Traditional attitudes in the fitness industry have been known to promote toxic conventions of masculinity, bullying, and exclusivity—at its worst ignoring the individual altogether and at its best, challenging them to adhere to the status quo versus celebrating their unique journey toward cultivating a healthy lifestyle.
UNBOWED aims to change this by helping their pack rediscover and awaken the wolf within. That he/she/ they (xe) have been there all along, perhaps hidden under layers of insecurity, self-doubt or monachopsis. We’ll do this by promoting the unique power of each individual, universal body positivity, and inclusivity through cultivating a community (a pack), a public declaration of acceptance, and with world-class fitness products that help you love the hunt.
Social media—Instagram in particular—and other digital marketing efforts have created an almost cult-like standard for what it means to be fit. Unrealistic body images litter audience’s feeds and there seems to be an ever-growing toxicity lurking beneath the furry of positive affirmations. We’ve seen this in the advertising industry for decades, and we’re seeing it now on social media.
We’re here to flip the script and constantly remind our pack that they’re strong enough, powerful enough, and good enough to reach their goals without the insecurity that bubbles to the surface every time they walk into a gym or scroll through their Instagram feed. Our bodies were made to move, we were made to set goals and surpass them, we were made to love the hunt and enjoy the journey, not to freeze in fear or bow down to our self-doubt. Sometimes being UNBOWED means standing up to the status quo, and sometimes it means standing up to yourself—turning your inner voice into a howl, and awakening the wolf within.
Inspired by the fearless confidence of the wolf and its pack, his latest Arizona-based company UNBOWED is poised to become the next major industry disruptor (alpha) across the U.S. health and fitness market.
Having spent the majority of his youth overweight, depressed and the subject of high school bullying, Christian’s journey toward physical and mental transformation began during his freshman year when he was first confronted with the prospect of being diagnosed as pre-diabetic.
He quickly locked into what he terms “The Hunt” - a daily fitness and nutrition discipline that would accelerate his personal and professional development. Spanning the next fifteen years, Christian became a personal trainer, graduated from Coaches Training Institute (CTI) in Los Angeles, and rose to lead trainer and head fitness coach and consultant to some of the industry’s top athletes, models, and body-builders across the nation.
Experiencing first-hand the limitations of traditional attitudes in the fitness industry, well-known to promote toxic conventions of masculinity, bullying, and exclusivity, Christian knew he and his growing network of top athletes and trainers –The Pack- could ‘flip the script’ in the fast-moving, $30 billion health and fitness industry in the U.S.
With a mission towards cultivating an inclusive, body-positive suite of world-class apparel and fitness supplements for ‘lovers of the hunt,’ UNBOWED launched in the summer of 2019 as a one-stop- shop brand concept to align health, fitness, nutrition, personal development, and community empowerment to awaken the wolf within.
UNBOWED reminds our pack that they’re strong enough, powerful enough, and good enough to reach their goals without the insecurity that bubbles to the surface every time they walk into a gym, or scroll through their Instagram feed. Our bodies were made to move, we were made to set goals and surpass them; we were made to love the hunt; enjoy the journey, and not freeze in fear or bow-down to our self-doubt.
“Sometimes being UNBOWED means standing up to the status quo, and sometimes it means standing up to yourself—turning your inner voice into a howl, and awakening the wolf within.”
–Christian Craig, Founder & CEO, UNBOWED