And we are in a totally

different niche to what any other

rugby brand has been before.

There's no one that's doing what we're

doing, which is nice for us because

we are showing what this is, we are

the front, front and center of it.

You need to not necessarily hit rock

bottom, but I think those that hit rock

bottom or have had something where it's

really tested them is good for you.

winner but but i i'm more strict on

myself now than i ever was in the military

like i i'm up for five like i haven't

slept this if you're looking at my eyes

i haven't slept a wink last night in

a civvy job or in the military there's

always someone above you or below you

who doesn't want you to fucking achieve

Guys, welcome back to another

episode of the Combat Fuel podcast.

Today, we are joined by former

RAF Regiment and SFSG soldier,

Jack, owner now of RB Club.

Jack, thank you for your service.

Thank you for joining us.

Please tell us a little bit about you.

So my name's Jack Wilds.

I served 10 years in the RAF

Regiment and down at SFSG, and

then got out to start my own brand.

First, we started doing bucket

hats, and now we've moved into

clothing in the last year.

And yeah, it's gone from

strength to strength, but a lot

of ups and downs on the way.

Always.

Success isn't linear though, right?

No.

But the, the business is thriving and

doing really well, and it's- Yeah … it's

awesome to see a veteran doing something

what I think is very, very unique, not

done before, again, in the veteran space.

Yeah.

There's, there's a lot

of T-shirts and coffee.

Yeah.

You do make T-shirts- And skulls … but

they're yeah, but they're, they're

very different, and it's, you-

Yeah … you know, it's, it's

fantastic to see where you've come

from and what you're doing now.

But a quick question you're the

first RAF Reg guy we've had on here.

Why?

Why RAF Reg?

Mate, so there's a quite a

funny story with this I got sold

a fucking lie Didn't we all?

I got sold a lie.

So I thought it was security guard.

Like- … like literally I got told when

I went to the AFCO, "Mate, this job is

just literally security." I was like,

"Fucking hell, that sounds perfect.

Be able to chill out, sit in

a box, fucking happy days."

And then fucking four weeks later when

I joined up, I was fucking running

around the field, I was like, "I

didn't sign up for this shit." Yeah.

And then, yeah, 10 years later

still doing it, but yeah.

I was not… I was under the

thing, I looked after planes, and

that, I never done that once, so.

Sold a lie, but yeah.

It was good.

Enjoyed it.

Good.

Your accent though, we're

evidently from Scotland?

Yeah.

Mer.

Wales.

So W- We're Welsh.

Where did life start for you?

Were you born in Wales,

brought up, born and bred?

Yeah, born and bred South Wales,

little town called Maesteg.

I think it's about 22,000,

the population of Maesteg.

Massive rugby town, mining town.

Obviously not anymore.

But yeah, that's where I grew up

and I f- I live back there now.

Awesome, awesome.

Full circle.

Full circle, mate.

I never thought, like obviously you've

been around the world, I never thought

I'd end up back in my hometown.

Yeah.

But I think you realize when

you leave it, how, how lucky

you are to have what you have.

Yeah.

Yeah.

Absolutely.

And you still see some of the same

people when you were growing up with?

Yeah, I still see them daily.

You just drive through town, you

see people you know- That you were

there- … area … primary school

with, secondary school and, you know.

Yeah, a very small-knit community.

Been out, seen the world.

Yeah.

Now come back with your own

business and it's… Yeah.

Yeah.

That's quite mad isn't it as

well, seeing people wearing

your stuff, like walking around.

Like every time I go and- It's

good … I say to the missus, we drive

up to Tesco's, it's like a three-mile

drive, you'll see three people wearing

RB vests or T-shirts, like- Wicked

mental.

And a home delivery service that

I've seen on social media you do.

Pretty cool.

I actually done one at

9:00 last night, mate.

Love it.

'Cause the woman texts me and

I was… I didn't get back from

Cardiff late and I'd missed the

post, and it was playing on my head.

So at 9:00 last night, went up, got a, got

a vest and shorts, took it down because

they're going on holidays tomorrow.

So I was like, "Right, I haven't got

a flap about it now." I love that.

Yeah.

That, that's someone that cares

about what they do as well.

Yeah.

And that's not just I'm looking

at the business to make money.

I'm, I care about the products I'm

producing, I care about my customers.

Absolutely.

Treating them as what they are- Yeah

people.

Absolutely.

Rather than just a number on a screen,

which is, again, when you shop from

a veteran-owned business, this is a

big thing, don't buy from a veteran

business because they're veterans.

Buy from them because of

what they'll do as a brand.

Yeah.

That ethos that they have is, you know, we

care about you as a person, our stuff is

going to be quality, and there's a lot of

I wanna make stuff better than you- Yeah

'cause I'm a veteran.

That's why I think you should

buy veteran-owned businesses.

Yeah.

I, I like that thing

you said the other day.

It was on your story or it was in a video

about the veteran-owned stuff and- Yeah

We put more work in

than other people would.

Yeah 'Cause that finer detail.

Absolutely.

Yeah.

Absolutely.

And again, please don't buy from us

because we're veterans- Yeah … but

buy from us knowing that we are

veterans and- The quality's gonna

be there … the quality's there,

and our customer service is there.

I mean, customer service, well,

it's just being a good bloke, right?

Yeah.

You know?

But, and but I try my hardest for customer

service, but I still fuck up orders daily.

I'm like, "This is why

we're moving." Yeah.

'Cause there's someone who

can do it better than me.

Yeah.

But yeah, we try my… I try my best.

That's all I ask of myself.

Do I mean, try my best- Yeah … and

as long as I've done that- And

to have integrity, you know?

Yeah, yeah mis- mistakes are, are normal.

I just wanna say now Jake and Leah,

they make more mistakes than me.

But I have made, I think it's now

13 mistakes, but 13 mistakes in

nearly nine years isn't- That's good

going … it's not too bad, is it?

But I'm also an absolute

nerd- Yeah … again, so yeah.

I think I… We, we packed… I pack- I

packed 546 orders- I saw this video … on

our last, and I, I messed up three.

Wrong si- Pretty good going

wrong sizes.

That's, that's all it

was, but I'll take that.

Yeah,

that's pretty good going.

For a lad only been doing it, yeah.

Yeah.

Not bad.

Not bad.

How long does it take you, 540 orders?

I think it was about seven hours, mate.

That's quick.

I'm very envious of that.

Yeah.

Very envious.

We average a parcel

every one to two minutes.

I've never worked it out

the sm- the small time.

Yeah, it is.

Yeah.

One to two minutes for customer orders,

and then if we have wholesale, it

ends up being… Difference with you

and you, you've got distance to walk.

Yeah.

I have, and I put them right,

lined up behind me and-

Yeah … just turn- Yeah … in.

Yeah.

And then usually pick up

the wrong one as well, so-

it doubles the time.

So probably longer, five minutes an order.

Yeah.

Excuse me.

But, so we've grown up in

Wales, like, how was childhood?

Parents- Yeah … happy family?

Yeah.

I had a great childhood.

Parents split when I was young.

Good, good upbringing.

Never went without, always had everything

I wanted, and got taken to every

sport, every, every fucking sports day,

whatever it was, I was, I was there.

Yeah.

Yeah School, how were you?

Academic, or did you find it- I was

predicted really good grades, mate.

I was predicted all A's.

I'm sure the teacher just fucking

made that up on the spot, yeah.

But I came out with nine

C's, which was decent.

It's a solid effort.

Yeah.

But then I went off the old cliff, drink

and all the rest of it, and yeah, bit of

a downward spiral for two years, I'd say.

So coming up to 18, 19?

Yeah, between 15 and 17,

kind of that downward spiral.

I wouldn't say wrong crowd 'cause

everyone was doing it, but yeah,

probably all of us together, wrong crowd.

Just not… Just being dull kids,

I guess, more than anything.

Just- Yeah … trying and sampling

being an adult or becoming an adult.

Yeah.

But yeah, from that time I went down,

got arrested once, arrested again,

and I was in Cardiff on my 18th.

It wasn't my 18th, it was a few

weeks after my 18th, in Cardiff.

Got arrested by the cops, got slammed

to the fucking ground, head split open.

Night in a cell, came home 'cause

I'd been on this three-year rampage.

Not rampage, but just being a naughty boy.

Came home the next morning,

walked in the old man's house.

He cr- started crying, and I was

like, "Fuck, I need to change." Like

my old man, my idol, my best mate,

and seeing him fucking break down was

like, "Jack, you need to have a look

at yourself here." And that's when

I was down the AFCO the next week.

And- Yeah, so- I done a video yesterday

in Cardiff outside the AFCO, and I was

like, "13 years ago, I walked in this

place," and like I fell out of love

with the job in the end, but I've got

so much to owe for… to thank the

military for, 'cause it's changed my life.

And if you hadn't been on that, that

downward spiral of, of testing- Yeah

and stuff, you might not

have joined the military.

No.

So it's- No.

It- Probably, in a way, when, when you

look back in hindsight, although, like

it was non-optimal- Yeah … we'll

call it, it's still good it happened

because it made you who you are.

It makes you, yeah.

It, it set your- Absolutely … your

career up for you- Yeah

didn't it?

So.

Yeah.

And I, I think it gave me more drive.

I dunno if that's in you

already, but like to prove.

You need to not, not necessarily hit

rock bottom, but I think those that

hit rock bottom- Yeah, yeah … or

had something where it's really

tested them- Yeah … is good for you.

Yeah.

You know?

