Josh Schmitz could easily have been plucked from the lineup of an inspirational convention with his one-liners and ability to motivate through action. He’s a no-bullshit kind of guy. Five years after founding Ruckus Apparel, the young entrepreneur has developed the company into a worldwide clothing and accessory brand worn by athletes and fans who embody the simple message behind the black and white insignias: “There’s no patron Saint of Mediocrity.

JOSH SCHMITZ: Age: 28
Ruckus Apparel
CEO of Ruckus Apparel, Co-Founder of UNFILTERED, CMO of Skate For Change.

Josh Schmitz could easily have been plucked from the lineup of an inspirational convention with his one-liners and ability to motivate through action. He’s a no-bullshit kind of guy. Five years after founding Ruckus Apparel, the young entrepreneur has developed the company into a worldwide clothing and accessory brand worn by athletes and fans who embody the simple message behind the black and white insignias: “There’s no patron Saint of Mediocrity.” Schmitz challenges people everywhere to not just survive life, but to live it.

Tell us why you love what you do:
I often tell people I don't really want to be in the fashion industry; I want to be in the confidence industry. I want to be a part of that little motivation and spark that helps people feel like they can take over the world in whatever field they are in.

What have you learned about yourself while running your business?
The biggest thing that I have learned and that I preach on all the time is dedication and time management. You are either getting better or you are getting worse. You either get on the bus or you get under it. In life, and in business there is no neutral. You’d better live your life accordingly.

How do you keep up with the changing business landscape?
Through having a steady focal point, just like a spinning ballerina must keep her eyes to a given point to maintain her balance. For me, having an amazing support system and, more than anything, having a really grounded spiritual life helps me stay focused, grounded, on point. I try to constantly surround myself with people who are smarter than myself, people who constantly challenge and push me to be better, people who can teach me where I need to improve. Also, there is this crazy idea in business called "not being a selfish dickhead;” it’s crazy how far even that one principle will take you.

Where do you see your industry going in the future?
Fashion and style are ever changing, evolving, emerging and resolving. I dont know where exactly it is going, and I think I love that. For me, I just try to continue to strive to create and design timeless pieces that fit the body great and are made to last. Class and quality will never go out of style, no matter where the trends go.

How do you measure success?
Most men my age would probably measure their success by the numbers that come from their bedroom or their billfold. I think that's really sad. You see a lot of people in this world search endlessly for some magical formula to understand why some people are successful and why others are not, but it’s not complex at all. Successful people realize time is the most precious commodity out there; it’s more precious than water, gold, oil or anything else. Successful people realize just going through the motions is the most disadvantageous thing that you could ever do.
Success to me is measured in your last breath when you're on your deathbed. Are you surrounded by worldly "success" and all the nothingness that comes with it, or can you look back at a life filled with love, adventure, pain, heartache and laughter? Can you look your husband or wife in the eyes and truly say "I know I wasn’t perfect, I wasn’t even close … but at least I tried.” That's success to me.

What’s the biggest myth in business?
That it’s easy to make it big. That somehow you deserve to be successful and avoid pain and struggle. One of the sad promises of the world today is that with just a little bit of effort you can become famous. This is the disease of today. All smoke and fluff, pomp and title. No substance.

What was the toughest part about your first year in business?
In our first year of business, it was a real learning curve for me because I had no idea what I was doing. Our designs sucked; we did nearly everything the wrong way. It wasn't until year three that we actually got our shit together. So, for all you first-year guys out there: Stick it out. Eat the Ramen, sleep in your mom’s basement, put in the work, and don’t let the initial slap in the face deter you from following your heart.

Favorite business book:
“A Million Miles in a Thousand Years” (Donald Miller)
– “Creative Confidence” (Tom and David Kelly)
– “Celebration of Discipline” (Richard J. Foster)
– “21 Irrefutable Laws of Leadership” (John C. Maxwell)

Favorite part about running your own business:
Honestly, my favorite part is all the amazing people that I have gotten to meet over the years that have now turned into some of my best friends.

Best advice you’ve received:
​I played rugby in college, and in 2006 I was selected for the USA All-American team, our coach was this extremely overweight Irishman who would scream over and over and over at us "I don’t care what you have done. I care what you are doing!” I think about that all the time. Who cares what you have done in your life? I don't want hear about that. Tell me what you are doing. That's the stuff that matters.

Best advice you have for aspiring entrepreneurs:
Straight up: Work hard at working harder. There’s a misconception that being an entrepreneur is an easy road. The age of Instagram and Twitter showcases the fruits of the labor of successful individuals, but it rarely depicts the tough road taken to get there. The nights will be long. The road will be unforgiving, but you have the grit to push through, to break through, and to succeed.