Our Story

Veterans Fitness Initiative (VFI) is a veteran-led movement built on the simple idea that fitness and community can change lives.

Founded by Marine Corps veteran Bobby Distler, VFI started as a small run club in Solana Beach, CA—just a few veterans getting together to move, connect, and support each other post-service. What began as a way to rebuild camaraderie has grown into a mission-driven organization helping veterans rediscover strength, purpose, and belonging through fitness.

We believe transformation starts with action—whether it’s a 3-mile run, a new gym routine, or just showing up. Our gear is more than just apparel—it’s a badge of grit, growth, and community.

Every purchase supports the mission.

We donate 10% of proceeds to nonprofit organizations that support veterans.