Pete Roberts: He Lost Everything, Built a 100% American Brand | MTNPOD #145

Pete Roberts (Founder of Origin USA & Jocko Fuel) shares how losing 60% of his business overnight in the 2008 crash forced him to rebuild with one unbreakable rule: 100% American-made, no compromises. From rescuing WWII-era machines in rural Maine to partnering with Jocko Willink and investing hundreds of millions into U.S. manufacturing, Pete reveals the raw truth about purpose-driven business, raising Gen-X-style kids in a digital world, why “build-to-flip” is a lie, and how real American resurgence actually happens.

Join Dustin Diefenderfer, Founder of MTNTOUGH Fitness Lab and creator of the MTNTOUGH+ Fitness App in the top podcast for Mental Toughness and Mindset. (P.S. 🐏 Get Your First Month of MTNTOUGH Free Use Code "MTNPOD" @ https://mtntough.com/.) On this show, we delve into guests' purpose, mentality, and mental toughness so you can learn from the best of the best. Whether you're a seasoned backcountry hunter, an outdoorsman, or simply someone who wants to level up your mindset, this is your go-to source for inspiration, expert insights, campfire tales, entrepreneurship, and stories of perseverance and triumph.

Presented by Sig Sauer.

V I D E O S TO W A T C H N E X T

🎙️ More MTNTOUGH Podcast Episodes: https://www.youtube.com/playlist?list=PLdAelJZ1bZWr5v6K_-IPix0tq8b7xH1ms

S U P P O R T O U R S P O N S O R S:

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0:00 - Lost 60% Overnight in 2008 Crash5:57 - The Real Purpose That Started Origin8:07 - From Design Agency to Making Physical Things17:48 - Origin: The Crazy Idea Everyone Laughed At19:44 - “We’re the Biggest Monster in This Ocean”24:46 - Partnering with Jocko Willink27:44 - Raising Kids Like a Gen-Xer (No Phones Till 14)30:41 - Why “Build to Flip” is a Modern Lie52:31 - The Real Path to an American Manufacturing Renaissance59:04 - “No One’s Coming to Save You” – Final Words