Our Brand Ethos

Let’s face it. Our generation has gotten soft. Too many people in modern society just want entitlements, quick thrills and instant gratification, without wanting to put in the hard work that we all know is necessary for anything truly worthwhile. Born Primitive was created for the modern savages out there who reject this notion and refuse to accept the mediocrity that society now fosters. Whether it’s at the gym or in life, our beliefs are simple. Set goals, relentlessly strive to achieve them, and never make excuses. Look people in the eye and give them a firm handshake. Your word is your bond. Throw your conventional limits out the window and realize your true potential.

Born Primitive is owned and operated by an active duty military family. Additionally, active duty military members, active duty spouses, and a daughter from a First Responder family make up 100% of the employee staff. We are extremely grateful to those who serve or have served this great nation (especially our fellow military, firefighters, police, and first responders), and we are proud to support various charities, including the Navy SEAL Foundation, the 555 Fitness Firefighter Charity, and the C.O.P.S. (Concerns of Police Survivors) Charity. Most importantly, we hold a special place for those who have made the ultimate sacrifice while downrange or in the line of duty. Lest we forget.


Welcome to Born Primitive
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