Trends with Benefits | Volume 303 | 05/19/2026

MUDWTR fam, Memorial Day tends to split into two weekends. There's the grocery-store version, burgers, the lake, a four-day window where nobody complains about the traffic. And there's the quieter one, names, photographs, a folded flag somebody's mother keeps on the mantle. The quieter one is the real one. Memorial day is the day for the ones who gave everything so the rest of us get to have the lake, the burgers, the long weekend. The names on the wall. The flags on the porch. The families who carry their stories forward. The reason we get to argue about traffic at all. Before anything else this week, they're who we're here for. And it's because of them I want to talk about the ones who did make it back. The ones who are still here. The ones still in the fight. Twenty-two a day. That's the number you've probably heard. What you may not have heard is how many of those twenty-two had already tried everything our system offers, SSRIs, talk therapy, eight-week waitlists, a stack of paper diagnoses. The number isn't an indictment of medicine. It's a reminder that the war doesn't end at the airport. Which is why I want to tell you about Jesse Gould. Jesse is a former Army Ranger. Three combat deployments to Afghanistan. He came home, struggled with the things a lot of veterans struggle with, and eventually found a kind of therapy that worked, the kind our culture is still learning how to talk about without flinching. In 2017, he founded the Heroic Hearts Project to give other veterans a shot at what worked for him. The work since then is staggering. His team has helped more than 1,500 veterans and their spouses access psychedelic-assisted therapy. They've raised over $20 million. They've sponsored clinical research at the University of Colorado and the University of Georgia. Jesse has testified before Congress. Earlier this year, Heroic Hearts merged with Healing Breakthrough to expand access here in the U.S. It's the kind of work most people don't hear about until it touches someone they love. So this Memorial Day, we're doing two things. One. Sitewide 15% off, May 18 through 26. A portion of every order goes to Heroic Hearts. That's it. No flag-and-confetti routine. Two. Our 10% military discount opens up year-round to anyone with service history, new customers, existing customers, subscribers, all of it, subscription orders included. Email us with your Military ID (or just your Branch of Service and MOS) and we'll send your code. That's it from me this week. Take a moment for the ones we lost. Make a call to the ones we didn't. — Shane / DRINK STEAMING NOW THE STARTER KIT If you've been waiting for a reason to try MUDWTR, this is a clean one. The Original Starter Kit is the front door, our OG blend, the mug, the frother, and a little guidebook to actually pull off the ritual instead of letting it die in a cabinet. 35mg of caffeine. 2,240mg of mushrooms (Lion's Mane, Chaga, Reishi, Cordyceps). Cacao, chai, prebiotics. 1/7th the caffeine of coffee. 0 negotiations with your nervous system. All 15% off. A portion of every order goes to Heroic Hearts. Shop the Original Starter Kit / LEARN Heroic Hearts Project The ones we lost are who Memorial Day is for. The ones still here are why we can't stop at remembering. Jesse Gould walked into a jungle clinic in Peru after three Army Ranger deployments and walked out with the outline of an organization. Seven years later, the Heroic Hearts Project has put more than 1,500 veterans and their spouses through psychedelic-assisted therapy for PTSD, depression, and traumatic brain injury, the people the VA's standard protocol couldn't reach. A few things worth knowing: — It started with ayahuasca and has since expanded into psilocybin and ketamine programs. — They don't just send people on retreats. They run the screening, the prep, the funding, and the integration work afterward — which, anyone in the field will tell you, is where most of the healing actually happens. — They co-sponsor clinical research at the University of Colorado Boulder and the University of Georgia, pushing the science from anecdote toward policy. — Earlier this year they merged with Healing Breakthrough to make stateside access faster and broader. — Jesse has testified in front of U.S. lawmakers more than once. He is, by any reasonable definition, very polite about all this. If you want one site to look at this weekend, make it theirs. Learn More

☕️ THE STARTER KIT – If you've been waiting for a reason to try MUDWTR, this is a clean one. | The Original Starter Kit is the front door, our OG blend, the mug, the frother, and a little guidebook to actually pull off the ritual instead of letting it die in a cabinet. | 35mg of caffeine. 2,240mg of mushrooms (Lion's Mane, Chaga, Reishi, Cordyceps). Cacao, chai, prebiotics. | 1/7th the caffeine of coffee. | 0 negotiations with your nervous system. | All 15% off. | A portion of every order goes to Heroic Hearts. | Get It

Learn – Heroic Hearts Project | The ones we lost are who Memorial Day is for. | The ones still here are why we can't stop at remembering. | Jesse Gould walked into a jungle clinic in Peru after three Army Ranger deployments and walked out with the outline of an organization. | Seven years later, the Heroic Hearts Project has put more than 1,500 veterans and their spouses through psychedelic-assisted therapy for PTSD, depression, and traumatic brain injury, the people the VA's standard protocol couldn't reach. | A few things worth knowing: — It started with ayahuasca and has since expanded into psilocybin and ketamine programs. — They don't just send people on retreats. | They run the screening, the prep, the funding, and the integration work afterward — which, anyone in the field will tell you, is where most of the healing actually happens. — They co-sponsor clinical research at the University of Colorado Boulder and the University of Georgia, pushing the science from anecdote toward policy. — Earlier this year they merged with Healing Breakthrough to make stateside access faster and broader. — Jesse has testified in front of U.S. lawmakers more than once. | He is, by any reasonable definition, very polite about all this. | If you want one site to look at this weekend, make it theirs. | Learn More

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