Jun 1 - Sep 30, 2026 · Core 90 days Jun-Aug · September bridges the next 90
How this runs. Wednesday is commerce, Friday is coffee or story, and a letter goes out every other Sunday, alternating Team and Tim, general information. Underneath these anchors the channel runs a daily social rhythm: 5 posts a week, Monday to Friday, one journey stage per day (Know, Like, Trust, Desire, Mission), all cut from the week's recording. Record once, publish everywhere.
Letters: every 2 weeks (Sun), Team / Tim. May move to weekly later; starting slow.
Discounts: subscription 10%, military 20%, first-order welcome 10%. No stacking. Tribute coffee never discounted.
Free shipping: off. Do not reference a threshold.
Key
Commerce
Special Edition
Mission / Story
Letter
Sisterhood
Prep
Ready
Needs Tim
Draft
June250th Anniversary Month · "250 Years, 250 Names" content series runs Jun 14 to Jul 4
1
Mon
America 250 Gear ships
Pre-order fulfillment begins. The Channel posts a ship confirmation; The Build verifies tracking flows.
Special EditionReady
3
Wed
Special Edition Drop 2: 250th merch + Father's Day Story Behind the Bag
Frogman blend, fathers in the Teams. Brand-layer story, Tim writes. Commerce email + Reel cut from the recording.
Special EditionMission / StoryNeeds Tim
5
Fri
Coffee of the Week: Spirit of '76 + Operation Coffee Care
Gift-subscription tie-in (The Sentinel, The Vanguard, The Legion). Charge-now mechanic, confirm ship dates.
CommerceDraft
10
Wed
Special Edition Drop 3 + Father's Day gift subscription + Affiliate Brief
Affiliate brief goes out same day with approved assets and captions. The Channel owns; Friday gate on drop item.
Special EditionNeeds Tim
14
Sun
Tim Letter: Flag Day and the 250th on-ramp
First explicit Semiquincentennial mention. Launches the "250 Years, 250 Names" daily memorial series (brand layer, names allowed). Tim authors.
LetterMission / StoryNeeds Tim
17
Wed
Special Edition Drop 4 + Father's Day last call
Final gifting window before the holiday. No discount; gift framing and curated bundles.
Special EditionDraft
19
Fri
Coffee of the Week: Red, White, Brew + Father's Day weekend push
Gift-note option, curated bundles, no discount. Subscription mention only.
CommerceDraft
21
Sun
Father's Day (marker)
No commerce send. One brand-layer post honoring the fathers in the Teams.
Mission / Story
24
Wed
250th gear and merch LAST CALL (July 4 moment)
Closes the 250th run ahead of Independence Day. The Craft refreshes creative; The Build sets the sold-out states.
Special EditionNeeds Tim
28
Sun
Team Letter: blog and company news
General information, behind the scenes, what's roasting. The Channel drafts; light Friday gate.
LetterReady
JulyIndependence Day · the year's tentpole content moment
1
Wed
"250" VIP early access (subscriber-only) + July 4 gear final push
24-hour head start for active subscribers and last-90-day buyers. Locked discounts only, no sitewide sale.
CommerceSpecial EditionNeeds Tim
3
Fri
Independence Day reflection
Tim Reel, "what this day means in our family." One take, founder voice. Social only, not a sales send.
Mission / StoryNeeds Tim
4
Sat
Independence Day (marker)
Mission moment, social only. The reflection runs; commerce stays quiet.
Mission / Story
8
Wed
Cold brew season feature
Brew education plus product. Trust-stage social all week from the recording.
CommerceReady
12
Sun
Tim Letter: founder note
General information, founder voice. Tim authors.
LetterNeeds Tim
15
Wed
Subscription feature
The long relationship, 10% on coffee via Loop. Self-serve manage and pause highlighted.
CommerceReady
17
Fri
Coffee of the Week: Irish True + Story Behind the Bag: Spirit of '76
Get there first on story depth. Blog on the day, Reel on Saturday. Roast level flagged for Tim.
CommerceMission / StoryNeeds Tim
22
Wed
K-Cups + sample pack feature
Trial and convenience. Sample pack as the low-friction first purchase for Tier 3.
