate level), in the event the unpaid principal amount of this Note, or any payment of interest is not paid when due, or in the event Holder is made party to any litigation because of the existence of the indebtedness evidenced by this Note, or if at any time the Holder should incur any attorneys’ fees in any proceeding under the Federal Bankruptcy Code (or other similar laws for the protection of debtors generally) in order to collect any indebtedness hereunder and whether through courts of original jurisdiction, as well as in courts of appellate jurisdiction, or through a bankruptcy court or other legal proceedings.

11. Construction; Governing Law; Jurisdiction; Jury Trial. This Note shall be governed as to its validity, interpretation, construction, effect and in all other respects by and in accordance with the laws and interpretations thereof of the State of Nevada, without giving effect to the principles of conflicts of laws. Each party hereby irrevocably submits to the exclusive jurisdiction of the State of Nevada, and agrees that any dispute litigated shall be commenced and resolved in the District Court of Clark County, Nevada for the adjudication of any dispute hereunder or in connection herewith or therewith, or with any transaction contemplated hereby or discussed herein, or in any manner arising in connection with or related to the transactions contemplated hereby or involving the parties hereto whether at law or equity and under any contract, tort or any other claim whatsoever and hereby irrevocably waives, and agrees not to assert in any suit, action or proceeding, any claim that it is not personally subject to the jurisdiction of any such court, that such suit, action or proceeding is brought in an inconvenient forum or that the venue of such suit, action or proceeding is improper.

Each party hereby irrevocably waives personal service of process and consents to process being served in any such suit, action or proceeding by mailing or faxing a copy thereof to such party at the address for such notices as listed in this Note and agrees that such service shall constitute good and sufficient service of process and notice thereof. Nothing contained herein shall be deemed to limit in any way any right to serve process in any manner permitted by law. EACH PARTY HEREBY IRREVOCABLY WAIVES ANY RIGHT IT MAY HAVE, AND AGREES NOT TO REQUEST, A JURY TRIAL FOR THE ADJUDICATION OF ANY DISPUTE HEREUNDER OR IN CONNECTION HEREWITH OR ARISING OUT OF THIS NOTE OR ANY TRANSACTION CONTEMPLATED HEREBY.

This Note has been negotiated, executed, made and delivered in the County of Davidson, State of Tennessee, where all advances and repayments shall be made. It is agreed that this Note, and all Loan Documents shall not become effective until Maker signs and ratifies them, thus causing this Note and all Loan Documents to be deemed executed in Tennessee. Unless the context otherwise requires, the use of terms in singular and masculine form shall include in all instances singular and plural number and masculine, feminine and neuter gender.

12. Severability. If any one or more of the provisions contained in this Note or any future amendment hereto shall for any reason be held to be invalid, illegal or unenforceable in any respect, such invalidity, illegality or unenforceability shall not affect any other provision of this Note or such other agreement, and in lieu of each such invalid, illegal or unenforceable provision there shall be added automatically as a part of this Note a provision as similar in terms to such invalid, illegal or unenforceable provision as may be possible and be valid, legal and enforceable.

13. Miscellaneous. Time is of the essence with respect to the performance of each and every covenant, condition, term and provision hereof.

13.1 Maker and any endorsers, sureties and guarantors hereof or hereon hereby waive presentment for payment, demand, protest, notice of non-payment or dishonor and of protest, and agree to remain bound until the principal sum of this Note or the amount thereof outstanding and interest and all other sums payable hereunder are paid in full notwithstanding any extensions of time for payment which may be granted even though the period of extension be indefinite, and notwithstanding any inaction by, or failure to assert any legal right available to, the Holder.

13.2 It is further expressly agreed that any waiver by the Holder, other than a waiver in writing signed by the Holder, of any term or provision hereof or of any of the other Loan Documents or of any right, remedy or option under this Note or any of the other Loan Documents shall not be controlling, nor shall it prevent or estop the Holder from thereafter enforcing such term, provision, right, remedy or option, and the failure or refusal of the Holder to insist in any one or more instances upon the strict performance of any of the terms or provisions of this Note or any of the other Loan Documents shall not be construed as a waiver or relinquishment for the future of any such term or provision, but the same shall continue in full force and effect, it being understood and agreed that the Holder’s rights, remedies and options under this Note and the other Loan Documents are and shall be cumulative and are in addition to all other rights, remedies and options of the Payee in law or in equity or under any other agreement.

13.3 Maker and Holder hereby irrevocably waive all rights to trial by jury in any action, proceeding or counterclaim arising out of or relating to this Note and Maker also irrevocably waives the right, in such action, proceeding or counterclaim, to interpose any counterclaims (except to the extent that such counterclaims are compulsory and may not be brought in a separate action) or set-offs of any kind or description.

13.4 In the event that any provision of this Note or the application thereof to the Maker or any circumstance in any jurisdiction governing this Note shall, to any extent, be invalid or unenforceable under any applicable statute, regulation or rule of law, then such provision shall be deemed inoperative to the extent that it may conflict therewith and shall be deemed modified to conform to such statute, regulation or rule of law, and the remainder of this Note and the application of any such invalid or unenforceable provision to parties, jurisdictions or circumstances other than to whom or to which it is held invalid or unenforceable shall not be affected thereby nor shall same affect the validity or enforceability of any other provision of this Note.

13.5 Time is of the essence as to all dates set forth in this Note, subject to any applicable notice or grace period provided herein; provided, however, whenever any payment to be made hereunder shall be stated to be due on a day other than a Business Day, such payment may be made on the next succeeding Business Day and such extension of time shall in such case be included in the computation of interest payable hereunder.

13.6 Maker hereby agrees to perform and comply with each of the terms, covenants and provisions contained in this Note.

13.7 No act of commission or omission of any kind or at any time upon the part of Holder in respect of any matter whatsoever shall in any way impair the rights of Holder to enforce any right, power or benefit under this Note and no set-off, counterclaim, reduction or diminution of any obligation or any defense of any kind or nature which the Maker has or may have against the Holder shall be available hereunder to the Maker.

13.8 The captions preceding the text of the various paragraphs contained in this Note are provided for convenience only and shall not be deemed to in any way affect or limit the meaning or construction of any of the provisions hereof.

13.9 In the event that the terms and provisions of this Note in any way conflict with the terms and provisions of the other Loan Documents, the terms and provisions of this Note shall prevail.

IN WITNESS WHEREOF, this, this Note has been duly executed by Maker as of the day and year first above written. PRIOR TO SIGNING THIS NOTE, MAKER HAS READ AND UNDERSTOOD ALL THE PROVISIONS OF THIS NOTE.

	AMERICAN REBEL HOLDINGS, INC.


	Charles A. Ross, Jr., as CEO

Exhibit 2

INTEREST PAYMENT SCHEDULE

As referenced in Paragraph 1 of the Note, the Maker shall pay the Holder interest on the following schedule:

On September 30, 2023, an interest payment of $9,000 will be due and payable.

On December 31, 2023, an interest payment of $9,000 will be due and payable.

On March 31, 2024, an interest payment of $9,000 will be due and payable.

On June 30, 2024, an interest payment of $9,000 will be due and payable.

On June 30, 2024, a principal payment of $300,000 will be due and payable.

Exhibit 3

PROMISSORY NOTE

$150,000.00 principal

Nashville, Tennessee

July 1, 2023

FOR VALUE RECEIVED, AMERICAN REBEL HOLDINGS, INC., a corporation, having an office at 909 18^th Avenue South, Suite A, Nashville, Tennessee 37212, (hereinafter “Maker” or “Borrower”), promises to pay to the order of VGR IRREVOCABLE TRUST, its heirs and assigns, having an office at , (hereinafter “Holder” or “Lender”) the principal sum of One Hundred and Fifty Thousand and no/100 Dollars ($150,000.00) in lawful money of the United States of America, with all interest thereon, plus other sums and amounts as defined and specified in this Secured Promissory Note (hereinafter “Note 2”).

1. Interest. This Note 2 shall bear, and the Maker shall pay, interest (“interest”) at the stated rate of 12.0% per annum on the outstanding principal balance from July 1, 2023, through the Maturity Date pursuant to Section 2 below. Principal and interest shall be paid to Holder per the Interest Payment Schedule attached as Exhibit 4.

2. Maturity Date. All due and payable interest and outstanding principal balances shall be paid by Maker to Holder on or before December 31, 2023 (“Maturity Date”). Interest is calculated on a 365-day year.

3. Prepayment Privilege. Maker may prepay this Note 2 in whole or in part at any time.

4. Default. Maker shall perform its obligations and covenants in this Note 2 and in each and every other agreement between Maker and Holder pertaining to the indebtedness evidenced hereby. The following provisions shall apply upon failure of Maker so to perform.

4.1 Event of Default. Any of the following events shall constitute an “Event of Default” hereunder:

4.1.1

Failure of Maker to pay the sums provided for herein when due, which failure continues for a period of fifteen (15) business days after the due date of the amount involved; or

4.1.2

The entry of an order for relief under Federal Bankruptcy Code as to Maker or entry of any order appointing a receiver or trustee for any of Maker or approving a petition in reorganization or other similar relief under bankruptcy or similar laws in the United States of America or any other competent jurisdiction, and if such order, if involuntary, is not satisfied or withdrawn within sixty (60) days after entry thereof; or the filing of a petition by Maker seeking any of the foregoing, or consenting thereto; or filing of a petition to take advantage of any debtor’s act; or making a general assignment for the benefit of creditors; or admitting in writing inability to pay debts as they mature; or in the event that garnishment, attachment, levy or execution is issued against any collateral securing the Maker’s obligations.

4.2 Acceleration. In addition to any other rights or remedies provided for under this Note 2, upon any Event of Default and the expiration of any applicable cure periods, at the option of Holder, all sums evidenced hereby, including all principal, interest, fees and all other amounts due hereunder shall become immediately due and payable without notice, and interest on the outstanding unpaid principal balance plus prior unpaid accrued interest shall bear interest at the rate of one and one/quarter percent (1.25%) per month on the outstanding principal balance, until paid in full. Holder may exercise such rights and remedies in the Event of Default as provided in the Agreement.

5. Expenses and Identity of Maker.

5.1 All expenses, filing fees, legal fees in connection with this Note 2 (including the extension and modification thereof) incurred by Holder in connection with this loan transaction including the transfer, assignment or pledge of this Note 2 will be paid by Maker.

5.2 Maker may treat the person in whose name this Note 2 is registered as the owner and Holder of this Note 2 for the purpose of receiving payment of all principal of and all interest on this Note 2, and for all other purposes whatsoever, whether or not such Note 2 shall be overdue and, except for transfers effected in accordance with this Subparagraph, Maker shall be affected by notice to the contrary.

6. Replacement of the June 30, 2022 Note between Lender and Borrower in the amount of $600,000.00. The July 1, 2023 Note, this July 1, 2023 Note 2 and a payment of $150,000.00 satisfies all indebtedness and terms of the June 30, 2022 Note. Upon execution of this Note 2, the June 30, 2022 Note is paid in full and all encumbrances, liens and commitments held by Lender per the June 30, 2022 Note are released.

