We are a brand that is proud to cut against the grain. We champion all of you modern savages who work your asses off and refuse to make excuses. No handouts. No entitlements. You only get what you earn. That is the Born Primitive mindset, and it is true in the gym and in life. As an active duty owned-and-operated company, we’re proud of our country and what it stands for. We strive to inspire our customers by exemplifying the values of the men and women who’ve inspired us—sacrifice, honor, and the willingness to defend our freedoms at all costs. We will forever be indebted to the heroes who have made the ultimate sacrifice while down range or in the line of duty. Lest we forget.