2 min read

Discover the driving force behind Axe & Sledge, a brand that has carved its niche in the fitness and supplement industry. This story isn’t just about products; it’s about the people and the philosophy that powers it. Co-founder/Owner Seth Feroce and Product Development Specialist Heather Jacques offer a candid glimpse into the world of Axe & Sledge.

Seth Feroce: The Bedrock of Resilience

Seth begins, “If you tell me, ‘Hey, we’re going to cut grass all day today,’ then I’m going to cut grass with you all day. I don’t know how, but I’ve always been able to remove any feeling or emotion and attack something with everything I have.” These words encapsulate Seth’s approach to life and business – unyielding, dedicated, and intensely focused. His upbringing in a small business environment instilled in him a deep understanding of hard work and resilience.

Balancing Fun and Seriousness

Heather Jacques brings a unique perspective to the table, focusing on the importance of balance in the workplace. She asserts, “We take things seriously in terms of the products we create, the flavors, everything that goes into a launch, a release, everything we do on a day-to-day basis because we want to put out our best work.” Heather underscores the team’s commitment to excellence while maintaining a fun and vibrant work environment.

The Importance of the Right Team

Seth highlights the crucial role of teamwork in the company’s success. “It’s important to choose the right people to be around. What we have here is super unique,” he notes, acknowledging the contributions of his team. Under his leadership, All-American Roughneck, the apparel brand he also oversees, has seen remarkable growth, a testament to the collective effort of the team.

The Value of a Loyal Community

Heather speaks about the brand’s dedicated consumer base and the team’s effort to always deliver the best. “We have a very loyal consumer base with our demo crew, with our community, with Seth Feroce’s following,” she says, illustrating the strong connection between the brand and its customers.

The Elf Collaboration – A Major Milestone

Reflecting on their successful Elf collaboration, Seth says, “That is the pinnacle of our company because it took every single person in this company. It took the design team, the marketing team, the graphic team, the product team.” This project stands as a symbol of what Axe & Sledge is all about: collaboration, dedication, and collective passion.

Celebrating the Heroes of Hard Work

Axe & Sledge, led by the indomitable spirit of Seth Feroce and Heather Jacques, is more than a brand; it’s a story of passion, hard work, and community. Every product, every launch, and every decision is a reflection of their dedication to excellence. In the world of Axe & Sledge, everyone’s effort counts, and every milestone is a shared victory.