If you lead an absolutely pristine,

crystal clear life, nothing's ever gone

wrong, you don't know what hardship is.

It, it turns off.

You don't know what struggle is.

You don't know… You know, you

need to endure the shit- Yeah,

absolutely … to be able to, you

know… And also for the military then.

Yeah.

When you're sleeping in a harbor

area- Yeah … and you're doing

wet and dry drills, you're like,

"Actually, this isn't that bad, is it?"

No.

It's- Yeah.

Whereas a guy that's been there,

like never had anything go wrong in

his life- Yeah … "i've got to put

wet clothes on." They usually- What?

They usually fucking off the first

week, and they're like- Yeah.

God "What is this? You said

a naughty word to me." Yeah.

"How do I, how do I get by?" That was me.

I've had a very, like average upbringing.

Like nothing ever went wrong.

No.

But that happened later.

So okay, but why, why the RAF Reg?

When you went to the AFCO, I know

you said you, you thought you

were gonna be a security guard.

Yeah.

Is that exclusively it?

You were there like, "I'm-"

Mate, I just needed something.

I'd done well on the test to

get a few other jobs, but-

It was the, it was the girl who was

interviewing me, and she went, "You're

Ra- you, you'd be Raf Reg." And I

was like, "Well, what's that?" Yeah.

She's like, "It's basically a security

guard." And me in a shit time in

my life, like obviously just been

arrested a few fucking weeks ago,

I was like, "I'll take anything."

Yeah.

And security guard sounds- You

gotta pay me for it … security

guard sounds like a cushy job to me.

Yeah.

Yeah.

Love it, man.

Few tabs on the gate, that'd be perfect.

Didn't, didn't have no

interest in being a soldier.

Like my cousin's a soldier.

I don't wanna be that.

Like no way.

Yeah.

Love it.

And then, yeah, forward- We- we're

always miss sold though, aren't we?

When I… I think I said this on a

previous podcast with Tony Gibson.

So I first looked at joining the RAF when

I was younger, and I was like straight

in going away like, "What do you wanna

do?" "I wanna be a pilot." Like- Yeah,

like everyone else who's in the Rafts.

Yeah.

Yeah.

They're like, "Ha, well, you got GCSEs?"

What are they?

Yeah, I got a few.

They're like, "Have you

been to college?" I'm like,

"Kind of." They're like, "Don't

think a pilot's for you." I was like,

"Oh, what else can I do?" And they

were like, "Our air regiment," they

like give the whole "It's like Royal

Marines but, but better, you know,

it's a brotherhood and all that."

And I went through and so I learned

all the spiel, went to do an interview,

and then sat down in the chair like…

They're like, "So why the RAF Reg?" Did

muck my test, and they were like… So

I started doing the whole, "Oh, because

of the brotherhood, the family." And

she's like, "I don't care about that.

Well done for reciting stuff, but you've

passed it join any trade you want."

And I was like, "Oh, so I can

go to the Army?" And then it was

just, "Oh, this, that's not what I

meant." And then I went and joined

infantry 'cause- Yeah … why not?

But yeah, their careers

offices are very- Yeah.

But me, I have no regrets of joining the

RAF Reg, like 'cause when we f- when you

finally start seeing the actual RAF- Yeah

they were never my people.

And if I joined some, a job within the

RAF, not the regiment, and I would've

been looking at the regiment lads going,

"Fuck, I should've been over there." Yeah.

'Cause it, it, basically the best

way I, I always explain to people

who don't know anything about the

military, it's like a rugby tour.

Yeah, yeah.

It's just, it's a rugby

tour, loads of drink.

It's brilliant.

Like- Not many clothes.

Yeah, not many clothes.

It's just, that's what it is.

It's lads on tour.

Yeah, literally 24/7.

For, for how long you stay in.

If you become a sergeant,

fucking 25 years with- Yeah.

… in the block.

Brilliant.

Oh, mate, block life.

Yeah.

Memories.

Yeah.

Couldn't do anymore.

You're only 31.

Mate, my last room was as

big as this pad, so yeah.

Single bed.

And it, yeah.

Oh, see I got a double bed.

Yeah.

Just saying.

I went from slum accommodation to St.

Athan, which is an absolute shithole.

Oh, wow.

Yeah, it was miserable, mate.

Wow.

Yeah.

Suck that up.

Yeah.

Rats in the fucking block.

It's the, the RAF Reg though gets a

lot of stick, doesn't it, you know?

Yeah.

We, we work, we do a lot of stuff with

the RAF as well both regiment and not,

and you know- The, everyone's just normal

people there, there's no, The video, you

know what I'm gonna say- Yeah, yeah, yeah

the video came out from about it.

Everyone's seen it been like, "He- he's

actually a…" John, I think his name is.

I'm not sure.

I don't know the guy he met, but yeah.

And they're like, "He's a really sound

lad." And like everyone I've ever met

throughout the regiment has always

been really nice, warm and welcoming,

good soldiers, guys that have then

later in your career, SFSG, like, not

a bad word to say about any of them.

No.

Why do they get such a stick?

I think it's, I think that,

that one video single-handedly

fucking ruined it, didn't it?

Yeah.

But yeah.

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Enjoy it.

Let us know how you get on with it.

So maybe the shooting of

the body armor and bastard.

Yeah, that, that, that'll help as well.

But mate, it is what it isn't it?

Like- But the, the, the army have

done stuff that's just as bad.

Yeah.

It's- Mate, like- Probably worse … you

line up, down in when I was down in South

An, you line up 10 rough reg lads, 10

boot necks, and put them in all the same

kit, you wouldn't know which one's which.

No.

And I think that explains

the whole thing of it.

Absolutely.

It's just, you know- Yeah … so

back in the day, like 20 years

ago, we didn't have this.

We didn't, didn't have

these things, did we?

Yeah.

You, you couldn't be filming it,

and- Couldn't … you know, lad, lads

didn't used to film anything either.

No.

'Cause they… Well, one, you couldn't

on your Nokia 3310, and before

that you know, it wasn't a thing.

You'd have a camcorder out, sat there So

I think social media has had a, probably

a big part to play in- Yeah, definitely

in it, and everybody likes to

take the mick out of something.

Yeah.

Whatever, whether it's, again,

back to school the person that

is different gets bullied.

Yeah.

And by different, I don't mean skin color-

Yeah … although that was a thing, but-

Yeah … the fat kid, the ginger kid.

It's- Yeah … same in the military.

If something's different, and you

do anything that's not, you're

getting grilled for it, right?

Yeah.

And there's nothing in it.

It's, it is mostly just banter.

The, the banter, isn't it?

It's yeah.

Mate, I love all the meme pages, man.

They're amazing, aren't they?

It's so funny.

It's like nobody else un- understands

it, apart if you've been in.

It's just- No, no, and it… I

sometimes sit there- There's little

wording in it, and I go, "I got

the misses," and she's like- Huh?

"I don't know. I don't know

what that means." Yeah.

Scrolling through Early Forces.

"Oh, Rachel, look at

this." Yeah, OnlyFours.

And I don't understand.

Mega.

"What's the, what's the ramp?" I'm like

You wouldn't understand.

She's She still doesn't under-

the post we did yesterday.

She's like, "Why do you all talk

about eating crayons?" I'm like,

"You wouldn't get it." She's like,

"Why are you tagging Crayola?" I'm

like, "Because it's funny." Yeah.

I just think it's a bit weird.

I'm like, "Oh, okay." Military brand.

Yeah.

We, we own that space, you know?

Yeah.

That's, that's our thing.

You leave us alone- Yeah … Civvie.

Like- No, it's been weird, man … you

wouldn't, you wouldn't get it, Rach.

Leave us alone.

How was training for you, going

through RF reg train down at Honington?

Honington, yeah, the full the full time.

I think it's… I don't know

what it was, 30 weeks, is it?

Yeah, mate, it was good.

It was just like, like I said before,

it was like being in a rugby club,

and I think I needed it more than any.

Yeah.

I was fit going in, so I had n- no

problems at all with my fitness.

Learned pretty quick, so I had no

problems going through training.

I think it was 48 of us started

and 12 originals passed out.

Wow.

And I'm still… My best mates, two of

them are still, I still talk to today.

Oh, are they still serving?

No.

Everyone's out.

But the five lads who passed out, w- it's

five of us, we're still really good mates.

None of them are still in.

There's one of them, he's

gone WISOP, but yeah.

Jesus.

You gotta get out of the, out

of the regiment after five, 10

years, and your fucking, your

knees are never gonna thank you.

Shameless plug for joint

support- … which isn't on the table.

Very good product though.

So is there any- anything in training

at all where you were like, you

know, as I said, you've gone from

wanting to be a security guard or

thinking you're gonna be a security

guard to running around a field.

No.

Was there anything that was

like, "This isn't for me."

Nah.

Yeah, I think all of it, mate, but just-

Not, I can't fail, so- Yeah … I just

gotta get to the end, whatever it is.

Yeah.

But it, there was a lot, there was

a lot more lads who were struggling

with everything else more than I was.

So it's you see someone doing shit in

training, and you're like, "Fucking

hell, I'm still doing all right."

Do you know what I mean?

Yeah.

And I help them, but I never struggled

with anything that was that hard.

Nothing was that hard in training.

Like the, the hardest thing

is in the field, isn't it?

Yeah.

When you're fucking not sleeping.

Yeah.

That was shit.

I did get caught on sta- Who was that?

I did get caught on stags

snoozing on one of the events.

Everybody's had it.

