At the core of this company is a passion for endurance, discipline, and personal evolution. Founded by Daniel Ritchie—an Ironman triathlete, former competitive swimmer, and entrepreneur—this brand was built from the ground up with a simple mission: to inspire people to push beyond limits and to equip them with tools, stories, and apparel that reflect that pursuit. Daniel’s journey from early morning swim practices to writing a memoir about the grind of training and chasing meaning through movement is the heartbeat of what we stand for.​
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This business isn’t just a brand—it’s a lifestyle rooted in grit, growth, and purpose. We offer performance-driven apparel and gear designed for athletes and go-getters, made with premium materials and tested in real-world training environments. Our flagship book shares Daniel’s raw, personal story of struggle, transformation, and endurance—meant to resonate with anyone hungry to evolve. Every product we create and every story we tell reflects the mindset of someone chasing something bigger than comfort. This is more than merch. This is mission-built.