Let’s get one thing out of the way. Joe De Sena thinks you’re soft. And he wants you to suffer. In fairness, the founder and CEO of the obstacle competition empire Spartan Race thinks just about everyone is soft and can benefit from some suffering. Because he believes it’s in those moments, when you’re exhausted and at what you think are your limits? That’s where real personal transformation occurs, and the tightest possible bonds are formed. It's for those reasons, that Joe and Spartan Race are on a mission to change 100 million lives. In our conversation, we talk about his own personal transformation, the twists and turns of making Spartan Race the global brand it is today, the challenges of running and events based business coming out of a pandemic, and where things head from here. And why that may or may not include bears.

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