You found this page
The Founding
This isn't on the menu. It's for the people who look deeper. The story of how Rich Habits went from a bedroom in Birmingham to programs across the country.
33.5186° N, 86.8104° W — Where it started
Summer 2022
Two Seniors, One Idea
Sam Sutton and Carter Vail graduate from Homewood High School in Birmingham, Alabama. Both wrestlers. Both frustrated by the same thing: elite gear costs a fortune, and the affordable stuff looks like it was designed by committee.
The first "office" was Sam's bedroom. The first client was their own team.
Summer 2022
Two Seniors, One Idea
Sam Sutton and Carter Vail graduate from Homewood High School in Birmingham, Alabama. Both wrestlers. Both frustrated by the same thing: elite gear costs a fortune, and the affordable stuff looks like it was designed by committee.
The first "office" was Sam's bedroom. The first client was their own team.
Fall 2022
Developing Habits, LLC
The company is registered. Not as "Rich Habits" — as "Developing Habits." Because that's what it was. Developing. Learning. Figuring it out. The DBA comes later.
The name was always about the process, not the product.
Winter 2022
First Real Orders
Wrestling clubs in Alabama start placing orders. Word spreads the way it does in wrestling — mat to mat, room to room. Coaches talk. The gear speaks for itself.
Winter 2022
First Real Orders
Wrestling clubs in Alabama start placing orders. Word spreads the way it does in wrestling — mat to mat, room to room. Coaches talk. The gear speaks for itself.
2023
Manufacturing Partnership
Rich Habits partners with Hawk Manufacturing in Pakistan for production. Full sublimation, premium fabrics, quality control processes. The supply chain that lets them compete with Nike on quality at a fraction of the price.
$50 for a singlet that performs like a $150 one. That's the pitch. It works.
2023
Texas Expansion
Sam relocates to Dallas for college wrestling. Carter stays in Tuscaloosa. The business goes fully remote — managed entirely through phones, laptops, and late-night calls.
Two states. Two time zones. Same mission.
2023
Texas Expansion
Sam relocates to Dallas for college wrestling. Carter stays in Tuscaloosa. The business goes fully remote — managed entirely through phones, laptops, and late-night calls.
Two states. Two time zones. Same mission.
2024
14+ Programs and Counting
High schools, universities, wrestling clubs, Greek life organizations. The client list grows across Alabama and Texas. Bears RTC. Beat The Streets. South Grand Prairie. Rockwall.
2024
WholesaleOS
Sam builds an entire ERP system from scratch. 67 database tables. Order management, design tracking, team stores, customer portals. A full business operating system built by a college student between practices.
Most companies hire consultants for this. Sam built it himself at 3 AM.
2024
WholesaleOS
Sam builds an entire ERP system from scratch. 67 database tables. Order management, design tracking, team stores, customer portals. A full business operating system built by a college student between practices.
Most companies hire consultants for this. Sam built it himself at 3 AM.
2026
The Camp Experiment
Rich Habits runs wrestling camps. The events are incredible. The finances aren't. A $30,000 loss teaches a lesson that no textbook could.
The lesson: sponsors cover costs, or you don't run the event. Period.
2026
Alabama Slam Camp
Birmingham. Brandon Courtney, Josh Shields, Michael McGee coaching. The format works. The community shows up. This becomes an annual tradition.
2026
Alabama Slam Camp
Birmingham. Brandon Courtney, Josh Shields, Michael McGee coaching. The format works. The community shows up. This becomes an annual tradition.
2026
Texas Slam Camp
AISD Event Center. June 2-3. Co-hosted with XOXO Reece. The first Texas camp with a real sponsor strategy. Every cost accounted for before a single ticket sells.
Lessons from the journey, applied.
2026
This Website
You're looking at it. A Hydrogen storefront, a staff portal, an AI design studio, a customer management system. Built by Sam with an AI assistant named Sage. From a WSL2 terminal in a college apartment in Dallas.
If you're reading this page, you found something most people won't.
2026
This Website
You're looking at it. A Hydrogen storefront, a staff portal, an AI design studio, a customer management system. Built by Sam with an AI assistant named Sage. From a WSL2 terminal in a college apartment in Dallas.
If you're reading this page, you found something most people won't.