Alright – so today we’ve got the honor of introducing you to Dustin Sixkiller. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Dustin , thanks for joining us today. How did you come up with the idea for your business?

Iron Life has been a long journey for me, starting just before I was retired from the Navy after 13 years and 8 months of service. I wanted to create a Business that brought awareness to Veteran suicide, and make a difference in our community. Being a survivor of a suicide attempt in January of 2016, I know the path my friends are walking. I just want other Veterans with suicidal ideations that there is Hope, and just say “Not Today”, tomorrow is another day and we will battle on. “Always Forward” as I like to say.

We started by making shirts and workout apparel, we have donated to multiple charities over the years through our sales. My friend Cesar approached me and wanted to roast and sell our own brand of coffee, I immediately said “No.”. At the time there was numerous “Veteran Owned Coffee Companies” all over the local markets and the National Markets. I just did not want to be clone of any other company. I pride myself on the Brand Iron Life has become and the Mission that is associated with the Spade Logo (Suicide Prevention). After a few months of discussion and business planning we decided to donate two dollars per pound of coffee we sell to charities that directly fight suicide prevention. We give a monthly donation to Quality Resilience Fitness (QRF), a Non-Profit that is dedicated to Veteran Suicide Prevention through fitness.

Dustin , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I joined that Navy in 2003 out of High School because I wanted to serve my country after the attacks of 9/11. I was in homeroom watching the news when the attacks happened. Before I saw that I was not sure what I was going to do when I grew up, but then I knew I wanted to serve my country in whatever capacity I could. I was sent to school as an F-18C engine and fuel systems mechanic and attached to VFA-113 in California where we deployed three times between 2004 and 2008 in support of Operation Iraqi Freedom. I was later picked up on special detail to Guantanamo Bay Cuba in 2008 to transport the 9/11 terrorists to and from the 9/11 trials. After my tour in GITMO I spend a year back in California at FRC-WEST turning wrenches on F-18 engines before being picked up for a IA tour with the ARMY. I spent a year with the Army over in Iraq, Afghanistan and Pakistan helping move equipment and personnel all over the Area of Operations from 2010-2011.

In 2010 the sport Powerlifting caught my interest. I started reading about powerlifting and weight-lifting and hitting the gym with the goal of trying to be bigger and stronger. When I started lifting weights I was doing a ton of rucking with the Marines, and running, so my body weight was sitting around a lean 190lbs. I started lifting weights and eating in a calories surplus and my body weight went up to 220. Powerlifting was a great way for me to see progress physically, mentally and putting on muscle was always good! I did my first official competition and won my weight class, from there I was hooked on improving my squat, bench press, and deadlift numbers. I went and won at US Nationals while on active duty a few times. Eventually I started coaching and helping people around me, and who ever would ask for my help. Powerlifting was a great way to fight off the demons from PTSD. Powerlifting and just hitting the gym helped me so much with my mental health. Eventually I did my best Powerlifting meet in 2019 where at USPA Nationals I had a total of 1802 pounds in a combination of the squat, bench and deadlift.

What’s worked well for you in terms of a source for new clients?

I like to call it Boots on Ground; it’s where I am at a local farmers markets, car shows, trade shows or charity events showing the Brand to new audiences. We go out to events and give out fresh brewed coffee and let people sample our products, most people love it and come back for a bag to support our mission,

How about pivoting – can you share the story of a time you’ve had to pivot?

Iron Life use to focus on making apparel to accomplish our mission and give back. When covid hit the prices of everything went through the roof. We use to be able to print shirts for a cost of around seven dollars a shirt, prices during the pandemic went up to 14 dollars a shirt and we had issues getting the colors we wanted. I love to design and create products so it was very hard for me to step away from making shirts to dedicating to just coffee. Coffee was the best choice because it is a commodity and people that love our mission can help support us each month just by drinking our coffee.

Contact Info:

• Website: www.ironlifecoffee.com
• Instagram: @IronLife_Coffee