Brief summary of show:

What can Navy SEAL training teach you about leadership, business, and life?

In this episode of Anything But Typical, Gary and Ben sit down with retired Navy SEAL Lieutenant Commander Tim Cruickshank, founder of Bone Frog Coffee Company, to break down the mindset, discipline, and team-first philosophy that shaped his journey.

Tim shares how elite military training—including BUD/S and combat deployments—built the mental toughness and adaptability he now uses as an entrepreneur. More importantly, he reveals how his business was born out of a deeper mission: honoring fallen teammates and supporting Gold Star families.

This episode is a powerful conversation on leadership, resilience, entrepreneurship, and what it truly means to put others first—in business, family, and life.

Key topics discussed:

00:01:00 – The “heartbeat question” and defining your legacy
00:05:00 – Military upbringing and lessons in integrity and trust
00:09:00 – How Tim decided to become a Navy SEAL
00:18:00 – What BUD/S training is really like (mental + physical)
00:29:00 – Building mental toughness: “30 seconds at a time” mindset
00:33:00 – Combat lessons: adaptability, leadership, and trust
00:38:00 – Transitioning from military to entrepreneurship
00:39:00 – The origin story of Bone Frog Coffee Company
00:41:00 – Starting a business with no experience + finding mentors
00:47:00 – Building during COVID and learning from customers
00:49:00 – Leadership lessons from Navy SEAL training applied to business
00:54:00 – Scaling impact and giving back to Gold Star families

Key takeaways:

Leadership starts with serving others first, not yourself
Mental toughness is built through small, repeatable wins under pressure
The best teams are built on trust, accountability, and shared hardship
Entrepreneurship requires adaptability, humility, and constant learning
Purpose-driven businesses create deeper loyalty and long-term impact
Surrounding yourself with mentors accelerates growth significantly

Common questions answered in this episode: What is BUD/S training like?

BUD/S (Basic Underwater Demolition/SEAL training) is one of the most intense military training programs in the world, designed to push candidates mentally and physically. It focuses heavily on teamwork, resilience, and mental endurance, with extremely high attrition rates.

How do Navy SEALs build mental toughness?

Navy SEALs develop mental toughness by breaking overwhelming challenges into smaller time increments (like 30 seconds at a time), controlling their mindset, and learning to operate under extreme stress and discomfort.

What leadership lessons come from Navy SEAL training?

Key leadership lessons include:

Put your team before yourself
Adapt quickly under pressure
Communicate clearly in chaos
Earn trust through consistency and action

How do you start a business with no experience?

Tim’s approach:

Surround yourself with experts and mentors
Start small and iterate quickly
Listen to customer feedback
Stay consistent and adaptable

What makes a purpose-driven business successful?

A purpose-driven business builds deeper customer loyalty by aligning its mission with impact. In this case, giving back to Gold Star families and honoring fallen heroes creates emotional connection and long-term brand trust.

Keywords:

Navy SEAL mindset, leadership lessons, mental toughness, entrepreneurship journey, purpose-driven business, startup advice, team culture, business leadership, resilience training, Bone Frog Coffee, veteran-owned business

Resources mentioned:

Bone Frog Coffee Company – https://www.bonefrogcoffee.com
GovX (military & first responder discounts)

Calls to action:

Visit: https://www.bonefrogcoffee.com
Get 10% off your first order
Military & first responders: 20% off via GovX
Support a mission that gives back to Gold Star families
Follow Anything But Typical for more real conversations on leadership & business

Social handles:

Instagram: @trustbgw
Facebook: BGW CPA, PLLC
TikTok: @bgw.advisors
LinkedIn: https://www.linkedin.com/company/trustbgw/

165: From Navy SEAL to CEO with Tim CruickShank