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There's More to Groove than Rings and Watch Bands

There's More to Groove than Rings and Watch Bands

Posted by Laura Ulveling on

What do you think of when you hear Groove Life?

Chances are, the first thing that comes to mind are the breathable, silicone wedding bands we are known for! But that’s not where our story began and it’s not where it will end. If we look back someday and realize we’ve failed to inspire adventure, reflect God, and serve people, we’ve missed our mark! Notice we didn’t say anything about “make a million dollars.” Of course, money plays a role in giving us the platform to do what we do, but that’s not why we jump out of bed itching to do our thing every morning! We created the Groove Life brand so people could live ‘their best life.’ Our first product, the Groove Silicone Ring came about so you, the hero of our story, would not be hindered by sweat, rashes and danger as you live out YOUR best adventures. The release of Groove Life Watch Bands is the next step on that journey. The ridiculously ambitious future of our company will remove more barriers and wake up more desire for you to do the same. WE PROMISE!

Today we want to share with you a little bit about our story, and the reason why Groove is so much more than just a few outdoor adventure products.

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The Groove Life Story:

Before Groove Life was founded, we were adventurers. Our founder, Peter Goodwin, started out as an Alaskan hunting and fishing guide. Yes. It is as awesome as it sounds! Peter spent his work days guiding people in the bush of Alaska tracking bear and hunting moose and giving them a glimpse of the beauty and awesomeness of the Alaskan landscape. You can probably already tell that this man, who hasn’t seen a fish he couldn’t catch or a challenge he didn’t accept, would never do anything halfway.

The only thing that matters more to Peter Goodwin than adventure is his family, and a wedding ring is a symbol of that commitment. One day, as our fearless founder explored Moraine Creek in Katmai National Park, he was struck by the need for a wedding band that could endure extreme outdoor adventure without putting explorers at risk, or causing skin irritation. As soon as he returned from the Bush, he ordered an active ring online, but found that it caused sweat to collect and a rash to form on his finger. He knew there must be a better way. As they say, necessity is the mother of invention!

Peter Goodwin began to plan and design, and came up with a ring that was durable, breathable, and adventure-proof!  And that was the humble birth of a product that solved a problem for outdoor junkies. But more importantly, it launched an amazing company with a magnetic, vibrant, life-giving culture. Groove Life has become a source of inspiration for hundreds of thousands of outdoorsmen, active lifestylers, and adventure seekers around the globe.


Groove Life has Just Begun!

Groove Ring started out in 2016 in Port Alsworth, Alaska which, by the way, is 150 miles from the nearest road! I mean, can you be more remote than that? Now we are a team of 50+, located south of Nashville, Tennessee and we are growing and expanding our reach at breakneck speed.

Now that you know how Groove Life began, it’s time to share our heart, the three missions this business is founded upon: Inspire Adventure, Reflect God, and Serve People.


1: Groove Life Inspires Adventure

We believe that a fulfilled life is a direct result of fully living. It sounds cliche, but coming from a team of people who have an incredibly diverse set of interests (from scrapbooking and guitar playing to exploring the mountains of Nepal and flying a powered paraglider), we know how to have fun!

As we watched the world around us grow hunch-shouldered and foggy-eyed from staring at screens, we decided, as the saying goes, to stop cursing the darkness and start lighting a fire for life in people’s hearts (this quotation was slightly ‘paraGrooved’). We design our Groove adventure gear, including the Groove Silicone Ring and Groove Life Watch Band, so you can climb mountains, swim in the ocean, and fight lions in a pit on a snowy day with nothing holding you back. It’s time to strap your Apple watch to your wrist with a Groove Life Watch Band that can handle the rugged life and go explore this planet called Earth instead of simply watching it on Netflix! It’s time to challenge yourself to rise above your fear and do something you’ve never done! It’s time to create an active lifestyle and experience life all the way.

If our mission was simply to make a product, we would be GrooveLife Ring and Groove Life Watch Band... the end. Our website isn’t called “Groove Ring” though, because although the ring was a fantastic beginning, there is so much more in store for Groove LIFE.

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2: Groove Life is Passionate to Reflect God

There’s something about adventure that really stirs the heart to look around and see something greater, something even more powerful than the beauty of nature. As C.S. Lewis said in his book The Four Loves,

“...[N]ature gave the word glory a meaning for me. I still do not know where else I could have found one. I do not see how the "fear" of God could have ever meant to meanything but the lowest prudential efforts to be safe, if I had never seen certain ominous ravines and unapproachable crags. And if nature had never awakened certain longings in me, huge areas of what I can now mean by "love" of God would never, so far as I can see, have existed.”

These words of Lewis capture so clearly the joy that we adventurers feel as we stand atop a mountain, drop our jaw at the awesomeness of His wild animals, or catch a glimpse of the mysteries and strange creatures that live in the depths of the sea. A knowledge of the beauty and power of creation keeps us aware of how small we are... like a grain of sand on the seashore. Here at Groove, we live in awe of God and His work on this earth, and we will risk it all to honor Him in everything, especially our business.

As we strive to reflect God, we hold our company to a higher standard of excellence. When we give our word, we keep it, no matter what. We believe that every person was made in the image of God and people matter more than financial gain, which leads us to our third mission.

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3: Groove Life is Designed to Serve People

We are here for you. No, really, we are. Our whole team is ready at a moment’s notice to do whatever it takes to serve you.

Here’s what you can expect from the Groove Team:

  • We always stand behind our products, 110%. (That extra 10% is when you lose your ring or watch band… we cover that too.)
  • We listen to you. We read every email and we will respond. If you have a question, we answer it! If you have an exciting story, we can’t wait to hear it and celebrate with you!
  • We encourage you to live life fully. We want to be a part of your journey to greatness!
  • We put family first. Everything else exists to support that relationship.

We strive for excellence and encourage adventure, but even these things are centered around people. Adventures are bonding when you experience them together, and our excellent customer service tells you how much you can trust us to have your back.
In addition to our over-the-top customer service, we offer time off for mission trips and service opportunities for our team members to make a difference in the world. We match employee expenses on sponsored mission trips. We also contribute directly to Justice and Mercy International to help prevent children from getting caught in sex trafficking in Moldova and the Amazon.

We also believe that serving people starts on the inside, so we created a Groove workplace that is over-the-top engaging, extremely challenging, ridiculously creative, and abundantly lifegiving! Life doesn’t start after you retire, it is a constant reality for you... EVERY DAY!  We want to make sure our team, and you, our Groove Lifers, are able to savor every minute of each day and experience joy and fulfillment both at work and in free time.

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When you think about Groove Life, we want your heart to start beating faster and your eyes to shine as you plan your next adventure. We want you to smile as you think about where your watch band has been, or remember the day you first wore that ring. We want you to look down at your hand as you’re scaling a cliff, hiking a trail, or crushing it at the gym, and feel the thrill of the moment. We want your Groove Life to be the best life possible, a life worth living and a legacy worth leaving behind.

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