We built this because nobody else was going to do it right.
Give the men and women who hold themselves to a higher standard a coaching program that actually pays attention. No boilerplate templates, no condescension, no recurring subscription you'll cancel by month two.
I'm a disabled veteran. I got out, watched the VA hand out Motrin for everything from torn rotator cuffs to performance collapse, and started looking for actual solutions.
What I found was subscription mills, upsells on every call, and programs written by marketing teams instead of coaches. And a veteran discount that actually means something instead of 5% off a $400 bundle.
So I built the one I wished existed. A coach who pays attention. A standard that does not bend.
Jake Morris · Founder · Army Veteran 2012–2014
This company was founded by a veteran, for veterans. Verification runs through ID.me, the same identity service you already use for VA.gov and most federal benefits. If your service record doesn't come through cleanly, contact our team. We'll get your discount applied manually.
“We say welcome home, and we mean it.”
“Mil-spec” means built to specifications that don't bend when conditions get hard. That is the bar.
- +Programming built by coaches, not marketing teams.
- +Monthly check-ins with your trainer that actually happen.
- +No upsells, no rubber stamps, no subscription you cancel by month two.
- +A veteran discount that means something.
- +Honesty when something is not working.
You've been held to that standard your whole career. Your training program should meet it.