532: Economic Warfare. The Power of Business In America. Sam Rogers, Joe Cruz, Steve Simar. - Jocko Podcast Recap

Podcast: Jocko Podcast

Published: 2026-03-18

Guests: Sam Rogers, Joe Cruz, Steve Simar

What Happened

Economic force is considered equally or more important than military force, highlighting the influence of business on national strength. The episode features Symmetry Sauna, a company spearheaded by Sam Rogers, Joe Cruz, and Steve Simar, which builds custom saunas and is expanding globally.

Symmetry Sauna emphasizes the benefits of using Himalayan sea salt in saunas, which provides respiratory benefits when ionized by heat. Saunas are part of a broader lifestyle trend that includes alternating between sauna and ice baths, a practice that is gaining traction in the U.S., similar to its cultural roots in Finland.

Sam Rogers, originally from Montana, moved to San Diego to pursue professional beach volleyball and owned a painting company for 17 years. Steve Simar grew up in West Point, New York, engaging in youth ministry and competitive skydiving, while Joe Cruz transitioned from banking to the sauna industry with mentorship from Jim Patterson.

The company faced setbacks, such as a studio flood, but rebuilt and rebranded from Northwest Custom Sauna to Symmetry Sauna. They have expanded into commercial installations and are now entering the spa industry with custom cold tubs and IV wellness services.

Symmetry Sauna's approach to business includes bootstrapping without external funding or loans, emphasizing the importance of choosing business partners wisely and ensuring value alignment. They have around 35 to 40 employees and are known for their $6.5 million contract for multiple saunas, including a project for Lara Trump.

Significant efforts are made to market their products as beneficial for health, recovery, and detoxification. The company is launching a giveaway for a new pre-fab sauna, valued at $14,000-$15,000, as part of their marketing strategy.

Jocko Willink's personal fitness regimen, including his praised chocolate protein powder, is highlighted, alongside his broader business ventures like JockoFuel.com and Origin USA. The episode also touches on community support, thanking military personnel and first responders for their service.

Key Insights

• Economic power is viewed as a critical force, often equated with military strength, emphasizing the role businesses play in national security.
• Symmetry Sauna, led by Sam Rogers, Joe Cruz, and Steve Simar, has expanded globally by integrating modern designs and sustainable materials into the traditional sauna industry.
• The sauna market in the U.S. is experiencing growth, partly fueled by a cultural shift towards health and fitness, with younger generations prioritizing wellness over alcohol consumption.
• Symmetry Sauna's business philosophy includes bootstrapping and careful partner selection, helping them navigate financial challenges and avoid common pitfalls in rapid expansion.