A phrase I’ve literally built my entire life around. HTFU was no exception and from the minute it was realized, it has been the core foundation of any success and growth you see in the brand today. It is the standard of how we do business and a mindset that will set us apart from the rest. -Mark Gingrich

Established in 2009, the goal of HTFU was to bring to market, a brand and lifestyle that personified the lives of an elite athlete. A 4-letter acronym that summed up how those athletes might deal with adversity and triumph set forth before them... It is with those stipulations and beliefs HTFU was born.

And who better to bring that concept and idea to life than visionary turned Founder and CEO, Mark Gingrich. An entrepreneur in every sense of the word, Gingrich does not take his job lightly. A firm hand in every aspect of the business, Gingrich plays the most integral role in HTFU’s success. A person whom never settles, never tires and never wavers from his beliefs...the development and growth of HTFU is in good hands.

Over time, HTFU will develop and bring with it an interpretation, style and culture not seen in any other brand today. And while its impact and reach may encapsulate other facets of industry and life, the company will always maintain that one simple distinction from anyone else…HTFU is a lifestyle first, built on the principles of what brought us here, and a brand second.