Tahoe's New Firefight: Pro Shop Unites Industry Vets with New Tech

INCLINE VILLAGE, NV – May 04, 2026 – As the Lake Tahoe Basin braces for another fire season, a new venture in Incline Village is preparing to offer residents a novel approach to proactive wildfire defense. Wildfire Pro Shop, founded by fire-elimination innovator Steve Conboy, is set to open its first retail location on June 1, bringing together patented technology, hands-on education, and a leadership team fortified by two regional industry titans.

The new store, located at 811 Tahoe Blvd., represents more than just a retail opening; it signals a strategic collaboration aimed at fundamentally shifting how communities in the Wildland-Urban Interface (WUI) confront the ever-present threat of catastrophic fire. By joining forces with prominent custom home builder Bob Dailey and major lumber operator Wayne Withers, the company is creating an integrated ecosystem for fire resilience, spanning from preventative sprays to the very materials used in construction.

A New Front in Tahoe's Wildfire Battle

For residents of Incline Village and the surrounding Tahoe communities, the threat of wildfire is a deeply ingrained reality. Decades of fire suppression have led to unnaturally dense forests, creating a tinderbox environment where, as experts warn, a major fire is a matter of "when," not "if." The region is a prime example of a residential wildland intermix, where homes are built directly within forested areas, making them highly vulnerable to ignition, particularly from embers that can travel for miles.

Wildfire Pro Shop aims to directly address this vulnerability by empowering property owners. The store will serve as a hub for education and resources, offering spray equipment, CitroTech products, and practical expertise. The goal is to demystify proactive defense, making it an accessible and affordable strategy for homeowners, groundskeepers, and builders. This approach aligns with the strong local culture of preparedness, which includes active "Fire Adapted Communities" programs and a high demand for information on creating defensible space and hardening homes against ember intrusion.

"We're dedicated to helping every property owner in these wildfire-prone regions reduce their risk of loss — and the anxiety that comes with all the news," founder Steve Conboy said in a statement.

The shop's physical presence on Tahoe Boulevard, near the headquarters of partner RJ Dailey Construction, is intended to increase visibility and serve as a constant reminder of the community-focused mitigation services now available.

The Science of Proactive Defense

At the heart of the company's strategy is CitroTech, a fire-retardant product invented by Conboy. Unlike many traditional chemical retardants, CitroTech stands out for its environmental and safety profile. It is currently the world's only long-term fire inhibitor to earn the U.S. Environmental Protection Agency's (EPA) Safer Choice certification, a designation it has received twice. This certification signifies that the product's chemical ingredients meet stringent criteria for human and environmental safety.

Formulated with natural, food-grade ingredients, CitroTech is non-toxic and non-corrosive, making it safe for application around people, pets, and sensitive ecosystems. Its effectiveness lies in its ability to create an invisible barrier on treated surfaces—from wood and vegetation to building materials—that prevents ignition. A key advantage is its longevity; the product remains effective for up to four months even when dry and exposed to the elements, offering sustained protection without constant reapplication. This contrasts sharply with other retardants that can wash away with rain.

The product's credentials extend beyond the EPA certification. It has also achieved UL GREENGUARD Gold certification for low VOC emissions and complies with the ASTM E84 Extended test for surface burning characteristics. Its real-world application has been validated by agencies like the San Diego Fire-Rescue Department, which has used CitroTech as a preventative measure along evacuation routes. The U.S. Forest Service has also permitted its use on residential and state land, signaling growing acceptance of this proactive technology.

An Alliance for Resilient Building

The expansion of the leadership team to include Bob Dailey and Wayne Withers transforms Wildfire Pro Shop from a product retailer into a comprehensive solutions provider. With over 150 years of collective experience in the building industry, the partners bring a wealth of knowledge and strategic influence.

Bob Dailey, a leading custom home builder in the Tahoe region and the San Francisco Bay Area, provides a direct link to the construction sector. His involvement ensures that fire-resilient practices can be integrated from the ground up in new projects. The proximity of his construction headquarters to the new Pro Shop facilitates a seamless flow of information and materials, potentially setting a new standard for wildfire-conscious building in the basin.

Wayne Withers, who owns and operates one of Northern California's largest lumber yards and component manufacturing plants, addresses a critical piece of the supply chain. His facility, located just 80 miles from Tahoe, can ensure a steady supply of building materials. This partnership also opens the door for treating lumber with fire retardants at the source. CitroTech has already entered into a joint venture with a major resin manufacturer to integrate its chemistry directly into wood products during production, creating a new class of inherently fire-resistant building materials that are more effective and environmentally sound than traditional borate-based treatments.

Responding to a Critical Market Need

The launch of Wildfire Pro Shop comes at a time of intense demand for effective mitigation solutions in Lake Tahoe. Homeowners face increasing pressure from insurance companies, which are tightening requirements or pulling out of high-risk areas altogether. This has created a powerful financial incentive for residents to invest in proven methods of property protection.

While the Tahoe market has numerous businesses offering defensible space clearing and home hardening services, Wildfire Pro Shop carves out a unique niche. It focuses on providing a specific, technologically advanced product directly to consumers and professionals, coupled with the hands-on training needed for effective application. By centralizing the product, equipment, and expertise in one location, the company aims to become the go-to resource for a critical layer of proactive defense that complements traditional methods like vegetation management and structural retrofitting.

The new venture represents a significant step in the evolution of wildfire preparedness, moving beyond reaction and toward a model of proactive, long-term resilience. A grand-opening celebration for the Incline Village store is planned for June 20th, marking the official launch of this new collaborative effort to safeguard one of the nation's most cherished natural landscapes.