About Us

Our mission is to empower individuals through functional fitness, placing a ruck at the heart of our approach, building strength, resilience, and connection for a lifetime of adventure.

Our Founders

  • Mike "Griswold"

    Mike has been Rucking since early 2018, when his F3 brothers convinced him to throw on a heavy backpack (pronounce Ruck) and cover some miles. As soon as he realized that PT and endurance based challenges were part of this world, he was hooked. Early morning rucks and ruck PT became a way of life. And a great way to train for GoRuck events. In November 2018 he completed a Veterans Day Tough, followed in early 2019 by his first Heavy, and capped in September of 2019 with a NYC 9/11 memorial HTL. That continuous pursuit of the next challenge has landed Mike, alongside his partners Jeff and Jack, to endeavor to build a community of like minded fitness enthusiasts the best gear possible.

  • Jeff "Golden Pinky"

    Jeff never planned to get into rucking, just like he never planned on working out with other men outside at 5:00 AM, completing a Murph Challenge, or starting a fitness gear company. But one hard thing led to another, and somewhere in late 2017, he decided to give embracing discomfort a try — and he’s never been the same. Through F3, grueling events like Bataan and 4x4x48, and a relentless pursuit of growth, he found his True North. Now, he’s building gear for those who are willing to carry the weight, embrace the grind, and keep moving forward.

Our Core Values

Purpose Led

Every action and decision, from our product design to our community initiatives, are anchored by a clear, mission-driven vision. We seek to empower individuals in our community to embrace their fitness journey as a purposeful path toward personal and collective growth.

Resilience Forged

We believe that strength is built in the crucible of challenges. Our products and mindset are crafted to endure adversity and transform setbacks into opportunities. We want to equip with the tools and mindset to turn obstacles into stepping stones and emerge stronger from every trial.

Community Centered

We thrive on connection and the strength of collective support. Everything from our events to our partnerships, all the way down to our daily interactions are built around fostering genuine relationships. We strive to create an inclusive community where every rucker and fitness enthusiast finds belonging and mutual empowerment.

Action Oriented

We value execution over ideation—movement is the best measure of progress. Every innovation, training program, and community event is designed to spark decisive and impactful action. We want to help you to translate goals into momentum and make every step count toward building a lasting legacy.

Outside Driven

Inspiration is found beyond four walls, it lives in the vast outdoors and in the courage to step out of our comfort zones. Our gear and experiences are engineered to push you into the outside those confines and encourage exploration and adventure. We want to challenge you to break boundaries and fuel both physical and mental evolution through the call of nature.