SETH joined the Army Infantry in September 2002 as a Stryker Driver and later became a Machine Gunner, Vehicle Commander, and Squad Leader. After his recruiter falsely promised education and childcare benefits, Seth began to question his decision to join. He was deployed to Iraq in 2004 for one year, where his disapproval of the war solidified. Inspired by the GI-run coffee house movements of the Vietnam era, Seth was one of the founders of COFFEE STRONG.