This is a letter that our founder, DJ Haley, sent to his family in regards to starting up Apply Recover.
Hope all is well and that everyone is finding time to wrap things up before the holiday break.
I've been in Brooklyn, NY these past 6 months building a startup with my brother/former college teammate Tre (most of you have probably met him). After a considerable amount of long hours, stress, coffee (and a couple glasses of wine), we're set to open our first location in the Bushwick neighborhood of Brooklyn mid-July.
The name of our company is Apply Recover and we're an apothecary for athletes with a simple mission: enable athletes to play for as long as they can. We plan on accomplishing this by telling their stories and providing the resources for them to keep going, of which we've condensed into what we define as the athlete standard: look good, eat well, move well. As we expand, the specifics of those 3 areas will manifest in recovery-based products and services, starting with an algorithmic-based curation of forward thinking, sport-specific brands in the health and wellness space.
For background, we initially conceived this idea as simply a CBD shop with a curation of cool products. We quickly realized CBD isn't why we were doing this. We're doing it for the foundation of everyone's dream: to be the best version of ourselves. Life gets uncomfortable sometimes when you're going all out, and/or it can be harsh for seemingly no reason. In those moments, we want to be the outlet for whoever is at that point in their journey. CBD isn't the magic pill, just one of the many tools and resources available.
The purpose of this email is simply to give everyone an update. I've been zero dark thirty giving all of my time and mental capacity to this, and it's by far the toughest thing I've done to date. There's still so much of the journey ahead for me. But when I stop to take a breath, I realize the incredible support cast I have around me. All of you have impacted my life in one way or another, and I'm extremely grateful for it. I also want to specifically shout out Jen and Trip for letting me take on this endeavor. I'm definitely blessed with a beautiful, strong wife and a handsome son. At the end of the day, family is the most effective form of recovery, and I can say with certainty that I have a pretty damn great family (excuse my language).
Sending well-wishes to each and every one of you. Thank you. Without you, I wouldn't have gotten this far. I wouldn't be able to keep going.
Love you all,