Joe De Sena is the founder and CEO of Spartan and creator of the Spartan Race and the infamous Death Race. After he created a hugely successful Wall Street trading firm, Joe left finance behind in 2001 to build a new life and a new business from a farm in rural Vermont. His goal was to change 100 million lives through experiences like those he had competing in Ironmans, 300-mile runs and adventure races around the world. Joe has created a lot of success, a lot of wealth and a lot of transformation. And there’s more to the story. In this interview, for the first time he shares about the financial catastrophe the Spartan Race faced during the pandemic, the brushes with death he has had in his sporting endeavors, why he continually seeks new challenges and how he deals with one of the most difficult challenges in the human experience--getting someone to use the off button on a phone. Thank you to my friend Randy Hetrick, the founder and chairman of the human performance company TRX and now founder and CEO of OutFit for connecting me to Joe to make this interview happen. You can learn more about Joe and Spartan Race at www.jodesena.com and @spartan on social.

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