CommerceReady
26
Sun
Team Letter: blog and company news
General information. The Channel drafts.
LetterReady
29
Wed
Gear / apparel restock drop + Origin Shirts tease
Sets up the August apparel launch. The Craft preps refreshed photography.
Special EditionDraft
31
Fri
Coffee of the Week: The Sisterhood + SEAL Family Foundation
Sisterhood register (rose, this content only). 10% to SEAL Family Foundation. Sourcing exception language applies.
SisterhoodNeeds Tim
AugustOrigin Shirts · Sisterhood content arc · Labor Day build
5
Wed
Best-sellers / replenishment + Labor Day PREP + Affiliate Brief
Restock the proven sellers. Labor Day assets enter build. Affiliate brief with approved Labor Day captions.
CommercePrepDraft
7
Fri
"Origin Shirts" annual apparel drop (full launch)
Top-converting apparel campaign. Replicate the proven mix with refreshed photography. Embroidered, not printed.
Special EditionNeeds Tim
9
Sun
Tim Letter: founder note
General information, founder voice. Tim authors.
LetterNeeds Tim
12
Wed
Labor Day teaser
Open the end-of-summer window. American worker beat, no gimmicks. Tribute coffee stays undiscounted.
CommercePrepDraft
14
Fri
Frogman Story: WWII combat divers
Brand-layer heritage story, Tim writes. Long-form blog + YouTube + social cuts.
Mission / StoryNeeds Tim
16
Sun
Sisterhood content arc begins (Aug 16 to Sep 6)
Four-week feature, the La Minita and Tarrazú sourcing story, women-led farms. Rose register, this arc only. Tim approves the script.
SisterhoodNeeds Tim
19
Wed
Labor Day pre-order LAUNCH
Charge-now, ship-date mechanic confirmed. The Build sets the landing; The Craft delivers color-reviewed creative.
Special EditionNeeds Tim
23
Sun
Team Letter: blog and company news
General information. The Channel drafts.
LetterReady
26
Wed
Labor Day drop continuation + subscription push
Keep the drop visible; pair with the subscription as the long relationship.
CommerceDraft
28
Fri
Coffee of the Week + Sisterhood arc, week 2
Coffee feature plus the continuing Sisterhood story.
CommerceSisterhoodDraft
SeptemberBridge month · feeds the next 90 days (Navy Birthday Oct 13, Veterans Day Nov 11 ahead)
2
Wed
Labor Day drop + fall transition
End-of-summer close into the fall lineup. Locked discounts only.
CommerceDraft
4
Fri
Labor Day weekend feature + Coffee of the Week
Merch and signature. No sitewide sale; military 20% and subscription 10% are the only offers in play.
CommerceNeeds Tim
6
Sun
Tim Letter: founder note + Sisterhood arc closes
Closes the four-week Sisterhood feature. Tim authors.
LetterSisterhoodNeeds Tim
7
Mon
Labor Day (marker)
Commerce moment, the merch drop is live. The American worker beat. Tribute coffee not discounted.
Special Edition
11
Fri
Tim Letter: September 11
Tim's personal letter, his daughter born September 10 and that 24-hour window. Vintage founder format. No CTA, no Add to Cart. Commerce-free across all channels.
LetterMission / StoryNeeds Tim
16
Wed
Fall coffee feature + subscription
Back to the table. Gentle commerce return after the 11th.
CommerceDraft
18
Fri
Coffee of the Week + Story Behind the Bag
Next blend in the rotation. Brand-layer story, Tim writes.
CommerceMission / StoryDraft
20
Sun
Team Letter: blog and company news
General information. The Channel drafts.
LetterReady
23
Wed
Gifting season seed + K-Cups
Open Q4 gifting for Tier 2. Bundles and gift subscriptions.
CommerceDraft
25
Fri
Coffee of the Week
Signature feature, subscription close.
CommerceDraft
30
Wed
Bridge into the next 90 days
Friday gate sets the October to December plan: Navy Birthday (Oct 13), Veterans Day launch (Nov 11), and the BFCM go or no-go decision (locked architecture only if yes).