Wes Whitlock: Discipline After the Military & How to Build a Purpose-Driven Brand

In this episode of The Judd Lienhard Podcast, Judd sits down with Wes Whitlock — Marine Corps veteran, entrepreneur, and founder of Rogue American Apparel. From carrying classified intel through combat zones to building a multi-million dollar brand, Wes has lived every chapter of the warrior’s path.

This isn’t just strategy — it’s a full-on mindset shift. Wes breaks down how his military past forged his business discipline, what modern men are missing, and how to reclaim direction in a distracted world.

Whether you’re a veteran, athlete, or driven man looking to reclaim grit, this conversation delivers raw clarity.

🔑 Topics Covered:

• The warrior mindset vs modern comfort
• Veteran transition & radical responsibility
• Rogue American’s origin and ethos
• Discipline, training, and why aesthetics don’t matter
• How to create meaning through suffering
• Masculinity, restraint, and legacy

🎯 For Listeners Who Are:
Men 25–45, military veterans, former athletes, entrepreneurs, leaders, and anyone building discipline, strength, and purpose.

🧠 Key Takeaways:

• Train for life, not likes — discipline is the backbone.
• Build brands from values, not vanity — Wes shares how Rogue became a symbol of purpose.
• Masculinity isn’t rage — it’s presence, strength, and stillness.
• Your past doesn’t define you — your choices do.

🎧 Available on:
Apple Podcasts | Spotify | YouTube | Amazon Music

🔗 Connect with Wes Whitlock:

• Rogue American: rogueamerican.com
• Instagram: @wes_whitlock

🔗 Connect with Judd Lienhard:

• Website: juddlienhard.com
• Instagram: @juddlienhard

This episode is brought to you by LMNT.

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The Judd Lienhard Podcast delivers unfiltered conversations with elite athletes, military leaders, and top coaches, exploring performance, mindset, and resilience. From NFL vets to Special Forces operators, each episode is packed with real-world lessons on training, leadership, and pushing limits.

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