NOBULL launched in 2015 as a training brand for people who work hard and don’t believe in excuses.

We believed that if you wanted to get better at anything, it was up to you—and only you—to put in the work. Over a decade since that first launch, I have a much deeper understanding of what that really means—and how important it is in areas of life far beyond physical training.

I spent most of my adult life focused on how to get better physically: CrossFit, traditional weightlifting, paleo, intermittent fasting, running, cycling, swimming.

There are endless protocols to improve your VO2 max. Countless ways to get stronger or leaner. Supplements. Hacks. Pills. Potions. Some contradict each other. Most overpromise.

For me, the way I deepen my understanding is by doing.

I love reading, listening, and asking questions. But I don’t truly understand something until I experience it. I’ve learned the most from the things that challenge me—the hard things. It’s the hard moments, the discomfort, the struggle, that have sparked my growth. They move me one step further along the never-ending path to better.

Whether I’m pushing for one more rep in the gym, doing a 7-day fast, writing letters to myself or others, getting out of bed at 4:30 AM, or facing challenges at NOBULL or in my personal life—

it’s showing up, even when it’s hard… especially when it’s hard… that gets me through.

That’s what makes me better in the end.

NOBULL’s vision has evolved—to inspire people to become better versions of themselves mentally, emotionally, and physically. I couldn’t be more aligned. This is who I am.

I’ve come to appreciate that life will always hit you with hard things you didn’t ask for—and you’ll have no choice but to deal with them.

We can’t control what life throws at us.

We can, however, control how we show up to meet it.

Earlier this year, I committed to intentionally doing hard things—

not just to get physically stronger,

but to get mentally and emotionally stronger too.

Hard things I don’t want to do.

Hard things I know will make me better.

The more I do hard things, the more I learn about who I am—and who I want to become.

This isn’t a phase. It’s a way of life.

Not because it’s easy.

But because it works.

Because the version of me on the other side of a hard thing is always a better one.

And I believe that thread—the drive to become better—is still what binds the NOBULL community.

Don’t share what to do.

Share what you’ve done.

Don’t be satisfied with knowledge.

Seek wisdom.

Don’t inspire by saying what to do.

Inspire by showing what you did.

If it helps someone else try something new, be happy.

If someone shows you a better way, be grateful.

Let doing hard things define who you are.

Be a spotlight.

Be your own mirror.

Only compare yourself to the standard you’ve set for yourself.

It all begins with choices you make today.

It continues with the choices you make tomorrow—

and benefits you in the future.

Know that you will be grateful.