The Opportunity Ahead

Fort Benning is already home to world-class discipline and leadership. 

What’s next is building a modern, visible culture of excellence that reflects strength at every level — from the youngest child to the most elite recruit.

IRONMAN was founded by military personnel — born out of a challenge among Navy SEALs in 1978. It wasn’t just a race. It was a declaration of grit, discipline, and camaraderie.

Today, that same culture of shared suffering, radical accountability, and finish-line pride needs to be reclaimed by the very institution that created it.

Military readiness doesn’t begin on the battlefield. 

It begins in the home, in our habits, and in the community. 

It lives in the daily choices that shape physical, emotional, and mental resilience — and in the pride that comes not from shortcuts, but from earning it.

Now is the time for Fort Benning to lead a cultural shift — one that unites families, builds future recruits, and inspires the next generation to see strength, service, and sobriety as the ultimate flex.

Many families and future recruits report feeling isolated — not from the mission, but from each other. Base life can be incredibly demanding, and often unintentionally leaves spouses, teens, and children without a sense of shared purpose or community.

We have an opportunity to change that — and Fort Benning can lead the way.

Today’s recruits are drinking less than ever—Gen Z drinks 20% less than millennials, and over half actively avoid alcohol. 

But there’s still a lingering perception: the military equals drinking culture.

Whether it’s true or not, the image itself is a barrier to recruitment and retention. 

The future generation wants a culture of performance, purpose, and belonging—not bars and burnout.

Since COVID, over 120% more non-alcoholic brands have launched in the U.S.—that tells us where the culture is going.

My proposal is simple: replace the outdated social default of drinking with structured lifestyle programs—youth triathlon clubs, mom-led run groups, Zwift cycling leagues, recovery-focused events, and community cooking challenges.

Just like in IRONMAN, we celebrate progress.

We reward sobriety milestones. We measure performance gains. 

And most of all, we create pride and identity—without alcohol at the center.

With a few key shifts, Fort Benning can become a model for every base nationwide.

Branded Team Fort Benning cycling and triathlon gear.

Youth swim and triathlon clubs.

Spouse-led group rides and strength training.

Cooking and fueling classes to support active family life.

Weekly newsletters that spotlight families, events, and performance tips.

Community partnerships with local bike shops for fittings and education.

Social media strategy to promote a Team Fort Benning brand rooted in pride, action, and family.

This isn’t just about fitness. It’s about creating a mission-driven culture that fuels recruitment, retention, and readiness.

 By empowering spouses — especially moms — to lead local wellness efforts, we create buy-in that lasts. 

Moms become team captains. 

Families become culture carriers. 

Young recruits see a new standard being modeled — one of strength, resilience, and belonging.

We don’t need to scrap what’s working — we need to align it all under one powerful brand that connects physical readiness to family pride.