The Ruck

A Unit, Not a Network.

The Ruck is an invite-only membership group for founders, CEOs, and executives in the outdoor and hunting industry. Rooted in military ethos and leadership values, the group is built around mission-readiness, resolve, collaboration, and service. We show up, carry weight for each other, and move as one.

Servant Leadership

We lead by serving our team, our community, and our mission first.

Authenticity

We show up with honesty, shared experience, and zero ego.

Collaboration

We carry the weight together, using our collective strength to overcome obstacles.

Education

We stay sharp through constant learning and sharing knowledge.

Why The Ruck Started

I started The Ruck because I've seen what happens when people are part of a team that holds each other to a higher standard and puts the mission over self. Being in that environment pushed you to perform, to raise your standards, and to carry yourself with more purpose because of the respect you had for the people around you.

I want to make this mindset more prevalent in the outdoor industry. After spending time in this space, I saw too many great brands and leaders operating in silos. Everyone doing their own thing, alone. But I believe when founders and leaders link arms, they become stronger. You grow faster. You perform better. You help each other when you're down, and when you're at the top of your game, you pull others up with you.

That's what The Ruck is about — building the most capable, values-driven, and mission-ready community the outdoor space has ever seen. A place where high performers sharpen each other, and no one goes it alone.

— Sam Mackey, Founder

About Sam Mackey

Sam Mackey recently retired from the US Navy after 20 years of service in the SEAL Teams. After retirement, Sam took on the role of CEO of Outsider. Outsider is an outdoor lifestyle brand that promotes spending time outdoors whether it be hunting, fishing, hiking, or playing sports. Outsider also has a line of products supporting the brand. Outsider is owned and operated by Sam Mackey and Jay Cutler and based out of Franklin, TN.

Sam Mackey enlisted in the Navy in January of 2004 out of Seattle, Washington. He immediately reported to bootcamp in Great Lakes, Illinois. It was there, while waiting in line to use the water fountain and being yelled at by a very overweight drill instructor, that he realized he might have just made the worst decision of his life.

Instead of quitting and getting out of the world's finest Navy, he doubled down and persevered, ultimately becoming a SEAL. He graduated from Basic Underwater Demolition/ SEAL (BUD/S) Class 266, in June of 2008. He spent most of his career at SEAL Teams Eight and Four, completing a total of seven deployments to various countries in the Middle East and South America.

While in the Navy, Sam enrolled at the University of Charleston, West Virginia. He completed his bachelor's degree in organizational leadership in 2018 and continued his education to obtain his master's degree in strategic leadership in 2019. Sam is also an avid hunter of all things, bear, deer, turkey, dove, pheasant, and African game.

Sam and his wife Katie have been married for 15 years and have three awesome daughters: June (9), Josie (7), and Mary (5).

Origin of The Ruck

In Special Forces, "the ruck" is short for rucksack—the heavy pack you carry during brutal movements. It represents the burden you carry for your team, mission readiness, and discipline. We chose the name because that's what this group is about: carrying weight together, staying mission-ready, and showing up when it counts.

The Ruck Ethos

"The Ruck is a unit, not a network... You earn your place by how you show up. Leaders back each other and get things done."

The Ruck Pledge

"I'm here to grow my business, lift others, and help build the kind of outdoor community that's mission-driven, generous, and real. I'll show up, share what I know, and give more than I take."

Membership & Benefits

For those committed to contribution, growth, and leading the pack.

Benefits & Inclusions

2 Premium Events/Year: 2–3 day, fully hosted experiences.
Informal Meetups: Gatherings at key industry events (SHOT Show, etc.).
Monthly Founder Calls: Peer-to-peer learning and hotseat sessions.
Private Member Forum: Secure space for collaboration and discussion.
Concierge Access & Support: Connections, resources, and support.
Mentorship Pairings: Purposeful collaboration pairings.

Cost & Guarantee

$X,XXX / Annual Dues

$X,XXX one-time initiation fee (waived for founding members).

100% Money-Back Guarantee.

If you don't find value or violate The Code, we'll refund you.

Apply to Find Out More

Qualifying Criteria

Founder/CEO/Exec in outdoor/hunting industry.
Committed to active participation.
Actively building a business with traction.
A "give more than you take" mindset.

Upcoming Events

A mix of flagship experiences, informal meetups, and digital sessions.

2026 Events

Jan: SHOT Show Meetup, Las Vegas
Feb: SCI VIP Meetup, Nashville
Mar: Bozeman, MT Meetup
May: Turkey Hunt, Kentucky
Jul: Summer Water Event
Aug: Nashville & Bozeman Happy Hours
Sep: Founder Hotseat (Leadership)
Dec: Annual Wrap-Up Doe Hunt, Kentucky

Past event gallery coming soon.

Earn Your Place.

Applications are reviewed by The Ruck founders. We seek members who bring value, traction, and the right mindset. There are no trial periods—this is a full commitment. If you're ready to contribute, apply below.

Begin Application

Complete the application form below.

Application Form

Please complete all fields below. Your application will be reviewed by The Ruck founders.

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Complete our comprehensive application form. The process takes approximately 5-10 minutes.

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