About us

Skilled Athlete 🇦🇺  By Australian Veterans.

Unbreakable by Design.

What do we actually do?

We do Strength & Conditioning, Apparel and anything cool we can get our hands on.

We provide a selection of the very best quality products, because we understand that jazzy pictures & cool digital promotions just don't cut the mustard. Our priority is to do the basics extremely well. Quality & Service above all else.  

Comfort is a slow Death.

We write, test and run all of our own Strength & Conditioning programs. If you're doing it, we know exactly how you feel. 

How do you cut through the fluff? For starters, if you're looking for a 21 day booty workout or 7 minute ab program, you're in the wrong place. If you're looking for a solid program based on real world applications - functional strength & endurance you're in the right place. But, be warned. We use strong language to create strong people and discipline. 

We sell Memorial items for Charity.

Part of our business model is to pay it forward. Our Memorial products are exactly that, we use our exposure as a business to raise funds and awareness for Australian Charities. Our aim here is quite simple, we strongly believe in paying it forward and if we can encourage others to join us, we're winning. We care about our community of veterans, young and old, and help out where we can. Every product sold under the Memorial Charity product page is used to raise funds solely for charity. This means we donate 100% of every single dollar we make from these products towards charity. They are a complete standalone to our "normal" product range.

Most importantly, we use our past & present contacts and experience to vet which organisations to donate to. Anyone with some military or police experience knows that not all charities are as charitable as they claim. We aim to provide legitimate charities with our time, effort and money raised with your assistance. 


We carry our heritage with pride which is why you'll see the Australian flag flying proudly on our products, we're here to distinguish ourselves from the international market.