Healthier
for the Long Haul
MFRs run into the fire, not away from it. We make sure you’re fueled, focused, and still standing when the smoke clears.
The Problem
Why 98 octane exists
Too many MFRs are burning out early…not from battle, but from burnout, junk food, and stress. That’s not sustainable…it’s deadly.
Over 70% of MFRs are overweight or obese, significantly higher than the civilian rate.
Source: Department of Defense Health-Related Behaviors Survey; CDC Veteran Health Data.
Veterans face a 20–30% higher risk of cardiovascular disease and elevated cancer rates linked to service exposures.
Source: JAMA; NIH; VA Epidemiology Program.
Life expectancy is reduced in military, veteran, and first responder communities due to metabolic disease, cardiovascular strain, behavioral health challenges, and occupational exposures.
Source: CDC; VA Suicide Prevention Reports; NIOSH.
the mission is clear:
1,000,000 MFRs living longer, stronger, healthier lives.
We teach the fundamentals: sleep, eat, train, and think like your life depends on it…because it does.
Three pillars
how we get mfrs back on track
Forget the corporate wellness fluff. We teach the basics that keep you alive, strong, and mission-ready.
-
![American Red Cross logo with red cross symbol and text 'American Red Cross' in gray.]()
American Red Cross
Greater Pennsylvania Area
-
![Logo of Brave Bean Coffee Company featuring a coffee mug with steam and a star, with bold text 'BRAVE BEAN' and smaller text 'COFFEE COMPANY'.]()
Brave Bean Coffee Company
-
![logo for CYTO PHL with the tagline "Learn. Meet. Connect."]()
CYTO | PHL
-
![A pink neon sign in the shape of a luggage tag with the letter H inside, accompanied by the word 'HUNGRY' in pink capital letters.]()
HUNGRY
-
![Sports team logo featuring a lion's head in blue and white within a shield.]()
Penn State Outreach
-
![Logo with the text 'Ed Shults' and the Ford oval emblem.]()
ED Shults Ford
-
![Logo of the Army ROTC]()
Army ROTC
-
![U.S. Department of Veterans Affairs logo, featuring an eagle with outstretched wings clutching a shield with the American flag and a ribbon. Text reads "U.S. Department of Veterans Affairs".]()
Veterans Affairs - vba
MFRs Who’ve Turned It Around
Real talk. Real change. Real MFRs taking their lives back.
joe fisher - Army veteran
“This isn’t a diet or a workout plan, it's about taking your life back and reigniting your purpose. In order to be happy, healthy, and strong for the next 80 years.”
Tim Wood - navy seal
“I had 90% less pain just by changing what I ate.”
tools built for mfrs
Buy gear that fuels you—and pays it forward to another MFR.
Our mission-driven products aren’t just merch; they’re tools built to keep MFRs in the fight. Every purchase fuels you and pays it forward, whether it’s the 98 Manual that lays down the fundamentals, a 98 Octane Hat that represents your commitment to the cause, or a 98 Octane Water Bottle designed to keep you hydrated on the move. Bottom line: you’re not shopping, you’re sponsoring the mission.
