What is Rugged?

Rugged wasn’t built in a boardroom.

It was built in the hills, under weight, in bad weather, on days motivation wasn’t there.

It’s for the people who feel like life got noisy… soft… disconnected.

For the ones who want challenge, purpose and progress again.

Rugged is about rebuilding confidence through movement, discipline and nutrition.

Not chasing perfection. Just becoming a stronger version of yourself, one decision at a time.

PILLARS OF RUGGED

  • SUPPLEMENTS

    Fuel that supports the work.

    Simple, evidence-based essentials to help you perform, recover and stay consistent.

  • CHALLENGES

    Growth comes through discomfort.
    Push limits, test mindset and discover what you’re truly capable of.

    And win prizes

  • COACHING

    Guidance backed by real experience.
    Training, mindset and nutrition support to help you build habits, and long-term health.

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PROJECT 39

Project 39 is my personal challenge for the year I turn 39.

I’m taking on thirty nine physical challenges to test my endurance, discipline, and ability to stay consistent when things get difficult.

Some of these I’ll do on my own.

Some will be with others.

All of them are in support of Demelza, a charity close to home, and to show what’s possible when you commit to something bigger than comfort.

This isn’t about being extreme or proving anything to anyone.

It’s about showing up, doing the work, and building confidence through effort.

One challenge at a time.
One day at a time.
Keep moving forward.

Reach your peak.