Brand spotlight · November 11, 2026
5 Shopify brands you didn't know were founded by veterans
It's Veterans Day. Each of these five brands was started by someone who served, and each one runs on Shopify.
No sponsorship here, and none of these are clients. Just good brands with a founder story worth knowing.
1. TRX
Randy Hetrick was a Navy SEAL. He came up with the Suspension Trainer while deployed on a counter-piracy mission. It became one of the most popular pieces of workout gear around.
2. Murphy’s Naturals
Philip Freeman was a Navy deep sea diver. After he retired from the Navy, he started Murphy’s Naturals in 2013, named after his dog. They make natural mosquito repellent and outdoor products, and they’re a Certified B Corp out of Raleigh, North Carolina.
3. BAYDOG
Barton O’Brien served in the Marines, including three combat tours in Iraq. After that came Wall Street. Then came Walter, his white Lab, and a hunt for dog gear that could hold up. That’s how BAYDOG started. Now they make collars, leashes, and beds out of Annapolis, Maryland.
4. Jocko Fuel
Jocko Willink spent 20 years as a Navy SEAL before he became a best-selling author and podcaster. He co-founded Jocko Fuel to make clean energy drinks, protein, and supplements, built on his “Discipline Equals Freedom” idea.
5. Sperry
This one goes way back. Paul Sperry served in the Navy Reserve, and in 1935 he invented the first non-slip boat shoe. Sperry is a big brand now and isn’t veteran-owned today, but it started with a sailor.
Go buy something
If you want to thank a veteran this week, buy from one. All five ship online.