7. Notices. All notices, approvals, consents, demands, requests or other communications required or permitted under this Note 2 (“Notices”) shall be in writing, shall be addressed to the receiving party, and shall be personally delivered, sent by overnight mail (FedEx® or another carrier that provides receipts for all deliveries), sent by certified mail, postage prepaid, return receipt requested, sent by e-mail (provided that a successful electronic confirmation is received), or sent by facsimile transmission (provided that a successful transmission report is received). All Notices shall be effective upon receipt at the address indicated next to the party’s name in this Note 2 or at such other address as shall be designated by such party in a written notice delivered in accordance with this Paragraph. Notice of change of address shall be given by written notice in the manner set forth in this Paragraph. Rejection or other refusal to accept or the inability to deliver any Notice due to changed address or facsimile number of which no Notice in accordance with this Paragraph was given shall be deemed to constitute receipt of such Notice. Any operational failure of a Notice recipient’s facsimile equipment shall extend the time for giving of Notice during such period up to a maximum delay of forty-eight (48) hours.

8. Usury. Notwithstanding any provision of this Note 2 to the contrary, the total liability for payments in the nature of interest under this Note 2 shall not exceed the limits imposed by applicable law. Maker shall not assert a claim, and shall actively resist any attempts to compel it to assert a claim, respecting a benefit under any present or future usury laws against Holder of this Note 2. Nothing contained in this Note 2 or any of the other Loan Documents shall require the Maker to pay, or the Payee to accept, interest in an amount which would subject the Payee to any penalty or forfeiture under applicable law. Notwithstanding that it is not intended hereby to charge interest at a rate in excess of the maximum legal rate of interest permitted to be charged to the Maker under applicable law, if interest in excess of such maximum legal rate shall be payable hereunder, then, ipso facto, such rate shall be reduced to the highest lawful rate so that no amounts shall be charged which are in excess thereof, and, in the event it should be determined that any excess over such highest lawful rate has been received, such excess shall be applied by the Holder in reduction of the outstanding principal indebtedness evidenced by this Note 2.

9. Binding Effect. This Note 2 shall be binding upon the parties hereto and their respective heirs, executors, administrators, representatives, successors and permitted assigns.

10. Collection Fees. Except as otherwise provided herein, the Maker shall pay all costs of collection, including reasonable attorneys’ fees and all costs of suit and preparation for such suit (and whether at trial or appellate level), in the event the unpaid principal amount of this Note 2, or any payment of interest is not paid when due, or in the event Holder is made party to any litigation because of the existence of the indebtedness evidenced by this Note 2, or if at any time the Holder should incur any attorneys’ fees in any proceeding under the Federal Bankruptcy Code (or other similar laws for the protection of debtors generally) in order to collect any indebtedness hereunder and whether through courts of original jurisdiction, as well as in courts of appellate jurisdiction, or through a bankruptcy court or other legal proceedings.

11. Construction; Governing Law; Jurisdiction; Jury Trial. This Note 2 shall be governed as to its validity, interpretation, construction, effect and in all other respects by and in accordance with the laws and interpretations thereof of the State of Nevada, without giving effect to the principles of conflicts of laws. Each party hereby irrevocably submits to the exclusive jurisdiction of the State of Nevada, and agrees that any dispute litigated shall be commenced and resolved in the District Court of Clark County, Nevada for the adjudication of any dispute hereunder or in connection herewith or therewith, or with any transaction contemplated hereby or discussed herein, or in any manner arising in connection with or related to the transactions contemplated hereby or involving the parties hereto whether at law or equity and under any contract, tort or any other claim whatsoever and hereby irrevocably waives, and agrees not to assert in any suit, action or proceeding, any claim that it is not personally subject to the jurisdiction of any such court, that such suit, action or proceeding is brought in an inconvenient forum or that the venue of such suit, action or proceeding is improper.

Each party hereby irrevocably waives personal service of process and consents to process being served in any such suit, action or proceeding by mailing or faxing a copy thereof to such party at the address for such notices as listed in this Note 2 and agrees that such service shall constitute good and sufficient service of process and notice thereof. Nothing contained herein shall be deemed to limit in any way any right to serve process in any manner permitted by law. EACH PARTY HEREBY IRREVOCABLY WAIVES ANY RIGHT IT MAY HAVE, AND AGREES NOT TO REQUEST, A JURY TRIAL FOR THE ADJUDICATION OF ANY DISPUTE HEREUNDER OR IN CONNECTION HEREWITH OR ARISING OUT OF THIS NOTE 2 OR ANY TRANSACTION CONTEMPLATED HEREBY.

This Note 2 has been negotiated, executed, made and delivered in the County of Davidson, State of Tennessee, where all advances and repayments shall be made. It is agreed that this Note 2, and all Loan Documents shall not become effective until Maker signs and ratifies them, thus causing this Note 2 and all Loan Documents to be deemed executed in Tennessee. Unless the context otherwise requires, the use of terms in singular and masculine form shall include in all instances singular and plural number and masculine, feminine and neuter gender.

12. Severability. If any one or more of the provisions contained in this Note 2 or any future amendment hereto shall for any reason be held to be invalid, illegal or unenforceable in any respect, such invalidity, illegality or unenforceability shall not affect any other provision of this Note 2 or such other agreement, and in lieu of each such invalid, illegal or unenforceable provision there shall be added automatically as a part of this Note 2 a provision as similar in terms to such invalid, illegal or unenforceable provision as may be possible and be valid, legal and enforceable.

13. Miscellaneous. Time is of the essence with respect to the performance of each and every covenant, condition, term and provision hereof.

13.1 Maker and any endorsers, sureties and guarantors hereof or hereon hereby waive presentment for payment, demand, protest, notice of non-payment or dishonor and of protest, and agree to remain bound until the principal sum of this Note 2 or the amount thereof outstanding and interest and all other sums payable hereunder are paid in full notwithstanding any extensions of time for payment which may be granted even though the period of extension be indefinite, and notwithstanding any inaction by, or failure to assert any legal right available to, the Holder.

13.2 It is further expressly agreed that any waiver by the Holder, other than a waiver in writing signed by the Holder, of any term or provision hereof or of any of the other Loan Documents or of any right, remedy or option under this Note 2 or any of the other Loan Documents shall not be controlling, nor shall it prevent or estop the Holder from thereafter enforcing such term, provision, right, remedy or option, and the failure or refusal of the Holder to insist in any one or more instances upon the strict performance of any of the terms or provisions of this Note 2 or any of the other Loan Documents shall not be construed as a waiver or relinquishment for the future of any such term or provision, but the same shall continue in full force and effect, it being understood and agreed that the Holder’s rights, remedies and options under this Note 2 and the other Loan Documents are and shall be cumulative and are in addition to all other rights, remedies and options of the Payee in law or in equity or under any other agreement.

13.3 Maker and Holder hereby irrevocably waive all rights to trial by jury in any action, proceeding or counterclaim arising out of or relating to this Note 2 and Maker also irrevocably waives the right, in such action, proceeding or counterclaim, to interpose any counterclaims (except to the extent that such counterclaims are compulsory and may not be brought in a separate action) or set-offs of any kind or description.

13.4 In the event that any provision of this Note 2 or the application thereof to the Maker or any circumstance in any jurisdiction governing this Note 2 shall, to any extent, be invalid or unenforceable under any applicable statute, regulation or rule of law, then such provision shall be deemed inoperative to the extent that it may conflict therewith and shall be deemed modified to conform to such statute, regulation or rule of law, and the remainder of this Note 2 and the application of any such invalid or unenforceable provision to parties, jurisdictions or circumstances other than to whom or to which it is held invalid or unenforceable shall not be affected thereby nor shall same affect the validity or enforceability of any other provision of this Note 2.

13.5 Time is of the essence as to all dates set forth in this Note 2, subject to any applicable notice or grace period provided herein; provided, however, whenever any payment to be made hereunder shall be stated to be due on a day other than a Business Day, such payment may be made on the next succeeding Business Day and such extension of time shall in such case be included in the computation of interest payable hereunder.

13.6 Maker hereby agrees to perform and comply with each of the terms, covenants and provisions contained in this Note 2.

13.7 No act of commission or omission of any kind or at any time upon the part of Holder in respect of any matter whatsoever shall in any way impair the rights of Holder to enforce any right, power or benefit under this Note 2 and no set-off, counterclaim, reduction or diminution of any obligation or any defense of any kind or nature which the Maker has or may have against the Holder shall be available hereunder to the Maker.

13.8 The captions preceding the text of the various paragraphs contained in this Note 2 are provided for convenience only and shall not be deemed to in any way affect or limit the meaning or construction of any of the provisions hereof.

13.9 In the event that the terms and provisions of this Note 2 in any way conflict with the terms and provisions of the other Loan Documents, the terms and provisions of this Note 2 shall prevail.

IN WITNESS WHEREOF, this, this Note 2 has been duly executed by Maker as of the day and year first above written. PRIOR TO SIGNING THIS NOTE 2, MAKER HAS READ AND UNDERSTOOD ALL THE PROVISIONS OF THIS NOTE 2.

	AMERICAN REBEL HOLDINGS, INC.


	Charles A. Ross, Jr., as CEO

Exhibit 4

INTEREST PAYMENT SCHEDULE

As referenced in Paragraph 1 of the Note 2, the Maker shall pay the Holder interest on the following schedule:

On September 30, 2023, an interest payment of $4,500 will be due and payable.

On December 31, 2023, an interest payment of $4,500 will be due and payable.

On December 31, 2023, a principal payment of $150,000 will be due and payable.

EXHIBIT 31.1

CERTIFICATION

I, Charles A. Ross, Jr., certify that:

1. I have reviewed this Quarterly Report on Form 10-Q of American Rebel Holdings, Inc.;

2. Based on my knowledge, this report does not contain any untrue statement of a material fact or omit to state a material fact necessary to make the statements made, in light of the circumstances under which such statements were made, not misleading with respect to the period covered by this report;

3. Based on my knowledge, the financial statements, and other financial information included in this report, fairly present in all material respects the financial condition, results of operations and cash flows of the registrant as of, and for, the periods presented in this report;

4. The registrant’s other certifying officer(s) and I are responsible for establishing and maintaining disclosure controls and procedures (as defined in Exchange Act Rules 13a-15(e) and 15d-15(e)) and internal control over financial reporting (as defined in Exchange Act Rules 13a-15(f) and 15d-15(f)) for the registrant and have:

a. Designed such disclosure controls and procedures, or caused such disclosure controls and procedures to be designed under my supervision, to ensure that material information relating to the registrant, including its consolidated subsidiaries, is made known to me by others within those entities, particularly during the period in which this report is being prepared;

b. Designed such internal control over financial reporting, or caused such internal control over financial reporting to be designed under my supervision, to provide reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements for external purposes in accordance with generally accepted accounting principles;

c. Evaluated the effectiveness of the registrant’s disclosure controls and procedures and presented in this report my conclusions about the effectiveness of the disclosure controls and procedures, as of the end of the period covered by this report based on such evaluation; and

d. Disclosed in this report any change in the registrant’s internal control over financial reporting that occurred during the registrant’s most recent fiscal quarter that has materially affected, or is reasonably likely to materially affect, the registrant’s internal control over financial reporting.