Yeah.

If you say you haven't, you're a liar.

I'm sorry.

Sorry.

Everyone, everyone's had a little

bit of quick- Yeah … power.

On, on the sousa, fucking-

Yeah … helmet on.

Rest of my hour on the top

thinking, "Yeah, I ain't getting

caught." And yeah, that's the

funny side of social media, right?

Yeah.

Like having these memories

that have been captured.

If you've seen the one on Andy

Forrest, it's like, "You're asleep."

"No, sergeant." Massive bit of

dribble coming out of his mouth.

"I swear down I wasn't, sergeant."

Like You definitely was.

Oh, amazing.

Part of it, yeah.

Good memories.

So after training's been

passed, so all done.

Family get to come down and

watch you on your pass off?

Yeah, pass out.

Proud?

Yeah, mate.

All my family's down there.

Brilliant, brilliant day.

Then home, I think it was home for

two weeks, then straight to… I went

to Queen's Colour Squadron, now the

King's Colour Squadron- Yeah … London.

And yeah, that was unreal.

I was there for… So when, when you go

to QCS, you do another four-week course.

It's CDD, con- continuity drill display.

Yeah.

So you learn how to do all

the marching all the shows.

That was fun.

Like filling your AP boots with

sand, melting them down, brushing,

polishing, all that shit beeswax.

And yeah, passed that.

Once you've passed that, then I was

in the, I was in the the, the bound

the little area we had outside,

and I was the last one in work.

And one of the sergeants came down,

he's like, "I just had a dropout

for So- for South Africa next

week. Can you come?" Fucking hell,

I've only been here four weeks.

Definitely.

So we was out in S- out in South

Africa then for three weeks.

We was doing shows out there.

Fucking unreal.

Brilliant.

On the piss every night.

Awesome.

Love it.

Yeah, really good.

Fittest alcoholics on Earth.

Yeah.

Absolutely.

And I was thinking about this point

on the way down, smokers as well.

Yeah.

Me and my… When I quit smoking,

my running went downhill.

Yeah.

But I, I'm putting it down to

l- more tabs, faster running.

Yeah.

Sides.

Yeah.

Definitely some- de- definitely

does something to your lungs.

It… Yeah, mate, it's weird.

Like, how many lads, especially on tours,

like, how many lads are smashing barns?

Yeah.

I never smoked, but… A- and I was

pretty fit, but you, you see them like,

some of the lads that were- 20 ciggie

a day, and then- … a little bit

overweight, little bit of a potbelly.

Diet is a bag of shit.

Six-minute miles.

More… Yeah, and like, how?

Yeah.

One of our sergeant majors, Jamie

Hassan, shout out to him not fat, but

not slender, quite short honestly,

never seen a guy shift like it.

Mad.

Yeah.

And, and as, and as our, as our CSM as

well just- Should be that fit … yeah.

Like, how?

Yeah.

What are you… Jesus or something.

It was mad.

Mad.

So, so fit.

It… Unreal.

Yeah.

With kit and without kit, it's… Yeah.

Yeah, some lads are fucking- So we're

now gonna have to get all our new

performance coach out there to comment,

like, why do fags make you fit?

Mate, this… So there was a

test in rugby league years ago.

I've heard this off one source,

so I don't know how true it is.

But rugby league in the '70s apparently

were promoting the lads to have, have

a fag, 'cause it was expanding their

lungs, making them go for longer.

Yeah.

How true that is, I do not know,

but- Yeah, I can believe it.

They used to in the NHS as well.

It was that you would literally, if you

had a lot of chest infection coughs-

Have a fag … but yeah, Rachel's her

dad's dad had been told like, "You need

to go and smoke to clear your lungs."

So yeah, I can absolutely believe it,

'cause it was… Yeah, it was done.

I mean, we used to give people

mercury- Yeah … as cures.

I mean, that was maybe more than

even our grandparents, but maybe

a couple of hundred years ago.

But yeah.

Yeah.

Wild.

Mental, innit?

Wild medicine.

It's, So we're… You've got

down to your beauty unit.

You've been to South Africa already.

Was there any sort of deployments- No

and stuff coming up?

When you're in the Queen's Color Squadron,

it's kind of like a, you accept… Like

the reason I wanted to go to the Queen's

Color Squadron was to live in London.

Like 18-year-old lad living in London.

Yep.

And what year was this?

Sorry.

This was 2015.

Yeah, passed out 2014.

Yeah, 2014.

End of 2014 we got to squadron, done

the course, and then it's just you're

either on public duties, you're on

other training jobs around the UK

Edinburgh Tattoo pa- re- repatriations.

There's loads of stuff that comes.

With the… It's all ceremonial, though.

Yeah.

You'll have a month or two months a year

then where you do the shoulder in- Yeah

over Chris- over the winter period.

Yeah.

But everything else is

all every day, Siri.

And so you said you were about 10

years in the RAF Reg before you,

you moved on to other things.

Anything noticeable happen during your

career or were you like, "I want to be

deployed, I want to do something else"?

Yeah, so two years, a, a year

and a half in, I was pestering

every day to go on pre-para.

Yeah.

Luckily enough, two of us got on it,

and I was one of them, and passed that

first time, and then when I came back

then, I was pushing to go to SFSG,

and that came about a year after then.

So I'd done about four, four and a

half years of QCS, and then they've got

this thing where you've got to go to

two squadron on Brise for a period of

time, and then go down as a feeder unit.

Yeah.

I was there for three weeks.

I was, like, down, kit in, kit

back out, and I went down to SFSG

then for the last five years.

Nice.

Yeah.

Nice.

What, what was that call

to want to go to SFSG?

What's it called?

Yeah.

What was your call?

What- why did you want to go there

rather than staying in the RAF Reg?

Believe it or not, mate, I…

One of my corporals in dep-

in depot in, I'm borrowing the

paras too much, saying depot.

Through training he'd done that way.

The, the normal way to go to SFSG is go

to two squadron first and go from there.

Yeah.

I wanted to do that London part.

I thought it was cool, yeah.

I know it's Siri,

but to travel the world, that's what I

wanted to do first, and he had done that,

that path, so I was like, "That's what I

wanna do." S- London first and then pass

pre-para, go down to SFSG after it, and

luckily enough it worked out that way.

Nice.

But yeah, it was to go away, go on tour.

Yeah.

Absolutely.

And then that subsequently did happen.

Yeah.

Tours you want to talk about?

Some I appreciate we, we can't talk

about, but- Yeah … some of the

stuff, anything you want to talk about?

No.

So I went to Afghan.

I done two tours while I was down

there, Afghan and another place.

Loads of extra T's.

Done a shitload of traveling.

A lot more responsibility being down

there, but the bullshit didn't get less.

I loved my time down there, like

my, some of my best mates now

are from Para Reg, Bootnecks,

like fucking absolutely love it.

But my biggest gripe with it in the end

was- We're trusted to go away for six

months and be twos up in a, in a random

country driving around, beard down here,

hair down here, and then I come back and

I can't be trusted to go to McDonald's.

It's, we need a middle ground.

Yeah.

It, it was very extremes, pure

trust, and then treated like a child.

Which is surprising for SFSG

because it's- Yeah … it always

comes across that it's supposed to

be like- Yeah … big boy rules.

It is, mate.

It's tough.

It, it is for a year at a time.

A, a year, it… I don't know if I

can say this, but I'll say it now.

We can cut.

It works in four six-month rotations.

Yeah.

It's like CT, treated like a kid.

Six months on STTs, so you're

training partner forces, fucking

outstanding, like going off to

Bahrain, going off everywhere, Ukraine.

And then six months deployment and six

months training, treated like a kid again.

It was like so far away from- Yeah

if it was there- You'd

be … I'd be better.

Yeah.

But that massive disparity, I found it

really hard to have that change, like

I don't know if we can put

that in, but Yeah, absolutely.

It's your, your podcast.

It's it's your experience

of, of what was there.

I don't want to slag the,

slag the unit off like that.

That's- No, no, no, not at all.

When a… Th- th- these things like

change never comes about without-

Yeah … addressing things, and we

should never like… If, as long as

it doesn't compromise like something

operational or per se, then it's,

it's- Yeah … fair to be talked about.

Like we, you know, we talked previously

about another unit and what they

classed as character-building.

But it was absolutely sy- systematic

workplace bullying- Yeah … to

the point where lads are still

killing themselves now over it.

So it's, I think it's absolutely fair

to- Yeah … to say, look, this is

obviously nothing to do with SFSG.

It's just a complete separate thing.

You know, we, we were asked to

take that podcast down by them.

But you know, if you're, you're

treating lads so badly, it's gone past

the point of it's character building.

Yeah.

It's, I don't really speak… Obviously

I meet up, I meet up with my mates from

St. Athan weekly, every other week.

Yeah.

And it's the same old

gripes, same old shit.

I mean, it is with every un-

ep- with every unit, but- Yeah

It's meant to be that

another level up- Yeah

from normal infantry, and it-

Yeah … you're treated like it is.

It- for one year it is, but then

the other year- Is … fucking-

No … it's worse than, it's worse

than back, being back in the RAF.

Yeah.

I didn't come here to do that.

Absolutely.

So for those that don't know

SFSG, like, how does it work?

Because you, you can, you're, you're still

a part of your former unit, aren't you?

And you- Yeah.

Yeah … typically end up going

back to a unit at some point.

Yeah.

Or could you stay- I- … SFSG

forever if, if you wish?

Yeah, so I stayed.

