Inspired by running over 30 full marathons and connecting with nature through standup paddleboarding, I wanted to create a lifestyle brand that had its roots tied to the Great Lakes and Midwest region, but offered something bigger.  A lifestyle brand that individuals could connect with across the Country and globe.  A brand that allowed and encouraged individuals and consumers to determine their pursuit.  The brand celebrates the journey and process.  It represents the obstacles in life and the satisfaction of reaching that destination.