What It’s Like to Found an Endurance Fitness Brand With Joe De Sena, Spartan [re-release] 

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Joe De Sena is the founder and CEO of Spartan, the world’s leading endurance sports brand. He demonstrated an entrepreneurial spirit since his preteens. He built a multimillion-dollar pool cleaning business before moving to Wall Street, where he started his own trading firm. In 2001, Joe fled Wall Street for Riverside Farm in rural Vermont. It was during this time that he discovered his passion for adventure races and endurance events, and Spartan Race was born.  Joe has built Spartan into a global fitness and wellness brand, with a 10 million+ community of athletes across the globe. Under his leadership, Spartan’s portfolio of brands has grown to include Spartan Trail, DEKA, La Ruta, Tough Mudder, and HIGHLANDER.  A New York Times bestselling author, his latest book, 10 Rules for Resilience: Mental Toughness for Families, hit bookstores in October 2022.  Joe got his B.A. in Textiles from Cornell University. 

WHAT YOU’LL LEARN ABOUT IN THIS EPISODE:

• Why it’s important to get off the couch and just keep moving
• How to develop your own entrepreneurial spirit and get shit done
• Why and how you should find your ‘true north’
• Why you should roll up your sleeves and live your principles
• Why it’s important to embrace a Spartan lifestyle so you can take care of both your mind and your body
• What it’s like to only want water, food and shelter
• The Spartan Way: Eat Better. Train Better. Think Better. Be Better. 
• Listen to the Spartan Up Podcast