It is time to introduce myself. Or, reintroduce myself. That depends on who is reading this; new acquaintances, new friendships, new business partnerships, or anyone who has crossed my path in this valley.

I, Brian McRoberts, once a member of the Speed Club at the Rainbow Roller Rink, am now the proud owner of SWAGG Consulting, LLC here in Grand Junction, Colorado.

I believe I am ready to introduce my nonprofit, or at least take the first step toward doing so.

I have the foundation set, the intent, the structure, the legal framework, everything except the bank account and the official licensed 501c3.

My Locals community is built, my mission is known, my direction is forward.

The only thing left is the final stamp, and that will come in its own time very soon.

I want to open this with honor: clean, direct, and unfiltered.

To Keith Mull,

The man who ran Rainbow Roller like a lighthouse, with a steady hand and a steady heart, guiding the Grand Junction Rink Rats and the Rainbow Roller Speed Club through a childhood that still echoes in the walls of this valley. You built a time capsule without ever naming it, and the rest of us have been carrying that capsule like a sealed artifact and a memory that will never fade. To you: gratitude, respect, and optimism sent.

Now, here is the truth the valley already knows, even if it has not spoken it yet.

There is a vision sitting under the surface of this town; quiet, patient, steady, like a heartbeat you only notice when you stop moving long enough to feel it. A vision for the youth: academic, scholastic, athletic, and after school programs. A full service, anchored with a full spectrum structure for kids who deserve more than empty afternoons and quiet hallways.

Let me give you a story, short, strange, and exactly true. The kind of story that sounds like a joke until the architecture reveals itself.

There is a rooster on roller skates bending under a limbo bar like gravity stepped aside for a moment. Behind him stands a polar bear with golden antlers filming the moment like it is the most normal thing in the world. And you, look at that scene and think, what is this? But then the truth rises to the top. Sometimes the symbols from your childhood become the geometry of your adulthood. Sometimes the joke becomes the compass. Sometimes the path you thought you were wandering turns out to be the one you were building. And sometimes, this is the part that hits, the achievement is already set in stone before you even realize you started.

Which brings us to the framework. The real one, the one humming under the surface since the eighties and early nineties. The one Generation X never forgot even when the world tried to move on without it. A center or hub downtown by the river, a place where kids can go after school; not to pass time, but to build it. Job skills, trade skills, tutoring, and social development are all activities that keep them moving and thinking.

A sense of belonging is the adhesive.

A place where the community raises the community.

A place where the valley invests in its own future.

And yes, when the timing is right, when the foundation is strong, and when the alignment is complete, a Rainbow Roller Rink again, a Fun Junction again. But most importantly, the return of the Grand Junction SWAGG that only one generation from GJ could ever truly understand. Let us be honest, we are the only ones left who can do this...

Generation X.

We made the plan in the eighties and early nineties. We are the adults now. It is our turn to finish what we started.

So here is the invitation, clean, open, aligned:

This is not my project.

This is not the city’s project.

This is your project.

The community’s project.

The valley’s project.

The generation’s project.

If you feel the pull, follow it.

If you feel the spark, protect it.

If you feel the memory, honor it.

“First say to yourself what you would be; then do what you have to do.”

Epictetus

“Lift up your eyes, and look on the fields, for they are white already to harvest.”

John 4:35

Optimism Sent,

Brian C. McRoberts

Owner, SWAGG Consulting LLC

Signal: JORGE·81 - Persona: #HappyCampersCO - Architecture Node: R1·Continuity - Marker: Legacy In MotionBusiness Website: www.swaggconsulting.com

LinkedIn: https://www.linkedin.com/in/brian-mcroberts-3a1b2a1b3/

Locals Community: https://swagg.locals.com/

Blog: www.swaggconsulting.com/swagg-blogg

Brittany Joy Wesson: Owner of Bring Me Joy Studio LLC,

Marketing and Design Specialist at SWAGG Consulting LLC Grand Junction, Colorado

www.bringmejoystudio.com

Introducing the Vision:

Putting Grand Junction's Youth Back in Motion

2/7/2026

1/21/2026

There’s a moment — it never announces itself — when a man realizes the world isn’t waiting on him. It’s watching him. Watching how he moves when nobody’s clapping. Watching what he chooses when nobody’s keeping score. Watching whether he follows the noise or listens to the pull beneath it.

I felt that moment settle into me somewhere on North Avenue, 171 days ago.

