To not retreat or lose one's advantage in the face of opposition.

A major component in boxing and all martial arts for that matter is one's ability to do just that! As a lifelong student of martial arts, our founder, quickly learned that this short statement wielded many meanings. Through this experience, he gained a perspective and personal mindset to not only stand your ground, but to stand firm and forthright in all you do. Our coffee brand is a reflection of that exact perspective and mindset - facing any fear or challenge as an opportunity for growth and expansion in the arena of life with integrity, fortitude, and on solid ground.