Groove Life was born in the Alaskan wilderness. Husband, father, and Adventure Guide Peter Goodwin realized his lifestyle demanded gear that could keep up. After selling The General Lodge, a wilderness retreat that he had built with his own hands, and fueled by the desire to design premium, innovative products that were backed by unbelievable customer service, Groove Life was born.

Working in a freezing garage in Port Alsworth, AK, Peter worked relentlessly for six months trying to perfect the original Groove Ring. Having no idea what success this would eventually bring, his only focus was to somehow provide for his growing family.

A move to Tennessee and a few years later, Groove Life now employs over 200 people and produces adventure-inspired outdoor lifestyle product lines.

Groove exists to serve people, inspire adventure, and reflect God.

The constant pursuit of excellence, not perfection, with a ‘get it done - roll up your sleeves - get out the Dremel tool - we eat problems for breakfast - we will succeed’ type of attitude.