Navy Reserves · Seabees
Steel Worker out of Schenectady, NY. Honor Student at "A" School, Blue Jacket of the Year FY19. Seabees build what other units need to exist.
Our Story
OUR STORY
BUILT FOR THE UNDERDOGS.
DESIGNED BY ONE.
A one-Veteran operation building made-to-order extreme sports apparel, designed in Charlotte, NC and shipped anywhere in the U.S.
Where others dream, we create reality. #StayLucid
I'm Zach Nash. I founded Lucid Reality Xtreme Sports in April 2025 and run every part of it: brand development, marketing, content, the store you're reading this on. One Veteran, one stubborn refusal to do anything else with my life. This is the story of why.
Two branches. Five years. One reason.
Army Active Duty · 19D Cavalry Scout
Airborne Cavalry Scout out of JBER, Alaska. Leading a team of paratroopers in some of the harshest terrain this country has.
Seabees build. Scouts go first. Somewhere in those years, I figured out what I actually wanted out of life.
It wasn't a paycheck.
It was to be awake for it.
When I got out, I tried to fit. It didn't take.
I came back to civilian life and did what most Veterans do, tried to be normal. Heavy-civil construction. NYSDOT inspection, welding, and project management. Real work. Good work. Work that paid.
It also slowly drained the part of me that had ever felt alive.
So I started carrying a camera again, not for work. I'd come home with footage of people doing the thing they loved, and I'd realize I was watching the only people in my life who looked actually awake.
There's a whole tribe of us out here - Veterans, athletes, artists, blue-collar lifers, mountain people, weekend warriors. The thing we have in common isn't what we do. It's that we refuse to sleepwalk through it. That's who I built Lucid Reality for.
I started it as a side hustle while I still had the safe job. Then last May, I was sitting in the pit box with our good friend Keith McGee, a Craftsman Truck Series driver, watching Frankie Muniz race with our logo on his spoiler. Somewhere in that moment, it hit me: if this was ever going to be more than a side hustle, I had to invest in it fully.
Then everything burned.
In October 2025, my home burned down. Total accident. Zero insurance payout. I lost just about everything I owned - down to my two dogs, some clothing, my PC, and the few odds and ends that came out the other side.
I had every reason to fold. I didn't.
I'm a man of God, and I'll tell it to you straight: the only reason I got up every single day after that and tried to pick up the pieces was Him, the two dogs that made it out with me, and the handful of people who already knew what Lucid Reality stood for. There was no insurance check to rebuild on. So I rebuilt on faith and instinct instead.
What looked like losing everything turned out to be ground zero, the real restart I'd been circling since I left the military. It's what pushed me to start my academic career over at SUNY Canton, and it's what freed me to move to Charlotte and chase the thing I'd been too tied down to chase before.
Who we're really for.
Lucid Reality exists to be a platform for the athletes who show up when no one is watching. We sponsor them, feature them on the site, and help them sell their own gear through the shop with their own discount codes. Meet every one of them on The Lucid Family.
Why this brand exists.
We exist to be a platform. Action sports is full of athletes putting in blood, sweat, and tears all over the world for a shot, most of them invisible until they land it. We're here to make those pathways more documented and better known, and to find the diamonds in the rough before anyone else does. We help them get seen, teach them how to handle media, and give them a real shot at selling their own merch, without needing the capital it usually takes to build that alone.
The Diamonds
We back athletes putting in real work with nobody watching yet: a spot on the site, help handling media, and their own discount code that pays them commission every time it's used.
One Tribe
For the people who refuse to sleepwalk through their week. The shirt is the easy part. The life it stands for is the point.
Veteran-Owned
100% Veteran-built and run. Five-plus years of service across two branches went into the discipline that runs this brand.
Made-to-Order
Every piece is made when you order it, shipped anywhere in the U.S. No warehouses. No surplus. No waste.
Where I am now.
I run Lucid Reality solo out of Charlotte, NC, chasing the long-term goal of becoming a driver in some capacity and representing the people who put in the work right alongside me. In March 2026, I completed Syracuse University's Military Founders Lab while attending SUNY Canton full-time and made the President's List that May. This fall, I will start UNC Charlotte's BFA Art History-Photography program. I got in, and I'm taking the camera work as seriously as everything else here.
I'm not pretending I have it figured out. I'm building this the same way I did everything else worth doing - one decision at a time, with the people who showed up before there was any proof.
If that's you, thanks for being here.
Where others dream, we create reality.
Live Life Limitless, Live Life Lucid.
— Zach Nash, Chief Lucid
Lucid Reality Xtreme Sports
HOW THIS FAMILY STARTED
MEET THE PEOPLE WHO BACK THIS UP
This story doesn't end with me. These are the athletes who live these values harder than anyone.
#StayLucid