The PopSmoke Show

Harden the F*ck Up (PS003)

Meet Rob Dyer

Rob Dyer RuckPack

Rob Dyer, founder of RuckPack

Marine Corps Major Rob Dyer won $150k on Shark Tank.

I met Rob at DEFxAnnapolis, an event hosted by Michael Madrid and fellow Naval Academy midshipmen.

Rob’s a decorated combat veteran of Iraq and Afghanistan and recently retired Marine Corps Aviation Officer.

He’s a fellow Naval Academy graduate who later went on to become an academy instructor. While at the academy, he taught Economics, Accounting, and Terrorist Financing.

Rob now works on RuckPack 24/7 and lives in California with his wife, Anna, and their son, Hunter.

About RuckPack

RuckPack’s a combat focused supplement company for people who care about what they’re putting in their body.


  • RallyPoint: Start connecting and learning from thousands of veterans. Join the largest professional military community.

Show Notes

In this episode, I ask Rob:

  • How do you generate new ideas?
  • What’s your team’s main method of communication?
  • What’s the biggest mistake you made when starting RuckPack?
  • What’s the toughest obstacle you’re facing right now in your business?
  • Why did you want to handover your CEO role in the company?
  • What’s 1 thing you’re doing really well right now?
  • What’s your best piece of advice for branding PopSmoke?
  • How much would you sell your company for?
  • How does RuckPack run their meetings?

Key Topics Discussed:

  • The 2 different modes you to need operate in when running your business
  • RuckPack’s Veteran Distribution Program
  • The first ever Veteran Shark Tank?
  • Why meetings are horrible in the military and tips on how to hold better meetings
  • The 6 easy steps to start making money selling RuckPack on your spare time are:
    1. Go to website.
    2. Signup for an account to verify veteran status.
    3. Visit store.
    4. Sell without selling.
    5. Cash checks.
    6. Repeat 4-6.

Apps Mentioned

  • Voxer: Used by Rob and his team for internal communication.

Favorite Quote

Harden the fuck up.

Favorite Weapon

Favorite Read

  • Download The 4 Hour Work-week by Tim Ferris on Audible for Free: Game-changer for the way Rob started running his company.
Download a Free Audiobook
From Audible, an Amazon Company


Your idea is not your brand. ~ Rob Dyer

Get your ass out of bed. Go to work. Grind. All day. And if you can’t sleep that night, don’t sleep that night. Harden up. ~ Rob Dyer

I’m not a businessman, I’m a business, man. ~ Jay Z

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. ~ Jeff Bezos

How RuckPack ran their meetings prior to reading The 4 Hour Work-week:

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