Welcome to RUGGED

For the Misfits, the Warriors, the Everyday Endurers.

Rugged is not about looking perfect. It’s about pushing through pain, grinding harder, and rising stronger. We fuel those who refuse to quit the people who don’t fit the mould but own their journey.

Our Mission


To empower those overlooked by the mainstream the quiet fighters, the grit-driven, the resilient misfits with honest tools, community, and challenges that build real strength inside and out. We exist to help you go further, tougher, and more determined than ever before.

What we stand for

Authenticity over image — no hype, no flash. Just real support for real people

Endurance and resilience — pushing boundaries physically and mentally.

Community for misfits — you’re not alone in the fight.

Purpose-driven challenges — every event, product, and story pushes you closer to your strongest self.

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THE 3 PILLARS OF RUGGED

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    RESILIENCE

    Rugged represents the strength and mental grit needed to overcome life’s challenges. It’s about building toughness, not just in fitness but in everyday life.

  • FORTITUDE

    Refers to mental and emotional strength in facing adversity, danger, or pain with courage and determination. It's the ability to endure hardships with grit and resolve.

  • GRIT

    Grit is determination and perseverance—showing up and doing the work in the dark, when no one is watching or cheering for you.

    It’s staying committed, without comparison or recognition, and measuring success by your own effort and growth.

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Project 39

Project 39 is my mission for the year I turn 39. It’s a series of 39 challenges designed to push the limits of endurance, strength, and mindset. Some challenges I face alone, others I take on with a team, but every single one has a purpose: to raise money for Demelza, to inspire others to step outside their comfort zones, and to show what’s possible when you refuse to quit.

This project isn’t about perfection. It’s about resilience, discipline, and proving that ordinary people can do extraordinary things when driven by purpose. Project 39 is more than a challenge list — it’s a movement to test limits, build community, and turn struggle into strength.

James