Shrugged Collective

Building a Business and the Journey of GORUCK – Business of Fitness #74

Jason is the Founder and CEO of GORUCK, which manufactures gear in the USA and executes over 900 endurance events per year led by decorated combat Veterans of Special Operations.

Jason holds a B.A. in Economics from Emory University in Atlanta, where he was Phi Beta Kappa and a two-time Academic All-American for Tennis. He is a 2006 Graduate of the Special Forces Qualification Course and recipient of a Bronze Star and Army Commendation Medal with “V” Device earned while serving on ODA 042 during Operation Iraqi Freedom in 2007. After founding GORUCK in 2008, Jason got his MBA from Georgetown University in 2011, where he was a John F. Connelly Scholar.

Jason has supported the Green Beret Foundation since inception by raising several hundreds of thousands of dollars for the foundation and every year graciously donates GORUCK GR1s for the foundation’s Casualty Support Program.

Whether you’ve opened a gym, are an entrepreneur, or an aspiring business owner, today’s episode is for you. Founder of GORUCK, Jason, shares the journey (or should we say “ruck”) of GORUCK from the beginning to its present day success. From learning how to fail fast, to creating culture, finding meaning and purpose, and defining success, the evolution of GORUCK lends insight to even the most seasoned business owner. Jason is not afraid to share his perceived failures, as each one provided an opportunity for growth and learning, and ultimately steered GORUCK to success. Throughout today’s episode, Jason’s raw honesty shows just what it takes to be successful in the business of fitness. 


Minute Breakdown:

0 -5: The start of GoRuck

5-10: Building success out of “failure.” 

10-15: Merging expertise and passion

15-20: Becoming a better leader

20-25: Failing quickly and embracing humility 

25-30: Creating key performance indicators, accountability, and defining success 

30-35: Empowering activity and community 


Get your hands on GORUCK products and events here: https://www.goruck.com

Find GoRuck on Instagram: @goruck

Connect with Jason at @jasonkhalipa

Work with Jason and the NCFIT Collective Crew at https://www.ncfitcollective.fit



Anders Varner

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