Origins: Where did RISE&DEFY come from?

RISE&DEFY – SET YOUR OWN LIMITS

RISE&DEFY started as a simple idea—a side hustle selling protein shaker bottles on Amazon. It was just a casual conversation over coffee in 2023 between two friends, Jonny and Iestyn. But as we brainstormed, we realized we wanted more than just a product—we wanted to build a brand that stood for something. A brand that could inspire people to push past their limits, to rise above challenges, and to defy expectations.

The Story Behind RISE&DEFY

Jonny, a 37-year-old dad of three, knows firsthand what it means to fight through adversity. In 2020, he suffered severe spinal injuries that left him in chronic pain and struggling with mobility. Doctors told him he’d likely regain only 50% of his previous strength and that the pain was something he’d have to learn to live with. The mental toll was just as heavy as the physical one.

Going from being an active dad, always roughhousing with his kids and hitting the gym, to struggling just to walk to the bathroom was devastating. There were moments when giving up seemed easier. But eventually, Jonny made a choice: accept the limits others placed on him or push forward, one small step at a time.

This experience changed everything. It made us realize that RISE&DEFY could be more than just a sports brand—it could be a movement. A brand that encourages people, no matter their struggles, to break through barriers and redefine what’s possible.

  • Another Hospital Stay

    Jonny in hospital for more spinal operations.

  • Spinal Surgery

    The scar from one of the several spinal surgeries Jonny underwent.

  • Feeling a little more optimistic

    A slightly more optimistic looking Jonny in hospital.

Our Vision

What started as an idea for protein shakers quickly evolved into a full sports apparel brand. But we’re not stopping there. Our dream is to grow RISE&DEFY into something bigger—a brand that stands for resilience, strength, and mental toughness. We’re working towards opening our own gym, a space that doesn’t just focus on physical fitness but also supports mental well-being.

Because we believe that limits are meant to be broken.

This isn’t just about sportswear. It’s about a mindset. It’s about choosing to RISE&DEFY.

Join the Movement

We’re more than just a brand—we’re a community of people who refuse to be defined by our circumstances. Whether you're recovering from an injury, overcoming personal struggles, or chasing your next big goal, we’re here to remind you:

You set your own limits.