What is Living Cushy™? (Part 1)

A Reflection for you to define it yourself

What does Living Cushy™ mean?

To catch you up in a sentence, my buddy Ben & I launched Live Cushy 3 months ago at the LA Marathon. We dropped our first product of an active skincare line and “adventure stack” for runners and everyday movers.

Natural Deododrant, body wash, runner’s chapstick coming next

And after spending a few thousand bucks on trademark lawyer fees to start this movement with Ben, we better have an answer by now.

Way before Ben & I even considered starting a brand together, we were just 2 friends chasing the best versions of ourselves training for marathons and ultras.

We’d routinely have heartfelt, honest conversations on our San Francisco long runs. We bonded over the transcendent process of pushing your limits and now it’s one of the core values we’re injecting into our brand.

It’s important that we create a brand that’s more than a brand, and me writing this is my attempt to show you.

It’ll require me showing up in community dozens of times, and walking the walk doing all sorts of small brand-building activities. And I hope you get to witness this part of the journey.

Live Cushy x Equinox Bay Area Partnership that netted us a total of 3 sales but was worth it to “get the reps in” of partnering with top-notch brands

I’ll know we’ve successfully built a brand when we’ve started a movement within the fitness communities to bring more intentionality into the physical goals that runners and everyday movers are setting out for.

Because let’s be real. The physical fitness goals are cool. Hitting a new PR, crossing the finish line of a marathon, feeling strong in your body… it matters.

But it’s about way more than that.

The real magic of Living Cushy™ lives underneath. In the why, in the way you carry yourself through the ups and downs of becoming.

3 Meanings (Of the Infinite Ways to Live Cushy™)

Here are 3 ways I’ve come to define what it feels like to truly Live Cushy™

1. Living Cushy™ is unconditionally loving the process of becoming the best version of myself¹

2. Living Cushy™ is taking a lighthearted approach to doing hard things²

3. Living Cushy™ is unconditionally loving yourself and others along the way

These are just 3 of my meanings. (of hundreds more that I could write a book on)

Yours might look totally different. And that’s the beauty of it.

It’s a question we get to ask, and keep asking.

What does Living Cushy™ mean to you?

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✨ Endnote:

PS… part of building in public is making better asks so here we go.

1. Know a packaging expert? We’re looking for someone with deep experience crafting standout packaging for wellness or skincare brands. Think bold, fluorescent, premium… DM or email if you know someone who can help us bring our next SKUs to life

2. Know a run creator? We’ve been connecting with creators who are deep in the running space and this has been one of my favorite parts so far. If someone comes to mind, send them our way!

3. Investor curious? We’ll likely raise a small friends and family round early next year. If you’re an investor who vibes with what we’re building, feel free to reach out for an early convo.

1. I’d previously written, “We can all live extraordinary lives by making ordinary things extraordinary, which requires living purely in the moment.” This type of living requires deep presence.

2. (Ben & I need this reminder constantly as 2 high-achieving dudes)