Helping outdoor enthusiasts over 40 reclaim their strength, confidence and energy. With a dose of swagger.


Not to be a gym junkie, but to live a vigorous life outdoors.
Not to compete, but to explore and complete.
Not to rush, but to reconnect.

“Thanks Joonas for giving me my life back.”

by Chris Vein, former Deputy U.S. CTO for Government Innovation in the Obama White House and former World Bank CIO.

“Sounds a bit melodramatic doesn’t it? But not for me. I was sleep-deprived, falling asleep in elevators, restaurants, taxis. I was starting to hunch over when I walked. I was scared. I knew I needed help.

Getting my life back proved to be frustratingly slow. It required patience and persistence. “Extremely simple, yet frustratingly difficult” cannot be truer. But fast forward one year and I’m a new person. Well, I feel like one anyway.

It’s about taking control − owning one’s life. And owning one’s health is simply the only way to do that. The payoff is huge.

Thanks Joonas!”