Wear the Mindset. Lead the Movement.
40 Percent Better gear isn’t just apparel—it’s a statement.
It’s for leaders who invest in themselves, teams who defy the average, and anyone who believes in getting 40% better every day.
Rep the mission. Start the conversation. Lead by example.
Every Piece Reflects a Pillar
Our merch is inspired by the 5 Pillars system—Mental Models, Emotional Resilience, Communication, Power Dynamics, and Habits.
Each design speaks to a principle that empowers better leadership and stronger teams. Whether you’re coaching your crew, running a stand-up, or speaking at a conference—your mindset shows up with you.
Built to Move, Built to Last
We partner with premium manufacturers to bring you gear that’s comfortable, durable, and ready for the daily grind.
Our minimalist designs work in the office, on the trail, or at your favorite local coffee shop.
Because leaders never really clock out.
-
Embroidered Beanie
$16.00 -
Ambivert
$22.00 – $29.00 This product has multiple variants. The options may be chosen on the product page -
Built not born
$22.00 – $29.00 This product has multiple variants. The options may be chosen on the product page -
Building Distress Tolerance
$24.50 This product has multiple variants. The options may be chosen on the product page
More Than Merch—It’s a Signal
Wearing 40PB gear isn’t just about style—it’s about identity.
When you wear it, you’re signaling to others that you value growth, resilience, and intentional leadership.
You’re part of a global community of people who choose better—every single day.