So I picked up after being F2 years,

but there was another land strake.

So one land strake had

left, I took his spot.

Yeah.

But the, the normal way to do

it is go back through squadron,

wait to pick up, come back down.

Yeah.

But I was lucky.

I s- just swapped.

Yeah.

Swapped with one guy.

Nice.

Yeah.

Absolutely.

And other tours and stuff that you've

done that we, we can't discuss on podcast-

Yeah … but was there, just what I wanted

to look at is other deployments happened,

you mentally and how was the toll on you

from anything else that had happened?

Or were you pretty much "Done my

job and I'm- Yeah, mate … I'm all

right." I, I loved being away, mate.

If I could, if, if I could do a year

away six months back, I would have.

It was awesome, man.

It's such a simple life, and

knowing exactly what you're doing.

Wake up, brekkie, gym, have a nap-

Yeah … right, prep for a job.

Yeah.

It's, it's such a simple way of life.

Absolutely.

It's- I think a lot of lads when they're

like, "You go back to RAF, can you go

do another…" I'd rather that than

be on- I've got, I've got no bills.

I've got no- Yeah … I've got nothing

to worry about other than doing my

job- Yeah … with my man- Yeah,

yeah … with my pals in front of me.

But you to, to the civvies

watching, it's, but you might die.

Oh, it's a bad thing?

Good day walking up there, no.

Absolutely.

You, you know, it's such a

simple way of life, and I

think that, that's what people that

have not served, especially in like

frontline units, just don't understand.

There's, there's no

bullshit, there's no drama.

Yeah.

Just- It's simple … big boy rules.

Yeah.

And, you know, I was 20 when I deployed.

It was, shit, I'm a, I know I'm earning

all this money and I'm spending nothing.

Nothing, yeah.

I wanna come back and buy a car.

And that's absolutely what I did,

spent every penny I had on a car.

But yeah, I then grew up.

Same sergeant major that we talked

about being a super fit- Yeah … was

like, "You're a fucking idiot.

Go and buy a house." I'm like-

That's what I said, yeah … "Yeah,

I got a car." I live in that.

Yeah.

The best bit of advice ever

here, you ready for this?

You can sleep in a car,

you can't race a house.

Yeah.

Agreed.

Like Agreed, mate.

So it seems though, like

SFSG was pretty cool.

You- I loved it, yeah … you've been

really, re- really really enjoying stuff.

Why did you get out?

It was, I'd done two cracks of

the rotation and I knew I didn't

wanna go on selection Why?

So just being away with them Do you?

And I was like, it doesn't

interest, it didn't interest me.

Like I, I had no aspiration

at all to go on selection.

Okay.

I'd, I seen what they were doing on tour.

We was lit- You were there with

them … we, we were driving,

we

were driving them, so.

Yeah.

Yeah.

Do you think it's quite,

quite a big thing in 6?

A lot of people, "Oh, yeah, no, I

was gonna try out. I would've done

that. Oh, yeah, I would've passed."

Yeah, mate, like fucking everyone.

It's- Everyone's gone on selections

in the middle of journey, fuck me.

But no, I'd… You obviously

dabble with the idea and then

that last tour, it confirmed it.

I had no, no interest.

No interest at all.

But yeah, on that tour is what

changed everything, 'cause that's

where I started making wash bags.

I was based with the Yanks, and they

had this massive fucking sew room.

So I was tight as a duck's arse.

I ain't buying any kit.

Mm. I would make it myself.

And then that- Is that

it in a Welsh in you?

That, yeah.

That five months deployment then

learned how to sew properly, and I

was making wash bags for the, for all

the badge lads, all, all the FSG lads.

I was flogging them off $40

each for their pocket money.

And then when we came back,

I decided I wanted to get out

Went on S triple T and then seen a

video of a girl doing a bucket hat

from a pair of jeans, and I was like,

"Fucking imagine rugby jerseys."

Yeah.

And then that's where the

ball started rolling then.

With that, I was doing that in the

background while in the military.

But I knew I couldn't get out on what

I was earning off the back of hats.

So I applied for a job with Sierra Nevada.

Great company.

A lot of lads who leave St.

Athan and the rest of them go to.

I got the job there, but I still

had eight months to go left in

the military before I got out.

Yeah.

But big shout out to my boss.

Off we go.

Sorted me out like mega.

Like you said, mate, I'll cover you.

Get, get yourself out

here, and start that job.

Decent.

Yeah.

Started the job, fucking hated it.

I was out of there in four weeks.

Four weeks?

Yeah.

Gone, gone in four weeks, but we had done

seven grand in two weeks on the hats.

So I rang the missus.

I was like, "I can't do this. I've

gotta go." And she's like, "Jack, I

trust you. Do what you do." My old

man thought I was fucking bananas.

But it's… George, so you're saying that.

It is… Oh, it's not

even a misconception.

I think one of the hardest things any

of, any of us have done, it isn't any

deployments, isn't anything like that.

It's leaving the military

and getting a, a civvy job.

Yeah.

It's the hardest thing I've ever done.

Like- Yeah.

Abso- … put me in a hole.

The hardest thing for me is the

business now, the last- Yeah

year.

But yeah, I was… My

head was going mental.

Because there's… Maybe your

experience was different to mine, but

there, there's no real transition.

You've gone from, you know where you've

gotta be, right place, right time,

right kit, told what to do, job's been

done, done, whether there's bullshit

attached to that or there's not, to

then whoa, what is this place here like?

Mm. The… This isn't civvy street.

Like- Yeah … you know, I was

a lifeguard before- Was it?

When you were young?

… before, before I joined.

Yeah.

And I don't remember it being like this.

Why is everyone like…

There's no, there's no respect.

There's no morals.

Yeah.

Everyone's just out for themselves.

No one's accountable.

I'm like, And my brain just…

I could- I couldn't… It

put me in a really bad place.

Yeah, I ended up in not a hospital.

It was… Yeah, it was bad.

I was- Yeah … really bad.

It was… So is that what

you've done when you got out?

I was a personal trainer, 'cause I didn't,

I didn't… I got medically discharged.

Did you?

So I didn't really… I didn't

know what I was gonna do.

When I went and sat on my med board, they

were like, "What do you want?" And I'm

like, "I don't wanna make this about me."

No, no, no … but they, and they were-

No, it's interesting, mate … they were,

"What do you want?" I said, "I wanna stay.

I'm gonna go to PT corps.

This is my roots.

This is what I wanna do." They're

like, "Oh, cool." And, "Yeah.

Well, now you've obviously

researched what you wanna do.

You understand that you've got

issues." You know, broken my knee.

I'd had loads of, loads of physical

issues, mental issues. And came

back in and sat on my med board

thinking, "I'm gonna go back to unit.

Gonna go PT corps and do

all this stuff." Cracking.

P0, no possible return to service.

And I was like, "What the

fuck?" Jesus.

My whole world just felt And I

was like- Fucking hell … they're

like, "Yeah, you got, you got six

months." I'm like, just bought a car.

So, sold my car, sold everything.

Did you?

Sold absolutely everything.

I was in the block selling

TVs, selling my bikes.

I sold every single thing that I owned.

My mess dress, I'm like, "I'm

gonna be out, sell my mess

dress." I sold everything.

I had no idea what I did, so I was

like, "I'm just gonna… I'm gonna

buy a house," 'cause that's sensible.

While I've got a wage- Yeah

and you're going through your

questionnaires on your mortgage, and

it's like, "Income, employment." "Yeah,

I'm never gonna get kicked out of our-"

And literally, I got the house within

the last few months of, of being in.

I was so lucky.

Mate, it's funny you say that.

I'd done my mortgage off my tour bonuses.

Yeah.

So I was like, "This is fucking lovely.

Give me a bit of extra." It's… Yeah,

but you know what you can afford to do.

Yeah, yeah.

And, you know, I think military guys

and girls are, are very resilient.

Yeah.

You know, we'll be in there scrubbing

toilets, doing what I've got to

do- Yeah … to earn some money.

I… If I'm gonna have something,

I know I'm gonna do it.

Mate, if it, if my business was on

its arse tomorrow, and I needed money

to pay my bills, I'd do anything.

It doesn't- Yeah, doesn't-

Like, I'd go, I'd go and drive

a van around delivering parcels.

Yeah, do anything.

You can do it.

You can get a grand a week doing that.

Yeah, absolutely.

We're not above or beneath anyone else.

No, no.

And that, that's really what carries,

like- Yeah … the, the guys and girls

in business from, from a military

point of view is- Yeah … you know,

I still go and clean our toilets.

Leo will disagree, but I do.

You do the shit jobs, and I think

that makes you a good leader as well.

Yeah.

Not saying that that's me, but I

think overall, from the guys you see

that have done very well in business,

like- They do everything … they're

not afraid to do the shit jobs.

Yeah, exactly.

Whereas, you know, you might go into

that… In my own experience from

civilian workplaces is some of the owners

or bosses were like, "It's not my job.

Taking the bins up." I'm like-

Yeah … "It's a bin." You gotta muck in.

Well, you just- Especially a small

business owner … how, how can I respect

you if you're not gonna take the bin out?

Yeah.

And they'd ask you to do something.

I'm like, "Why would I do that for

you?" When some of those civilian

guys, like now they're, you know- Mm

not, not doing business.

Yeah.

Which is unsurprising, you know?

Your rugby caps that

you made out of jersey.

Caps or hats?

What's the difference- Bucket

hats … bucket hats- Yeah … is

the best way of saying.

