About RUGGED

Rugged isn’t just a brand. It’s a mindset.

We’re here for the walkers. The hikers. The everyday people who want to move more, feel better, and challenge themselves in a world that’s become too comfortable.

We create evidence-backed supplements and outdoor gear designed to fuel movement and build resilience—from your local trail to remote mountain summits.

But this isn’t just about products.

It’s about purpose.

It’s about becoming stronger—mentally and physically.

Through our growing community and the Rugged Challenge, we’re building more than a brand. We’re building a standard. A reminder to move with intention, lead yourself, and show up when it matters.

Whether you’re training for an ultra, walking your dog, or just getting started—you’re welcome here.

Be useful. Be strong. Be Rugged.

Who, What, Where, When

What we stand for


Rugged is about action, not image.

We stand for resilience, effort, and honest movement.

This isn’t about extremes—it’s about showing up, staying consistent, and leading yourself forward. Rugged is a mindset for those who take responsibility, stop making excuses, and want to grow.

Our Products


We don’t sell hype—we create what works.

Our products are grounded in science and built for real life. From our Creatine Gummies and Electrolyte Tablets to functional outdoor gear like our Rugged Backpack, everything we create is designed to fuel your journey—whether you're walking your local park or climbing peaks.

Who's it for


Rugged is for everyday people.

It’s for the parents getting out on a Sunday morning walk.

The mountain climbers who live for the weekend.

The ones getting back into movement.

The ones who’ve never stopped.

You don’t need to be extreme to be Rugged—you just need to be willing.

Our Vision

We’re building a movement around resilience, personal growth, and real-world health.

Rugged will expand into high-quality supplements, gear, challenges, and eventually—events, retreats, and more.

This is the start of something big.

Something useful.

Something real.

We’re not just here to sell—we’re here to lead.

The RUGGED Challenge

The Rugged Challenge is a free hiking and walking game designed to get people moving, exploring, and building momentum.

You earn points for every kilometre walked, every hill climbed, and every milestone reached.

It’s simple, motivating, and open to all.

It’s not just about being first—it’s about showing up and becoming better than yesterday.

WHY I STARTED RUGGED

I didn’t set out to build a brand—I set out to build something I needed.

I’ve been through a lot: from childhood challenges, to military setbacks, to building and losing a business. What’s stayed with me through it all is this: movement, discipline, and a need for something real. Something with meaning.

I’ve always felt pulled towards the outdoors—towards hard things, long days on the hills, pushing limits. Not for show, not for likes, but because that’s where I feel strongest. That’s where I feel Rugged.

But I looked around and saw a gap. The fitness industry was flooded with noise, hype, and polished influencers. Nothing felt like it spoke to people like me—people who value action over image, who want real progress, and who use movement as a tool for growth.

So I created Rugged.

A brand that’s rooted in purpose, not performance.

A challenge that brings people together through movement.

Supplements that are actually backed by science—not trends.

Gear that’s made to be used—not flexed.

Rugged is for the everyday person who wants more from themselves.

It’s not about being extreme.

It’s about being committed.

And it’s just getting started.

James