Built with people who get it

We wanted more than a cool name on a bar. We wanted one that reflects the mission: helping veterans reconnect with themselves, clear the noise, and keep moving forward. Every element was chosen deliberately — from the Palo Santo and sandalwood blend to the dark navy and gold swirl — to honor both the spiritual meaning of holy wood and the veteran meaning of sacred ground.

The Strategic Veteran, founded by Adam Peters, helps veterans and transitioning service members with curated resources, expert guidance, and community support. Medically retired Army Staff Sergeant, 170+ podcast episodes, and an AI certification program veterans actually earn.

“I built TSV to be the guy I didn't have.”

Adam Peters · Founder, The Strategic Veteran

American-made soap and American-made leather goods in one rugged, functional collaboration. A custom blend of leather and campfire, built to smell like a well-worn saddle by a crackling fire after a long day outside — naturally colored deep black with activated charcoal, clean and minimal on the sink or in the shower.

Matt Williams is the founder, crafter, owner, shipper, designer, lawn mower, customer support tech, hype man, and photographer for Gravel Drive Trading Co, sourcing American Bison leather from US tanneries and hand-sewing every piece.

“The old, local gravel roads are the most interesting. The timeless journeys built by hand — not the most flashy, not the most advanced — but rather paths built to last the old fashioned way.”

Gravel Drive Trading Co

Named for Mount Kōya in Japan, a spiritual home of the hinoki scent. Both Brad and Justin share a deep appreciation for Japanese culture and the discipline and honor of the samurai tradition, and KOYA is their nod to that world.

Green and natural coloring, with a scent inspired by Hinoki Macadamia — calm, woodsy notes with a modern, grounded profile. Minimal, memorable, and elevated every time you pick it up.

Brad Tachi is a former U.S. Navy diver and the founder of Best Military Resume, an AI-powered platform that helps veterans turn their evals into achievement-based resumes, federal applications, and cover letters that actually resonate with employers.

“Embrace your past, build your future.”

Best Military Resume

Gennaro “Pirate” Mazzeo — US Marine, dad, husband, motorcycle enthusiast, and occasional bad influence (self-appointed).

After 23 years of wearing eagle, globe, and anchor, Pirate finally escaped the Marine Corps… although the Marine Corps never really escaped him.

He started out turning wrenches and operating AAVs, served as provisional infantryman, survived recruiting duty (which should count as its own combat deployment), ran operations at the Infantry Officer Course, kept the wheels turning at the Pentagon, and eventually hung up the uniform as a First Sergeant.

Along the way, he picked up a Purple Heart, a Navy and Marine Corps Medal, a few combat stories from OIF and OEF, and a permanent inability to sit still.

Now retired from active service but still causing problems, Pirate works for the federal government, spends his free time hunting, riding motorcycles, and reminding his kids that their old man has forgotten more than most people will ever learn.

He believes in family, loyalty, good stories, loud motorcycles, cold drinks, and enjoying the life you earn after spending years fighting for it.

Now he’s enjoying collaborating with small veteran run businesses that pride themselves on faith, honesty and hand crafted healthy products!

Welcome aboard! The crew is questionable, but the stories are guaranteed.

“Stop chasing someone else's version of success. Find yours, and don't apologize for it!”

Gennaro "Pirate" Mazzeo

We’re proud to partner with Whiskey Lullaby Apparel Co., a Texas-rooted brand that stands for patriotism, Texas values, charitable giving, and an enduring outdoor spirit. Their apparel is made to represent more than a look—it’s a way to show pride, support the community, and stand behind something meaningful.

Together, we created Good Ol’ Boy: a handcrafted bar made for hardworking people who carry that same grit, pride, and Texas-sized character.