So, you know, you got

some pretty big names.

Yeah.

Didn't you?

Like- We did … you went from

nothing to something- Yeah

very quick.

Your social media exploded.

You really, really found a, a

niche and- Yeah … and nailed it.

It was zero to hero pretty quick, mate.

I think we hit 50K within a year-

Amazing … followers, which was

fucking immense, but don't go

Let me get this out properly.

I put the fucking graft in to get that.

All right.

I was, I was doing five,

six, seven videos a day.

Like sleep was about

three, four hours a night.

For the last three years I have fucking

given everything to this brand, like

two m- two mental breakdowns, the lot.

It's all fucking, it's all happened.

But this next 30 days will be

the biggest… This next 30 days

will be bigger turnover than what

we done the first whole year.

Wow.

So it's ki- it's, now it's working.

Absolutely.

Yeah.

And it's awesome to see, man.

I remember we had a day, I think

it was last year, where we did more

in a single day than we did in our

entire first year of business- Yeah

in a day.

And I was like- A day … wow, that's

And I s- and now I feel like I'm smaller

now than I did- Yeah … back then.

I'm like, I look at Combat Fuel now, I

think, oh everything, we tweak, we can

be doing this, we can be doing that.

Oh, I can do more.

I'm like, oh yeah, do

like another 17 hour day.

Yeah.

But it's, you know, that's where

success comes from, you know?

And to- But I- … achieve what you

have in three years is phenomenal.

Yeah.

Me and the missus were chatting about

it yesterday, and she was saying to me,

"Why, why, why do you think you love it so

much?" I was like, "One, because no fucker

can stop what what I wanna achieve."

In a civvy job or in the military, there's

always someone above you or below you

who doesn't want you to fucking achieve.

That is every job I've been in anyway.

When you're running something

yourself, nobody can stop you.

That's the one thing I love about

it, and I can work my arse off,

and I know the rewards will come.

Yeah.

In military, you can have the

shittest fucking bloke ever, but he's

on the same fucking money as you.

It's…

That won't- Yeah … that

wound me up in that job.

And if you're good at your job

in the military- Yeah … you'll

do two people's jobs.

Yeah.

You know, you graft.

Now you absolut- whatever you put

in, you reap the rewards of that.

Yeah.

That's- And it's- … that's

what I love about it, mate.

And not knowing what it's

gonna be like next year.

Not knowing- You don't, you

don't answer to anyone either.

Yeah.

That's, that's a winner.

Class, isn't it?

But, but I am more strict on myself

now than I ever was in the military.

Yeah, yeah.

I- Like- … I'm up to 5:00.

I haven't slept.

This- Yeah … if you're looking

at my eyes- … I haven't

slept a wink last night, so.

So buzzing to come down here and see me.

Yeah.

But yeah, no.

And compare bald spots

on the back of our heads.

Watch out for- That

lie … watch that light

so when you were selling off your

bucket hats, though, you, you

didn't really do clothing, did you?

No, nothing, mate.

So- Where did the clothing come from?

Or was it a realization I

can't… 'Cause you were still

making all of your hats yourself.

Yeah, we still are.

Still making hats.

Yeah, brilliant.

Yeah.

But no, I knew I wanted to

build a brand from the start.

After about a month of doing the bucket

hats, I've always loved my clothes,

and I knew that would be the next step.

But anyone who starts a clothing

brand, it's so hard to get a following.

But my way in was the

niche with the bucket hats.

Yeah.

We grew a following so fucking

rapid because it's so unique.

And then after a year and a half,

I knew I wanted to transition.

I thought the time was right.

We'd scaled the bucket hats.

I was working 10, 12-hour days cutting

on the press- Yeah … to get to

a certain amount of money a year,

but I was fucking grafting for it.

And with the clothing, I

know how scalable it'd be.

But I knew where I wanted to take

the clothing, which is where it

is now, but I knew we could- our

customers weren't ready for that yet.

Yeah.

Our customers are very massive,

Difference in age, we got 16-year-olds

who buy and we got 70-year-olds who buy.

So like transitioning with the products,

we couldn't come in at 100 pound knitwear.

Nobody's gonna fucking buy off

me first thing I bring out.

So we done the vests first, we done

bucket hats, we done shorts, then

we brought in T-shirts on blanks,

'cause it's a cheaper entry product.

But then people are seeing the quality

that we brought and the designs

we're doing, and then we dropped the

knitwear this year last Christmas.

And I know the men who have bought

those knitwears have never had a fucking

piece of knit in their wardrobe before.

So when I was speaking to someone

last week about it, I was like,

"The way I see RB Club now is

taking men on a transition phase of

They're buying stuff off us

they never would've worn before.

Like men who are gonna buy this ringer

tee, they probably didn't know what a

fucking ringer tee was before I started

blabbing about it online all day.

But taking them on that kind of

process of not dressing better,

but dressing better in a sense

of, "Oh, I can actually wear this.

I haven't gotta wear what me

missus bought me last week.

I can actually buy something for myself,

and I, I know the story behind the brand.

I know where it's come from." Yeah.

"I know everything about it." And

I just… I like that part of, I

don't know, a man just grabbing

something from his wardrobe because

it's the best thing he's got.

Do you know what I mean?

Yes.

Yeah.

And that's what I kinda see

of, as what we are then.

Having a little bit of pride

in what, what you're wearing.

Yeah, yeah.

We're all, we're all guilty of it.

I mean, I certainly am.

Look what I wear now.

My five-year-old-

It works for you, mate But- You're

packing orders But yeah, yeah.

You know, I'm like the least

fashionable guy in the world

It's not a problem, is it?

But it's, And I say for me you

have something for me as well.

Yeah And you also have someone for, like

Fraser, he's an absolute snob as well.

His whole… I've been around his

house, his whole thing is just knitwear.

Is it?

And like his… You know, I look in

his wardrobe, his shirts, and he's

like arms out, folded, like he's still

in Depo He's laughing, but it's true.

Yeah.

It's really, really I

think he's a bit autistic.

Let's go have a look after this

phrase, have a look at them.

Yeah.

This is bad.

He has printouts of all his favorite-

… ventriloquist companies as well.

You're on there as well, mate.

He's got a wall of names and

love hearts and ranking scales.

It's, Topless of his as well.

Yeah, I… You're topless.

Yeah.

Not me.

So yeah, it's Fraser, we've gotta

do a podcast with Fraser as well

just to get all of this stuff out

in the open, 'cause it's, it's bad.

Back onto topic now-

Yeah … of our, our clothing.

Your designs, who does them?

So some stuff's done by myself,

and then we've got two other

people who design for us as well.

One, his name's Bruce,

he's based in Wales.

And then we've got a girl named

Daisy who does all the graphics

for the vests and shorts.

Awesome.

But yeah, that's probably gonna expand

over the next- How does it feel, like,

giving these two people the, the trust

in your business to help me doing it?

You're paying these people

to, to make you designs-

Yeah … hoping they're gonna sell.

It's almost giving a little bit of

your, your trust, and trust is a

big thing for us guys, isn't it?

It's- I, I trust… It

amazes me what they can do.

I give them the idea of

what I'd like to see.

Yeah.

They'll come back with an option

of an outline of a design.

"Yes, let's see this in this color, this

color, this color for the vests." And then

with Bruce, then he's more graphic tees.

Bruce made this.

He d- designed this.

And yeah this has gone on a

sticker, this has gone on T-shirts.

It'll probably end up on

a fucking hoodie someday.

I love that process of the designing.

The worst part about clothing is sampling.

Yeah.

For me, being a fucking nightmare.

Yeah.

But it's part of it, so you gotta do it.

Yeah.

When… You just want it to be

right first time, don't you?

Yeah.

And it's, it never is.

Yeah.

I think one of our knits- Oh,

no … this year took us four times.

Not, not from our fault.

Factory's fault.

Yeah.

We didn't have to pay for

them, but they messed up.

Yeah.

And they messed up again, so…

But you know, other brands may

just be like, "Well, well, it's…

Ah, who's gonna notice? They'll

buy it. It's done." No, no.

Whereas again, like- Yeah … seeing

it, seeing it, seeing it- No.

… your face then the, "I ain't doing that.

I don't…" Yeah.

Again, it's yet, yet

another reason why I think

the brand is doing so well, because-

Yeah … that, that discipline you've got.

We will not release something-

No … that isn't good.

You know, it's… No, mate.

We've got payment terms with the

factories that we work with as well.

So if, when a bulk production goes

in, we obviously pay 30% up front.

But if I get all measurements sent to me,

everything of the logos, the height of

them, how far it is away from the neck,

how much the drop shoulder is, if that's

not right, they're gonna get redone.

Yeah Yeah.

They will get redone if they need to be.

Good.

I'd rather not sell it.

Has it happened before where

you've been like, "This is wrong.

We need to redo it"?

No.

Touch wood.

Mm-hmm.

We have not had that problem.

Sampling, yes.

And sampling will get the

product to 98% the way there.

Yeah.

And then it's that little 2% thing

that I change for the bulk production.

And yeah, like our logo on the yellow knit

was too long by a half inch, so for bulk

production then it's been changed- Yeah

half inch shorter.

Yeah, stuff like that, mate.

But we've got about 20

to 30 products on test.

Oh, wicked.

Yeah.

Wow.

How, how- This is for

the next year and a half.

Awesome, man.

Yeah.

So what you're seeing- I'm seeing-

… next year- Next winter … you've already

been working on you, you're like a year

and a bit ahead, so you- you're already

working on next winter's drops already?

