The Special Forces Ethos Driving Goruck’s Co-Founders

Former Special Forces soldier Jocko Willink co-founded Goruck with his business partner in 2010. The company builds rugged rucksacks and gear inspired by military training methods.

Willink and his partner apply the same discipline and teamwork principles from their military background to every aspect of Goruck’s operations. This approach has helped the company build a strong brand following among outdoor enthusiasts and fitness communities.

Goruck’s products are designed to endure extreme conditions, reflecting the no-excuses mentality instilled during their military service. The founders believe this ethos resonates with customers who value durability and performance in their gear.