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.

THE RUGGED 5

TAKE YOUR DAILY SUPPLEMENTS.
SUPPORTS MUSCLE, RECOVERY, JOINTS, AND LONGEVITY.

MOVE YOUR BODY FOR AT LEAST 30 MINUTES
IDEALLY OUTSIDE.
THE GOAL IS DAILY MOVEMENT, NOT INTENSITY

PRIORITISE PROTEIN INTAKE FOR THE DAY.
AS A GUIDE, AIM FOR 1.6G PER KG OF BODYWEIGHT.
THIS SUPPORTS MUSCLE, RECOVERY AND RESILIENCE AS YOU AGE.

DRINK WATER CONSISTENTLY ACROSS THE DAY.
AIM FOR AROUND 2 LITRES MINIMUM, MORE IF YOU TRAIN OR SWEAT HEAVILY

SPEND 10–20 MINUTES CLEARING YOUR HEAD.
READ. JOURNAL. WALK. USE VOICE NOTES
THE AIM IS CLARITY AND MENTAL WELLBEING

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COMMUNITY

The RUGGED community is built on daily habits and personal responsibility.

Showing up when it would be easier not to. Doing the small things well, consistently.

It’s about discipline, accountability, and challenging yourself to be better while supporting others doing the same. Whether you train with us in person or follow from afar, if you buy into the lifestyle, you’re part of it.

RUGGED is a shared standard, not a location.

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.

JAMES