Rhone, the performance lifestyle brand known for its activewear and fitness focus, is turning more attention to mental well-being with a new initiative called 12 Pursuits. The program is designed to help people develop small, sustainable daily habits that support mental clarity, emotional balance and overall resilience something that brand leaders say is as vital as physical strength.

12 Pursuits is structured as a yearlong journey, with a new theme or focus introduced each month. Rather than a formal course or class schedule, it offers simple challenges and prompts that people can incorporate into their daily routines. The goal is to make mental health practices feel approachable and doable, rather than overwhelming or intimidating.

The idea behind the program is rooted in the concept that mental fitness like physical fitness improves over time with regular attention and practice. Just as people train their bodies with movement, rest and nutrition, mental fitness involves intentional habits that strengthen focus, resilience and emotional well-being. Rhone’s approach recognizes that everyone’s mental health needs are different, and 12 Pursuits is meant to give people tools they can adapt to their own lifestyles.

Each month’s pursuit highlights a particular aspect of mental wellness. Some months might focus on reflection and gratitude, encouraging people to journal, check in with themselves or express appreciation. Other months might center on presence and focus, inviting participants to try mindful breathing, unplug from screens for short stretches or practice intentional pauses throughout the day. By tackling these themes one at a time, Rhone hopes participants can build confidence and insight without feeling rushed.

Rhone plans to support the program with digital content, community engagement and social prompts that help people stay motivated and connected. These resources will include tips, reminders and encouragement, designed to make the experience feel collaborative rather than isolating. Even though the work is personal, Rhone is leaning into its community of active, health-minded customers to foster shared motivation.

The emphasis on mental fitness also reflects a larger shift in wellness conversations. In recent years, more people have recognized that emotional and cognitive well-being deserve as much care as physical health. Stress, anxiety and burnout have become common parts of modern life, and approaches like Rhone’s aim to give people practical, everyday tools rather than clinical advice. The focus is less on diagnosing problems and more on building strength through thoughtful habits.

Rhone co-founders and leadership have spoken publicly about how mental fitness has influenced their own lives and work, reinforcing the idea that even high-performing, busy people benefit from intentional mental awareness. For many community members, the idea that mental strength can be “trained” makes the concept feel empowering rather than vague or abstract.

One of the strengths of 12 Pursuits is its flexibility. Participants are encouraged to work at their own pace, returning to themes as needed rather than feeling they must complete every challenge in a strict timeframe. This approach acknowledges that life doesn’t always align with structured steps, and that progress often looks different from person to person.

Mental fitness experts often compare emotional habits to muscle memory: consistent, small actions build up over time and can create real change. By spacing the months into distinct themes, Rhone is tapping into that idea  slow, steady growth rather than quick fixes. The monthly structure also makes it easier to revisit topics throughout the year.

Rhone’s broader mission has always been about helping people live with purpose, whether through movement, community or self-awareness. With 12 Pursuits, the brand is expanding that mission into mental well-being in a way that feels natural for its audience. It’s not about medical intervention; it’s about giving people tools to navigate the everyday mental demands of their lives.

As the year unfolds, participants will likely find certain months resonate more deeply than others, depending on what’s happening in their personal lives. That adaptability is part of the program’s appeal mental fitness isn’t a one-size-fits-all journey, and Rhone’s approach reflects that reality.

By blending simple prompts, community connection and intentional focus on mental habits, 12 Pursuits aims to make emotional well-being feel as approachable and actionable as a workout plan. If it helps even a small number of people build confidence, clarity and resilience over time, it could become a meaningful part of how Rhone defines a balanced, intentional life.