My name is Collin Smar, and I am the founder of ARETÉ.

The philosophy behind ARETÉ is rooted in the ancient Greek concept of excellence—the pursuit of becoming the highest and best version of yourself through discipline, consistency, and intentional action.

Throughout my life, I have been inspired by a simple belief:

Excellence is not something you are given. It is something you earn.

As an endurance athlete and fitness enthusiast, I have spent years developing my own performance through running, strength training, swimming, cycling, and healthy lifestyle habits. Through that journey, I learned that success is rarely the result of talent, luck, or perfect circumstances.

Success is built through consistency.

It is built through discipline when motivation fades.

It is built through the willingness to keep moving forward when progress feels slow.

I was born and raised in Michigan and have spent the majority of my adult life training in the Tampa Bay and Clearwater, Florida area since 2019.

Over the years, I have learned that the greatest obstacle most people face is not a lack of ability, resources, or opportunity.

It is the voice in their own head.

The doubt.

The fear of failure.

The fear of what other people might think.

Too many people allow outside opinions to dictate the size of their goals. They listen to people who have never pursued excellence themselves and allow those opinions to limit what they believe is possible.

I believe that your life changes the moment you stop seeking permission and start taking responsibility.

Your biggest competition is not the person next to you.

It is the person you were yesterday.

The same principles that help someone complete a marathon, build strength, improve their health, or achieve a personal record are the same principles that help people improve every area of life.

Discipline.

Consistency.

Accountability.

Resilience.

The willingness to continue when things become difficult.

Because everything in life is difficult.

The question is not whether you will struggle.

The question is which struggle you are willing to choose.

The struggle of growth.

Or the struggle of regret.

That belief is what led to the creation of ARETÉ.

My mission is simple: to help people become stronger, healthier, more resilient, and more capable at every stage of life.

Whether you're preparing for your first race, improving your fitness, building strength, losing weight, increasing mobility, improving your health, or simply developing better habits, I believe every person has the ability to become more than they are today.

ARETÉ is not just for athletes.

It is for anyone committed to growth.

Anyone committed to discipline.

Anyone committed to becoming better than yesterday.

Because excellence is not reserved for a select few.

It belongs to those willing to earn it.

GOOD | BETTER | BEST

NEVER LET IT REST.