JRE 2453 · February 12, 2026

Evan Hafer

militarybusinessentrepreneurshipveteransculture

Who is Evan Hafer?

Evan Hafer is a Special Forces veteran, founder, and executive chairman of Black Rifle Coffee Company, and one of the hosts of the “Black Rifle Coffee Podcast.”

🌐 Website ▶ YouTube

Topics and Timestamps

01Evan Hafer shares his journey from Special Forces soldier to building Black Rifle Coffee Company into a multi-million dollar business
02Discussion of military culture, what it takes to succeed in Special Forces, and how that shaped Hafer's entrepreneurial mindset
03Black Rifle Coffee Company's mission to support veterans and give back to the military community through business
04Hafer talks about building a brand that appeals to conservatives and patriots without being preachy about politics
05The podcast and content strategy behind Black Rifle Coffee and how they've built a loyal audience
06Insights into scaling a business while maintaining company culture and values in a competitive market
▶Evan explains his transition from Special Forces to founding Black Rifle Coffee0:05:00
▶Discussion of Special Forces training and what it takes to succeed at that level0:15:30
▶How Black Rifle Coffee became a cultural brand for conservatives and veterans0:35:00
▶Evan discusses the Black Rifle Coffee Podcast and content strategy0:55:00
▶Conversation about scaling a business while maintaining values and company culture1:20:00

The Show

Joe sits down with Evan Hafer, the founder of Black Rifle Coffee Company, for a conversation that touches on everything from military service to building a successful business brand. Hafer is the kind of guy who walks the walk - a genuine Special Forces veteran with real combat experience who decided to start a coffee company with a purpose.

The conversation digs into what it takes to make it in the military at that elite level and how those lessons translated into building a business. Hafer talks about the discipline, the brotherhood, and the uncompromising standards that defined his time in service, and how he brought those same principles to Black Rifle Coffee. The company isn't just about selling coffee. It's about creating a brand that resonates with a specific audience - people who value hard work, sacrifice, and authenticity.

One of the more interesting parts of the discussion is how Hafer has navigated the tricky waters of building a brand that appeals to conservatives and the military community without it feeling forced or preachy. Black Rifle Coffee has managed to create a cultural movement around their products, and Hafer explains the strategy behind that. It's not about jamming politics down people's throats. It's about building something that naturally attracts like-minded people who value the same things.

They also get into the podcast side of things and how content has become a crucial part of Black Rifle's ecosystem. The company has expanded beyond just coffee into a full media and lifestyle brand. Joe and Evan discuss the business of building an audience and keeping people engaged in an oversaturated market. It's clear that Hafer understands that modern business is as much about community building as it is about product quality.

The episode showcases a guy who's genuinely passionate about what he's built and the mission behind it. Whether you're interested in military culture, entrepreneurship, or just appreciate someone who actually practices what they preach, this is a solid conversation.

Best Quotes

“You don't just wake up one day and decide to be in Special Forces. It's a commitment to excellence that becomes part of who you are.”

— Evan Hafer