Hi. My name is Caleb Troutt.

In August of 2022, I decided I wanted to do more than just work a 9-5 job.

I had a dream that I could build a brand from nothing. With no help, and no money. Just hard work, and discipline.

I came up with the name 'LIFTID'

It honestly didn't mean anything when I first thought of it. Just thought it sounded cool, and fit the workout vibe I was looking for.

And that same day, I made an impulse decision to buy 200 Tee Shirts. One problem, I didn't have any money.

So I put $4,000 on our personal credit card and ordered my first drop of Tee Shirts.

And so, LIFTID was born.

Over the next 3 months, I would work my job at Crunch Fitness, and when my shift ended I would set up a plastic table with my shirts.

I'd do it right in front of the gym. Basically in the parking lot.

And as people would come in and out, they'd see me standing there and ask what I was doing.

And the answer was always the same - "I'm chasing my dream of being an entrepreneur."

I sold those 200 shirts within 10 days, for a total of $6,000.

$2,000 profit. In 10 days. That was almost an entire month's worth of pay at the time.

So I did it again. And again. And again.

Over the next 2 years, I grew LIFTID by going to any gym that would allow me to set up, and putting that same table up.

I'd lay my shirts down, and when someone would ask what I was doing...

"I'm chasing my dream of being an entrepreneur"

Over those 2 years I sold $250,000 worth of clothes. Tee shirts, shorts, leggings, sports bras.

It became a whole thing. Employees. Ambassadors. Bodybuilding shows. I was living my dream.

However, I was never too smart with the finances, and all the while, I was still ordering my clothes on credit cards.

I'd place an order, with the hopes that I could sell at least half of it within a month and pay that card off.

And up to this point, I had been successful with that.

But the days of $4,000 orders were gone. My last order I placed was for roughly $50,000.

And when the drop came in... no good.

The manufacturer... no help.

The solution... I didn't have one.

Overnight, I went $50,000 in debt. Something I had gotten used to.

But this time I didn't have any clothes to sell. I couldn't see a way out.

So... I did the thing I said I would never do. I gave up.

And for the next 2 years, I went back to work as a Personal Trainer. Slowly paying off my debt.

People would reach out and ask what was going on with LIFTID, and I'd just ignore them.

I was depressed and didn't even want to think about it. The thought of the whole thing made me sick.

As time went on, I fell back into the routine of waking up, doing mediocre work, and waiting to clock out.

I hated it. And one day, about 6 months ago, I had enough.

So I started again. This time by simply creating my Personal Instagram, and looking for clients to train on my own.

Slowly, that fire inside started to burn again. I started remembering the days in front of that table, and how good it felt.

I started to dream again.

So over the past 6 months, I've been getting ready for this moment... when LIFTID relaunches to the public.

Same vision - Inspire as many people as I can to dream big, work hard, and change the world.

I'm building the Personal Training Brand.

And I'm rebuilding the Apparel.

And most importantly, I'm rebuilding the community.

One Brand. LIFTID.

Discipline over Motivation.

I hope this story inspires you to never give up. And when you do, to get back up again.