121. Jason McCarthy, CEO of GORUCK and Sandlot Technology

Today I’m joined by Jason McCarthy — a former Special Forces
operator turned entrepreneur, who bootstrapped the rucksack and
events brand GORUCK into a $30M a year business. 


In this episode, we talk about Jason’s vision to make rucking
more popular than running, the importance of real-life, social
interaction, and his latest venture, Sandlot Technology, that
aims to decentralize fitness.


In this episode, you’ll learn:


How to build a community and your brand

Can you grow a community without ads?

Why you need to use your unfair advantage

The downside of the metaverse and its impact on social health

How to create a profitable and impactful business



 


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Jason enlisted in the Army after 9/11 because of 9/11 and served
in Special Forces in Iraq and the Sahel region of West Africa. In
2006, Jason’s wife Emily was a Case Officer in the CIA working in
French-speaking West Africa. Applying what he had learned in war,
Jason built Emily a “go-bag”, or “go-ruck” for her to keep in her
vehicle and at home, ready to go at all times.


Jason’s commitment to the Special Forces way of life and the idea
for a “go-ruck” led him to start GORUCK in 2008. It took over two
years to design and manufacture the rucksacks and ensure they
would thrive in both Baghdad and NYC — Green Berets were judge
and jury of quality and functionality. In order to raise
awareness for the gear, Jason started community building through
physically grueling events based on Special Forces training
called the GORUCK Challenge.


Over 7,000 events and 160,000 participants later, GORUCK has
become The Rucking Company, a people first organization centered
around increasing global activity through rucking, strengthening
communities, and the relentless pursuit of excellence. In every
way, the GORUCK community represents a bridge between the
civilian and military worlds and there are over 500 Official
GORUCK Clubs all over the world, accessible and open to all.


In 2020, Jason co-founded Sandlot Technology Inc. with B.J.
Naedele, a GORUCK Board Member and former COO of Nike+ who worked
on four #1 Apps in the App store, with the mission to unite and
democratize fitness, centered around trainers. The platform is
making its real world debut at Sandlot Jax - Fitness Festival in
April of 2022 in Jacksonville, Florida, in partnership with
global thought leaders, trainers, and brands in the health and
fitness space.


Jason can usually be found rucking around Jacksonville Beach, FL
with his wife Emily, three kids — Natalie, Jack, and Ryan — and
chocolate lab Monster who is lovingly referred to as the
President of GORUCK Nation.