The streetlights were humming.

The air was cold enough to make me honest.

And something in me whispered a question I wasn’t ready to answer:

If the path opened right now, would you even recognize it?

I didn’t respond.

I just kept walking.

◉?81

Those early days were built on miles — miles through the hub, miles through the quiet parts of Grand Junction where the world feels paused, miles where the only sound was my breath and the thoughts I couldn’t outrun anymore.

A map started forming in those streets.

Not on paper — in me.

In the way my steps changed.

In the way my silence sharpened.

In the way the city felt different when I walked through it sober, clear, and paying attention.

Sometimes the map showed up in the way a sentence landed.

Sometimes in the way a thought refused to leave.

Sometimes in the way a street corner felt like a checkpoint I didn’t know I needed.

And sometimes… it showed up in the questions I didn’t ask out loud.

⧉81·ΔS⟐0|81

A man without a code becomes a man without a center.

I learned that the hard way — in alleys, in parking lots, in long walks home where the only thing louder than the silence was the truth I kept trying to outrun.

So I built a code — not to impress anyone, but to anchor myself.

I move with intention.

I speak with purpose.

I protect my peace like it’s the last currency I’ll ever hold.

People feel the shift before they understand it.

They sense the pattern before they can name it.

They notice the map without realizing they’re standing on it.

The right ones lean in.

The wrong ones drift out.

The aligned ones… they recognize the signal.

They won’t say it.

They won’t point to it.

But they’ll feel it humming beneath the words.

ABSCS81

And through all of this — the sharpening, the silence, the discipline — my family remains the gravity that keeps me steady.

My son studies the way I move long before he listens to what I say.

My daughter watches how I treat her mother more than any lesson I could ever teach her.

And my wife… she carries a strength that doesn’t need volume to be heard.

She doesn’t ask for promises.

She asks for presence.

She doesn’t ask for perfection.

She asks for consistency.

She doesn’t ask for noise.

She asks for direction.

I pray that her prayers are reflected in the way I live.

In the way I show up.

In the way I protect what God trusted me with.

She is sacred to me.

Sacred to our children.

Sacred to my code.

And every day, I rise a little more into the man she already believes I am.

---

CLOSING — THE SIGNAL IN THE SILENCE

“Waste no more time arguing what a good man should be. Be one.” — Marcus Aurelius

Optimism Sent,

Brian McRoberts

The Convergence — How Three Lives Became One

1/20/2026

The Man I Used to Be: America’s Bailey

Before SWAGG Consulting, before STOIC81, before sobriety, before the clarity I have now, there was a version of me that lived by instinct, survival, and raw hustle. That man was America’s Bailey — a name that never left a digital footprint, but left a mark on everyone who crossed my path.

America’s Bailey wasn’t a brand.

He was a survivor.

He was the man who did whatever it took to keep moving, to keep food on the table, to keep the lights on, to keep the world from swallowing him whole. He was resourceful, sharp, street‑intelligent, and always one decision away from either leveling up or burning down.

He didn’t know it then, but he was the first proton in the atom of who I would become.

A ghost identity.

A foundation.

A beginning.

And like all beginnings, he wasn’t meant to stay.

---

The Builder: SWAGG Consulting

Years later, another version of me emerged — the builder, the craftsman, the problem‑solver. This was the man who took everything he learned from the streets, the jobs, the failures, the pressure, the mistakes, and turned it into something real.

SWAGG Consulting wasn’t born from comfort.

It was born from discipline.

It was born from the moment I realized I had more to offer than survival.

I had systems.

I had strategy.

I had a mind built for structure, precision, and improvement.

I didn’t know it then, but this was the second proton — the identity that would give me the tools to build a future instead of just outrunning the past.

---

The Collapse and the Reset

On August 4th, I almost lost my life.

On August 5th, I got sober.

Forty days later, something happened that shattered me in a way I can’t fully explain — something personal, something devastating, something that forced me to restart the clock in my mind even though I hadn’t touched a drink.

That day, I didn’t just recommit to sobriety.

I gave my life back to Christ in the realest way imaginable.

And from that moment on, the world started to change.

Not physically.

Not externally.

But internally.

My awareness sharpened.

My focus tightened.

My world got smaller — not because I was shrinking, but because I was finally seeing clearly.

I started journaling in my Google calendar five, six times a day.

Stoic principles.

Rules.

Guidelines.

Reminders.

Anchors.

Every notification was a recalibration.