Yeah, like next summer's done, and

next winter's already nearly there.

Awesome, man.

Yeah.

Awesome.

Once you've had a design on a T-shirt

and it's been done, is that, that done?

Is it are they limited drops,

or will you keep bringing

them back and restocking them?

This is what we've done before, but

I, I don't think we capitalized.

I'm learning, mate, the whole,

like everything I've done I've-

I'm, I'm learning from the start.

I haven't got… Nobody's

told me what to do.

Everything is me just

YouTube videos, asking.

So that's what we was doing,

kind of like dropping 50- And

then just letting them sell.

Not really building up a

hype to the product launches.

Yeah.

But our new ads guy has come in

now, and he's like, "Jack, you need

to be doing this drop method." And

that's what we done on the vests.

And mate, like we sold hundreds the first

night, like 560-odd orders first night.

Awesome.

Which was mega.

And then that's what we're doing now

with every product going forward.

Yeah.

Everything is a drop.

Yeah.

You sign up, there's 400 of these going

on sale, there's over 1,500 signups.

Wicked.

Like- Hopefully it's a first-day

sellout again … they'll sell,

they'll sell out in an hour.

Yeah.

So.

Brilliant.

Yeah, but that's how we're working it.

One, it's more security

for the business, cashflow.

Yeah.

We, we, we pay out, money

comes back in, we can go again.

Yeah.

Holding stock, like you know, y-

your money's tied up in boxes.

Yeah.

It… we wouldn't be able

to survive like that.

I, I nearly went under

because of that last year.

Over-ordered too much stock, didn't sell

it, and then you have to put it on sale.

Yeah.

It's not a successful way

for us to run a business.

So we're running this drop method now

where we have four big drops a year.

Yeah.

Two summers, two autumn winters,

and then in between that,

then you'll have mini drops.

So four weeks between either side

of a big drop you'll have there's

two new caps coming out, there's

two new ringer T colors coming out.

Yeah.

That kind of thing.

And that's, that's the plan for now.

That'll probably change fucking six

times by the time I get home, but-

Yeah … that's the plan right now, yeah.

Love it.

There was a clothing brand I

was involved with for a bit in

Tennessee you know, very similar.

Said look, the knowl- the knowledge

I have on it for, for us, be-

'cause it's not consumable.

We're consumable.

The non-consumables and wearables,

like you need to have that.

You need to have drops

where you're selling out.

You've got like a, a core like

almost like a base range of

stuff that's always available.

Core collection, yeah.

So if people want something, they want

to support the brand, they like what

you're doing, something that's accessible

to them straight away, something

that you can keep in stock and- Yeah

always be selling to them.

But if you're not building up that

hype and having the stuff like, "It's

here, it's done, it's now," like-

Yeah … peop- Oh, like a, a knitwear

jumper for 125 pound I think you said?

But- So there's three knits dropping.

The quarter zip's 89, the

crew neck is 100, and then 120

for the

reversible rugby inspired one, yeah.

And so, and people that, correct me

if I'm wrong, people that like, like

the brand, they like what you're

producing- Yeah … 125 pound,

probably not gonna buy just one thing.

So it's a lot of money to drop, whereas-

Yeah, yeah … the hype's coming.

They know it's coming.

"I'm gonna make sure I, my bit… I'm

making sure I get on that. I know how many

other people are trying to sign up for

that. I wanna make sure I get that." Yeah.

So it- mate, the, the knit,

the knitwear will all go.

So they're dropping after the

T-shirts, they're dropping on the 2nd.

Yeah.

There's only 85 of each color.

Wow.

So they'll be gone.

But I'll, we, this is

what we've changed now.

The next batch of ring

T is already ordered.

Yeah.

So we want a constant cycle

of three weeks, 400 landing.

Yeah.

We wanna be selling 400 a month

then- Brilliant … consistently.

Brilliant.

Just so we can start scaling.

And you know, when you've

got a, a drop- Yeah

how does it make you feel?

You know, this, this guy from Wales that's

thought he was joining as a security

guard- Yeah … going through operating

in, like e- elite tier units to now

selling out 540 items in a single day.

What… How does that make you feel?

I, I have no fulfillment, mate.

Nothing at all.

I'm really bad, mate.

I don't get, "I'm next job.

What's next?" My missus is like,

"Jack, you landed." I'm like,

"Could've done, could've done this."

Like I'm, that's the way I am.

But I know that's why the business is

gonna do well- Yeah … because I'm

always striving for the next thing.

I think when, when I can put my feet up,

say, in five years, and I go, "Ah-" Yeah

"the business is in a fucking good place,"

then I'll have a bit of fulfillment.

Yeah.

But for now, I'm still in, I'm

still in the trenches, mate.

Yeah.

And I'm digging.

Digging out, plowing- To get to

the next stage … working hard.

Yeah.

Love that.

What an attitude to have as well.

Yeah.

What an attitude to have

rather than- Thank you, mate.

Yeah.

It's, it's inspiring, man.

It's absolutely.

You've said a few times

about your missus though.

Yeah.

How long have you guys been together?

Three and a half, four years.

She's been here since about six

months before I left the military.

Yeah.

And she's been my rock, mate.

She's got me through some-

She's been through all of it

fucking shit times, man, since

starting the business, like-

Yeah … the ups and downs.

Finding out I'm probably riddled

with ADHD, and- Probably?

Definitely riddled with AD- Like

my mate To- my mate Tony said this.

He was like, "Fucking hell, I

could have told you that." Yeah.

I was like, "Oh, nice

one." It's a- But yeah

superpower though, isn't it?

It is, man.

As well.

Absolutely.

Like I, I, I, I've never achieved

what I've done without this.

Yeah.

Yeah, absolutely.

Yeah.

Fucking just constantly

work, mate, and enjoy it.

How do you balance a relationship though

with working the hours you're doing?

Chels is very she knows

what I'm trying to build.

Yeah.

She's happy.

She'll happily sit upstairs.

I say, "Chels, I got a graft

today." She'll go, "Yeah, crack on.

Don't care." She'll watch

Kim Kardashian or something.

She's happy.

She knows that in M- my thing to

her was, "I'll get you out to work,

and we'll be able to travel." Yeah.

So that is, within that ne-

hopefully next six months to

a year, that'll be happening.

Awesome, man.

Yeah.

Awesome.

And it's, yeah, I think sometimes we

can be guilty of looking at businesses

or people being like, "Oh, they're only

in it for the money." That's the whole

point of a business is to make money.

Yeah, of course.

But you can make money in a business

and do it the right way, and I

think it's quite hard to fault you.

You, you- Mate, I don't take fuck all.

I, I take a minimum-

Yeah … to pay my bills.

Every single penny I have goes back

into my brand- Yeah … to build it up.

Same.

That's what turns our months

from 20 to 40 to 60 to 80 to 100.

Absolutely.

Couldn't agree more.

I don't give a shit about having cash.

No.

Doesn't bother me.

Everything is going back in to build this

up to a- Yeah … 10 million pound brand

where people are talking about it in every

single fucking rugby club in the world.

Love it.

Been- That's what I want.

I don't care about-

That's- … fucking fast cash.

Yeah.

A hundred percent, yeah.

I didn't take a wage for

five years, and it's- Yeah

you know.

And then I'm sure it'll be the same

for you when you, you've done things,

you've got nice bits, and people

are like, "Oh, it's all right for

him." Mate, people, people thought

I was mint dicks out a Tesla.

I'm like, "That's cheaper than

a fucking Ford Fiesta." Yeah.

It's like- And it costs nothing to run

it costs fuck all to run.

It's cheaper than a Ford Fiesta.

Yeah.

Like- But people's perceptions though.

Yeah.

It's, it, it's wild.

But, you know, when people start

having perceptions of you that differ

from the truth, it's because you, you

know, you, you're achieving something.

Yeah.

You're doing something.

You're putting yourself out there.

Again, who's the guy

that's taken all the risk?

All, all of the stock

that you've got come in.

I sold my house, I sold my

house to get it started.

You know, it's… Yeah.

It's when you believe in

what you're doing, you know?

But that's, and that's why, I was thinking

about it on the way down here, mate.

That's the difference between

what I'm building and every

other rugby brand in the world.

I know I'll fucking outwork

every single one of them.

Yeah.

And I'll graft them all.

Hard.

Yeah.

Love it.

And we are in a total different

niche to what any other

rugby brand has been before.

There's no one that's doing what we're

doing- Yeah … which is nice for us,

'cause we are showing what this is, we

are the front, front and center of it.

But you see people who start

there's one starting up, and

then six months they're gone.

It's like- Yeah.

Sa- same with us.

I think there's been- They don't realize

the fucking graft you gotta put in, man.

No.

It's a fucking graft.

No.

Yeah, absolutely.

Absolutely, man.

I think there's been 15 military

supplement companies so far.

Has there really?

It's people see it and they're like,

"Oh, actually this is really hard." And

n- not to mention the food standards

and all the adherence we have to do-

Yeah … and all the, the nonsense.

Mate, if you're not- It's- … waking

up in tears, you're doing

something fucking wrong.

Yeah, absolutely.

You need to be.

It'd, it'd be easy to look at

you though and say "You started

here, and you've done that." Yeah.

But I bet that's not

what you've done at all.

I bet- Yeah, it's not like that

… it's still been like- Yeah … 'cause, so,

you were ne- nearly going under last year.

Nearly going under, mate, from

really bad guy doing my ads.

Yeah.

Wow.

