What up Sprout Fam,
It’s Ruga, founder of Grassroots. I want to take a moment to get real with you. Consider this a check-in from the heart, a little update on where I’ve been personally, and what this journey has meant to me.
Starting Over: Why I Turned to Therapy
About a year ago, I started therapy. Life had hit a point where I needed to try something different. A few months in, my therapist asked me a simple but powerful question:
“Why did you start Grassroots? What keeps you going?”
At the time, I was feeling overwhelmed, like a lot of us do, with everything happening in the world. It made me question if Grassroots was still the right thing for me.
I had to sit with the question. No one had ever asked me that before.
Feeling Like an Outcast
Growing up, I never really felt like I fit in. I had friends, sure, but I never felt fully part of any group. Not cool enough for the cool kids. Not athletic enough for the jocks. Not nerdy enough for the nerds. I just floated between worlds.
I’ve learned through therapy that this disconnect stemmed from childhood trauma. By middle school, I was already using drugs and alcohol to cope. That pattern stuck around for years, even after college. I isolated myself, pushed away the people closest to me and over-indulged on alcohol. That was my default.
Finding Purpose Through GRC
After college, I still felt like I didn’t belong anywhere. I graduated with a 2.5 GPA, convinced I was just average. But things changed when I sold a real estate property. That gave me a bit of financial runway and some confidence.
Then came Burning Man 2008, where the theme was The American Dream. That experience lit a fire in me. I quit my job and used that real estate money to start Grassroots.
So why did I start Grassroots?
Because I wanted to create a home for the misfits. A space for expression. A countercultural community where people could be themselves without judgment.
I packed my stuff into a storage unit, lived out of my car, and hit every event I could find. And it was YOU, the community, that made me feel at home for the first time in my life.
What You Gave Me
I was the wild dude in wolf tees, howling "ruuUUUGahhhh" at the moon, dancing like a maniac, and walking away from a six-figure job. But you still welcomed me with open arms.
So when my therapist asked me again why I do this, my answer was clear:
You.
I get to work with people I admire, legends in their own right, and I get to be part of this incredible movement we’ve built together.
When I see someone in GRC gear out in the world, I instantly feel connected. That feeling of belonging means everything.
Coming Back from Darkness
A few years ago, I hit a really dark place. I was struggling with depression. I stopped leaving the house. Stopped talking to anyone.
But I have a daughter. And I knew I couldn’t keep living the way I was. So I tried something different.
Today, I’m just over one year sober from alcohol. I don’t know if I’ll drink again one day, but for now, I just don’t see a place for it in my life.
I’ve started meditating daily, practicing equanimity, and learning that love doesn’t disappear. It evolves and returns in different forms.
What's Next: Grassroots Customs
My love has returned through Grassroots Customs, our new project focused on lifting up more artists, creatives, and friends through custom work and collaborations.
I believe:
- Music moves us.
- Art inspires us.
- Community strengthens us.
I know many of you are feeling tension and uncertainty right now. Just remember, those moments will pass. Now is the time to rise, to support each other, and as our friend Griz says: Show love, spread love.
Tools That Helped Me (and Might Help You)
Here are a few tools that helped me on my journey. Maybe they’ll help you too:
- Therapy: I found my life-changing therapist through SonderMind. Video sessions make it easy and accessible from anywhere.
- Insight Timer: Free meditation app I use every morning and evening to reset.
- I Am Sober App: Great for tracking progress and staying accountable, and it's free.
Stay Connected
Need someone to talk to? Want to reconnect?
TEXT ME FIRST at 310-463-5217 and we’ll set up a time to chat. No pressure. Just community.
You all made me feel accepted, and I’ll never forget that.
This Is Bigger Than a Brand
Art, music, and community are the heartbeat of culture. When they thrive, we all do.
Even though last year was one of the hardest in our company’s history, I’m still here. I’m not walking away.
We’re building something real. Something lasting. And I’m ready.
Let’s fucking go.
— Ruga
