417: How Rucking Became A Global Fitness Movement With GoRuck Cofounder and Former CIA Officer, Emily McCarthy

Today on Marni On The Move, I’m joined by someone who has redefined what it means to be strong, resilient, and connected to community: Emily McCarthy, co-founder of GORUCK. Emily’s story is a masterclass in courage and reinvention. We dive into her rare journey from college athlete to the CIA, the lessons she learned operating in high-stakes environments, and how those same principles—leadership, grit, trust—ultimately inspired the creation of GORUCK with her husband, Jason. We get into the birth and evolution of GORUCK, from launching the very first rucks to building a global movement rooted in service, teamwork, and pushing your limits—physically and mentally. Emily shares how GORUCK helped spark the rise of rucking as a social fitness phenomenon, why it’s quietly one of the most effective forms of strength and endurance training, and the very real posture, mobility, and caloric-burn benefits people are experiencing with this accessible, low-impact sport. We talk about gear innovation, why GORUCK’s approach to durability changed the industry, and how Emily helped lead the development of women-specific products—something the community had been asking for and she felt deeply passionate about. We also explore the crossover between endurance sports, coaching, and business, how building GORUCK mirrors building any long-term athletic goal, and why the next generation of athletes and leaders is being shaped by community-driven fitness. Emily and I get personal, too—discussing surfing as her passion, navigating fear (yes, even sharks), staying grounded, and the importance of truly dialing into your local community, your body, and your recovery. This conversation is about strength, evolution, leadership, and building something that lasts—whether that’s a brand, a sport, or a life you’re proud of. CONNECT GoRuck On Instagram Marni On The Move Instagram, TikTok, LinkedIn, or YouTube` Marni Salup on Instagram and Playlist on Spotify SUBSCRIBE TO OUR NEWSLETTER Sign up for our monthly newsletter, Do What Moves You, for Marni on the Move updates, exclusive offers, invites to events, and exciting news! SUPPORT THE PODCAST Leave us a five stars and a review on Apple, it’s easy, scroll through the episode list on your podcast app, click on five stars, click on leave a review, and share what you love about the conversations you’re listening to. Tell your friends the episodes you are listening to on your social. Share a screen shot of the episode in your stories, tag us, we will tag you back!