PAINKLLR EXISTS TO CHALLENGE THE POINT WHERE PEOPLE USUALLY STOP. NOT BY TELLING THEM WHAT THEY’RE CAPABLE OF, BUT BY PUTTING THEM IN SITUATIONS WHERE THEY HAVE TO FIND OUT. EVERYTHING WE BUILD — EVENTS, TRAINING, AND MEDIA — COMES BACK TO THAT. NOT POTENTIAL. PROOF.

PAINKLLR started in 2018 with a decision to walk away from what we were doing and give ourselves six months to build something that felt worth committing to. We didn’t have a clear plan, but we knew it couldn’t be another apparel brand with product and nothing behind it. It had to represent something real.

We came from apparel, so building product wasn’t the challenge. Building something with substance was. At the same time, we had just started training together through CrossFit, which became the foundation for how we approached everything — showing up consistently, doing the work as it was meant to be done, and not stepping away when it got uncomfortable. That standard carried into the brand.

In the beginning, we hosted small events inside gyms. They worked, but they felt contained. At some point, that stopped being enough. Conrad pushed to take it outside. Venice Beach. It didn’t make sense financially, and we had no real experience running something at that scale, but we trusted the decision anyway.

That decision changed everything. It forced the brand into the open, where there was no control and no way to hide behind setup or environment. It became about the work itself and whether it held up. That’s when it started to feel real.

We built this together by leaning into how differently we think while still moving in the same direction. One of us focuses on execution. The other pushes what it could become. When we see things differently, it’s not about whether to move forward, but how. We test, adjust, and keep going without attachment to being right.

Training evolved the same way. CrossFit built the base, but running changed the perspective. It’s quieter, longer, and harder to escape. You sit with it. You either stay in it or you don’t. That’s where you actually find out what holds up when nothing is forcing you to keep going.

That is what PAINKLLR is built around. Not fitness. Not performance. The moment where something stops feeling right and you decide whether to continue anyway. Most people don’t reach their limit — they reach discomfort and step away. Not because they can’t continue, but because they don’t stay in it long enough to find out.

Building this required giving up stability, letting go of ego, and continuing without clear answers. There were moments where it didn’t make sense. We didn’t stop. We adjusted and kept going. That’s the only reason this exists.

This isn’t for everyone. It’s not for people looking for comfort or something that adapts to them. It’s for people willing to question their limits and follow through when it becomes inconvenient.