Podcast Summary: The Sage Steele Show — Episode 81

Title: PAYING Off Veteran Medical Bills
Date: November 7, 2025
Host: Sage Steele
Guest: Bear Hanlon – CEO & Co-founder, Born Primitive; former U.S. Navy SEAL

Overview

This episode centers on an ambitious initiative led by Bear Hanlon and his company Born Primitive, alongside Black Rifle Coffee, aiming to pay off $25 million in veteran medical debt over five days leading up to Veterans Day. Sage and Bear discuss the campaign's genesis, its emotional impact on recipients, broader systemic issues affecting veterans, and the power of using business platforms to drive meaningful change. The conversation also delves into Bear’s personal motivations, entrepreneurial journey, and the values he hopes to pass on to his daughter.

Key Discussion Points & Insights

The Veteran Medical Debt Payoff Campaign

• Campaign Structure:

  • 100% of profits from Born Primitive and Black Rifle Coffee (online sales) pledged toward paying off veteran medical bills from November 7 to Veterans Day (Nov 11).
  • Goal: $25 million (up from $11 million the prior year).
  • Third-party partner: ForgiveCo manages the debt purchase and notifies veterans.
  • Immediate impact: already $5 million paid off in July as a head start and to generate stories for the current campaign.
  • Estimation: 12,000–15,000 veterans to have debts cleared by Christmas.
    • [00:50]: “We’re going to try to pay off $25 million in veteran medical bills by midnight on Tuesday night.” – Bear
    • [02:02]: “...probably 12 to 15,000 veterans will be debt free by Christmas, which is incredible.”

• Origin & Expansion:

  • The initiative began as a personal idea and snowballed through media amplification and collaboration.
  • Black Rifle Coffee joined for the 2025 campaign after seeing last year’s impact.

Real-Life Impact Stories

• Powerful Individual Stories:

  • Gold star spouse and Army veteran, whose husband died in Iraq, received $341,000 in debt relief.
    • [01:14]: “We decided to get on an airplane, fly out to Denver and surprise her and hand deliver her the letter, letting her know that we had paid off the bill. And full.” – Bear
  • Single father, paralyzed Marine, relieved of $183,000 debt on Marine Corps birthday.
  • Single mother from Texas, hit by another driver, got medical debt cleared while working two jobs.

• Emotional Responses:

  • Recipients often thought the relief was a scam, because it seemed “too good to be true.”
    • [10:33]: “She thought it was a prank at first. Right. So we're trying to let her know, like, I know nothing is free in this world, that this is time, this is. There's no catch. There's no strings attached.” – Bear
  • Clear financial and psychological benefits: credit score jumps, wage garnishments end, ability to rent homes or buy cars restored.

• Ongoing Support System:

  • Many feel abandoned on leaving service; this campaign helps rebuild that sense of community.
    • [03:47]: “When you leave the service, you almost feel like you're a bit expendable...This reminds me that I still have that support system, and...we are all still part of that family.” – Bear

Systemic Barriers & Policy Efforts

• Systemic Issues:

  • Medical debt affects credit, housing, and general quality of life for veterans.
  • Even small clerical errors can result in denied VA claims, causing huge debts.
    • [04:33]: “I was actually just in D.C. last week meeting with some lawmakers as well as the VA...let's identify the shortfalls and potentially implement some policy...” – Bear

• Policy Advocacy:

  • Bear actively works with lawmakers and VA to share data and advocate for systemic reforms.

The Psychology & Stigma of Asking for Help

• Veteran Humility:
  • Many veterans’ pride prevents them from seeking assistance, despite significant need.
    • [11:04]: “One of the best things about veterans...is their humility and the pride that they have, which therefore might prevent them from asking for help.” – Sage

Aspirations for Elimination of Veteran Medical Debt

• Long-Term Vision:
  • Bear and his partners discuss the possibility of eradicating 100% of veteran medical debt in the USA.
    • Estimate: over $800 million of medical debt for veterans.
    • Envisions support from major corporations in future campaigns.
    • [12:00]: “Is there a scenario where...companies could eradicate 100% of veteran medical bill debt in the United States...” – Bear

Bear Hanlon’s Entrepreneurial Journey

Founding Born Primitive

• Genesis:

  • Launched just before joining the Navy in 2014.
  • Started with a single prototype for Olympic weightlifters; grew from a side gig to a major brand while Bear was on active duty.
    • [14:16]: “I started it three months before I joined the Navy...supposed to just be a prototype...then I shipped off...I was slinging compression shorts while I was in boot camp...” – Bear
  • Gradual expansion: Performance athletic wear, flannels, tactical attire, then broader markets.

