The Uphill Climb: The Realities of Building GLDN MTN

When I started GLDN MTN, I had a vision: to create rider-tested gear for people who live the mountain biking lifestyle. Jerseys that feel right on the trail, that hold up to the grind, and that reflect the community we ride in. Simple. Clean. Built for the ride.

What I didn’t fully realize back then was just how hard it would be to get these jerseys in front of people.

The Challenge of Selling With No Budget

Big brands have warehouses, ad budgets, sponsorships, teams of marketers, and influencers in their corner. Me? I’ve got extremely limited funds (sometimes none at all), a garage that doubles as storage, and a laptop that’s seen way too many late nights.

Selling jerseys isn’t just about making a great product—though I believe I’ve done that. It’s about being seen. The internet is crowded. Social media is loud. Paid ads eat up money in the blink of an eye. And when you don’t have that budget, it feels like you’re shouting into the void.

The Struggle to Be Seen

I’ve had days where I poured hours into designing posts, editing videos, writing captions… only for them to get a handful of likes and no sales. It’s discouraging. You question yourself: Is this worth it? Do people even care?

The truth is—this is the grind no one talks about when they say, “Start your own brand.” It’s hard. Really hard.

But in life, just like in mountain biking: the struggle is part of the ride. You don’t get to the flow section without grinding through the climb first. You don’t appreciate the summit without earning it through sweat, breath, and sometimes pain.

That’s how I see building GLDN MTN. Every day is another daunting climb.

Why I Keep Going

Because I believe in this.

Because I believe there are riders out there who don’t want mass-produced, cookie-cutter gear.

Because I know what it feels like to wear something that was made with care, tested on real trails, and built for the lifestyle we love.

And because even if it’s slow, even if it feels like no one’s listening sometimes—I know that the right people will find this. The ones who value the struggle, who ride for more than just Strava stats, who get that this lifestyle is about resilience, freedom, and pushing past the hard parts.

How You Can Help

If you’re reading this, you’re already part of the journey. And honestly—every bit of support matters more than I can say.

• Share GLDN MTN with a friend who rides.
• Engage with a post.
• Drop a comment.
• Or, if you’re ready—pick up a jersey and rep it on your next ride.

This isn’t just about selling jerseys. It’s about building a community that understands what it means to embrace the climb, chase the flow, and live the mountain biking lifestyle fully.

So yeah—it’s tough. Some days it feels impossible. But I’ll keep showing up, because that’s what the trail demands. And that’s what this brand is built on.

Be Your GOAT.

– Justin Alber