preloader
Back to top

De-classified. Community Intelligence.

ATHLETIC ARMY : MEMO 001

We cannot solve all problems, but we can solve some problems.
We cannot impact everybody's life, but we can impact somebody's life. That's what makes our mission worthwhile.

As a  society and as individuals we need a purpose. It is the organic nature of our very being to do what is intended of us.

Oh for fitness sakes not another fitness clothing brand. Yup. We are still writing our definition, but our intentions are to be impactful, present, relevant and useful.

We don’t want to be the brand where fitness meets fashion. We want to be the brand whose profits fuels purpose.

Athletic Army believes that by creating and selling well designed functional products for profit, we can then go on to create platforms and purpose for future generations. We are not a charity, we are not a non-profit.

We are a business who believes that profit fuels purpose and purpose develops profit.

But we have to start somewhere right? Well this is where we start. Our plans and vision are big and bold. But right now it’s about looking down at our feet and not the mountain we wish to climb.

Hi my name is..

Alexio, and I am the Founder and Creative Director of Athletic Army.

I have always been creative, I have always had ideas. In fact I am never in short supply of ideas. My problem is that I do not focus and finish what I start. I am easily distracted by shiny objects. In the last 10 years, I have had very random businesses, website design, printing and signage, a juice bar, a restaurant, I have done wedding photography, family photography, video production, a shirt business, another t shirt business and the list goes on.

I registered the domain name www.athleticarmy.com on the 7th October 2009. That’s almost 10 years ago. What’s happened in that time? Not a lot, and definitely not enough. I realise what has crippled my progress is paralysis in pursuit of perfection. Looking back at some of the work I started for the brand, it has never been consistent and constant.

At the start of 2019, like most people, I set about a resolution to get out of debt, get rich, become financially independent, you know the usual stuff that we dream up on the first day of the year. As the months unfolded, i was getting more and more frustrated, I was trying too hard, trying everything, and not achieving any results.

Lately in the pursuit of personal growth, and as a father of two amazing and insteresting young boys (2 and 5), I wanted to do something with passion and purpose. This project for me is the perfect combination of everything I want to achieve right now.

If aligning fitness, wellness along with developing our children is your passion too, then please get on board and contribute to our growth.

You are needed, you are valuable, you have a purpose.

Discovering your purpose and passion...

Here are a few quick pointers that will hopefully stir up your thoughts and guide you to finding and discovering your very valuable purpose to share with humanity.

  • Do what you love and love what you do.
  • Don’t comment – contribute.
  • Adjust your Environment
  • Do something different
  • Merge Passions with Profession
  • Put Purpose before Profit.

Our Brand Values

A brief History of Athletic Army

I have always been creative, I have always had ideas. In fact I am never in short supply of ideas. My problem is that I do not focus on one thing. I am easily distracted by shiny objects. In the last 10 years, I have had very random businesses, a juice bar, a restaurant, I have done wedding photography, family photography,

I registered the domain name on the 7th October 2009. That’s almost 10 years ago. What’s happened in that time? Not a lot, and definitely not enough. I realise what has crippled my progress is paralysis in pursuit of perfection. Looking back at some of

At the start of 2019, like most people, I set about a resolution to get rich, become financially independent, you know the usual stuff that we dream up on the first day of the year. As the months unfolded, i was getting more and more frustrated, I was trying too hard, trying everything, and not achieving any results.

Post a comment

Your email address will not be published. Required fields are marked *