• Company Philosophy:

  • Emphasis on product quality and American/patriotic ethos.
  • Uses business platform for community good (veteran support, commemorative campaigns).

D-Day 80th Anniversary Project

• Commemorative Product:
  • Limited edition D-Day Savage One training shoes:
    • Packaged in an ammo can, included Omaha Beach sand, challenge coin, veteran baseball cards, Eisenhower’s D-Day order replica.
    • Proceeds helped fund WWII veterans’ return to battlefields via Best Defense Foundation.
    • [16:41]: “We did a limited edition D Day Savage One...sent it in an ammo can, and with it, we had...sand from Omaha Beach...donated 50 grand...to help fund...over 50 World War II vets...” – Bear

Personal Reflections & Family Values

Bear’s Daughter and Legacy

• Setting an Example:

  • Discusses desire to serve as a positive example to his daughter, both in personal values and ethics as well as practical work ethic.
    • [19:25]: “When you have a little girl running around, it's interesting...you have to set the standard for hopefully what they will eventually date one day. And that's a big, that's a big responsibility.” – Bear

• The Importance of Modeling Values:

  • Plans to involve her in his business, teaching through exposure and participation, not just words.
    • “More is caught than taught.”
  • Relates story of growing up learning resilience through chores and hard work.

Memorable Quotes

• Bear Hanlon:

  • [01:14]: “We decided to get on an airplane, fly out to Denver and surprise her and hand deliver her the letter, letting her know that we had paid off the bill. And full.”
  • [03:47]: “When you leave the service, you almost feel like you're a bit expendable...This reminds me that I still have that support system...”
  • [10:33]: “She thought it was a prank at first...There's no catch. There's no strings attached. The bill has already been paid...”
  • [25:15]: “No one deliberately incurs medical debt. It happens because of an unforeseen event in your life...This is just trying to help out people who caught a bad break, but it was at no fault of their own.”

• Sage Steele:

  • [07:08]: “Once you see this and see the need, you can't unsee it. And that is what continues to drive you.”
  • [11:04]: “One of the best things about veterans...is their humility and the pride that they have, which therefore might prevent them from asking for help.”

Timestamps for Key Segments

• [00:50]: Bear introduces current campaign to pay off $25M in veteran medical bills.
• [01:14]: Bear shares story of surprising a veteran’s spouse with full debt relief.
• [03:47]: Discussion on emotional impact and sense of community for recipients.
• [04:33]: Bear’s meetings with lawmakers to address systemic VA/medical debt issues.
• [10:33]: The process of recipients being notified and initial disbelief.
• [12:00]: Brainstorming the possibility of eradicating all veteran medical debt.
• [14:16]: Bear details the origin story of Born Primitive.
• [16:41]: Description of the D-Day commemorative project.
• [19:25]: Bear on fatherhood and setting an example for his daughter.
• [22:42]: Final call to participation: buy from Born Primitive or Black Rifle Coffee to contribute.

Ways to Get Involved

• Shop 11/7–11/11 at:
  • BornPrimitive.com
  • BlackRifleCoffee.com
• Proceeds: 100% to veteran medical debt (split between two companies; each aiming for $12.5 million).
• Social Media Updates:
  • Instagram: @BearHanlon, @BornPrimitive, @BlackRifleCoffee
  • Follow for recipient stories and campaign updates.

Closing Reflection

Bear and Sage highlight the human impact—relieving insurmountable medical debt, restoring dignity, and potentially saving lives. Sage concludes with encouragement for listeners to participate and to follow the campaign’s progress, appreciating Bear’s commitment to both practical and systemic change for America’s veterans.

For more information or to support this initiative, visit BornPrimitive.com and BlackRifleCoffee.com.