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JoJo has spoken openly (on the "Black Rifle Coffee Podcast" and various "Fieldcraft" episodes) about his need for structure. As a teenager, he found himself heading down a path of self-destruction, dabbling in the wrong crowds and lacking direction. His saving grace came in the form of a uniform. Seeking discipline and a chance to prove himself, JoJo enlisted in the United States Army. He volunteered for the infantry and earned his wings with the 82nd Airborne Division at Fort Bragg (now Fort Liberty), North Carolina.
Critics accused the brand of mocking rural, white, Southern culture—the very demographic that buys the coffee. The backlash was swift on social media, forcing BRCC to pull the video and issue a statement.
Disclaimer: The views expressed in this article are based on public persona and media appearances of BRCC talent. brcc jojo
He is the soul of Black Rifle Coffee Company. Loud, proud, slightly dangerous, and always caffeinated.
For fans of the brand, the keyword conjures more than just a face on a screen. It represents a bridge between the dark, gritty humor of the Special Operations community and the everyday American who loves their country and their caffeine. JoJo has spoken openly (on the "Black Rifle
JoJo, being the face of the skit, took the brunt of the criticism. However, he handled it like a professional. In subsequent podcasts, he acknowledged the misstep, explained the intent (satire of Hollywood tropes), and moved on. For his loyal fans, the incident only solidified that JoJo is a real person who is allowed to make mistakes—and laugh about them. When JoJo isn’t on screen, he is living the brand. He is an avid hunter, frequently posting photos of successful deer or elk seasons. He is a firearms collector with an affinity for classic American steel and modern tactical platforms.
But who is JoJo? How did a kid from rural America become the chaotic, beloved, and sometimes controversial face of one of the fastest-growing coffee companies in the world? Seeking discipline and a chance to prove himself,
Perhaps most importantly, JoJo is a family man. While he guards his wife and children’s privacy fiercely (a rarity in the influencer age), he has mentioned how fatherhood has changed his risk tolerance. "I can't take a bullet to the face for a YouTube video anymore," he joked on a podcast. "Someone has to drive the kids to soccer practice." In the corporate world, diversity is usually measured by demographics. At BRCC, diversity is measured by damage . The company needs JoJo because he represents the enlisted grunt. The CEO, Evan Hafer, is a former Green Beret. Mat Best was a Ranger. JoJo was a Paratrooper.