When Lindsey from the SugarWOD team sat down with EMOM Co.’s Brandon Luckett, the conversation traced a full arc—from a sixth-grader’s first spark of self-driven training to a thriving community that just launched a Fitness Racing track on SugarWOD. The new track blends the grit of CrossFit with the accessibility of hybrid racing, and it’s already live for SugarWOD athletes to jump into.
Brandon’s journey into fitness
Brandon’s story starts young. A nudge from his dad during a summer break pushed him to “take fitness into [his] own hands,” running, doing calisthenics, and copying Navy SEAL workouts on VHS tapes. Wrestling became his main focus through high school, with training layered before and after practices. In college, he chose a physics degree over collegiate wrestling—but his brother introduced him to CrossFit.
Early sessions (including a first date with Murph) led to local competitions, regionals appearances on teams and then as an individual, and ultimately a first CrossFit Games qualification in 2018. He took 2019 off to finish a master’s in medical physics, then returned as an individual in 2020 and 2021. By 2022 he was done with academics and began working with his father as a medical physicist.
With work ramping up, time shrank. Brandon wanted to keep fitness front-and-center without training like a full-time competitor, so he started crafting 30-minute EMOMs built on a simple formula: one monostructural effort (run/row/ski/bike), one bodyweight/gymnastics piece, and one barbell or weighted movement. The doses were short, brutal, and effective—enough to leave him “wiped” and satisfied, while freeing time for work and family.
The birth of EMOM Co.
Over Thanksgiving, Brandon and his family were hammering one of these 30-minute pieces when he floated a simple idea: what if he shared them on Instagram? He did—posting two or three EMOMs a week on a new EMOM Co. account. A few thousand followers quickly gathered around the workouts. Even though Brandon initially resisted the idea of a paid program (“once you start selling a subscription, you’re locked in”), demand kept building until he teamed up with his brother-in-law to launch a daily subscription.
That first paid track—what they still call the Daily Program—was designed for busy people: roughly an hour, start to finish, with warm-up, lift, and a 15–30 minute metcon. They launched with about 25 members and a first payout of $250. From there, they added a Competitive Program that packaged everything an athlete might need to address weaknesses, plus a 90-minute running-clock option and a minimal-equipment program. Today, the EMOM Co. community has grown to more than 900 members.
The philosophy: Simplicity, discipline and “keep chasing”
For Brandon, training has always been about more than PRs—it’s mental discipline, resilience, and showing up. That mindset crystallized into EMOM Co.’s rallying cry: Keep Chasing. A line from a post about pursuing hard, meaningful goals stuck, his wife put the phrase in a clean script on a tee, and it became a community mantra—so much so that some athletes have it tattooed. Brandon laughs that he’ll get his own once he secures spousal approval.
How EMOM Co. programs work (and why levels matter)
The Daily Program keeps you fit in that 15–30 minute metcon pocket; the Competitive Program layers in targeted work for lifting, skills, metcons, and endurance—so athletes can pull the right levers for their weaknesses. Beyond “Rx vs. Scaled,” EMOM Co. leans on Levels, a scheme that scales total volume, movement complexity, and loading so more athletes can access the same intended stimulus and compare apples to apples (e.g., my Level 3 vs. your Level 3). It’s the same logic applied to interval pieces, chippers, five-rounders—everything.
That “levels” approach carried directly into the new Fitness Racing track: whether you’ve never run more than three miles or you log double-digit mileage weekly, the programming scales paces and volumes so both ends of the spectrum get the right stimulus without overtraining. Optional work is prioritized (Priority 1, Priority 2, optional) so you can make the most of whatever time you have—one hour or two.
Why a fitness racing track on SugarWOD?
Brandon had been sketching a “CrossFit after sport” concept for a couple of years—keep the strength and conditioning, reduce high-skill gymnastics and heavy Olympic lifts, and make it more fundamental and longevity-focused. As hybrid racing (think HYROX) exploded, he connected with endurance specialist Joey Costi to build a program that marries CrossFit’s engine with the demands of long, steady grind races.
Expect longer sessions more often: many days land in the 30-45-60 minute range because most athletes will race for over an hour. Some sessions stretch to 90 minutes, just like triathlon prep—though the track is built so you can still get high-quality training in an hour when lives packed. And yes, you’ll see fewer handstand walks and ring muscle-ups, and less emphasis on heavy snatches/clean & jerks; the goal is sport-specific endurance with accessible movement patterns.
Brandon’s own foray into HYROX (and what he learned)
Brandon’s first HYROX was Dallas 2022 (individual). He returned for Dallas 2024 and—keeping it candid—accidentally ran an extra lap every round, turning the day into an epic. He’s since done partner and relay formats, and he’s trying to snag more race entries (they sell out fast). A friend with a HYROX affiliate may get him into Boston; in the meantime, he’s using the Fitness Racing track to prep for a 50K in Moab this November.
Quick-fire favorites (Because we had to ask)
- Favorite movement in the racing track: Burpee broad jumps (EMOM Co. is “known for burpee box jumps,” so this tracks).
- Coffee before training: A confident yes.
- Barbell or kettlebell? Barbell—doesn’t have to be heavy, but he loves cycling reps.
- One word for the community: Selfless. The crew gives a lot to each other—and EMOM Co. gives back through quarterly challenges with prize pools that have hit $1,500 and even $5,000, made possible because Brandon and his brother-in-law still work full-time outside the company.
Advice for new fitness racers
“When it gets hard, remember it’s supposed to be—that’s why you started.” Brandon encourages athletes to enjoy the chase itself: take it slow, relish the difficulty, and pause for mini-views along the climb, whether that’s your first three-mile run, or a back-squat PR. Celebrate the small wins, then get back to work.
How to connect with EMOM Co.
Want to see the style in action? Brandon runs the EMOM Co. Instagram himself (yes, he’s the one answering DMs and cutting reels). You’ll also find a YouTube channel with vlogs (including a physical fitness test video and a race vlog from last November), plus podcast episodes on mindset and a bank of at-home/minimal-equipment sessions for travel days and hotel gyms.
For the SugarWOD community, the Fitness Racing track is live now—jump in and start “keeping chasing.”
To use the EMOMCo click here: Fitness Racing by The EMOM Co.
Why this matters for SugarWOD athletes
EMOM Co. built its name on short, potent sessions and a clear-eyed approach to stimulus and volume. That DNA shows up in the Fitness Racing track—longer pieces when they matter, smarter scaling through Levels, and optional work you can plug in as time allows. Whether you’re curious about your first HYROX or you just want hybrid-style conditioning without high-skill gymnastics, this track meets you where you are and moves you forward. And, if you’re already deep into hybrid racing, the structure and volume are there to push for PRs and qualifications. Most of all, it’s a program—and a community—built around the idea that the chase itself is the point. Lace up, load the bar (or don’t), and keep chasing.