Well, we started some years back as an airgun scopes company, introducing short-eye-relief, ultra-wide-field-of-view scopes for recoilless guns. The airgunning market is something we know well, and it is something we will continue to do a lot for. I am pretty sure that at least half of the members of this forum own airguns.
Regarding DIY, that is one of my favorite pastimes. We can contribute to it in many ways, starting with showing how to build the most affordable digital scope using a Raspberry Pi Zero — for under £100 — if there is interest in it.