The Rucker was GORUCK’s best-selling product for multiple years, designed as the ultimate rucksack for both training and everyday use. Once viewed mainly as a military fitness tool, I repositioned it to reach broader demographics, making rucking accessible and attainable for all. I oversaw all product positioning, messaging, and sales strategy, ensuring the Rucker resonated with GORUCK’s core community while expanding into the larger fitness market.

My Role

• Defined product positioning to showcase the Rucker’s versatility as both a training tool and durable everyday carry

• Crafted copy and content across product pages, ads, and campaigns

• Directed creative assets, including photography, video, and instructional content

• Managed sales strategy, including launches, promotions, and evergreen campaigns

Impact

• Maintained status as GORUCK’s #1 product by revenue and volume for multiple years

• Successfully expanded brand reach into fitness audiences beyond the rucking community

• Drove strong adoption through community campaigns, events, and authentic content featuring athletes and everyday users