He Lost Everything, Built a 100% American Brand (Origin USA Story)

Pete Roberts (Founder of Origin USA & Jocko Fuel) shares how losing 60% of his business overnight in the 2008 crash forced him to rebuild with one unbreakable rule: 100% American-made, no compromises. From rescuing WWII-era machines in rural Maine to partnering with Jocko Willink and investing hundreds of millions into U.S. manufacturing, Pete reveals the raw truth about purpose-driven business, raising Gen-X-style kids in a digital world, why “build-to-flip” is a lie, and how real American resurgence actually happens.

Join Dustin Diefenderfer, Founder of MTNTOUGH Fitness Lab and creator of the MTNTOUGH+ Fitness App in the top podcast for Mental Toughness and Mindset. (P.S. 🐏 Get Your First Month of MTNTOUGH Free Use Code "MTNPOD" @ https://mtntough.com/.) On this show, we delve into guests' purpose, mentality, and mental toughness so you can learn from the best of the best. Whether you're a seasoned backcountry hunter, an outdoorsman, or simply someone who wants to level up your mindset, this is your go-to source for inspiration, expert insights, campfire tales, entrepreneurship, and stories of perseverance and triumph.

Presented by Sig Sauer.

V I D E O S TO W A T C H N E X T

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W H A T I S M T N T O U G H F I T N E S S?

MTNTOUGH is The #1 Fitness App Trusted By The Dedicated
Our premier functional fitness programming is conveniently packaged for hunters, first responders, military, and mountain athletes. Train at home, at the gym, or on the go.

Since 2016, MTNTOUGH has been dedicated to helping individuals achieve their personal goals by creating a foundation for physical and mental toughness. The brand’s best-in-class programs are developed, tested, and proven by former Navy SEALs, Army Rangers, and renowned physical trainers. MTNTOUGH+ programs are used by elite groups and operators, including special ops forces, wildland firefighters, backcountry hunters, professional mountain athletes, and more. The MTNTOUGH fitness lab is headquartered in Bozeman, Montana, surrounded by some of the world’s top mountain athletes.

0:00 - Lost 60% Overnight in 2008 Crash
5:57 - The Real Purpose That Started Origin
8:07 - From Design Agency to Making Physical Things
17:48 - Origin: The Crazy Idea Everyone Laughed At
19:44 - “We’re the Biggest Monster in This Ocean”
24:46 - Partnering with Jocko Willink
27:44 - Raising Kids Like a Gen-Xer (No Phones Till 14)
30:41 - Why “Build to Flip” is a Modern Lie
52:31 - The Real Path to an American Manufacturing Renaissance
59:04 - “No One’s Coming to Save You” – Final Words