Our Story
"At Phoenix Life, our mission is mindset. Every day is a chance to rise—just like the mythical phoenix—emerging from yesterday’s ashes as a stronger, wiser version of ourselves. And how we start our day matters.
That’s where our coffee and apparel come in, to help facilitate these bold inner moves.
We’re not perfect—but when your vision aligns with your daily actions, transformation happens. And it all begins with a smooth, warm, delicious cup of energy. Fuel your rise with Phoenix Life Coffee and try out some of our gear.
Become your better self."
LETTER FROM THE OWNER:
Hey Friend,
My name is Jonathan Ott. I’m a two-time Marine veteran of the Afghanistan War (OEF), a father, a philosopher at heart, and a man who’s lived a dozen lives—carpenter, mechanic, electrician, motorcycle racer, musician, marathon runner, and lover of all forms of creativity and growth. I’ve built homes, led teams, survived war-zones, and fought battles most will never see—both around me and within me. I’ve lost friends, family, trust, health, and at times, myself. But every loss lit a fire. And from that fire, Phoenix Life was born.
The Weight of the World—and the Fight to Keep Going
For most of my life, I’ve lived in survival mode. Working multiple jobs, stretching every dollar, sacrificing sleep, comfort, and time just to take one step forward. I’ve spent years pushing through long days and longer nights, hoping it would all one day pay off. More often than not, the people I let into my life didn’t stay. Friends disappeared. Relationships collapsed. Some left quietly, some left destructively, and others only showed up when it was convenient for them. I began to question my own worth. I carried pain that no one saw and became numb to the idea that things could be better.
But what hurt the most wasn’t the work or the loneliness—it was losing parts of myself along the way. I forgot how to love. How to breathe. How to see the good in the little things. My trust withered. I was trapped in cycles—financial, emotional, mental—and I could feel myself slipping into a sad version of me I didn’t want to be. A version molded by disappointment instead of passion and purpose.
Reclaiming My Mindset
Then one day, something clicked. Maybe it was exhaustion. Maybe it was pain reaching its peak. Or maybe it was clarity. I looked at my life, the people who came and went, the patterns I kept repeating, the fire I felt when I was younger—and I realized the problem wasn’t just the world around me. It was what I allowed to grow inside me.
I had to take back my mind.
I started redirecting my thoughts and actions with intention. I reflected on everything—my childhood growing up in a rough neighborhood, the gangs, the hiding, the masks I wore just to survive. And I made a decision: I wasn’t going to live like that anymore. I wasn’t going to let pain define me. I wasn’t going to let a broken past build my future.
I chose to rebuild, starting from the inside out.
The Power of Mindset, Movement, and Purpose
Phoenix Life isn’t a catchy name—it’s a philosophy. It represents the decision to rise from your ashes, no matter how many times life burns you down. I learned that the mind is the strongest tool we have. It can sharpen us, break us, heal us, or destroy us depending on how we train it. And through that understanding, I began to see how everything is connected—our mental health, our physical health, our relationships, our habits, our focus. Everything starts in the mind.
I dove deep into training again—not just for the body, but for the soul. I learned how exercise strengthens not just the muscles but the heart, the brain, and the spirit. I learned how consistency, discipline, and movement can reshape our chemistry, rewire our thoughts, and make us feel whole again. This brand—this mission—is the product of that journey.
More Than Coffee and Apparel
Phoenix Life Coffee and Apparel are not just products. They're a symbol of your new beginning. That first breath. That first step. That first thought in the morning that says, “Today, I choose to rise.” We make coffee and gear because it’s part of how most people start their day—but we built a brand because how you start your day shapes how you live your life.
This is for those who’ve struggled. Those who’ve been knocked down. Those who’ve questioned if they’re good enough. This is for those who are tired of surviving and ready to start becoming.
Become Your Better Self
Phoenix Life is a call to action: to realign your vision with your actions, to push through adversity, and to never settle for mediocrity. I’ve lived the cycles. I’ve lived the loss. And I’m telling you right now—it’s not the end of your story. You can rewrite it, every single day. You can become your better self.
Live with discipline. Live with intention. Live with purpose.
Live the Phoenix Life.