5. The registrant’s other certifying officer(s) and I have disclosed, based on my most recent evaluation of internal control over financial reporting, to the registrant’s auditors and the audit committee of the registrant’s board of directors (or persons performing the equivalent functions):

a. All significant deficiencies and material weaknesses in the design or operation of internal control over financial reporting which are reasonably likely to adversely affect the registrant’s ability to record, process, summarize and report financial information; and

b. Any fraud, whether or not material, that involves management or other employees who have a significant role in the registrant’s internal control over financial reporting.

Date: August 14, 2023

/s/ Charles A. Ross, Jr.
Charles A. Ross, Jr.
Chief Executive Officer and Principal Executive Officer

EXHIBIT 31.2

CERTIFICATION

I, Doug E. Grau, certify that:

1. I have reviewed this Quarterly Report on Form 10-Q of American Rebel Holdings, Inc.;

a. Designed such disclosure controls and procedures, or caused such disclosure controls and procedures to be designed under our supervision, to ensure that material information relating to the registrant, including its consolidated subsidiaries, is made known to us by others within those entities, particularly during the period in which this report is being prepared;

b. Designed such internal control over financial reporting, or caused such internal control over financial reporting to be designed under our supervision, to provide reasonable assurance regarding the reliability of financial reporting and the preparation of financial statements for external purposes in accordance with generally accepted accounting principles;

c. Evaluated the effectiveness of the registrant’s disclosure controls and procedures and presented in this report our conclusions about the effectiveness of the disclosure controls and procedures, as of the end of the period covered by this report based on such evaluation; and

d. Disclosed in this report any change in the registrant’s internal control over financial reporting that occurred during the registrant’s most recent fiscal quarter (the registrant’s fourth fiscal quarter in the case of an annual report) that has materially affected, or is reasonably likely to materially affect, the registrant’s internal control over financial reporting; and

5. The registrant’s other certifying officer(s) and I have disclosed, based on our most recent evaluation of internal control over financial reporting, to the registrant’s auditors and the audit committee of the registrant’s board of directors (or persons performing the equivalent functions):

b. Any fraud, whether or not material, that involves management or other employees who have a significant role in the registrant’s internal control over financial reporting.

Date: August 14, 2023

/s/ Doug E. Grau
Doug E. Grau
President and Interim Principal Accounting Officer

EXHIBIT 32.1

CERTIFICATION PURSUANT TO

18 U.S.C. SECTION 1350,

AS ADOPTED PURSUANT TO

SECTION 906 OF THE SARBANES-OXLEY ACT OF 2002

In connection with the Quarterly Report of American Rebel Holdings, Inc. (the “Company”) on Form 10-Q for the period ended June 30, 2023, as filed with the Securities and Exchange Commission on the date hereof (the “Report”), each of the undersigned hereby certify, pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002, that:

1. The Report fully complies with the requirements of Section 13(a) or 15(d) of the Securities Exchange Act of 1934; and

2. The information contained in the Report fairly presents, in all material respects, the financial condition and results of operations of the Company.

/s/ Charles A. Ross, Jr.
Charles A. Ross, Jr. Chief Executive Officer and Principal Executive Officer

/s/ Doug E. Grau
Doug E. Grau
President and Interim Principal Accounting Officer

August 14, 2023

The foregoing certifications are not deemed filed with the Securities and Exchange Commission for purposes of Section 18 of the Securities Exchange Act of 1934, as amended (Exchange Act), and are not to be incorporated by reference into any filing of American Rebel Holdings, Inc. under the Securities Act of 1933, as amended, or the Exchange Act, whether made before or after the date hereof, regardless of any general incorporation language in such filing.

Cover - shares	6 Months Ended
Cover - shares	Jun. 30, 2023	Aug. 14, 2023
Document Type	10-Q
Amendment Flag	false
Document Quarterly Report	true
Document Transition Report	false
Document Period End Date	Jun. 30, 2023
Document Fiscal Period Focus	Q2
Document Fiscal Year Focus	2023
Current Fiscal Year End Date	--12-31
Entity File Number	001-41267
Entity Registrant Name	AMERICAN REBEL HOLDINGS, INC.
Entity Central Index Key	0001648087
Entity Tax Identification Number	47-3892903
Entity Incorporation, State or Country Code	NV
Entity Address, Address Line One	909 18th Avenue South
Entity Address, Address Line Two	Suite A
Entity Address, City or Town	Nashville
Entity Address, State or Province	TN
Entity Address, Postal Zip Code	37212
City Area Code	(833)
Local Phone Number	267-3235
Entity Current Reporting Status	Yes
Entity Interactive Data Current	Yes
Entity Filer Category	Non-accelerated Filer
Entity Small Business	true
Entity Emerging Growth Company	false
Entity Shell Company	false
Entity Common Stock, Shares Outstanding		2,842,311
Common Stock [Member]
Title of 12(b) Security	Common Stock
Trading Symbol	AREB
Security Exchange Name	NASDAQ
Common Stock Purchase Warrants [Member]
Title of 12(b) Security	Common Stock Purchase Warrants
Trading Symbol	AREBW
Security Exchange Name	NASDAQ

Condensed Consolidated Balance Sheets - USD ($)	Jun. 30, 2023	Dec. 31, 2022
CURRENT ASSETS:
Cash and cash equivalents	$ 2,733,253	$ 356,754
Accounts receivable	1,982,483	1,613,489
Prepaid expense	160,295	207,052
Inventory	8,563,465	7,421,696
Inventory deposits	310,587	309,684
Total Current Assets	13,750,083	9,908,675
Property and Equipment, net	402,157	456,525
OTHER ASSETS:
Lease deposits	29,120	18,032
Right-of-use lease assets	1,487,271	1,977,329
Goodwill	4,200,000	4,200,000
Total Other Assets	5,716,391	6,195,361
TOTAL ASSETS	19,868,630	16,560,561
CURRENT LIABILITIES:
Accounts payable and other accrued expense	2,288,920	2,523,551
Accrued interest	103,919	103,919
Loan – Officer – related party	146,000
Loans – Working capital	1,482,449	602,643
Line of credit	1,359,683
Right-of-use lease liabilities, current	965,529	992,496
Total Current Liabilities	6,346,500	4,222,609
Right-of-use lease liabilities, long-term	521,742	984,833
TOTAL LIABILITIES	6,868,242	5,207,442
STOCKHOLDERS’ EQUITY (DEFICIT):
Preferred stock value
Common Stock, $0.001 par value; 600,000,000 shares authorized; 748,720 and 677,221 issued and outstanding, respectively at June 30, 2023 and December 31, 2022	749	677
Additional paid in capital	47,929,533	45,465,077
Accumulated deficit	(34,930,069)	(34,112,810)
TOTAL STOCKHOLDERS’ EQUITY (DEFICIT)	13,000,388	11,353,119
TOTAL LIABILITIES AND STOCKHOLDERS’ EQUITY (DEFICIT)	19,868,630	16,560,561
Series A Preferred Stock [Member]
STOCKHOLDERS’ EQUITY (DEFICIT):
Preferred stock value	100	100
Series B Preferred Stock [Member]
STOCKHOLDERS’ EQUITY (DEFICIT):
Preferred stock value	$ 75	$ 75

Condensed Consolidated Balance Sheets (Parenthetical) - $ / shares	Jun. 30, 2023	Dec. 31, 2022
Statement of Financial Position [Abstract]
Preferred stock, par value	$ 0.001	$ 0.001
Preferred stock, shares authorized	10,000,000	10,000,000
Preferred stock, shares issued	175,000	175,000
Preferred stock, shares outstanding	175,000	175,000
Common stock, par value	$ 0.001	$ 0.001
Common stock, shares authorized	600,000,000	600,000,000
Common stock, shares issued	748,720	677,221
Common stock, shares outstanding	748,720	677,221

Condensed Consolidated Statements of Operations (Unaudited) - USD ($)	3 Months Ended		6 Months Ended
	Jun. 30, 2023	Jun. 30, 2022	Jun. 30, 2023	Jun. 30, 2022
Income Statement [Abstract]
Revenue	$ 3,670,571	$ 338,706	$ 8,072,670	$ 492,786
Cost of goods sold	2,982,688	241,078	5,774,014	337,797
Gross margin	687,883	97,628	2,298,656	154,989
Expenses:
Consulting/payroll and other costs	931,505	246,407	1,876,104	709,396
Rental expense, warehousing, outlet expense	275,474		502,134
Product development costs		113,190	16,495	146,463
Marketing and brand development costs	172,617	149,249	425,342	230,219
Administrative and other	833,851	1,172,418	1,195,000	1,610,723
Depreciation and amortization expense	25,275	455
Total operating expense	2,238,722	1,681,719	4,069,440	2,698,156
Operating income (loss)	(1,550,839)	(1,584,091)	(1,770,784)	(2,543,167)
Other Income (Expense)
Interest expense, net	(148,437)	(18,001)	(155,547)	(310,406)
Employee retention credit funds, net of costs to collect	1,107,672		1,107,672
Gain/(loss) on sale of equipment	1,400		1,400
Net income (loss) before income tax provision	(590,204)	(1,602,092)	(817,259)	(4,230,329)
Provision for income tax
Net income (loss)	$ (590,204)	$ (1,602,092)	$ (817,259)	$ (4,230,329)
Net Loss per share - basic	$ (0.87)	$ (20.75)	$ (1.21)	$ (33.37)
Net Loss per share - diluted	$ (0.87)	$ (20.75)	$ (1.21)	$ (33.37)
Weighted average number of shares - basic	679,000	126,760	678,000	126,760
Weighted average number of shares - diluted	679,000	126,760	678,000	126,760
Depreciation and amortization expense			$ 54,365	$ 1,355
Gain/(loss) on extinguishment of debt				$ (1,376,756)

Condensed Consolidated Statement of Stockholders' Equity/Deficit (Unaudited) - USD ($)	Common Stock [Member]	Preferred Stock [Member]	Additional Paid-in Capital [Member]	Retained Earnings [Member]	Total
Balance at Dec. 31, 2021	$ 64	$ 377	$ 22,798,839	$ (26,969,657)	$ (4,170,337)
Balance, shares at Dec. 31, 2021	63,895
Sale of common stock	$ 106		9,038,350		9,038,456
Sale of common stock, net, shares	106,345
Common stock issued as compensation	$ 9		969,526		969,535
Common stock issued as compensation, shares	9,345
Preferred stock converted into common stock	$ 10	(202)	192
Preferred stock converted into common stock, shares	10,068
Conversion of debt into warrants			1,566,559		1,566,559
Net loss				(4,230,329)	(4,230,329)
Balance at Jun. 30, 2022	$ 189	175	34,373,466	(31,199,986)	3,173,844
Balance, shares at Jun. 30, 2022	189,653
Balance at Dec. 31, 2022	$ 677	175	45,465,077	(34,112,810)	11,353,119
Balance, shares at Dec. 31, 2022	677,221
Sale of common stock	$ 72		312,380		$ 312,452
Sale of common stock, net, shares	71,499				615,000
Net loss				(817,259)	$ (817,259)
Sale of 615,000 pre-funded common stock warrants $4.36 per share, exercise price of $0.01			2,681,400		2,681,400
Prefunded common stock warrant offering costs and fees			(529,324)		(529,324)
Effect o reverse stock split round lot shares of 2,093,591	$ 2,094		(2,094)
Effect o reverse stock split round lot shares of 2,093,591, shares	2,093,591
Post quarter effectuation	$ (2,094)		2,094
Post quarter effectuation, shares	(2,093,591)
Balance at Jun. 30, 2023	$ 749	$ 175	$ 47,929,533	$ (34,930,069)	$ 13,000,388
Balance, shares at Jun. 30, 2023	748,720

