They say success is the best revenge. So the brand is all about the honesty and authenticity it takes to get that and the journey along the way that turns you to the person who’s capable of achieving that.

We all have different versions of success. For some it may be the house, the cars and the money. For others it may be the house on the hill and your kids playing in the yard with your wife on the front porch. It may be a world title or it may just be a good relationship with your children. I hope it’s a bit of all that but it’s not the brands job to tell you what success is. It’s your job to find what success means to you and the brands job is to remind you to stay the course and why you’re chasing whatever version of success you’re after.

It’s for people who make an intentional choice to keep going— when quitting would be easier.

The brand is built around the idea that success doesn’t have to be loud or performative.

but more personal and earned.