Joe Rogan’s influence on fitness trends has once again sent a niche activity into the mainstream, this time rucking—the practice of hiking with added weight. What was once a practical training method for military personnel has now become a branded, premium-priced movement championed by the same cadre of biohackers and longevity enthusiasts that frequent Rogan’s podcast.
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On social media, Rogan recently posted about his love for rucking, claiming it turns an ordinary hike into a real workout. In the post, he showcased an @outdoorsmans pack, the Atlas Trainer, which features a weighted plate post. The product, currently priced at $349, has seen a steady markup since Rogan’s initial endorsement in 2020, when it was available for $299.
Rogan framed the experience as both physically demanding and a reflection on body weight loss, stating:
“This is just 45 pounds, which is a fairly normal amount of weight that the average American wants to lose. It’s always shocking how uncomfortable just a small amount of weight like this is in a pack, and I always think about how many people who are carrying around this amount of extra body weight must feel, and how relieved I feel when I take it off.”
The post effectively reinforces both the benefits of rucking and the desirability of the Outdoorsmans product, a classic soft-sell technique wrapped in personal anecdote.
The Attia Approach
Dr. Peter Attia, another high-profile figure in the longevity and performance space, has also spoken positively about rucking. However, unlike Rogan, Attia has been adamant that expensive gear is unnecessary. His approach? Start with a regular backpack and everyday household items for weight.
Attia’s advice to beginners is straightforward:
“Go find a backpack you have at your house, put 10 or 20 lb in your back—whatever you want. Put a bag of rice, I don’t care. Put some water, go walk around your neighborhood.”
For non-athletes, he recommends starting with 20 pounds for a few miles and gradually increasing the weight based on comfort and fitness level. His stance directly contradicts the push for high-end gear, reinforcing that rucking doesn’t require a $349 price tag to be effective.
Huberman and the Rucking Hype Train
Andrew Huberman, another biohacker darling, has also thrown his support behind rucking, citing its cardiovascular and neurological benefits. Unlike Attia, Huberman has been more inclined to discuss rucking in the context of structured training regimens, making it a natural fit for the elite-performance-obsessed crowd that follows his work.
From DIY Fitness to Pay-to-Play Biohacking
The sudden wave of high-priced rucking gear feels eerily similar to other fitness trends that started as DIY-friendly before being repackaged into premium experiences. Rucking, at its core, is just weighted walking, a concept as old as humanity itself. Yet, thanks to the Roganverse, it’s now an activity that somehow demands a branded backpack, weighted plates, and a $300+ investment—despite experts like Attia explicitly saying otherwise.
For those genuinely interested in rucking, the lesson is simple: you don’t need to buy into the hype. A cheap second-hand backpack and some household weights will do just fine. But for those who can’t resist the allure of a Rogan-endorsed product, there’s always an overpriced tactical pack waiting to be sold.
