Sam Mackey is the CEO of Outsider and The Ruck. He recently wrapped up a 20-year career in the SEAL Teams—but his love for the outdoors started long before that. Growing up in Illinois, he spent his days running through the woods with a Red Ryder in hand, chasing squirrels and building forts with his brother.

Through two decades of deployments, the outdoors was his reset. A place to slow down—whether it was hunting, hiking, or just sitting still as the sun rose and the woods came alive. Those moments grounded him then, and still do now.

That’s the soul of Outsider. It’s about getting outside whenever you can, slowing down, and remembering what really matters. And yeah—we also happen to make the best damn coffee mug on the market.