Discipline, by design.

Build the plan. Do the work. Win the day.

What is WILCO

WILCO is a discipline-focused wellness platform optimized to help you get the most out of your day - and life.

Rooted in consistency, backed by science and inspired by those who serve — WILCO is the tool poised to help you commit.

“How are you?”

“Busy.” “Stressed.” “Tired.” “Stuck.” “Overwhelmed.” “Behind.” “Surviving.”

How do you choose to prioritize your time?

The core habits

Test. Adjust. Balance.

Build YOUR Schedule.

Lift

Build strength. Move weight.

Run

Hit the road. Find your pace.

Train

Functional fitness. Push limits.

Flow

Breathe. Stretch. Center.

Heat

Sauna. Sweat. Recover.

Cool

Cold exposure. Mental edge.

Ground

Step back. Breathe. Reflect.

Play

Adventure. Fun. Get outside.

Learn

Read. Study. Grow.

Bond

Connect. Share. Strengthen relationships.

Rest

Sleep. Recover. Recharge.

WILCO

How it works

Understand WHY.
Learn HOW.
Commit to WHEN.
Go DO.

Origin

The story behind WILCO. Why it exists. What we believe.

Understanding your why
Foundational core of discipline, belief, evidence, action, and consistency
The power of agency and embodying a growth mindset
Daily habits compound over time
If not now, then when?

Intel

Your guide to the evidence-based protocols. Signal vs Noise. Industry leading experts.

Daily Brief — 200+ rotating tips with cited sources
Signal — the proven benefits and natural progressions associated with each protocol
Noise — myths and things to avoid
Recon — intelligence on topics ranging from hydration and nutrition to mental fitness and overcoming fears
Voices — a curated list of subject matter experts with links and podcasts

Plan

Build your schedule. Stack the habits. Track the work.

Roger — your AI coach: ask questions, get advice, and have him build your plan
Use pre-built templates, a quarterly focus or manual scheduling to hone your roadmap
Plan one day, week or quarter at a time
View your day, month and year at a glance
Sync to your calendar, PDF, and print any timeframe

Go

Curated gear meets adventure and lifestyle. Everything you need.

Industry leading equipment and gear organized by category to help you get started and keep going
Explore a wide-ranging list of activities, races and adventures available to any willing challenger
Browse proven lifestyle brands and essentials that share the WILCO ethos
Check out Today's pick, the Founder's Stack and more

You

Your profile. Your gear stack. Your adventures.

Your stack, adventures, missions, personal bests, and key measurements saved with dates and notes.
Your Why - plainly stated - always there to keep the main thing the main thing
Visual reminder of your life in weeks
Profile settings and preferences

What's included

FREE vs PREMIUM

Try for FreeNo account needed

Get Started

Plan today and tomorrow with 11 core habit categories and over 60 sub-categories
A pre-built schedule to get started
The science behind each habit — what works and what doesn't
150+ curated gear, brands, and adventures
Daily brief with facts and evidence-based information
Direct links to the latest episodes from top health and performance podcasts
The founding story and what WILCO believes
A daily quote to start your morning

Premium2026 Founding member rate

$4.99/mo

Go Monthly

$29.99/yr

Save 50%

Go Annual

Everything in Free, plus:

Plan full weeks and months at a time
Quarter planning based on your personal primary/secondary focus and goals
Growing set of templates by goal, lifestyle, and sport
Roger — your personal AI coach for planning, habits, and performance
Month and year activity tracking with personalized statistics
Save and refer back to your favorite gear, podcasts, missions, and adventures
Search across all Intel briefs, gear, and curated content
Set personal obligations and commitments to keep your priorities visible
Memento Mori — visualize your life in weeks
Sync across all of your devices — mobile/tablet/desktop
Easily import WILCO-built schedules to your Calendar via sync, or print/PDF for offline viewing

WILCO gives back.

20% of net profit
goes directly to two foundations serving those who served.

Travis Mills Foundation

Recalibration retreats for combat-injured veterans and their families.

VETS

Life-changing therapies for veterans facing PTSD, TBI, and addiction.

Visit and donate directly.

If not now, when?

WILCO

Get Started

Discipline, by design.

Understand WHY.Learn HOW.Commit to WHEN.Go DO.

Origin

Origin

Origin

Intel

Intel

Intel

Plan

Plan

Plan

Go

Go

Go

You

You

You

FREE vs PREMIUM

If not now, when?

Understand WHY.
Learn HOW.
Commit to WHEN.
Go DO.