I didn't know nothing about ads.

Totally trusted this guy,

and he was fucking me.

Totally fucking me, and I didn't know.

I was just paying the bill.

He was like, "Yeah, this is what it's

like." I had five people come in and look

at the account, different guys who do that

job, and they said, "Mate, you need to get

rid of him as fast as you fucking can."

Wow.

Yeah.

Cost per purchase was probably

eight times what we're paying now.

Jesus.

Yeah, mate.

Like selling a £25 vest on sale

cost me 40 quid to sell it.

Wow.

Yeah

That he wants to hope he never

sees me And it's… Yeah.

Well, and, and you know that

for any business it's…

Again, we're very different.

We don't do any ads.

Yeah.

We're £10 a day on ads we spend.

We're… Because we've also been shafted

previous on it, and, you know, we, we take

a different approach to our marketing.

But it said that your ad spend is

your… Bigger than your stock, bigger

than your wages that are going out,

bigger than your manufacturing costs.

It's like the single biggest

thing that you spend money on.

Yeah.

And it's why are you putting all of

that trust in… Literally a video.

I sat in the bath last night watching

it, and I thought, "I've got to tell

Joe when he comes in." Yeah, saying

like, all of this, and it's that

one person- Yeah … that can be

controlling your ads can put you under.

Yeah.

And it… Wild, isn't it?

Yeah.

That one person can have so

much control over your business.

It is.

But luckily the guy we've got in now,

Ben, fucking hats off to him, mate,

what he's done with the, with the

brand the last three months has been

nothing short of fucking amazing.

He totally turned us around.

Saved us.

Awesome.

And does he come in and tell you like,

"This is what… This is how we're

doing our ads. This is our marketing

strategy," or do you have say and input?

Mate, I wake up in the morning

and I'll have voice notes, fucking

paragraphs like that off him-

Yeah … at 1:00 in the morning.

Yeah.

And then he'll message me before

I wake up, and I'm like- Yeah

that's what I fucking want.

So someone's out working-

I want a grafter.

Someone who's like me.

Just fucking work, work, work-

Love it … until we get it right.

Love it.

Yeah.

And is, is he a freelance guy?

Freelance.

Lives in Cardiff.

Awesome.

So we meet up once, twice a

month, but we're speaking daily.

Yeah.

Awesome.

Fucking awesome.

Awesome guy.

Big thanks to Ben.

Awesome.

Well done, Ben.

Yeah, so your relationship's going good.

You want to have your misses out of

work- Yeah … within six months.

Good marriage?

I say out of work, mate.

I say out- Let's, let's

get this clear now.

She's working for me- Out…

Yeah, yeah … she's out of work.

She's coming and doing my emails and-

Out of… Yeah, absolutely, yeah.

Cut, cut… Leaving, but leaving

that, that world to- Yeah … come

and be a part of what you've created.

Yeah.

Marriage could be on the cards.

We'll see how she does

on the emails first.

Yeah.

If she can help- Yeah … grow

the business, if not- Yeah

size of diamond it takes.

No, we'll get, we'll get married one day.

Awesome.

We'll just do a random

leisure me and her, I think.

Of course, yeah.

No big fuss.

Same.

Same.

Going away, not gonna tell anyone.

Too expensive, aren't they?

No, and I've been married before.

My, my partner, I've actually

been married before, and it's…

We've just gotta pay for a party

for everyone else to, like- Fuck

that … come and eat and get drunk at.

Like, how about we go away?

Like- Just two of you go

to Mexico and do something.

Yeah.

Or Italian Ferrari school,

something like that.

Have you… She'd enjoy

that, wouldn't she?

Don't mate, don't.

'Cause I asked- Have you suggested that?

I, I asked the question, if we could get

married at the factory, and they said yes.

Oh, yes.

Yeah, I was very quickly informed that if

that conversation was to come up again,

I wouldn't be getting married to her.

Yeah.

So gotta be married at some point to-

Yeah … your person, would you call her?

Yeah.

Oh, yeah, Charles.

Yeah.

Awesome.

Awesome.

Little mini humans?

Yeah, there'll be one day.

Nice.

Yeah.

They'll be- Is it gonna

be a flock of them or one?

See how big the business goes.

Love it.

The bigger, the more kids.

Does she know this?

No.

No.

I think she'll be wanting Dungeon

House, but see if I can get to her door.

Nice.

Yeah.

Love it, man.

Love it.

So what's next for the business though?

You know, you've got these drops planned.

You, you're up to December 2027 so far.

Yeah.

What's next?

Keep doing what you're doing,

or have you got some big plans

in the background hidden away?

Hydrate or Die, fantastic

electrolyte product.

However, it isn't called Hydrate

or Die anymore, it's called Hydrate

'cause trading standards told

us off, and they said that if we

say, "or die," it's unfair, and

it puts it in the same category as

if we were to say we cure cancer.

That is gen, which means true.

Why is our hydrate so good?

It's got not just actual

electrolytes in it, but because

we have a huge dose of taurine.

There is three grams, 3,000

milligrams of taurine in this product.

Taurine is an osmolyte, and osmolyte

aids intracellular hydration, so

you're going to get the most out of the

electrolytes that we put into the product.

So in every serving you get

massive electrolyte dose, massive

taurine dose, and performelin.

Performelin is a watermelon extract.

Watermelon extract acts as L-citrulline,

and what this does is it allows the

vasodilation and you help the uptake

of all of your nutrients with the

aforementioned bits in there being

taurine and your actual electrolytes.

And it tastes pretty good.

Cola Q is the best flavor.

So near future, mate we've got the

drop now of the Ring of Tears 19th, the

second we've got our knitwear dropping.

Then that will roll, like every

four weeks we'll be having

stock delivered to the new 3PL.

Yeah.

Really honing in on how that's working.

That's a big one for me.

I, I know how I like stuff packed

and so I'll be going up there

to see how that works next week.

We're doing a pop-up event in Cardiff.

That's all I'll say about that.

And then we got drop two.

Drop two is all of our

British-made rugby jerseys.

We've got some other knitwear pieces,

some new colorways, and yeah, just start-

We're scaling a lot more now.

We ca- I'm really happy where we are

product-wise as a core collection kind

of stuff, and it's not where we, we…

I haven't been there before, so

stay steady and start climbing like.

Yeah.

Awesome, man.

And, you know, so you, you, you got

your ads absolutely nailed as well.

Yeah.

And but you just mentioning about an

event, one event coming up in Cardiff.

Is events something you've looked at doing

before and, and would you do more of them?

And if you don't, why not?

So we done events when we had… I done

one event when I done the bucket hats.

We done Bath Rugby.

Yeah.

So I thought it was gonna

be an absolute flop.

S- we went up there.

I was cut- I was gonna

cut everything by hand.

We took my machinist up there.

She was sewing, and my missus and Charlie

were either pressing the lining on the

hats or Charles was taking payments.

And soon as we opened the gates for

that festival, there was about 70, 80

people in the queue- Wow … to have,

have their jerseys made into hats.

Wow.

Absolute graft of a day, 10 hours nonstop,

fucking cutting, sewing, whatever it was.

That was great for the bucket hats,

but when you're working with clubs,

to work with other clubs, they all

got this partnerships with Castore,

partnerships with whoever they're with.

Yeah.

And they have to ask them, get

permissions, and it's a ball

ache from start to finish.

Yeah.

But now we're in the clothing space, I

don't see us doing that kind of pop of,

a pop-up event with a marquee unless

it was, like, a really well done.

I don't want it to look shit-

Yeah … I don't want it to look cheap.

I've got a little three

by three black faded.

I'm not doing knitwear out of that,

so- No … I think in the future it'll

be something we do, but y- not yet.

But pop-ups in a shop is definitely

something we're gonna look at.

Is being stocked by other high

street retailers, is that something

that could be on the cards or

something you'd look towards?

Yeah.

So recently we've had an investor reach

out who I've got a meeting with next week.

Not sure what my real

thoughts are with it.

It'd have to be big money to take

any percentage of my business 'cause

I've worked too hard to fucking

give anything away at the minute.

So we're speaking about that,

but I know he has experience

in getting to retail as well.

And that's what I think a lot

of investors are really like.

Cash you can get from anywhere these days.

Yeah.

You know, you can get bank loans, you can

get business loans, especially when you've

got a proven history of, of a successful

business- Yeah … which you do.

But it's when you have an investor now,

it's not necessarily their cash you want.

And, you know, the, the cash is part

and parcel, but it's who they are and

what they can do to help- Yeah … grow

the brand, which is what- Got to

be the right person … that's what

you're really- Yeah … selling to.

You, you're selling a percentage

for someone to- To, to elevate-

… fast-track your scalability … to

elevate it to the next stage.

Our next big thing really is moving to

Aus- getting, getting this into Australia,

New Zealand, and then into Europe.

Yeah.

So if someone can fast-track that,

instead of it taking me three years

to get there- Yeah … do it in a

year- Yeah … then yeah, we'll do it,

but it needs to be the right person.

Yeah.

I think I watched the other

day with Through Dark, like,

how, how they've done it.

Yeah.

They've obviously had massive investors

come in, but they're worldwide now.

They're fighting- Yeah … with

Arc'teryx, like, so.

Yeah, yeah.

Fucking not a bad place to be, is it?

No, absolutely.

I think theirs in the top 100 fastest

growing companies in the UK now.

Yeah.

It's… Yeah, so that's the plan.

But obviously we're a bit

more niche than what they are.

Yeah.

