I wanted to share a little of the story behind TRAIN HARD Coffee.
From the outside, it might look like we just decided to sell coffee and put our name on a bag. But that’s not what this was. I had opportunities to white label something and take the easy route, but that never felt right to me. I wanted to be involved in the roasting, the tasting, the adjustments, and the process of building something we’d actually be proud to put our name on.
Coffee has been part of my life for a long time.
Early mornings before the house is up. Sitting with my thoughts before the day starts. Reading. Getting ready to train. Even in the CrossFit Games days, coffee was my only pre workout if you can believe that. It's just been a key component of my day for as long as I can remember.
Coffee has also always been tied to connection for me.
It’s the cup you hand someone when they come over. It’s what you grab with a friend when you need to talk. It’s what gets poured after a Men’s Club workout when guys stick around in a parking lot and have conversations that probably matter more than the workout itself.
That’s why this passion project made sense.
We wanted to create something we actually use, care about, and believe adds value to your day.
Because of that, we took our time with it.
A lot of tasting. Adjusting. Reworking. Asking, “Is this something we’d be reach for every day?” If the answer was no, we kept going.
This was one of those boots-on-the-ground, figure-it-out-as-we-go kind of projects. Nothing was outsourced. Just us putting in the work and bringing an idea to life.
TRAIN HARD Coffee is about building something tangible that reflects the kind of life we care about: discipline, connection, family, and starting the day with intention.
Whatever coffee you’re drinking this morning, I hope you slow down long enough to enjoy it.
Keep training hard.