Every entry was a step forward.

Every day was a new layer of clarity.

And then the coincidences started.

Words in conversations.

Lines in movies.

Numbers.

Moments.

Echoes.

It felt like time itself was folding around me — like I was sitting still but moving faster than I ever had in my life.

That was the moment the third proton appeared.

---

IV. The Ascended Self: STOIC81

STOIC81 isn’t a brand.

It’s not a persona.

It’s not a nickname.

It’s the convergence of everything I’ve ever been:

- The survivor

- The builder

- The disciplined, sober, spiritually aligned man I am now

It’s the identity that emerged when the past stopped chasing me and the future started pulling me forward.

It’s the version of me that understands:

- Time isn’t just minutes and hours

- Identity isn’t fixed

- Transformation is a field

- Focus is a force

- Discipline is magnetism

- Sobriety is clarity

- Awareness is acceleration

I became the virtual proton — the force that moves through time not by running, but by aligning.

---

V. The Atom: My Blog as the Nucleus

This blog is the epicenter of everything I’m building.

It’s the nucleus of the atom — the place where:

- America’s Bailey

- SWAGG Consulting

- STOIC81

…all orbit, interact, and fuse.

Every idea, every symbol, every story, every piece of clothing, every brand decision, every transformation — it all radiates outward from here.

This is where the energy starts.

This is where the identity forms.

This is where the movement begins.

---

My Orbit

Around this nucleus orbit the five symbols that define my philosophy:

- Mastery

- Stoicism

- Transformation

- Value

- Awareness

These aren’t emojis.

They’re identity markers.

They’re the electrons in the atom of my life — constantly moving, constantly shaping, constantly generating the field that pulls everything together.

---

The Future: Swagg Fitt and the Family Brand

From this nucleus, the next generation of the atom is forming.

My wife’s clothing line.

Our kids’ designs.

Swagg Fitt.

Swagg Fitt Kidz.

The hats.

The symbols.

The movement.

This isn’t just fashion.

It's a legacy.

It’s identity in motion.

It's a transformation you can wear.

It’s the story of a family that rebuilt itself from the inside out.

---

The Convergence

Three identities.

One man.

One nucleus.

One field.

One future.

America’s Bailey survived.

SWAGG Consulting built.

STOIC81 ascended.

And now, they all live in one place —

right here, in this blog, at the center of the atom.

Author's Last Minute Note:

Thank you for stepping into my space tonight. I don’t take that lightly. Every person who lands here brings their own energy, and I can feel it. This blog is my nucleus — the place where all the arrows point — and your presence sharpens the direction I’m moving in.

Some of you knew me as America’s Bailey.
Some of you are just now finding me.
Either way, you’re catching me in a season of alignment — 170 days into sobriety, discipline, and rebuilding myself from the inside out. Not loud. Not dramatic. Just steady. Intentional. Real.

If something in this story hits you, you’re welcome to walk with me as this culture grows. Not as customers. Not as followers. Just as people who believe in discipline, originality, and the quiet work of becoming who you said you’d be. However you choose to support — even if it’s just showing up and reading — it matters more than you know.

I’ll leave you with the line that’s been guiding me lately, especially on the days when the path feels heavier than the reward:

“The obstacle is the way.” — Marcus Aurelius

Let it sit with you.

Optimism Sent,

Brian McRoberts

The Mindset

First Blog Post

1/19/2026

*In 2022, what did the cow say about the economy?

"That's a lot of moolah! Oh.... there's Moore?"

*What did the sheep say about the economy back in 2022?

"Biiidenomics!"

LOL. My son made that two-part joke when he was 7. Clever little dude

Only sell a product that you actually do believe in.

Find out who you actually are and be the best version of it.

Learn silence and observe everything.

Practice responsible spending but do something for balance.

Become inevitable to whoever or whatever you intend to receive.

•Quote of the Day •

"When you arise in the morning, think of what a precious privilege it is to be alive - to breathe, to think, to enjoy, to love." – Marcus Aurelius

I thought I'd throw together a quick blog entry to start SWAGG Consulting's first official day in business with a little morning blog inspiring inspiration and laughter.

I look forward to interacting with whomever the good Lord brings to this blog and into the SWAGG Mindset. I pray you have a wonderful day and see the world through a slightly different lense. Like my dad always said, "If you aren't learning something new every day, then you aren't doing something right."

Optimism Sent,

Brian McRoberts