🚀 Fact of the Week

Roughly 90% of business start-ups fail — meaning only 1 in 10 survive long-term.

Not exactly comforting.

But every lasting brand started in that same 10%.
Every underdog story begins with the odds stacked against it.

We’re not here for the short run.
We’re building for the long one.

🧠 This Week’s Lesson:

Double the learning. Double the value.

1. To pick something up, you must first put something down.

I heard this line while setting New Year goals and it hit me hard.

This is why so many goals don’t survive past January.

It took me years to realise something uncomfortable:
My work capacity doesn’t magically expand just because I want more.

You can’t keep piling goals onto the same day and hope your future self “figures it out.”
Wanting something doesn’t create time — trade-offs do.

I once tried to start every day with a list of 10 things to complete.
But to pick that habit up, I had to put something down.

For me, it was watching YouTube while eating breakfast.

That was the cost.

So when you’re trying to implement a new habit or lifestyle change, ask yourself one honest question:

What am I willing to put down to pick this up?

If there’s no answer, the habit won’t stick.

 

2. You don’t always have to be happy.

Uncomfortable idea — but an important one.

Real satisfaction doesn’t come from constant happiness.
It comes from solving problems and doing hard things.

And to have problems to solve…
You need moments that feel messy, frustrating, even bleak.

You see this when early employees from companies like Apple, Nike, or Blackberry talk about “the good old days.”
They weren’t comfortable. They weren’t paid well.
But they were alive — bonded by meaningful problems and a shared mission.

Happiness is fleeting.
Purpose, progress, and problem-solving last longer.

Don’t run from the hard moments — they’re often where the dopamine you’re chasing is actually hiding.

 

🏗️ JITY Update

We’re laying the groundwork for some big moves in 2026.

There’s a lot coming in the year ahead — competitions, events, and most importantly, product. Plenty of it.

Production is running smoothly, and we’re approaching a major milestone for JITY: the start of our first-ever official production run. It’s still a bit surreal to say, but soon we’ll actually have protein ready to sell.

Alongside that, we’ve got meetings lined up with new hoodie suppliers so we can drop statement pieces the same week the protein launches — pieces that live up to the standard we’ve set for the brand.

As always, newsletter subscribers will be the first to hear.

Train hard. Think deep.