This Memorial Day, we honor the men and women who have made the ultimate sacrifice in defense of our freedom. We remember not only our fallen heroes but also the families and communities forever changed by their bravery and selfless acts. Their legacy reminds us that freedom comes at a cost, one that must never be forgotten or taken for granted. In their honor, we pledge to uphold their values and to never forget the price paid for our liberty.

What we have will always be worth defending.

The relationship between man & iron is the ultimate metaphor for life. The iron doesn't care how busy you are or how much sleep you got. It offers no refuge to your excuses or your self-pity. You only get what you earn... 315lbs is always 315lbs. Just like life's burdens, some days the weight is gonna feel heavier than others. You still have to show up. You still have to put in the work. Because anything truly worthwhile in life requires hard work & sacrifice. No shortcuts. No handouts. No entitlements. People can make excuses all day long about why they aren't successful, but let's speak a hard truth: at the end of the day, the only one stopping you is you. So, what's it gonna be?

Since Day 1, we always said we had to be more than just an apparel company. We have to stand for something bigger. A huge part of the Born Primitive brand is the recognition of the men and women who serve our country, both domestically and abroad. Many people take this protection for granted, but not here. We are proud to support our military and first responder communities and donate to charities who support them.

“Every morning in Africa, a gazelle wakes up, it knows it must outrun the fastest lion or it will be killed. Every morning in Africa, a lion wakes up. It knows it must run faster than the slowest gazelle, or it will starve. It doesn't matter whether you're the lion or a gazelle-when the sun comes up, you'd better be running.”

Let’s face it. Our generation has gotten soft. Too many people in modern society just want entitlements, quick thrills and instant gratification, without wanting to put in the hard work that we all know is necessary for anything truly worthwhile. Born Primitive was created for the modern savages out there who reject this notion and refuse to accept the mediocrity that society now fosters. Whether it’s at the gym or in life, our beliefs are simple. Set goals, relentlessly strive to achieve them, and never make excuses. Look people in the eye and give them a firm handshake. Your word is your bond. Throw your conventional limits out the window and realize your true potential. Born Primitive is owned and operated by an active duty military family. We are extremely grateful to those who serve or have served this great nation and are proud to support various military and first responder charities. Most importantly, we hold a special place for those who have made the ultimate sacrifice while downrange or in the line of duty. Lest we forget.

To All of Our Incredible Customers-We want to thank you for supporting our brand and providing us the ability to give back. Here at Born Primitive, selling great workout apparel isn’t our only goal. Equally important is our desire to support causes that are meaningful to us, which will always be one of the cornerstones of our existence. Thanks to your amazing support and in alignment with our brand promise, we were able to donate over $445,000 to charities and local gyms in 2020. Our support spanned a wide variety of causes, including those supporting our military/first responder communities, cancer research/prevention, COVID relief, and our beloved gym owners who are the foundation of our fitness community. We want you to know that when you shop with us, you are championing these same causes and furthering our ability to make a difference. As we continue to grow our family-owned brand brick by brick, we hope you will continue to be a part of it.

With Appreciation,

Bear, Co-Founder/CEO

In honor of International Women’s Day, we want to take this time to recognize the strong, inspirational women around the world. Leading up to this day, we asked you, our Born Primitive family, to nominate a female hero in your life and the submissions we received were so moving. We are honoring these heroes with 1000 limited edition sports bras, which will be a symbol of their strength and inspiration to others. We are proud to have such amazing people in our Born Primitive family. Here’s to YOU! ❤️