Black Rifle Coffee Company has partnered with GORUCK for a VIP giveaway to the GORUCK Sandlot JAX Fitness Festival on April 21-23, 2023. Photo courtesy of Black Rifle Coffee Company.
What started as the concept for a backpack company evolved into a full-on rucking movement — and former Green Beret Jason McCarthy, founder of GORUCK, couldn’t be happier with the results.
“GORUCK represents a way of life,” McCarthy told Coffee or Die Magazine. “We show people what it’s like to push themselves, to be pushed, to seek something out that most people won’t. And these are the people who are leading from the front in our society. You think about what America is founded on — Washington crossing the Delaware on Christmas Day, the settlers who forged out West, Normandy, Iwo Jima. That’s the kind of sacrifice and the kind of DNA that exists within our country.”
With a focus on fitness and pushing physical limits, GORUCK hosts events and community gatherings across the country, including the GORUCK Sandlot JAX Fitness Festival in Jacksonville, Florida, which will be held April 21-23 this year.
Black Rifle Coffee Company has partnered with GORUCK for a VIP giveaway to the event.
“There are a lot of people out there in whom the American spirit is alive and well,” McCarthy told Coffee or Die. “This is what we’re supposed to do. We’re supposed to take on these enormous challenges and give them everything we have, and GORUCK represents that way of life. […] You want to lead a special life, a life of meaning, a life where you’re pushed? People want to serve more. They want to give more. They want to find more. It’s really hard to find those places sometimes, but this is that place.”
To check out what the GORUCK community is all about, interested parties can visit the BRCC website now through Feb. 13 to sign up for a chance to win two VIP tickets to the GORUCK Sandlot JAX event; two GR2 26L Heritage Waxed Canvas Backpacks; two pairs of GORUCK Ballistic Trainers Shoes; BRCC swag and coffee; a Bubs Naturals VIP Box; a Protekt VIP Box; four Kill Cliff 12-packs (one CBD, one Ignite, one Recovery, and one Octane); a Sorinex Glute Ham Roller; and $1,500 cash for travel and lodging.
Disclaimer: Black Rifle Coffee Company is the owner of Coffee or Die.
Coffee or Die is Black Rifle Coffee Company’s online lifestyle magazine. Launched in June 2018, the magazine covers a variety of topics that generally focus on the people, places, or things that are interesting, entertaining, or informative to America’s coffee drinkers — often going to dangerous or austere locations to report those stories.
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