RUGGED Mind and Body: Advocating for Mental Health in the Skilled Trades
Our economy relies on the hard work and dedication of folks in specialty trades. It’s thanks to their grit and self-reliance that the toughest jobs get done, day in and day out.
However, that same culture of hard work and resilience can make it difficult for trades workers to ask for help when they need it. In fact, according to the U.S. Department of Labor and the Centers for Disease Control and Prevention, men in the building trades are four times more likely to die by suicide than people in the general population.
It’s time to normalize conversations around mental health and wellness in the trades. That’s why RUGGED Mind and Body is stepping up to provide practical resources and community support designed specifically for the realities of trade work.
“We really wanted to bring these issues to light and normalize them,” said Cate Brown, one of the principals at trade publication PHCPPros. “[Trades workers] are supposed to just ‘suck it up’ and ‘get the job done.’ But then they go home and have to face their families and deal with [their personal issues] as well. Some of them might not have the tools to do that.”
Starting the conversation
RUGGED Mind and Body was launched in 2025 by PHCPPros, a publication serving businesses in plumbing, heating and cooling, pipe fitting and related trades. The idea was sparked during candid conversations with trades workers about the mental health struggles facing technicians and their families.
“What inspired us to start RUGGED Mind and Body was stories of addiction, stories of poverty, stories of homelessness — and the fact that [workers] got themselves out of that and built themselves up and became tradespeople,” Brown said. “But they don’t talk about any of these stories, about how they got where they were and how they’ve overcome it. So, talking with my partners, I said, ‘Hey guys, we really need to bring this to life. We need to normalize it.’”
The goal? De-stigmatize conversations about mental health and offer tangible resources to those who may be struggling in silence.
“We’re trying to put a positive spin on what you can do to help your body and mind stay focused,” said Brad Burnside, a principal at PHCPPros. “Which is going to help you at work, which is all going to create a positive outlook — not just for the individual, but for the company that they work for.”
Tackling the issues
At the center of RUGGED Mind and Body’s efforts is a print magazine, published quarterly by PHCPPros. Each edition of RUGGED Mind and Body features mental health and wellness resources from industry experts, actionable nutrition and fitness tips and conversations with specialty trades leaders about their own mental health struggles.
“Part of what we’re doing is providing tips to help manage [mental health and wellness] on a daily basis,” Brown said.
Beyond the publication, the team raises awareness around mental health advocacy at industry conventions, where they can connect with trades workers, distribute resources and share copies of the magazine.
PHCPPros also works with trade groups and partner companies across the country to host regular in‑person events. These “road shows” give trades workers the opportunity to meet mental health advocates and industry influencers in their own communities. To date, the events have attracted hundreds of attendees and sparked ongoing conversations about the role of mental health in day-to-day work.
A proud partner
As the initial vanguard sponsor of RUGGED Mind and Body, Cintas is helping propel the initiative forward by providing vital funding for magazine publication and road show events. As a strategic partner to thousands of specialty‑trade businesses, Cintas is invested in the health and well-being of the people who power the industry.
“Without Cintas, we could not have had the success that we have had,” Brown said.
“This industry is the greatest industry in the world,” Burnside said. “It’s a great opportunity for young people to come in, make a great living, earn a lot of good money, and work their way up to hopefully owning their own contracting and wholesaling firms. But we’ve got to make it a healthy, positive environment.”
Learn More
Visit PHCPPros to learn more about the initiative and read the latest edition of RUGGED Mind and Body.
If you or someone you know is experiencing suicidal thoughts or a mental health crisis, the National Suicide Prevention Lifeline is available 24/7 by dialing 988.