Condensed Consolidated Statement of Stockholders' Equity/Deficit (Unaudited) (Parenthetical)	6 Months Ended
	Jun. 30, 2023 $ / shares shares
Number of shares issued	615,000
Pre-funded stock price per share \| $ / shares	$ 4.36
Warrants exercise price per share \| $ / shares	$ 0.01
Common Stock [Member]
Number of shares issued	71,499
Effect o reverse stock split round lot shares of 2,093,591, shares	2,093,591

Condensed Consolidated Statement of Cash Flows (Unaudited) - USD ($)	6 Months Ended
	Jun. 30, 2023	Jun. 30, 2022
CASH FLOW FROM OPERATING ACTIVITIES:
Net income (loss)	$ (817,259)	$ (4,230,329)
Depreciation and amortization	54,365	1,355
Gain on sale of equipment	(1,400)
Compensation paid through issuance of common stock		969,535
Amortization of loan discount		1,000,457
Adjustments to reconcile net loss to cash (used in) operating activities:
Accounts receivable	(368,993)	(172,307)
Prepaid expenses	46,756	(469,295)
Inventory	(1,142,671)	(140,639)
Inventory deposits and other	(11,087)	(224,894)
Accounts payable and accrued expense	(234,630)	(637,706)
Net Cash (Used in) Operating Activities	(2,474,919)	(3,903,823)
CASH FLOW FROM INVESTING ACTIVITIES:
Disposition/(purchase) of fixed assets	1,402	(13,651)
Net Cash Provided by/(Used in) Investing Activities	1,402	(13,651)
CASH FLOW FROM FINANCING ACTIVITIES:
Proceeds from sale of common stock and prefunded warrants, net of offering costs paid of $529,324 and $1,461,544, respectively	2,464,528	9,038,456
Proceeds from line of credit	1,700,000
Proceeds (repayments) of loans – officer - related party	146,000	(81,506)
Principal payments on line of credit, net	(340,317)
Proceeds from working capital loan	1,000,000
Principal payments on working capital loan – recent	(117,800)
Proceeds from working capital loan – pre-existing lender		60,000
Principal payments on working capital loan - pre-existing lender	(2,395)
Principal payment on loans – nonrelated parties		(2,607,108)
Net Cash Provided by Financing Activities	4,850,016	6,409,842
CHANGE IN CASH	2,376,499	2,492,368
CASH AT BEGINNING OF PERIOD	356,754	17,607
CASH AT END OF PERIOD	2,733,253	2,509,975
SUPPLEMENTAL DISCLOSURE OF CASH FLOW INFORMATION
Interest	156,252	206,607
Income taxes
Non-cash investing and financing activities:
Conversion of debt into equity		$ 1,950,224

Condensed Consolidated Statement of Cash Flows (Unaudited) (Parenthetical) - USD ($)	6 Months Ended
	Jun. 30, 2023	Jun. 30, 2022
Statement of Cash Flows [Abstract]
Net of offering costs paid	$ 529,324	$ 1,461,544

ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

6 Months Ended

Jun. 30, 2023

Organization, Consolidation and Presentation of Financial Statements [Abstract]

ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

NOTE 1 – ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES

Organization

Nature of operations

Interim Financial Statements and Basis of Presentation

Principles of Consolidation

Year-end

The Company’s year-end is December 31.

Cash and cash equivalents

Inventory and Inventory Deposits

Fixed assets and depreciation

Revenue recognition

These steps are met when an order is received, a price is agreed, and the product is shipped or delivered to that customer.

Advertising costs

Fair Value of Financial Instruments

Stock-based compensation

Earnings per share

SCHEDULE OF EARNINGS PER SHARE

	June 30, 2023			June 30, 2022

Shares used in computation of basic earnings per share for the periods ended		678,000			126,760
Total dilutive effect of outstanding stock awards or common stock equivalents		1,078,000			75,500
Shares used in computation of fully diluted earnings per share for the periods ended June 30, 2023 and June 30, 2022, respectively		1,756,000			202,260

Net income (loss)	$	(817,259	)	$	(4,230,329	)
Fully diluted income (loss) per share	$	(0.47	)	$	(20.92	)

In periods of losses, diluted loss per share is computed on the same basis as basic loss per share as the inclusion of any other potential shares outstanding would be anti-dilutive.

Income taxes

The Company does not anticipate any significant changes to its total unrecognized tax benefits within the next 12 months.

Use of estimates

Warranties

Business Combinations

Right of Use Assets and Lease Liabilities

Operating leases are included in operating lease Right-of-Use assets and operating lease liabilities, current and non-current, on the Company’s condensed consolidated balance sheets.

Recent pronouncements

The Company evaluated recent accounting pronouncements through June 30, 2023, and believes that none have a material effect on the Company’s financial statements.

Concentration risks

GOING CONCERN

6 Months Ended

Jun. 30, 2023

Organization, Consolidation and Presentation of Financial Statements [Abstract]

GOING CONCERN

NOTE 2 – GOING CONCERN

INVENTORY AND DEPOSITS

6 Months Ended

Jun. 30, 2023

Inventory Disclosure [Abstract]

INVENTORY AND DEPOSITS

NOTE 3 – INVENTORY AND DEPOSITS

Inventory and deposits include the following:

SCHEDULE OF INVENTORY AND DEPOSITS

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)
Inventory – finished goods	$	8,563,465	$	7,421,696
Inventory deposits		310,587		309,684
Total Inventory and deposits	$	8,874,052	$	7,731,380

PROPERTY AND EQUIPMENT

6 Months Ended

Jun. 30, 2023

Property, Plant and Equipment [Abstract]

PROPERTY AND EQUIPMENT

NOTE 4 – PROPERTY AND EQUIPMENT

Property and equipment include the following:

SCHEDULE OF PROPERTY AND EQUIPMENT

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)

Plant, property and equipment	$	367,317		$	367,317
Vehicles		423,515			448,542
Property and equipment gross		790,832			815,859
Less: Accumulated depreciation		(388,675	)		(359,334	)
Net property and equipment	$	402,157		$	456,525

RELATED PARTY NOTE PAYABLE AND RELATED PARTY TRANSACTIONS

6 Months Ended

Jun. 30, 2023

NOTE 5 – RELATED PARTY NOTE PAYABLE AND RELATED PARTY TRANSACTIONS

Charles A. Ross, Jr. serves as the Company’s CEO. Compensation for Mr. Ross includes a base salary and a bonus based upon certain performance measures approved by the Board of Directors.

LINE OF CREDIT – FINANCIAL INSTITUTION

6 Months Ended

Jun. 30, 2023

Debt Disclosure [Abstract]

LINE OF CREDIT – FINANCIAL INSTITUTION

NOTE 6 – LINE OF CREDIT – FINANCIAL INSTITUTION

SCHEDULE OF LINE OF CREDIT

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)

Line of credit from a financial institution.	$	1,359,683	$	-

Total recorded as a current liability	$	1,359,683	$	-

NOTES PAYABLE – WORKING CAPITAL

6 Months Ended

Jun. 30, 2023

Debt Disclosure [Abstract]

NOTES PAYABLE – WORKING CAPITAL

NOTE 7 – NOTES PAYABLE – WORKING CAPITAL

SCHEDULE OF WORKING CAPITAL

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)
Working capital loan with a limited liability company domiciled in the state of Georgia. The working capital loan is demand loan and accrues interest at 12% per annum and interest only payments that are due by the 15^th of month following the close of the quarter.		600,000		600,000

Working capital loans with a major financial institution converted from a revolving line of credit to a strict payoff loan agreement with the major financial institution. Annual interest rate approximates 22.5% per annum and consists of two revolving line of credit accounts.		249		2,643

Working capital loan agreement with a limited liability company domiciled in the state of New York. The working capital loan is secured by all the assets of the Company that is not secured by the first priority interest of the major financial institution line of credit facility as well as a personal guaranty by our CEO, Mr. Charles A Ross. The working capital loan requires payments of $20,000 each for 64 weeks on the Friday following funding. The working capital loan is due and payable on July 5, 2024 with a final payment of $20,000.		882,200		-

	$	1,482,449	$	602,643

Total recorded as a current liability	$	1,482,449	$	602,643

GOODWILL AND ACQUISITION OF THE CHAMPION ENTITIES

6 Months Ended

Jun. 30, 2023

Goodwill And Acquisition Of Champion Entities

GOODWILL AND ACQUISITION OF THE CHAMPION ENTITIES

NOTE 8 – GOODWILL AND ACQUISITION OF THE CHAMPION ENTITIES

Goodwill

Business Combination Consideration

Accounting for the Business Combination

The following is the estimate of the fair value of the assets acquired, liabilities assumed, and ensuing goodwill identified, reconciled to the purchase price transferred:

Cash	$	-
Accounts receivable		1,337,130
Inventory		5,229,426
Fixed assets		473,326
Deposits and other assets		53,977
Customer list and other intangibles**		637,515
Accounts payable		(1,609,657	)
Accrued expenses and other		(84,297	)
Goodwill		4,200,000
Consideration	$	10,237,420
Consideration:
Payments of cash direct to Seller	$	8,455,177
Debt payments on behalf of Seller - guarantor		1,442,243
Payments to various service providers		340,000
Total Purchase Price	$	10,237,420

INCOME TAXES

6 Months Ended

Jun. 30, 2023

Income Tax Disclosure [Abstract]

INCOME TAXES

NOTE 9 – INCOME TAXES

At June 30, 2023 and December 31, 2022, the Company had a net operating loss carryforward of $34,930,069 and $34,112,810, respectively, which begins to expire in 2034.

Components of net deferred tax asset, including a valuation allowance, are as follows:

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)
Deferred tax asset:
Net operating loss carryforward	$	7,335,000		$	7,163,690
Total deferred tax asset		7,335,000			7,163,690
Less: Valuation allowance		(7,335,000	)		(7,163,690	)
Net deferred tax asset	$	-		$	-

Reconciliation between the statutory rate and the effective tax rate for both periods and as of June 30, 2023 and December 31, 2022:

Federal statutory rate	(21.0	)%
State taxes, net of federal benefit	(0.0	)%
Change in valuation allowance	21.0	%
Effective tax rate	0.0	%

SHARE CAPITAL

6 Months Ended

Jun. 30, 2023

Equity [Abstract]

SHARE CAPITAL

NOTE 10 – SHARE CAPITAL

The Company is authorized to issue 600,000,000 shares of its $0.001 par value common stock and 10,000,000 shares of its $0.001 par value preferred stock.

