What if Black Friday wasn’t about spending? What if it was about doing? 

About challenging yourself, building momentum, and feeling alive. Not sure about you, but I’ve never felt alive while shopping (maybe I’m doing it wrong). 

The Black Friday Endurance (BFE) Challenge

Here’s the deal: We’re flipping Black Friday from a day of consumption into a day of action. 

Instead of chasing discounts, you’re chasing effort. Instead of consuming goods, you’re burning carbohydrates. Instead of giving in to the noise, you’re putting in the work.

Why Are We Doing This?

Because somewhere along the way, Black Friday became a glorified endurance event. The miles we rack up are in checkout lines, the heart rate spikes come from credit card swipes, and the wins are… what? The satisfaction of spending less than the next guy?

We think your time, your effort, and your energy are worth more.

This challenge is about reclaiming a day that’s been hijacked by consumption. It’s about taking time for yourself, being active, and proving to yourself that you can spend the day investing in you — not in a cart full of stuff.

How It Works

The rules are simple:

• Enter your email here to sign up and follow the email instructions.
• Complete 90+ minutes of activity on Black Friday. Swim, bike, run, hike — indoors or outdoors, it doesn’t matter.
• Log your effort on Strava (because if it’s not on Strava, did it even happen?).
• Join the leaderboard, and you’ll be entered to win some seriously cool prizes.

Not only will you get permission to train on this day off, you’ll have a shot at earning swag from Roka, RoadID, The Feed, LEVER Movement, and more.

What’s the Big Idea?

We’re not anti-Black Friday. We’re just pro-you. And the truth is, the best investment you can make today isn’t in a gadget or a piece of gear — it’s in yourself.

So while the world lines up at 5 AM for another TV they don’t need, you’ll be out there. Moving. Sweating. Feeling alive.

This isn’t just a workout. It’s a little reminder that your time and energy are precious — and you get to decide how to use them.

So go ahead and rewire your Black Friday. Burn calories, not cash. Challenge yourself. And remember, every mile you log is worth more than any deal you’ll ever find.

Ready to make Black Friday epic?
👉 Sign up here and join the movement.

Let’s make it happen.