Rucking is the New Running
You may have never heard of rucking but it’s a thing.
It’s basically walking with weight on your back. The army made it popular. Dr. Peter Attia has made it mainstream and GORUCK is selling $30 million a year in backpacks and equipment.
So where is the opportunity? I see two.
First, a different design. The typical ruck backpack is like a really strong backpack with a laptop sleeve. Then the weight plate slides in. But then there’s also weights that people carry in each hand.
I think you could divide the weight plate in two. Then you could carry them in your hands for a part of the workout and then throw them in the pack when you’re tired. Then just market the better workout and double function.
GORUCK Plate
Second, I think you could create a more feminine brand. Rucking came out of the military and most brands skew masculine.
Rucking is here to stay. It’s a social workout where a super fit individual can wear more weight and get their workout in while their friend who is just starting can walk beside them, but still enjoy the workout.
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