Common stock and preferred stock

WARRANTS AND OPTIONS

6 Months Ended

Jun. 30, 2023

Share-Based Payment Arrangement [Abstract]

WARRANTS AND OPTIONS

NOTE 11 – WARRANTS AND OPTIONS

SCHEDULE OF FAIR VALUE MEASUREMENT

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)

Stock Price	$	3.50		$	4.75
Exercise Price	$	21.50		$	21.50
Term (expected in years)		4.3			4.5
Volatility		32.12	%		38.14	%
Annual Rate of Dividends		0.0	%		0.0	%
Risk Free Rate		4.64	%		4.69	%

Stock Purchase Warrants

The following table summarizes all warrant activity for the year ended December 31, 2022, and for the six months ended June 30, 2023.

SCHEDULE OF WARRANT ACTIVITY

	Shares			Weighted- Average Exercise Price Per Share		Remaining term		Intrinsic value

Outstanding and Exercisable at December 31, 2021		28,072		$	220.00		2.95 years		-
Granted		116,386		$	129.6875		5.00 years		-
Granted in Debt Conversion		15,099		$	129.6875		5.00 years
Granted Prefunded Warrants		463,195		$	0.25		5.00 years
Granted in PIPE transaction		936,937		$	21.50		5.00 years
Exercised		(463,195	)	$	0.25		-		-
Expired		(38	)		-		-		-
Outstanding and Exercisable at December 31, 2022 (audited)		1,096,455			30.50		4.50 years		-
Granted		1,301,499		$	4.37		5.00 years		-
Exercised		-		$	0.01		5.00 years		-
Expired		-			-		-		-
Outstanding and Exercisable at June 30, 2023 (unaudited)		2,397,954		$	26.50		4.50 years		-

LEASES AND LEASED PREMISES

6 Months Ended

Jun. 30, 2023

Leases And Leased Premises

LEASES AND LEASED PREMISES

NOTE 12 – LEASES AND LEASED PREMISES

Rental Payments under Non-cancellable Operating Leases and Equipment Leases

Rent expense for operating leases totaled approximately $453,320 and $0 for the six months ended June 30, 2023, and 2022, respectively.

Rental equipment expense for finance leases totaled approximately $0 and $0 for the six months ended June 30, 2023, and 2022, respectively.

Right of Use Assets and Lease Liabilities

The Company’s operating leases are comprised primarily of facility leases and as such we have no finance leases for our vehicles or equipment currently at this time.

Balance sheet information related to our leases is presented below:

	Balance Sheet location	2023		2022
		June 30,
	Balance Sheet location	2023		2022
Operating leases:
Right-of-use lease assets	Right-of-use operating lease assets	$	1,487,271	$	-
Right-of-use lease liability, current	Other current liabilities		965,529		-
Right-of-use lease liability, long-term	Right-of-use operating lease liability		521,742		-

Finance leases:
Right-of-use lease assets	Property, plant and equipment		-		-
Right-of-use lease liability, current	Current portion of long-term debt		-		-
Right-of-use lease liability, long-term	Long-term debt		-		-

The following provides details of the Company’s lease expense:

SCHEDULE OF LEASE EXPENSE

	2023		2022
	Six Months Ended June 30,
	2023		2022
Operating lease expense, net	$	453,320	$	-
Finance lease expense:
Amortization of assets		-		-
Interest on lease liabilities		-		-
Total finance lease expense		-		-
Operating lease expense, net	$	453,320	$	-

Other information related to leases is presented below:

	2023			2022
Right-of-use assets acquired in exchange for operating lease obligations	$	1,487,271		$	-
Cash Paid For Amounts Included In Measurement of Liabilities:
Operating cash flows from finance leases		-			-
Operating cash flows from operating leases		490,058			-
Weighted Average Remaining Lease Term:
Operating leases		3.0 years			0.0 years
Finance leases		0.0 years			0.0 years
Weighted Average Discount Rate:
Operating leases		5.00	%		5.00	%
Finance leases		n/a	%		n/a	%

The minimum future annual payments under non-cancellable leases during the next five years and thereafter, at rates now in force, are as follows:

	Finance leases			Operating leases
2023 (six months remaining)	$	-		$	596,892
2024		-			688,526
2025		-			163,794
2026		-			62,792
2027		-			3,733
Thereafter		-			-
Total future minimum lease payments, undiscounted		-			1,515,737
Less: Imputed interest		(-	)		(85,257	)
Present value of future minimum lease payments	$	-		$	1,430,480

Rental expense totaled approximately $453,000 and $0 for the six months ended June 30, 2023 and 2022, respectively.

COMMITMENTS AND CONTINGENCIES

6 Months Ended

Jun. 30, 2023

Commitments and Contingencies Disclosure [Abstract]

COMMITMENTS AND CONTINGENCIES

NOTE 13 – COMMITMENTS AND CONTINGENCIES

Legal Proceedings

Contractual Obligations

Executive Employment Agreements and Independent Contractor Agreements

OTHER INCOME – EMPLOYEE RETENTION CREDIT

6 Months Ended

Jun. 30, 2023

Other Income and Expenses [Abstract]

OTHER INCOME – EMPLOYEE RETENTION CREDIT

NOTE 14 – OTHER INCOME – EMPLOYEE RETENTION CREDIT

SUBSEQUENT EVENTS

6 Months Ended

Jun. 30, 2023

Subsequent Events [Abstract]

SUBSEQUENT EVENTS

NOTE 15 – SUBSEQUENT EVENTS

ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (Policies)

6 Months Ended

Jun. 30, 2023

Organization, Consolidation and Presentation of Financial Statements [Abstract]

Organization

Nature of operations

Interim Financial Statements and Basis of Presentation

Principles of Consolidation

Year-end

The Company’s year-end is December 31.

Cash and cash equivalents

Inventory and Inventory Deposits

Fixed assets and depreciation

Revenue recognition

These steps are met when an order is received, a price is agreed, and the product is shipped or delivered to that customer.

Advertising costs

Fair Value of Financial Instruments

Stock-based compensation

Earnings per share

SCHEDULE OF EARNINGS PER SHARE

	June 30, 2023			June 30, 2022

Shares used in computation of basic earnings per share for the periods ended		678,000			126,760
Total dilutive effect of outstanding stock awards or common stock equivalents		1,078,000			75,500
Shares used in computation of fully diluted earnings per share for the periods ended June 30, 2023 and June 30, 2022, respectively		1,756,000			202,260

Net income (loss)	$	(817,259	)	$	(4,230,329	)
Fully diluted income (loss) per share	$	(0.47	)	$	(20.92	)

In periods of losses, diluted loss per share is computed on the same basis as basic loss per share as the inclusion of any other potential shares outstanding would be anti-dilutive.

Income taxes

The Company does not anticipate any significant changes to its total unrecognized tax benefits within the next 12 months.

Use of estimates

Warranties

Business Combinations

Right of Use Assets and Lease Liabilities

Operating leases are included in operating lease Right-of-Use assets and operating lease liabilities, current and non-current, on the Company’s condensed consolidated balance sheets.

Recent pronouncements

The Company evaluated recent accounting pronouncements through June 30, 2023, and believes that none have a material effect on the Company’s financial statements.

Concentration risks

ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (Tables)

6 Months Ended

Jun. 30, 2023

Organization, Consolidation and Presentation of Financial Statements [Abstract]

SCHEDULE OF EARNINGS PER SHARE

	June 30, 2023			June 30, 2022

Shares used in computation of basic earnings per share for the periods ended		678,000			126,760
Total dilutive effect of outstanding stock awards or common stock equivalents		1,078,000			75,500
Shares used in computation of fully diluted earnings per share for the periods ended June 30, 2023 and June 30, 2022, respectively		1,756,000			202,260

Net income (loss)	$	(817,259	)	$	(4,230,329	)
Fully diluted income (loss) per share	$	(0.47	)	$	(20.92	)

INVENTORY AND DEPOSITS (Tables)

6 Months Ended

Jun. 30, 2023

Inventory Disclosure [Abstract]

SCHEDULE OF INVENTORY AND DEPOSITS

Inventory and deposits include the following:

SCHEDULE OF INVENTORY AND DEPOSITS

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)
Inventory – finished goods	$	8,563,465	$	7,421,696
Inventory deposits		310,587		309,684
Total Inventory and deposits	$	8,874,052	$	7,731,380

PROPERTY AND EQUIPMENT (Tables)

6 Months Ended

Jun. 30, 2023

Property, Plant and Equipment [Abstract]

SCHEDULE OF PROPERTY AND EQUIPMENT

Property and equipment include the following:

SCHEDULE OF PROPERTY AND EQUIPMENT

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)

Plant, property and equipment	$	367,317		$	367,317
Vehicles		423,515			448,542
Property and equipment gross		790,832			815,859
Less: Accumulated depreciation		(388,675	)		(359,334	)
Net property and equipment	$	402,157		$	456,525

LINE OF CREDIT – FINANCIAL INSTITUTION (Tables)

6 Months Ended

Jun. 30, 2023

Debt Disclosure [Abstract]

SCHEDULE OF LINE OF CREDIT

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)

Line of credit from a financial institution.	$	1,359,683	$	-

Total recorded as a current liability	$	1,359,683	$	-

NOTES PAYABLE – WORKING CAPITAL (Tables)

6 Months Ended

Jun. 30, 2023

Debt Disclosure [Abstract]

SCHEDULE OF WORKING CAPITAL

	June 30, 2023		December 31, 2022
	(unaudited)		(audited)
Working capital loan with a limited liability company domiciled in the state of Georgia. The working capital loan is demand loan and accrues interest at 12% per annum and interest only payments that are due by the 15^th of month following the close of the quarter.		600,000		600,000

Working capital loans with a major financial institution converted from a revolving line of credit to a strict payoff loan agreement with the major financial institution. Annual interest rate approximates 22.5% per annum and consists of two revolving line of credit accounts.		249		2,643

Working capital loan agreement with a limited liability company domiciled in the state of New York. The working capital loan is secured by all the assets of the Company that is not secured by the first priority interest of the major financial institution line of credit facility as well as a personal guaranty by our CEO, Mr. Charles A Ross. The working capital loan requires payments of $20,000 each for 64 weeks on the Friday following funding. The working capital loan is due and payable on July 5, 2024 with a final payment of $20,000.		882,200		-

	$	1,482,449	$	602,643

Total recorded as a current liability	$	1,482,449	$	602,643

GOODWILL AND ACQUISITION OF THE CHAMPION ENTITIES (Tables)

6 Months Ended

Jun. 30, 2023

Champion Safe Co Inc [Member]

Restructuring Cost and Reserve [Line Items]

SCHEDULE OF ASSETS ACQUIRED AND LIABILITY ASSUMED

Cash	$	-
Accounts receivable		1,337,130
Inventory		5,229,426
Fixed assets		473,326
Deposits and other assets		53,977
Customer list and other intangibles**		637,515
Accounts payable		(1,609,657	)
Accrued expenses and other		(84,297	)
Goodwill		4,200,000
Consideration	$	10,237,420
Consideration:
Payments of cash direct to Seller	$	8,455,177
Debt payments on behalf of Seller - guarantor		1,442,243
Payments to various service providers		340,000
Total Purchase Price	$	10,237,420

