Must Be Nice
Success looks effortless from the outside—this article explores the hidden sacrifices behind every achievement and why few are willing to lift the heavy weights required to win.
Nobody Wants to Lift the Weights
I’ve been a fan of Born Primitive since they were grinding it out at CrossFit competitions, long before they became a $100M+ brand. Their ethos resonates:
"No handouts. No entitlements. You only get what you earn."
It’s a mindset that applies to business, investing, and life.
Recently, I listened to a podcast featuring Bear Handlon, one of Born Primitive’s founders. He reflected on how people now look at their success and say, “Must be nice.”
His reaction? Frustration.
Because what people don’t see is the years of uncertainty, sacrifice, and relentless effort that went into building something from nothing.
From the podcast:
"We put in four or five years with no certainty that any of this would work. We weren’t making a penny. Mal wasn’t getting paid. I wasn’t getting paid. We were bootstrapped—everything went right back into the business. We worked weekends, nights, holidays. Five years could have passed, and we could have had nothing to show for it."
"People see Born Primitive now and say, ‘Must be nice.’ But anyone who has been on this journey knows exactly what I’m talking about."
The Sacrifice Behind Every Success
This mindset hits home.
After years of building my business, I understand exactly what he means. The perception from the outside might be, “Must be nice.” But here’s what most people don’t see:
- Years of low (or no) paychecks.
- Years of signing personal guarantees on loans.
- Years of missing dinners, vacations, and sleep.
- Years of working late nights, weekends, and holidays.
- Years of pressure, uncertainty, and risk.
That’s the reality behind any real success story.
Everybody Wants the Reward, Few Want the Work
This reminds me of a quote from Ronnie Coleman, the eight-time Mr. Olympia champion:
"Everybody wants to be a bodybuilder, but nobody wants to lift the heavy ass weights."
In business, everybody wants financial freedom, but nobody wants to take the risk.
Everybody wants success, but few are willing to grind for years with no guarantees.
So, the next time someone looks at an entrepreneur, investor, or business owner and says, “Must be nice,” maybe they should also ask, “Would I have been willing to do what they did?”
Because success isn’t given—it’s earned.
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