Meet our Founders



Growing up, my grandfather was the picture of the American man. He came from nothing and created a life and a family that would honor his legacy for generations. Milton Rich was a Marine who served his country fighting in the South Pacific before returning home to Colorado where he built a life and a business that would allow his children and grandchildren to live a better life than he could have ever imagined for himself. Nothing was more important to him.

Looking back at pictures of my grandfather, I wonder what he would think about the country he fought for and the challenges facing those he left behind. I also wonder what advice he’d give me to ensure that the future generations of our family enjoy the opportunities he gave to us. My answer is Lincoln & Grant.

As a branded content and digital media expert who most recently served as the Director of Strategic Development and Digital Innovation for Bonnier Corporation – a worldwide leader in enthusiast media with brands such as Popular Science, Field & Stream, Parenting, and Ski Magazine – I’m building Lincoln & Grant to remind our nation and the world that hardworking, successful, patriotic men are an essential part of America.  While the Progressive left has decided that men are toxic, we know that men will forever play a vital role in our families, our communities, and our nation.

Thank you for your support.

John Lefevre


My grandfather grew up in the United Kingdom at a time when the family you were born into, or even the sound of your voice, dictated your dreams and station in life. Undeterred and fiercely ambitious, by the age of 13, he was winning enough money playing chess in bars to pay for elocution lessons, travel the world, and dream of ways to ensure a better life for himself and his future family.

After serving honorably in Africa during World War II, he built a long and successful career with the East India Trading Company, exploring and thriving in the British colonies across greater Asia and Africa, before settling in the United States in the 1970s. His life represents an inflection point in my family’s history, and has created so many of the privileges and opportunities I have enjoyed in my life.

I’ve had a successful career in investment banking, started a social media sensation in @GSElevator, wrote a NYT bestselling book about deviance and corruption on Wall Street that is currently in development as a movie, and started a very successful fashion line.

Sometimes arrogant, entitled, and occasionally with manicured hands, I haven’t always lived my life in a way that my grandfather would approve of. But in Lincoln & Grant, I see something that he’d be proud of. We’re promoting traditional western values: honor, integrity, and the value of hard work. And we’re standing up, both as a media platform and also as a technology company, against political correctness and the war on free speech, masculinity, and traditional conservatism.

I don’t think my grandfather would’ve understood @GSElevator, but certainly I think he would have liked one of my more popular tweets: When can we stop calling them “hipsters” and go back to calling them “pussies.”

©[2018] Lincoln & Grant, Inc. 

Our Mission:  Lincoln & Grant is a men’s media company that inspires patriotism, masculinity, and success. We're fighting back against the war on masculinity, by instead inspiring excellence in American Men.

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