INCOME TAXES (Tables)

6 Months Ended

Jun. 30, 2023

Income Tax Disclosure [Abstract]

SCHEDULE OF DEFERRED TAX ASSETS AND LIABILITIES

Components of net deferred tax asset, including a valuation allowance, are as follows:

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)
Deferred tax asset:
Net operating loss carryforward	$	7,335,000		$	7,163,690
Total deferred tax asset		7,335,000			7,163,690
Less: Valuation allowance		(7,335,000	)		(7,163,690	)
Net deferred tax asset	$	-		$	-

SCHEDULE OF EFFECTIVE INCOME TAX RATE RECONCILIATION

Reconciliation between the statutory rate and the effective tax rate for both periods and as of June 30, 2023 and December 31, 2022:

Federal statutory rate	(21.0	)%
State taxes, net of federal benefit	(0.0	)%
Change in valuation allowance	21.0	%
Effective tax rate	0.0	%

WARRANTS AND OPTIONS (Tables)

6 Months Ended

Jun. 30, 2023

Share-Based Payment Arrangement [Abstract]

SCHEDULE OF FAIR VALUE MEASUREMENT

	June 30, 2023			December 31, 2022
	(unaudited)			(audited)

Stock Price	$	3.50		$	4.75
Exercise Price	$	21.50		$	21.50
Term (expected in years)		4.3			4.5
Volatility		32.12	%		38.14	%
Annual Rate of Dividends		0.0	%		0.0	%
Risk Free Rate		4.64	%		4.69	%

SCHEDULE OF WARRANT ACTIVITY

The following table summarizes all warrant activity for the year ended December 31, 2022, and for the six months ended June 30, 2023.

SCHEDULE OF WARRANT ACTIVITY

	Shares			Weighted- Average Exercise Price Per Share		Remaining term		Intrinsic value

Outstanding and Exercisable at December 31, 2021		28,072		$	220.00		2.95 years		-
Granted		116,386		$	129.6875		5.00 years		-
Granted in Debt Conversion		15,099		$	129.6875		5.00 years
Granted Prefunded Warrants		463,195		$	0.25		5.00 years
Granted in PIPE transaction		936,937		$	21.50		5.00 years
Exercised		(463,195	)	$	0.25		-		-
Expired		(38	)		-		-		-
Outstanding and Exercisable at December 31, 2022 (audited)		1,096,455			30.50		4.50 years		-
Granted		1,301,499		$	4.37		5.00 years		-
Exercised		-		$	0.01		5.00 years		-
Expired		-			-		-		-
Outstanding and Exercisable at June 30, 2023 (unaudited)		2,397,954		$	26.50		4.50 years		-

LEASES AND LEASED PREMISES (Tables)

6 Months Ended

Jun. 30, 2023

Leases And Leased Premises

SCHEDULE OF BALANCE SHEET INFORMATION RELATED TO LEASES

Balance sheet information related to our leases is presented below:

	Balance Sheet location	2023		2022
		June 30,
	Balance Sheet location	2023		2022
Operating leases:
Right-of-use lease assets	Right-of-use operating lease assets	$	1,487,271	$	-
Right-of-use lease liability, current	Other current liabilities		965,529		-
Right-of-use lease liability, long-term	Right-of-use operating lease liability		521,742		-

Finance leases:
Right-of-use lease assets	Property, plant and equipment		-		-
Right-of-use lease liability, current	Current portion of long-term debt		-		-
Right-of-use lease liability, long-term	Long-term debt		-		-

SCHEDULE OF LEASE EXPENSE

The following provides details of the Company’s lease expense:

SCHEDULE OF LEASE EXPENSE

	2023		2022
	Six Months Ended June 30,
	2023		2022
Operating lease expense, net	$	453,320	$	-
Finance lease expense:
Amortization of assets		-		-
Interest on lease liabilities		-		-
Total finance lease expense		-		-
Operating lease expense, net	$	453,320	$	-

SCHEDULE OF OTHER INFORMATION RELATED TO LEASES

Other information related to leases is presented below:

	2023			2022
Right-of-use assets acquired in exchange for operating lease obligations	$	1,487,271		$	-
Cash Paid For Amounts Included In Measurement of Liabilities:
Operating cash flows from finance leases		-			-
Operating cash flows from operating leases		490,058			-
Weighted Average Remaining Lease Term:
Operating leases		3.0 years			0.0 years
Finance leases		0.0 years			0.0 years
Weighted Average Discount Rate:
Operating leases		5.00	%		5.00	%
Finance leases		n/a	%		n/a	%

SCHEDULE OF FUTURE MINIMUM RENTAL PAYMENTS FOR OPERATING LEASE

	Finance leases			Operating leases
2023 (six months remaining)	$	-		$	596,892
2024		-			688,526
2025		-			163,794
2026		-			62,792
2027		-			3,733
Thereafter		-			-
Total future minimum lease payments, undiscounted		-			1,515,737
Less: Imputed interest		(-	)		(85,257	)
Present value of future minimum lease payments	$	-		$	1,430,480

SCHEDULE OF EARNINGS PER SHARE (Details) - USD ($)	3 Months Ended		6 Months Ended
SCHEDULE OF EARNINGS PER SHARE (Details) - USD ($)	Jun. 30, 2023	Jun. 30, 2022	Jun. 30, 2023	Jun. 30, 2022
Organization, Consolidation and Presentation of Financial Statements [Abstract]
Shares used in computation of basic earnings per share for the periods ended			678,000	126,760
Total dilutive effect of outstanding stock awards or common stock equivalents			1,078	75,500
Shares used in computation of fully diluted earnings per share for the periods ended June 30, 2023 and June 30, 2022, respectively			1,756,000	202,260
Net income (loss)	$ (590,204)	$ (1,602,092)	$ (817,259)	$ (4,230,329)
Fully diluted income (loss) per share			$ 0.47	$ 20.92

ORGANIZATION AND SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (Details Narrative) - USD ($)	3 Months Ended		6 Months Ended		12 Months Ended
	Jun. 30, 2023	Jun. 30, 2022	Jun. 30, 2023	Jun. 30, 2022	Dec. 31, 2022
Product Information [Line Items]
Entity incorporation, date of incorporation			Dec. 15, 2014
Marketing and advertising cost	$ 172,617	$ 149,249	$ 425,342	$ 230,219
Earnings per share basic	$ (0.87)	$ (20.75)	$ (1.21)	$ (33.37)
Earnings per share diluted	$ (0.87)	$ (20.75)	$ (1.21)	$ (33.37)
Income tax examination description			less than a 50% likelihood		less than a 50% likelihood
Income tax expense
Warrant liability			99,238		$ 93,458
Third Party Vendor [Member]
Product Information [Line Items]
Accounts Payable and Accrued Liabilities	$ 0		$ 0
Supplier Concentration Risk [Member] \| Inventory [Member] \| Third Party Vendor [Member]
Product Information [Line Items]
Concentration Risk, Percentage			20.00%		20.00%

GOING CONCERN (Details Narrative) - USD ($)	3 Months Ended		6 Months Ended
GOING CONCERN (Details Narrative) - USD ($)	Jun. 30, 2023	Jun. 30, 2022	Jun. 30, 2023	Jun. 30, 2022	Dec. 31, 2022
Organization, Consolidation and Presentation of Financial Statements [Abstract]
Net losses	$ 590,204	$ 1,602,092	$ 817,259	$ 4,230,329
Retained Earnings (Accumulated Deficit)	34,930,069		34,930,069		$ 34,112,810
Represents the monetary amount of Working Capital Deficit, as of the indicated date	$ 7,403,583		$ 7,403,583		$ 6,678,562

SCHEDULE OF INVENTORY AND DEPOSITS (Details) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Inventory Disclosure [Abstract]
Inventory – finished goods	$ 8,563,465	$ 7,421,696
Inventory deposits	310,587	309,684
Total Inventory and deposits	$ 8,874,052	$ 7,731,380

INVENTORY AND DEPOSITS (Details Narrative) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Inventory	$ 8,874,052	$ 7,731,380
Deposits		600,000
American Rebel Inc [Member] \| Champion Acquisition [Member]
Inventory		$ 5,400,000

SCHEDULE OF PROPERTY AND EQUIPMENT (Details) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Property, Plant and Equipment [Line Items]
Property and equipment gross	$ 790,832	$ 815,859
Less: Accumulated depreciation	(388,675)	(359,334)
Net property and equipment	402,157	456,525
Property, Plant and Equipment [Member]
Property, Plant and Equipment [Line Items]
Property and equipment gross	367,317	367,317
Vehicles [Member]
Property, Plant and Equipment [Line Items]
Property and equipment gross	$ 423,515	$ 448,542

PROPERTY AND EQUIPMENT (Details Narrative) - USD ($)	6 Months Ended
PROPERTY AND EQUIPMENT (Details Narrative) - USD ($)	Jun. 30, 2023	Jun. 30, 2022
Property, Plant and Equipment [Abstract]
Depreciation expense	$ 54,365	$ 1,355

RELATED PARTY NOTE PAYABLE AND RELATED PARTY TRANSACTIONS (Details Narrative)	Jun. 30, 2023 USD ($)
Mr. Doug Grau [Member]
Deferred Compensation Arrangement with Individual, Excluding Share-Based Payments and Postretirement Benefits [Line Items]
Loan	$ 146,000

SCHEDULE OF LINE OF CREDIT (Details) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Line of Credit Facility [Line Items]
Total recorded as a current liability	$ 1,359,683
Line of Credit [Member]
Line of Credit Facility [Line Items]
Total recorded as a current liability	$ 1,359,683

SCHEDULE OF WORKING CAPITAL (Details) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Short-Term Debt [Line Items]
Total recorded as a current liability	$ 1,482,449	$ 602,643
Working Capital Loan One [Member]
Short-Term Debt [Line Items]
Total recorded as a current liability	600,000	600,000
Working Capital Loan Two [Member]
Short-Term Debt [Line Items]
Total recorded as a current liability	249	2,643
Working Capital Loan Three [Member]
Short-Term Debt [Line Items]
Total recorded as a current liability	$ 882,200

SCHEDULE OF NOTES PAYABLE TO NON-RELATED PARTIES (Details) (Parenthetical) - USD ($)		6 Months Ended
	Jul. 05, 2024	Jun. 30, 2023
Working Capital Loan One [Member]
Short-Term Debt [Line Items]
Debt interest rate		12.00%
Working Capital Loan Two [Member]
Short-Term Debt [Line Items]
Debt interest rate		22.50%
Working Capital Loan Three [Member]
Short-Term Debt [Line Items]
Debt Instrument, Periodic Payment	$ 20,000	$ 20,000

