Those Who Do Not Risk, Cannot Win
-John Paul Jones
By Lane Moxon, Co-Founder of Suffer More Athletics
Risk Is Part of the Job, and of Life
Before I started Suffer More Athletics, I spent a decade as a firefighter/paramedic. Every shift, we lived by a clear risk management profile:
• We will risk our lives a lot, in a calculated manner, to save savable lives.
• We will risk our lives a little, in a calculated manner, to save savable property.
• We will not risk our lives at all for lives or property that are already lost.
That approach to risk wasn’t just about firefighting, it became a philosophy I now carry into everyday life. It taught me that calculated risk-taking is necessary to grow, succeed, and build true mental toughness.
Because life is a series of calculated risks. And if you never step into the unknown, you’ll never discover what you’re truly capable of.
The Right Kind of Risk
It’s fine to take small risks for material things, a car, a house, the upgrades that make life more comfortable. But the greatest risks should be placed on life itself.
Don’t let your only gambles be for tangible items that fade. The real reward is a strong mind and body, the foundations that allow you to handle stress, overcome challenges, and keep moving forward no matter what’s in your way.
That’s why I choose to suffer with purpose, in the gym, on the trail, and through every hard thing I take on. Because the only thing more dangerous than risk… is never taking one.
The Biggest Risk I’ve Ever Taken
A few months ago, I risked it all. I walked away from the fire service. I left the career I had built my identity around. And I chose to pursue something new, a dream to help others become their best selves through discipline, discomfort, and mental resilience.
Chad, a current firefighter I worked alongside, and I launched Suffer More Athletics not just as a fitness brand, but as a movement. A community of people who risk comfort for growth, who risk failure to chase something better, and who refuse to let life pass them by without a fight.
This isn’t just business. It’s personal. We’ve risked everything for this, and we wouldn’t change a thing.
Lessons from the Fireline
That firefighter risk profile still applies to life:
🔥 Risk big to save what matters most. If you want to transform your life, mentally, physically, emotionally, you’ve got to be willing to suffer for it. That means hard workouts, early mornings, and doing what others won’t.
🔥 Risk a little for things that are worth something, but never more than they deserve. Cars, houses, and jobs can be replaced. Your health and mindset can’t. Invest your energy wisely.
🔥 Never risk your peace for something that’s already gone. The past doesn’t deserve space in your mind. People come and go. Mistakes happen. Growth only comes when you move forward.
Your Challenge: Risk Something This Month
What’s one thing you’re afraid to risk right now, but know deep down is worth it?
Do it.
Risk comfort. Risk failure. Risk looking foolish.
Because those who do not risk, cannot win.
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💡 Join the Movement
Be part of a community built on mental toughness, calculated risk, and the pursuit of becoming your best self.