About Us

We are a Family of Yoopers (home is the Upper Peninsula of Michigan).  I'm a hubby and dad, builder, a Vet (not the animal kind but the soldier type), creator, traveler, and trail junkie nut job (the safe kind).

Beat the Blu, the brand, is the carnage of colliding thought paths.  Recently, I ran my first 100+ mile trail race and during the months of training leading up to it, shrunk clothing sizes (smaller dad-bod). The feeling of pushing the perceived limits of possibility "should" have been on display with my new wardrobe, ie. bursting colors (like fluorescent dinosaurs) wild patterns (cheetah meets grandma's wallpaper on Hawaiian shirt Friday), trail chirpin', etc.  But butt, finding just that in a material that didn't leave my nips bleeding, was harder than training runs on a treadmill. Our name starts with Blu, too (thought I'd sneak that fact in).  The next part is really about winning.  Not about winning the race you reluctantly signed up for as a bet and found yourself unable to back out, but about beating that part inside that doesn't want to get out of bed to run before work with a bloody headlamp on.  Its about beating that part of you that would rather watch pain unfold in other peoples lives on television, in lieu of kicking your own ass on the fatbike in subzero temps. It's about winning today and building on that.  Beat the Blu!

This product line is to pay homage to those that have worked tirelessly maintaining our thousands of miles of sanctioned trails in our country, as well as the trail blazers alike.  We are supporters of our local trail networks here in the U.P. currently, and our mission is to contribute a portion of proceeds from the sale of these products to aid in the maintenance and advancement of our nation's trail network. It needs it for us and our kiddos' kiddos to enjoy.

Bottom line, and what brought you here, my dear customer, to this site, fun stuff for you to wear out there (ok rhymes-a-lot). Let's be Seen Outdoors!