LINE OF CREDIT – FINANCIAL INSTITUTION (Details Narrative) - USD ($)	1 Months Ended	6 Months Ended
	Feb. 28, 2023	Jun. 30, 2023	Dec. 31, 2022
Line of Credit Facility [Line Items]
Line of credit, current		$ 1,359,683
Master Credit Agreement [Member]
Line of Credit Facility [Line Items]
Line of credit	$ 2,000,000
Percentage of interest rate period end	2.05%
Total percentage of interest rate during period		7.22%
Line of credit description	The Company paid a one-time loan fee equal to 0.1% of the Line of Credit amount available. In the likelihood of default, the default interest automatically increases to 6% over the BSBY plus 2.05% rate.
Interest rate, increase (decrease)	6.00%
Line of credit, maximum borrowing capacity		$ 1,700,000
Line of credit, draws		$ 340,317

NOTES PAYABLE – WORKING CAPITAL (Details Narrative) - USD ($)		1 Months Ended	6 Months Ended
	Apr. 20, 2023	Aug. 14, 2023	Jun. 30, 2023	Jun. 30, 2022	Apr. 14, 2023	Mar. 31, 2023	Dec. 31, 2022
Short-Term Debt [Line Items]
Proceeds from debt			$ 1,482,449				$ 602,643
Loss on extinguishment of debt				$ (1,376,756)
Business Loan And Security Agreement [Member]
Short-Term Debt [Line Items]
Proceeds from debt					$ 1,000,000
Loan net of fees					20,000
Periodic payment	$ 20,000
Repayment of debt	$ 1,280,000
Interest rate	41.40%
Debt instrument, default amount	$ 15,000
Payments of lender fee					$ 80,000
Short-Term Debt [Member]
Short-Term Debt [Line Items]
Debt instrument, face amount				60,000
Short-Term Debt One [Member]
Short-Term Debt [Line Items]
Repayment of debt				2,541,634
Debt conversion, face value				1,950,224
Loss on extinguishment of debt				1,376,756
Short-Term Debt One [Member] \| Common Stock [Member]
Short-Term Debt [Line Items]
Debt conversion, face value				$ 2,803,632
Notes Payable
Short-Term Debt [Line Items]
Debt instrument, default amount			$ 600,000			$ 600,000
Notes Payable \| Investor [Member] \| Subsequent Event [Member]
Short-Term Debt [Line Items]
[custom:RefinancedAmount]		$ 600,000

SCHEDULE OF ASSETS ACQUIRED AND LIABILITY ASSUMED (Details) - USD ($)	Jul. 29, 2022	Jun. 30, 2023	Dec. 31, 2022
Restructuring Cost and Reserve [Line Items]
Goodwill		$ 4,200,000	$ 4,200,000
Champion Safe Co Inc [Member]
Restructuring Cost and Reserve [Line Items]
Cash
Accounts receivable	1,337,130
Inventory	5,229,426
Fixed assets	473,326
Deposits and other assets	53,977
Customer list and other intangibles**	637,515
Account payable	(1,609,657)
Accrued expenses	(84,297)
Goodwill	4,200,000
Consideration	10,237,420
Payments in cash to seller	8,455,177
Debt paid on behalf of seller	1,442,243
Payments to service providers	340,000
Total purchase price	$ 10,237,420

GOODWILL AND ACQUISITION OF THE CHAMPION ENTITIES (Details Narrative) - USD ($)	Jul. 29, 2022	Jun. 30, 2023	Dec. 31, 2022
Collaborative Arrangement and Arrangement Other than Collaborative [Line Items]
Goodwill		$ 4,200,000	$ 4,200,000
Intangible assets		$ 4,200,000	$ 4,200,000
Champion Safe Co Inc [Member]
Collaborative Arrangement and Arrangement Other than Collaborative [Line Items]
Goodwill	$ 4,200,000
Business combination, consideration transferred	10,237,420
Payments to acquire businesses	150,000
Champion Safe Co Inc [Member] \| Investor One [Member]
Collaborative Arrangement and Arrangement Other than Collaborative [Line Items]
Acquisition of cost	350,000
Champion Safe Co Inc [Member] \| Investor Two [Member]
Collaborative Arrangement and Arrangement Other than Collaborative [Line Items]
Acquisition of cost	200,000
Champion Purchase Agreement [Member]
Collaborative Arrangement and Arrangement Other than Collaborative [Line Items]
Business combination, consideration transferred	9,150,000
Cash deposits	350,000
Payments for Previous Acquisition	$ 400,000

SCHEDULE OF DEFERRED TAX ASSETS AND LIABILITIES (Details) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Income Tax Disclosure [Abstract]
Net operating loss carryforward	$ 7,335,000	$ 7,163,690
Total deferred tax asset	7,335,000	7,163,690
Less: Valuation allowance	(7,335,000)	(7,163,690)
Net deferred tax asset

SCHEDULE OF EFFECTIVE INCOME TAX RATE RECONCILIATION (Details)	6 Months Ended	12 Months Ended
	Jun. 30, 2023	Dec. 31, 2022
Income Tax Disclosure [Abstract]
Federal statutory rate	21.00%	21.00%
State taxes, net of federal benefit	0.00%	0.00%
Change in valuation allowance	21.00%	21.00%
Effective tax rate	0.00%	0.00%

INCOME TAXES (Details Narrative) - USD ($)		6 Months Ended
INCOME TAXES (Details Narrative) - USD ($)	Aug. 16, 2022	Jun. 30, 2023	Dec. 31, 2022
Income Tax Disclosure [Abstract]
Net operating loss carryforward		$ 34,930,069	$ 34,112,810
Valuation allowance for deferred tax assets		$ 7,335,000	$ 7,163,690
Valuation allowance description		As a result, management determined it was more likely than not deferred tax assets will not be realized as of June 30, 2023, and December 31, 2022, and recognized 100% valuation allowance for each period.
Corporate alternative minimum income tax rate	15.00%
Percentage ogexcise tax on corporate stock repurchases	1.00%

SHARE CAPITAL (Details Narrative) - USD ($)											1 Months Ended			6 Months Ended
SHARE CAPITAL (Details Narrative) - USD ($)	Jun. 27, 2023	Jun. 27, 2023	Nov. 30, 2022	Aug. 22, 2022	Jul. 12, 2022	Jul. 12, 2022	Jul. 12, 2022	Feb. 10, 2022	Feb. 10, 2022	Feb. 03, 2022	Nov. 30, 2022	Oct. 31, 2022	Sep. 30, 2022	Jun. 30, 2023	Jun. 30, 2022	Dec. 31, 2022	Jul. 01, 2022	Feb. 11, 2022
Class of Stock [Line Items]
Common stock, shares authorized														600,000,000		600,000,000
Common stock, par value														$ 0.001		$ 0.001
Preferred stock, shares authorized														10,000,000		10,000,000
Preferred stock, par value														$ 0.001		$ 0.001
Reserse split		1-for-25												The June 30, 2023 share numbers do not reflect any adjustment due to the 100-share round lot rounding up that has been inherent in the Company’s reverse stock splits since 2022. A shareholder that held a minimum of 100 shares pre-reverse split, based on the reverse stock split now holds less than 100 shares of our common stock will be issued an additional number of shares to ensure that they continue to maintain at least 100 shares of our common stock in ownership.
Minimum shares	71,499				20,372									615,000
Debt conversion, converted instrument, shares issued			15,099
Shares new issues	2,993,850.63
Exercisable of warrants	615,000	615,000			448,096	448,096	448,096									448,096		15,099
Common Stock, Shares, Issued														748,720		677,221
Common Stock, Shares, Outstanding														748,720		677,221
Private Investment In Public Equity [Member]
Class of Stock [Line Items]
Exercisable of warrants								15,181	15,181
Armistice Capital Master Fund Ltd [Member] \| Private Investment In Public Equity [Member]
Class of Stock [Line Items]
Exercisable of warrants								101,205	101,205
Armistice Capital Master Fund Ltd [Member] \| Private Investment In Public Equity [Member] \| Prefunded Warrants [Member]
Class of Stock [Line Items]
Exercisable of warrants					448,096	448,096	448,096
Armistice Capital Master Fund Ltd [Member]
Class of Stock [Line Items]
Sale of stock consideration received per transaction	$ 2,993,850.63					$ 12,887,976.31
Shares new issues	71,499					20,372
Exercisable of warrants	686,499	686,499			936,937	936,937	936,937
Sale of stock description of transaction												For the month of October 2022 the following transactions occurred: During the month of October 2022, Armistice Capital Master Fund Ltd. exercised 323,160 Prefunded Warrants. Along with several exercise notices and payments totaling $80,790.00, 323,160 shares of common stock were issued	For the month of September 2022 the following transactions occurred: During the month of September 2022, Armistice Capital Master Fund Ltd. exercised 107,318 Prefunded Warrants. Along with several exercise notices and payments totaling $26,829.60, 107,318 shares of common stock were issued
Exercisable of warrants	615,000	615,000
Calvary Fund [Member]
Class of Stock [Line Items]
Sale of stock description of transaction											For the month of November 2022 the following transactions occurred: During the month of November 2022, Calvary Fund exercised 15,099 Calvary Warrants (see Note 11 – Warrants and Options). Along with an exercise notice and payment totaling $3,774.84, 15,099 shares of common stock were issued
Febrauary Twenty Twenty Two Service Agreement [Member] \| Armistice Capital Master Fund Ltd [Member]
Class of Stock [Line Items]
Sale of stock description of transaction				For the month of August 2022 the following transactions occurred: On August 22, 2022, 4,000 shares of common stock were issued in return for services as a component of a February 2022 services agreement. During the month of August 2022, Armistice Capital Master Fund Ltd. exercised 17,618 Prefunded Warrants. Along with the exercise notice and payment of $4,404.41, 17,618 shares of common stock were issued
Common Stock [Member]
Class of Stock [Line Items]
Minimum shares														71,499	106,345
Cconversion of stock										10,068
Debt conversion, converted instrument, shares issued										7,443
Shares purchased								101,205
Exercisable of warrants	686,499	686,499			936,937	936,937	936,937
Common Stock, Shares, Issued														748,720
Common Stock, Shares, Outstanding																677,221
Common Stock [Member] \| Armistice Capital Master Fund Ltd [Member]
Class of Stock [Line Items]
Excerice price share	$ 4.37					$ 27.75
Common Stock [Member] \| Subscription Arrangement [Member]
Class of Stock [Line Items]
Equity method investment received									$ 10,500,000
Shares purchased									101,205
Stock price per share								$ 103.75	$ 103.75
Prefunded Warrants [Member] \| Armistice Capital Master Fund Ltd [Member]
Class of Stock [Line Items]
Excerice price share	4.24						$ 21.50
Shares issued price per share	$ 4.37	$ 4.37															$ 27.50
Series B Preferred Stock [Member]
Class of Stock [Line Items]
Cconversion of stock										201,358
Series B Preferred Stock [Member] \| Preferred Stock [Member]
Class of Stock [Line Items]
Common Stock, Shares, Issued														75,143
Common Stock, Shares, Outstanding																75,143
Series A Preferred Stock [Member] \| Preferred Stock [Member]
Class of Stock [Line Items]
Common Stock, Shares, Issued														100,000
Common Stock, Shares, Outstanding																100,000

