SITREPCORP began, as many meaningful things do, in the quiet, often difficult, spaces of personal experience. It was born from rough nights, rough days. Months spent pushing through one difficult setback after another. But reaching this difficult period of time came from the initial decision to leave the known and walk into the unknown; to move to a new country.
 

The constant search for 'how can I make this harder' leads to long walks along the edge of risk vs. reward. Staying on the edge and not falling off requires a balancing act of maintaining clarity of intent or finding it as quickly as possible. The founder and the founding collective that formed, knew these shadows intimately. They understood that feeling of being mired, stuck, yet possessing an unyielding, deeply rooted need to push forward. This wasn't about forgetting the darkness, but acknowledging it. Carrying it, even, but refusing to be solely defined by it. This core conviction – Remembering Why we are Creating a Way Forward – became the bedrock.
 

This wasn't just a workout regimen or a weekend hobby; it was a lifestyle, an attitude. That's where SITREPCORP began to take shape – not just as a name, but as an identity for those who understood this, lived with this mentality. The name itself – SITREP, a military term for Situation Report, grounded the brand in awareness and assessment, paired with Corp which showed structure; the two halves reflected each other in purpose and ideology. SITREPCORP is the honest portrayal of effort. Structured assessment and a soldier's mentality to push forward against the incoming threat or obstacles. SITREPCORP is about overcoming, enduring, finding strength in the struggle, in the chaos, in the pain, in the darkness. Maintain awareness. Drive forward. Overcome.
 

This ties into the same meaning of Plan C SNAFU. All of the above can be said for this branding as well. You are on plan C because plan A and B fell through, and there is no Plan D. Plan And B failed because the situation is All Fucked Up. Like SITREP, SNAFU is a military term, this one means Situation Normal All Fucked Up. That ties directly to the branding of Situation Normal. Situation Normal reflects in simple terms the mentality of perseverance through the SNAFU we are in. As is mentioned above about SITREPCORP and Plan C, and exemplifies the hardships we face willingly or unwillingly. Our familiarity with turbulence and living with darkness allows us to throw ourselves into the middle of the chaos. We are always willing to take on the next challenge. Ready for the next thing to overcome, to conquer. We can say that this is Situation Normal for us.