“Train With Sand” was one of GORUCK’s cornerstone product stories, showcasing the toughness and versatility of sandbag training gear. As creative and marketing lead, I developed messaging, content, and strategy to position sand training as both approachable and aspirational, bridging GORUCK’s Special Forces roots with everyday athletes.

My Role

• Launched new product extensions including sand kettlebells, jerry cans, med balls, and an affordable sandbag line

• Created educational content on the benefits of sand training and how to integrate it into workouts

• Directed copy, product pages, ads, social, emails, ambassadors, and affiliate content to highlight durability, functionality, and versatility

• Oversaw storytelling that emphasized both the heritage toughness of GORUCK and accessibility for broader fitness audiences

Impact

• Successfully expanded the sand gear category with new product lines to exceed target sales goals

• Positioned sand training as a core part of GORUCK’s functional fitness ecosystem

• Increased engagement through educational content, helping drive both adoption and community trust

• Elevated category sales while reinforcing GORUCK’s reputation as a leader in functional training beyond rucking