SCHEDULE OF FAIR VALUE MEASUREMENT (Details)	Jun. 30, 2023	Dec. 31, 2022
Measurement Input, Share Price [Member]
Fair Value Measurement Inputs and Valuation Techniques [Line Items]
Risk Free Rate	3.50	4.75
Measurement Input, Exercise Price [Member]
Fair Value Measurement Inputs and Valuation Techniques [Line Items]
Risk Free Rate	21.50	21.50
Measurement Input, Expected Term [Member]
Fair Value Measurement Inputs and Valuation Techniques [Line Items]
Term (expected in years)	4 years 3 months 18 days	4 years 6 months
Measurement Input, Price Volatility [Member]
Fair Value Measurement Inputs and Valuation Techniques [Line Items]
Risk Free Rate	32.12	38.14
Measurement Input, Expected Dividend Rate [Member]
Fair Value Measurement Inputs and Valuation Techniques [Line Items]
Risk Free Rate	0.0	0.0
Measurement Input, Risk Free Interest Rate [Member]
Fair Value Measurement Inputs and Valuation Techniques [Line Items]
Risk Free Rate	4.64	4.69

SCHEDULE OF WARRANT ACTIVITY (Details) - USD ($)	6 Months Ended	12 Months Ended
SCHEDULE OF WARRANT ACTIVITY (Details) - USD ($)	Jun. 30, 2023	Dec. 31, 2022	Dec. 31, 2021
Share-Based Payment Arrangement [Abstract]
Outstanding and exercisable - Beginning	1,096,455	28,072
Weighted average exercise price per share - Beginning	$ 30.50	$ 220.00
Remaining term	4 years 6 months		2 years 11 months 12 days
Intrinsic value - Beginning
Outstanding and exercisable - Granted	1,301,499	116,386
Weighted average exercise price per share - Granted	$ 4.37	$ 129.6875
Remaining term - granted	5 years	5 years
Intrinsic value - Granted
Outstanding and exercisable - Granted in Debt Conversion		15,099
Weighted average exercise price per share - Granted in Debt Conversion		$ 129.6875
Remaining term - Granted in Debt Conversion		5 years
Outstanding and exercisable - Granted Prefunded Warrants		463,195
Weighted average exercise price per share - Granted Prefunded Warrants		$ 0.25
Remaining term - Granted Prefunded Warrants		5 years
Outstanding and exercisable - Granted in PIPE transaction		936,937
Weighted average exercise price per share - Granted in PIPE transaction		$ 21.50
Remaining term - Granted in PIPE transaction		5 years
Outstanding and exercisable - Exercised		(463,195)
Weighted average exercise price per share - Exercised	$ 0.01	$ 0.25
Intrinsic value - Exercised
Outstanding and exercisable - Expired		(38)
Weighted average exercise price per share - Expired
Intrinsic value - Expired
Outstanding and exercisable - Exercised		463,195
Remaining term - Exercised	5 years
Outstanding and exercisable - Ending	2,397,954	1,096,455	28,072
Weighted average exercise price per share - Ending	$ 26.50	$ 30.50	$ 220.00
Intrinsic value - Ending

WARRANTS AND OPTIONS (Details Narrative) - USD ($)								6 Months Ended		12 Months Ended
WARRANTS AND OPTIONS (Details Narrative) - USD ($)	Jun. 27, 2023	Nov. 30, 2022	Jul. 12, 2022	Feb. 11, 2022	Feb. 10, 2022	Feb. 10, 2022	Feb. 03, 2022	Jun. 30, 2023	Jun. 30, 2022	Dec. 31, 2022
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Purchase of warrants	615,000		448,096	15,099						448,096
Warrant exercise price	$ 4.37	$ 0.25	$ 27.50	$ 129.6875	$ 129.6875	$ 129.6875		$ 0.01		$ 0.25
Proceeds from notes payable				$ 1,566,659.00
Sale of stock			$ 12,887,976.31
Number of shares issued	71,499		20,372					615,000
Sale of stock	2,993,850.63
Share price	$ 4.37
Conversion of warrants		15,099
Prefunded Warrants To Calvary [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Purchase of warrants								936,937
Warrant exercise price								$ 21.50		21.50
Additional Prefunded Warrants [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Warrant exercise price		$ 50.25
Maximum [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Warrant exercise price			$ 129.6875
Minimum [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Warrant exercise price			$ 50.25
Private Investment In Public Equity [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Purchase of warrants					15,181	15,181
Warrant exercise price				$ 103.75
Armistice Capital Master Fund Ltd [Member] \| Private Investment In Public Equity [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Purchase of warrants					101,205	101,205
Warrant exercise price					$ 129.6875	$ 129.6875
Common Stock [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Stock repurchased shares					101,205
Purchase of warrants	686,499		936,937
Warrant exercise price	$ 4.24		$ 21.50
Number of shares issued								71,499	106,345
Conversion of warrants							7,443
Common Stock [Member] \| Subscription Arrangement [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Equity method investment received						$ 10,500,000
Stock repurchased shares						101,205
Stock price per share					$ 103.75	$ 103.75
Warrants [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Warrant exercise price			$ 27.75							$ 27.50
Warrant [Member]
Share-Based Compensation Arrangement by Share-Based Payment Award [Line Items]
Warrants issued and outstanding										1,096,455
Warrants issued and outstanding								2,397,954

SCHEDULE OF BALANCE SHEET INFORMATION RELATED TO LEASES (Details) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Right-of-use lease liability, long-term	$ 1,487,271	$ 1,977,329
Right Of Use Operating Lease Assets [Member]
Right-of-use lease liability, long-term	1,487,271
Other Current Liabilities [Member]
Right-of-use lease liability, long-term	965,529
Right Of Use Operating Lease Liability [Member]
Right-of-use lease liability, long-term	521,742
Property, Plant and Equipment [Member]
Right-of-use lease liability, long-term
Current Portion Of Long Term Debt [Member]
Right-of-use lease liability, long-term

SCHEDULE OF LEASE EXPENSE (Details) - USD ($)	6 Months Ended
SCHEDULE OF LEASE EXPENSE (Details) - USD ($)	Jun. 30, 2023	Jun. 30, 2022
Leases And Leased Premises
Operating lease expense, net	$ 453,320
Amortization of assets
Interest on lease liabilities
Total finance lease expense

SCHEDULE OF OTHER INFORMATION RELATED TO LEASES (Details) - USD ($)	6 Months Ended
	Jun. 30, 2023	Jun. 30, 2022
Leases And Leased Premises
Right-of-use assets acquired in exchange for operating lease obligations	$ 1,487,271
Operating cash flows from finance leases
Operating cash flows from operating leases	$ 490,058
Operating leases, remaining lease term	3 years	0 years
Finance leases, remaining lease term	0 years	0 years
Operating leases, weighted average discount rate	5.00%	5.00%

SCHEDULE OF FUTURE MINIMUM RENTAL PAYMENTS FOR OPERATING LEASE (Details)	Jun. 30, 2023 USD ($)
Leases And Leased Premises
Finance leases, 2023 (nine months remaining)
Operating lease, 2023 (nine months remaining)	596,892
Finance leases, 2024
Operating lease, 2024	688,526
Finance leases, 2025
Operating lease, 2025	163,794
Finance leases, 2026
Operating lease, 2026	62,792
Finance leases, thereafter
Operating lease, 2027	3,733
Operating lease, thereafter
Finance leases, total lease payments
Operating lease, total lease payments	1,515,737
Operating lease, less imputed interest	(85,257)
Total finance lease liabilities
Total operating lease liabilities	$ 1,430,480
Finance Lease, Liability, Statement of Financial Position [Extensible Enumeration]	Liabilities, Current
Operating Lease, Liability, Statement of Financial Position [Extensible Enumeration]	Liabilities, Current

LEASES AND LEASED PREMISES (Details Narrative) - USD ($)	6 Months Ended
	Jun. 30, 2023	Jun. 30, 2022	Dec. 31, 2022
[custom:RentExpenseForOperatingLeases]	$ 453,320	$ 0
Rental equipment expense for finance leases	0	0
Operating lease right of use asset	1,487,271		$ 1,977,329
Operating lease liabilities	1,430,480
Rent expenses	453,000	$ 0
Accounting Standards Update 2016-02 [Member]
Operating lease right of use asset	0
Operating lease liabilities	$ 0

COMMITMENTS AND CONTINGENCIES (Details Narrative) - USD ($)	Jun. 30, 2023	Dec. 31, 2022
Commitments and Contingencies Disclosure [Abstract]
Outstanding letters of credit	$ 0	$ 0
Line of credit	$ 1,359,683

OTHER INCOME – EMPLOYEE RETENTION CREDIT (Details Narrative) - US Treasury and Government [Member]	6 Months Ended
	Jun. 30, 2023 USD ($)
Debt Securities, Held-to-Maturity, Allowance for Credit Loss [Line Items]
Received tax credit	$ 1,286,000
Refunds and credits for retaining	178,500
Employee [Member]
Debt Securities, Held-to-Maturity, Allowance for Credit Loss [Line Items]
Refunds and credits for retaining	$ 1,107,500

SUBSEQUENT EVENTS (Details Narrative) - USD ($)				1 Months Ended	6 Months Ended		9 Months Ended
SUBSEQUENT EVENTS (Details Narrative) - USD ($)	Jun. 27, 2023	Jun. 27, 2023	Jul. 12, 2022	Aug. 14, 2023	Jun. 30, 2023	Jun. 30, 2022	Sep. 30, 2023
Subsequent Event [Line Items]
Reserse split		1-for-25			The June 30, 2023 share numbers do not reflect any adjustment due to the 100-share round lot rounding up that has been inherent in the Company’s reverse stock splits since 2022. A shareholder that held a minimum of 100 shares pre-reverse split, based on the reverse stock split now holds less than 100 shares of our common stock will be issued an additional number of shares to ensure that they continue to maintain at least 100 shares of our common stock in ownership.
Sale of common stock, net, shares	71,499		20,372		615,000
Common Stock [Member]
Subsequent Event [Line Items]
Sale of common stock, net, shares					71,499	106,345
Depository Trust And Clearing Corporation [Member]
Subsequent Event [Line Items]
Reserse split		1-for-25
Depository Trust And Clearing Corporation [Member] \| Common Stock [Member]
Subsequent Event [Line Items]
Sale of common stock, net, shares		2,100,000					2,100,000
Shares,issued	100	100
Notes Payable \| Investor [Member] \| Subsequent Event [Member]
Subsequent Event [Line Items]
Refinanced amount				$ 600,000
Notes Payable \| Investor [Member] \| Subsequent Event [Member] \| March Thirty One Twenty Twenty Three [Member]
Subsequent Event [Line Items]
Refinanced amount				600,000
Notes Payable \| Investor [Member] \| Subsequent Event [Member] \| July 1 2023 [Member]
Subsequent Event [Line Items]
Refinanced amount				450,000
Notes Payable \| Investor [Member] \| Subsequent Event [Member] \| December 31 2023 [Member]
Subsequent Event [Line Items]
Refinanced amount				150,000
Notes Payable \| Investor [Member] \| Subsequent Event [Member] \| June 30 2024 [Member]
Subsequent Event [Line Items]
Refinanced amount				$ 300,000