Will Primos
For more than five decades, Will Primos has been one of the most recognized names in the hunting and outdoor industry. As the founder of Primos Hunting and a Founding Partner of SWAPA Land, Will has built his career around a lifelong passion for hunting, wildlife, conservation, and land stewardship.
Born and raised in Mississippi, Will developed a love for the outdoors at an early age. His interest in game calling began as a young hunter, eventually leading him to start making turkey mouth calls in the 1970s. In 1976, he founded what would become Primos Hunting, growing a small game-call business into one of the best-known brands in the outdoor industry.
Will also helped shape modern hunting media through Primos TRUTH About Hunting, which combined real hunting experiences with education on calling, wildlife behavior, and woodsmanship. Through Primos Hunting, he has spent decades sharing practical knowledge while promoting responsible hunting and respect for the resource.
Conservation and Land Stewardship
Will's experience as a hunter and landowner strengthened his commitment to wildlife conservation and habitat management. On his own Mississippi property, he has worked to improve wildlife habitat through practices such as wetland restoration, native vegetation establishment, timber management, erosion control, and other conservation efforts.
Among those efforts, the successful restoration of bobwhite quail habitat has become one of Will's proudest land stewardship achievements. His experience demonstrates how thoughtful wildlife and habitat management can transform a property and create long-term benefits for both landowners and native wildlife.
His conservation work has also included involvement with leading organizations such as the Rocky Mountain Elk Foundation, Ducks Unlimited, National Wild Turkey Federation, Pheasants Forever, Quail Forever, and the Congressional Sportsmen's Foundation. In 2026, Will began serving on the Rocky Mountain Elk Foundation Board of Directors.
Founding Partner of SWAPA Land
Will's experience as a hunter, conservationist, and landowner ultimately helped shape the vision for SWAPA Land. Will Primos and Nick Thomas recognized that simply owning land is only part of the story. The true long-term potential of a property is often tied to how well that land is understood, managed, improved, and cared for.
Together, they helped create SWAPA Land as a way to bridge the gap between simply owning land and actively stewarding it. Their vision was to build a real estate company capable of helping clients not only buy and sell property, but also understand the opportunities that come with responsible land ownership.
Those opportunities can include wildlife habitat management, timber management, agriculture, conservation, recreation, hunting, and long-term land investment. For Will, understanding how a property can be managed is an important part of understanding what that property can ultimately become.
That philosophy remains an important part of SWAPA Land today. The company works with buyers and sellers of land, recreational property, farms, timberland, hunting properties, residential property, and commercial real estate while bringing a deeper understanding of the land itself to every transaction.
SWAPA Land's relationship with Steward Link further strengthens that approach by connecting landowners with conservation and land-management expertise. Together, the companies help clients look beyond the transaction and consider ways to improve the health, productivity, recreational value, and long-term potential of their property.
A Lifetime Dedicated to Hunting, Conservation and the Land
From founding Primos Hunting to helping build SWAPA Land, Will Primos' career has remained centered on the same principles: hunting, conservation, responsible land ownership, and a genuine appreciation for the outdoors.
His experience as a hunter, entrepreneur, conservationist, and Mississippi landowner continues to influence the way SWAPA Land approaches real estate—helping people not only find and own land, but better understand how to care for it and unlock its full potential.
