• Morning Chalk Up
  • Posts
  • 🇺🇸 Born Primitive and Black Rifle Coffee Join Forces for Vets

🇺🇸 Born Primitive and Black Rifle Coffee Join Forces for Vets

November 5th, 2026

POWERED BY

Good morning and welcome to the Morning Chalk Up.

In today’s edition:

  • 🇺🇸 Born Primitive is on a mission — the CrossFit-born apparel brand is teaming up with Black Rifle Coffee to help an estimated 20,000 veterans and first responders to erase $35 million in medical debt.

  • 🛷 Remember the big 2025 HYROX sled controversy? Well, now there’s a fix.

This week we've partnered with Rally, who is hooking up one winner with their Orbital Massager. Trust us — you'll want to win this one!

As a Morning Chalk Up premium subscriber, you're automatically entered, but if you're not on the list yet, sign up before Tuesday!

QUOTE OF THE DAY
❝

No matter where or how someone served, their service shouldn’t end in a battle with medical bills here at home.”

Bear Handlon, co-founder of Born Primitive and a Navy SEAL.
COMMUNITY

Born Primitive and Black Rifle Coffee Join Forces to Pay Off Up to $35 Million in Medical Debt for Veterans and First Responders

Credit: @bornprimitive / Instagram

Shoe and apparel company Born Primitive, in partnership with Black Rifle Coffee, has set a lofty goal this Veterans Day weekend: to pay off up to $35 million in medical debt for an estimated 20,000 veterans and first responders.

  • Their campaign, Operation Debt of Gratitude (ODG), runs from November 6 through Veterans Day on November 11. During this time, Born Primitive and Black Rifle Coffee will donate 100 percent of their online profits to reach their fundraising goal. This effort is made possible through ForgiveCo, a public benefit corporation that purchases qualifying medical debt and permanently forgives it, bringing each recipient's balance to $0. 

You can also donate directly to the campaign here. 

The Standard Wasn’t High Enough. So Swolverine Raised It.

Most of us have a shelf at home that looks like a supplement graveyard: half-used tubs, a beat-up shaker cup, and a crusty “stack” we stopped following in March.

Swolverine is the one that stuck around in our cabinets. Creatine, protein, L-glutamine, pre-workout: simple stuff without any bells and whistles, made by people who train.

You’ve got enough on your mind between the barbell, the clock, your rep count, and your grip blowing up. Your supplements shouldn’t be one more thing to overthink.

Find all ingredients listed, no proprietary blends, and everything is third-party tested. Subscribe to save and cancel anytime.

*This newsletter relies on our sponsors. Please consider supporting them.

SPEED READS

⛄️🏃 Cold-Weather Miles, Hot Deals: Snag a pair of these discounted On Cloudultra 3s from last season. These shoes are built for ultra-distances on technical terrain, but are comfy on the road as well, perfect to chase down some cold-weather miles. Treat yourself to some top-shelf runners this winter.

🏖️💰 The Road to Gymreapers WZA Miami Beach Starts Now: This year’s Online Challenge & Qualifier features one two-week window for Individual, Pairs, and Team of Three competition. MCU readers get 15% off registration with code MCU15 — but hurry, the offer expires November 9 at 8 PM ET. (Adaptive athletes use this link.)

📅🔥 The Countdown Is On: CrossFit has announced the dates for the 2027 Open, giving athletes a target as the road to next season begins.

🩺💪 What If Your Doctor Prescribed CrossFit? Drs. Shveta and Dinesh Raju are bringing fitness and nutrition directly into patient care through CrossFit GC Healthy Living at their Georgia medical practice. Both CrossFit Level 3 trainers, they believe doctors should do more than recommend exercise — they should help patients build healthier habits and lead by example.

🏋️🌍 ATHX Games and BLK BOX Double Down on Hybrid Fitness: The two companies have extended their global equipment partnership through 2028, keeping BLK BOX at the center of ATHX's growing competition series. The deal signals a long-term commitment to delivering consistent equipment and competition experiences.

ICYMI: Massive Changes Coming to the World Fitness Project 2027 Season (Rx article)

MEMBER EXCLUSIVE

HYROX and CENTR Announce New, Upgraded Competition Sleds

Credit: CENTR

To “improve global standardization,” CENTR, HYROX’s Official Competition Equipment Provider, has upgraded its sleds.

More specifically, in partnership with HYROX, the equipment company has developed a new Power Sled with replaceable “sled blades” that can be removed and swapped during a HYROX race as needed. 

  • “As HYROX scales, upholding competition standards is a key objective. With global participation rising 163 percent year-on-year, the intensity and frequency of equipment use have also increased,” explained their press release. 

The hope is that the new sled blades will provide “a solution that requires minimal changeover and less equipment investment,” minimizing operational waste and, most of all, ensuring consistency across all sled lanes on the competition floor.

HIGHLIGHTS

Celebrating a PR, hosting a fundraiser, this, that, or otherwise? Send us a tip.

  • 🎂 Happy birthday to Julian Marquez.

  • Check out this clean from CrossFit legend Jamie Hagiya at 108 kilos/240 pounds. Still got it!

  • 🥹 Watch New Yorker James Thomas complete his 43rd NYC Marathon. He first raced in 1980, and is still racing today.

  • Well done to these seniors who took on a modified HYROX at their care center. Great job, everyone!

  • 🏋️ You know we love a glow-up! Watch Hannah Black’s from early on in her CrossFit career.