We Are the Military-Native Performance Wellness Company
The Original Wellness Lifestyle
We believe the U.S. military established the original wellness lifestyle – optimized physical and mental fitness, founded on a unifying ethos of respect, service and integrity.
We develop critical innovation performance products in direct collaboration with those that deserve it most – our active duty service members.
High Quality, Affordable For All
Quality shouldn’t be defined by price points or advertising campaigns. We make products of the highest quality, formulated in the USA with clean and healthy ingredients, designed for the most demanding consumers and affordable for all.
Field-Tested By Members Of The U.S. Military
To ensure that our products are relevant and deliver in the most challenging conditions, we have pioneered an unprecedented large-scale Active Duty Field Development & Testing platform with 1,000 members of the U.S. Special Operations Forces (Army Rangers, Navy SEALs, Green Berets, Marine Raiders) and their communities. We believe that if our products are good enough for the U.S. military, they will be good enough for all of us.
Through private social channels and proprietary technology, we collaborate directly with our community members to iterate and stress-test innovation - from ideation to finished good - that meets their real needs out in the field. This platform acts as our R&D center and content and community beacon geared toward a broader audience.
Sharing 5% Of Our Revenue
We pioneered a business model that directly contributes 5% of our sales to the Morale, Welfare and Recreation programs. The M.W.R. offers quality of life programs dedicated to the well-being of U.S. service members, veterans and their families.
New York City