We specifically promote the warrior mentality and ethos—the Alpha lifestyle. So, what does that mean?

Warriors are drawn to the service of others, whether that service is on the battlefield or in the local community. They know that the greater good outweighs their own personal needs. Protecting those in need, mentoring the ones who follow them, and always having their teammates’ backs are key to their success.

Warriors embrace adversity across all its forms. They see the challenges that the world throws their way as opportunities to attack life to the fullest. Some hardships are voluntarily taken, while others are thrust on them, but they don’t let any of those hardships define who they are.

Warriors embrace and hone their craft. They know their strengths and work to better them constantly. Living life to the fullest is their mission and being authentic makes them their best selves. They are constantly striving for excellence, staying physically and mentally sharp, connecting with the outdoors and our natural world, and drinking lots of awesome coffee!

Warriors live honorably and honestly, giving back and always doing the right thing. This lifestyle is both challenging and rewarding, and we would not have it any other way.

Check out our video to learn more about the Warrior Ethos.