Retired Navy SEALs Dj Shipley and Cole Fackler, as the co-founders of GBRS Group, one of the leading tier-one tactical training companies, have taken a unique path to entrepreneurship. Their journey together, starting in BUD/S training and as SEAL teammates and then continuing through the challenges of starting a business, is one of grit, perseverance, and a commitment to giving back.
Building a Business from the Ground Up
Shipley and Fackler’s story begins in 2003 when they met during BUD/S, the grueling training course that transforms soldiers into Navy SEALs, one of the elite fighting forces. Their shared experience at BUD/S and throughout their service in SEALs together until they were medically retired in 2019 and 2020 forged a bond that led to their teaming up for their next challenge in entrepreneurship.
After retirement, they both sought a new path. Deciding not to go the route of overseas contracting common for retired special forces soldiers, Shipley and Fackler realized they wanted to build their own company that could give them a platform for continuing to contribute to the country.
That is when they launched GBRS Group, a company that provides tier-one tactical training services and gear and apparel. Shipley and Fackler bootstrapped the company on a shoestring budget of “a few hundred bucks”. Harnessing the powers of social media using an Instagram account, the partners embarked on their journey of building a brand. They credit the support of family and friends, along with the guidance of mentors and a key partner, for helping them navigate the complexities of building an organization from scratch.
Overcoming the Challenges of a Startup
Shipley describes the early days of GBRS Group as akin to “building a raft, pushing it into heavy seas, and trying to build it into a ship during a storm.” The challenges were immense, with new hurdles emerging every day. The lack of prior business experience meant that Shipley and Fackler constantly learned and adapted to new obstacles and problem-solving challenges.
In the beginning, Shipley and Fackler focused on tactical training and content, a natural extension of their experience and skillset from the military. However, the COVID-19 pandemic threw a wrench into many aspects of that business model and forced them to innovate. With in-person training becoming impractical, they shifted their focus toward brand building by developing physical and digital products.
A crucial aspect of those early days in the company was surrounding themselves with people they trusted. By identifying their strengths and weaknesses, they built a team that complemented their skill sets and helped propel the company forward.
Connecting with a Core Audience
Shipley emphasizes the importance of authenticity in building a connection with GBRS Group’s core audience. “Just be yourself and represent a culture that connects with people and inspires them to push themselves further,” he says. In a world filled with negativity and competition, GBRS Group stands out by its commitment to genuineness and making a positive difference.
One of the secrets to GBRS Group’s success is the strong partnership between Shipley and Fackler. They have divided the company’s responsibilities based on their strengths, allowing each to focus on the areas where they can provide the most value. This division of labor ensures that the company continues to grow and evolve.
The success of GBRS Group and its contribution to the community is a testament to the power of the culture of high performance, perseverance, and commitment that Shipley and Fackler have built as leaders. From their shared experience in BUD/S and the military to the challenges of building a business, they have honed a leadership style that pushes GBRS to new heights. GBRS Group is a company built on the foundation of its SEAL training, but it is also a company that is constantly innovating and inspiring others.
Published by Tom W.
