About Rich Habits

Co-founded by Carter Vail & Sam Sutton

Rich Habits was founded by Sam Sutton and Carter Vail at just seventeen years old during their junior year of high school. What started as a late-night conversation in a Birmingham coffee shop became a bold vision to redefine sportswear - uniting luxury design with everyday accessibility. Both lifelong athletes, Sam, a high school wrestling state champion and now a Division I competitor, and Carter, a four-year varsity basketball point guard and former University of Alabama basketball manager, transformed their competitive drive into a brand built on excellence, precision, and authenticity. Today, Rich Habits operates nationwide, outfitting programs and hosting elite wrestling events that connect communities across the country. Guided by Sam and Carter, Rich Habits continues to elevate performance apparel through craftsmanship, innovation, and an unwavering commitment to athletes at every level.

Our Story

Rich Habits was built from the ground up with a vision to redefine what's possible for athletes and programs nationwide. What began as a small hustle in Birmingham has grown into a national movement serving dozens of programs and hosting events across the U.S.

2022

Founded in a Birmingham coffee shop

What started as a simple idea over coffee became the foundation for transforming athletic programs nationwide.

2023

First 10 school contracts and wrestling camp launch

Our first major milestone proved the concept works, with successful partnerships and our inaugural wrestling camp.

2024

Expansion across multiple states, 60+ teams served

Rapid growth brought us to new markets, serving over 60 teams and establishing Rich Habits as a trusted partner.

2025

National event tour and collegiate partnerships

Taking our mission nationwide with a comprehensive event tour and strategic collegiate partnerships.

Our Mission & Values

At Rich Habits, our mission is to redefine what athletes wear and how they feel wearing it. We combine performance, design, and integrity to create affordable luxury gear that elevates programs at every level. We believe true success is built through consistency, humility, and excellence — habits that extend beyond the mat, the field, or the court.

Affordability

Premium craftsmanship priced for every athlete.

Customization

Every stitch, color, and logo built for your identity.

Customer Service

Direct communication with our team from design to delivery.

Quick Turnaround

We guarantee fast, reliable delivery without sacrificing quality.

Sam Sutton

Chief Executive Officer - Founder

From his earliest ventures, Sam Sutton has approached every challenge with precision, creativity, and relentless drive. A high-school wrestling state champion and NCAA Division I athlete, Sam built his foundation on discipline and competition long before co-founding Rich Habits at seventeen. Beyond athletics, he was known for designing and selling custom apparel and graphics to peers and local programs, sharpening a rare blend of design instinct and business acumen at a young age. Sam’s ambition has always been larger than the moment — combining art, finance, and performance into ventures that push boundaries. His focus on innovation, aesthetics, and long-term brand culture continues to define his reputation as one of the youngest rising entrepreneurs in the performance-wear space.

Carter Vail

Chief Operating Officer - Founder

Carter Vail embodies the intersection of performance, precision, and presence. A four-year varsity basketball point guard and former University of Alabama basketball manager, Carter pairs competitive discipline with a refined taste for excellence and influence. From a young age, he cultivated an entrepreneurial mindset centered on connection—building ventures, managing events, and creating brand experiences that carried a distinct sense of prestige. Carter’s business style is unmistakably high-end: he understands the value of perception, presentation, and network capital in modern markets. His ability to combine structure with charisma has made him a standout figure among emerging entrepreneurs—someone who not only executes at a high level but sets the standard for what premium ambition looks like.