Atlas Borne | Our Story

Founded on a belief in the regenerative power of individual excellence, Atlas Borne is our counter-strike to the marked decline in personal values and subsequent state of chaos we find society in today. Values of strength, courage, mastery and honor have been replaced with weakness, apathy, mediocrity and deceit. Order replaced with chaos. Freedom with tyranny.

You feel it, and we do too.

The name “Atlas Borne” is by design…

In Greek mythology following the Titans war against the Olympians, Atlas is sentenced to stand at the edge of the earth, bearing the weight of the heavens eternally. Modern representation depicts Atlas with a stone sphere on his back - hence, the term “Atlas Stone”.

Metaphorically, the Atlas Stone could be said to represent both Excellence and Order - words one might also use to describe a “heaven”.

What if Atlas had abandoned his responsibility of holding the heavens aloft? What if he had chosen the victims mind, seeing his obligation as "too difficult", "unfair" and "not his problem"?

Our question today is…

What happens when you and I abandon our own obligation to personal excellence? To the development of STRENGTH, COURAGE, MASTERY and HONOR? To living a life of SUCCESS that maps out what’s possible for those who come after us?

Look around. You’re living that consequence in real time.

The restoration of PERSONAL EXCELLENCE - the elevated standard of living that produces generational PEACE and PROSPERITY - will not be a “top down” edict.

It starts with us.

That's why we choose to Bear the Atlas of Excellence. We raise our standard as individuals to bring up with us the standard for the collective.

If not us, then who?

If not now, then when?

- Cody McKay, Founder