It was 3 AM on a brisk November night, and I found myself trying to sleep in a hotel parking lot.

(Not that dramatic. We had a room for the whole family at my brother-in-law’s wedding. I couldn’t sleep and decided to try the car.)

I had been seeking direction for a couple months. And in that car, I felt God gave me a word. A command, really.

Backing up: my life changed forever on September 10, 2025, when a godly man much braver than me was executed as the nation watched. Charlie Kirk.

I crossed the Rubicon that day and committed to fear God more than man.

I transitioned from “John Maxwell-esque” leadership coach to unabashed warrior for the Kingdom of Heaven. I stopped playing it safe and started fighting for the soul of a nation.

I knew it would come with costs. For one thing, my business serving corporate clients would die a predictable death. But I committed to actually trust God.

No more “corporate safe” leadership insights. I was on a mission to expose the folly of culture, call Christians to courage, and our nation back to God.

The reach of my content grew far beyond anything I could have manufactured. That’s how you know it’s not you.

But I still didn’t have a replacement business. And I wanted whatever was next to fully advance the mission.

So there I am. 3 AM, hotel parking lot, asking God once again: “What is it, Lord? What should I build?”

This time, a command fell on me:

I thought: “Yes. That is the mission. Stand firm. Be courageous.”

Then I said, “Loins, loins, loins... that’s kind of a weird word. Nobody uses that anymore.”

And then, laughing: “Is it underwear?! I think it’s men’s underwear!”

A couple years prior, I learned about the dangers of microplastics and toxins in conventional underwear including their potential link to the low T epidemic.

I switched to cotton underwear from a premium brand, but it felt scratchy, didn’t fit right, and I figured that was just the tradeoff.

Turns out... it didn’t have to be.

I spent the better part of a year building LOINS. Found a manufacturer that’s a Christian ministry, providing gainful employment and funding orphanages and schools. They were patient enough to do untold prototype revisions until we got it right.

It hasn’t been easy. But God has been faithful.

LOINS is a family business built on a redemptive model: partnering with a 30+ year Christian ministry manufacturer overseas, calling men to courage and biblical masculinity, and using the business to advance Kingdom work here in America.

Yes, we sell underwear. But the mission will always be bigger than underwear.