Product banner
 
 

JOIN THE WAITLIST

What is 10.40.10?

10.40.10 is a training system designed to deliver everything your body needs in one efficient hour. Created by a U.S. Veteran, the program combines strength, stamina, cardio, and core work within a simple structure: 10 minutes to warm up and prepare the body, 40 minutes of focused training, and 10 minutes to cool down and recover. At the center of the system is the custom-built MoVe app, which guides every workout with visual movement demonstrations, built-in timers, and simple performance tracking so you can see progress over time. Just open the app, press play, and follow along as the program walks you through a complete workout designed to help you train hard, move safely, and build lasting strength and endurance without wasting time.

Join the waitlist.
 
 
 
 

TRAIN IN STYLE

From everyday tees to performance outerwear and youth styles, our apparel is built for comfort, durability, and style. Whether you’re in the gym or on the go, gear up with pieces designed to keep pace with your lifestyle.

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

Train hard.

Recover harder.

Progress > Perfection

SHOP BY CATEGORY

Our Mission

To build better Americans through disciplined training, efficient fitness, and a community committed to becoming stronger every day.

We believe one focused hour can change the trajectory of your health, your mindset, and your life. Through the 10.40.10 training system and the MoVe platform, we give people the structure, accountability, and tools to train hard, move well, and live with purpose.

  • checkcircle

    Premium Gear

    Performance-driven apparel built for comfort, durability, and everyday wear.

  • public

    US SHIPPING

    We currently ship within the United States. All products will be received within 7-10 business days as they are made to order.

  • exercise

    TRAIN WITH CONFIDENCE

    Gear tested for comfort, movement, and performance so you can focus on the work.

1 3

Testimonials

  • ★★★★★

    Structured and Effective

    The 10.40.10 system keeps me focused and consistent. I know exactly what I’m doing every session, and I’ve never felt stronger

    Mark D.

  • ★★★★★

    Built for Real Training

    The quality of the apparel is top tier. Comfortable, durable, and perfect for intense sessions. You can tell it’s made for people who actually train.

    Jane K.

  • ★★★★★

    Accountability Changed Everything

    The structure and discipline behind this brand set it apart. It’s not just workouts or gear — it’s a standard.

    Luke A.

    Common FAQs

    What if the product doesn’t fit or meet my expectations?

    We stand behind the quality of our gear. If you experience any issues with your order, contact our support team and we’ll work to resolve it quickly.

    Is your apparel designed for intense training?

    Yes. Our apparel is built for performance, comfort, and durability. Every piece is designed to move with you during demanding sessions while maintaining everyday wearability.

    How long does shipping take?

    We currently ship within the United States. All products are made to order and will be received within 7-10 business days.

    Who is 10.40.10 designed for?

    10.40.10 is built for individuals who value discipline, structure, and measurable progress. Whether you're new to training or experienced in the gym, our system and apparel are designed to support consistent performance and long-term results.