But- Well, I do- for the military, and,

you know, rugby is absolutely huge.

It's- Yeah … you know- Especially in

those countries … yeah, absolutely.

So, you know, do you see

yourself being that size?

Yeah.

Nice.

Yeah.

Love it.

I want 10 million turnover is what

I've- Yeah … said to myself.

I'd be a, I'd be a happy

man to get to that.

Awesome.

Yeah.

It, it's inspiring, man.

It, it really is.

It's, it, it's phenomenal.

Seeing other veterans go and do

their own thing- Yeah … and make a

massive success of it is, is wicked.

Thank you, mate.

It's so cool to see.

And at the moment, saying your team

is still you, maybe your missus,

and some designers at the moment.

Like- Yeah, they just- … it's-

They work when they're

needed … when you need stuff.

It's- And it's just me, mate.

Yeah.

I'm the only one who's-

Yeah … signed to the business.

The missus doesn't do

anything at the minute.

I've got Kira then who does the hats.

Yeah.

And my little brother Charlie

who helps me out now and then.

But other than that, mate, it's me running

around like a fucking headless chicken.

Yeah.

A lot of your content you do

yourself as well, don't you?

Everything, mate.

Yeah.

Everything's, yeah, it's all made by me.

Yeah.

Except for a few little

professional bits we've had done.

Yeah.

But 99% it's myself, yeah.

Brilliant.

A couple of questions then.

For doing content, your mobile phone

to record or a proper camera setup?

Mobile phone.

Love it.

Mics, like high-end mics or just what you

can get done just to get the content out?

£100 mics.

Awesome.

Big fancy warehouse or just get the

orders done, processed efficiently?

Doesn't matter what it looks

like to- Love it … get it done.

Love it.

I think all of those questions lead

to the biggest product you have

is your customers, the quality of

products, caring about what you do.

Yeah.

You know, you can't go far wrong.

No.

I mean, we're sat here now in a

warehouse with a, a rig sat behind

you, some gym floor matting, and a-

table from, where is it from?

Ikea, I think.

It's, yeah.

It's a lovely place, mate.

There you go.

It's, Y- you know, it's… I think

we're- veterans are… We're, we're

comfortable with absolutely nothing.

So when we have something that's nice,

these mats cost me £200 of supplements.

Literally, I saw them- Really?

Little- I saw outside and I was

like, "Guys you stock our stuff. Do

you wanna do you wanna do a trade?"

And I, I think they were well cool.

Yeah.

Nice comfy floor.

Got my little rig in here.

It's- Perfect, mate … we

don't want for much, do we?

I think that's what I might-

It's- … do up the unit.

Yeah.

Now the, all the stock's gone.

When you get your three PO, yeah.

Have a little gym up there.

Nice.

Love it.

Yeah.

Love it.

Good shout.

Mate, it's so cool and it's, you know,

I like being by myself, like- Yeah

… it's… Well, probably shouldn't be by

myself much 'cause them voices are wild.

But I do enjoy my own space.

Yeah.

I do enjoy being by myself,

like just left alone.

It's lovely.

Understand that.

Yeah.

Having my little rig in

here to do a little bit.

I went in the gym yesterday actually.

I was like- Do yous

want to cross the road?

Yeah.

And, you know, very much like jujitsu is

my thing now and it's, this is the longest

thing I've done where I've done it.

I think I used to be

like a, a few month- Yeah

then I'll find something else.

I'll probably be a paddle

boarder next month or- Yeah,

yeah … I'll be a darts player.

I'll be doing something different.

I'm too, too ADHD to stick to one thing.

Yeah.

You know, it's been… Like, we touched

on two years now and it's relentless.

I absolutely love it.

Love it.

It's, yeah.

That's good, mate.

Bit gator, isn't it?

Like cuddling blokes on a floor.

Rubbing, rubbing up

against men every night.

Yeah.

Weird sport to get into.

I'll quickly chat about sports nutrition,

'cause you, you very kind, I think when

you first messaged me and "What should

I use?" I'm like, "Oh, fucking hell."

Yeah.

Like, how's Jack messaging me?

He's like basically famous

in the veteran world.

Look at what he's doing.

It was… I think when you first messaged

me, you had like nearly 80K followers, and

I'm like, "Shit, he wants to use my stuff.

Wh- why does he want to use my stuff?"

I'm just Jack from fucking My Stig, mate.

And it's- I'm not… It's

just a num- number- Yeah.

Love it … on Instagram, innit?

It's not- Yeah,

literally … means fuck all.

Literally.

But you do use our products,

like- Yeah, yeah … actively.

Yeah, I do.

You know, you're not

saying you endorse them.

You- No, not at all … come

and spend your, your hard-earned

money with our, on our stuff.

It's, Yeah.

I need to get clarity today.

There you are.

Let's get into it.

That sorted me out, mate.

I'm- I don't know if it was the

placebo the first time I took it.

I was like, "Ah, yeah, we're

working today." Yeah, yeah.

That, brilliant.

Omega-3s, the… What's the joint?

Joint, yeah, which we didn't put there.

I put the wrong stuff there.

I've got, yeah, joint,

omega-3, creatine, and protein.

Love it, man.

Yeah.

Love it.

And how does it compare to other

brands that you might have used?

Honestly, I never took any before.

I know.

It's… And you notice the

difference using our stuff.

Yeah.

They're, I know the omega-3's good for me.

You don't feel it, do you?

Like- Yeah … but, yeah, it's my,

it's part of my morning routine now.

My other tablet that

makes my head stay on.

Yeah.

That one first.

Yeah.

Omega-3.

Yeah.

And then the rest of it.

Love it, man.

Yeah.

Creatine, the bot- in

a bottle of creatine.

Love it.

Jack, so a, a piece of advice, and

we're gonna go today on someone

else, veteran, not a veteran, but

someone starting a business, like

what's a piece of advice for them?

Start posting.

Don't give a fuck about

what anyone thinks.

'Cause when you've got a nice

Porsche in your drive, they

won't be laughing then will they?

Love that, man.

Love that.

Post it.

Do- Post … do the doing.

Post, post, post.

Yeah.

And don't be, don't be afraid

to piss people off with posting.

You won't piss them off because

they won't see that video.

Like I was posting five, seven times a

day when I was doing the bucket hats,

and that's what got us to 50K in a year.

Yeah.

Just post.

And if they're, if they're not a

fan of what you're doing, they're

probably not gonna be a customer.

They're not gonna buy anyway.

So who cares anyway?

Yeah.

Absolutely.

They- Well, I mean, we

lose 100 followers monthly.

Like they'll drop off and- Yeah.

Yeah, we do … it is what it is.

You get, you get mad days, don't you?

Yeah.

Like we put out some silly little

crayon coloring things yesterday,

and we were, we gained like 100

followers, and we only lost like six.

Yeah.

The day before we lost 45.

Like- 'Cause you called Karen out.

Yeah.

Fucking Karen.

Don't leave us a shit review then.

Yeah.

Just to clarify, and I'm just, we don't

even know who this person is, said,

said, "Oh, we don't support veterans,"

because we didn't give her free stuff.

I'm like, bearing in mind

that this woman left a review.

We have n- no contact from her, no

emails, no message on social media.

No one's been in here.

So- It's another- … I think

it's just been a- It's another,

it's another starter brand mate.

Yeah.

Yeah.

Hard.

So but I was like, "Well,

that's free content." Yeah.

You know, if something's genuinely

wrong, we'll, we'll pick up the phone.

Yeah, of course.

We'll call you and watch from what have we

done, what can we do to, to sort you out.

Yeah.

You know what I mean?

If you look at our Trustpilot,

like I think we're at 500 reviews.

They're, they're all five

stars- Yeah … bar a few.

I think we've got a, a

couple of four stars.

One of them was

pre-workout was too strong.

I'm like, "I'll take that. That's,

that's fair, fair." You know, but if

that's like the, the worst feedback we've

got, it's, i'll take that every day.

Yeah.

You know?

To than get a one star because

we won't support veterans.

But yeah, wild.

That's not what we mean by in the brand.

Yeah.

Yeah.

That's everything we do, but-

Yeah … but anyway, sorry Sarah.

Yeah.

A piece of advice to your younger self

Do it exactly the same.

Like it's made me who I am.

I'm happy with who I am.

Don't change a thing

Any misconceptions that

you want to address?

In terms of me?

Of anything.

Of you, of the brand, of

where you're going, anything.

I hope people… I hope you feel the same.

The person you see online

is the person I am.

Like, I'm, I'm no different to

what the video I make online

is the person I am day to day.

I think you see a lot with influencers and

social media, you can tell it's not them.

It's not- Yeah … that's not

how they act in a day or behave.

I, I wanted to be totally authentic.

My integrity all carried over just

those traits from military, and

I hope that comes across- Yeah.

Absolutely it does

in, in the brand.

Abs- this is the first time,

like, meeting you in person.

I think you couldn't be any more true,

and- Yeah … social media's changing

to… You know, before it's been very the

more eccentric you are the better you do.

Yeah.

Whereas now it's like people are

seeing past all of that stuff, and

authenticity is like- Is everything

it absolutely- Yeah … you know, it's…

And I hope people see this on the podcast.

I don't think you can last, I admit.

I think- No … you, you get caught out.

Yeah.

It's like you can't keep

an act going for that long.

No.

No, you can't.

It's absolutely.

But Jack, thank you so much

for coming on the podcast.

Thank you for your service.

Been a pleasure to have you, bro.

Pleasure, mate