Ep 42: Joe De Sena: Founder and CEO of Spartan

Joe is the founder and CEO of Spartan, the largest obstacle racing series in the world. He is also a New York Times bestselling author of multiple books including Spartan Up, Spartan Fit, and most recently The Spartan Way.

 

Some interesting insights from this episode:

  • The most grueling endurance event he’s ever done is running a business.
  • “Death is the price we pay for life so make it worth it.”
  • Learn how he built the largest participatory endurance sport in the world with over a million annual participants and 275 events spread across 42 countries.
  • It took over a decade of losing money and tweaking the product until he finally figured out a formula that worked. He stuck with it for so long because he knew it was his true north.
  • Branding matters. They’re probably 10x more successful because of the name Spartan.
  • Intermittent fasting can make you feel better and it increases performance.
  • The best way to physically train is to focus on flexibility and mobility.
  • The ambitious mission of Spartan is to change 100 million lives.
  • “Excellence is giving it everything you’ve got. When you’re up against a wall and you refuse to give up, that’s excellence.”

Ep. 32: Scott Jurek: Ultrarunning Legend Conquers the Appalachian Trail

Scott Jurek is widely regarded as one of the greatest runners of all time.  He has won most of ultrarunning’s elite events including the Hardrock 100, the Badwater 135, and the Western States 100-Mile Endurance Run, which he won a record seven straight times. His most recent accomplishment is his 2015 Appalachian Trail speed record, averaging nearly 50 miles a day over 46 days.  He is a New York Times-bestselling author and his latest book is called North: Finding My Way While Running the Appalachian Trail.

 

Some interesting insights from this episode:

  • He averaged nearly 50 miles a day for 46 days to set a new Appalachian Trail speed record.
  • Watching his mother suffer with multiple sclerosis at a young age gave him the fortitude later in life to fight through the pain and suffering during long runs.
  • Humans were built for extreme endurance. If you want it badly enough and are willing to endure the suffering, you can run an ultramarathon.
  • Being adaptable and being able to adjust his mental state on race day was a key ingredient of his winning so many ultra races.
  • He had lost the passion and drive to really push himself and test his boundaries. Running the Appalachian Trail gave him the spark he needed to rekindle that fire in his belly.
  • Learn how he fought through excruciating injuries in both legs to keep moving on his way to setting the record.
  • “Excellence is being the best that you can possibly be. There is no end point. It’s something we’re always striving for.”

 

Show Notes

Scott Jurek’s book: North: Finding My Way While Running the Appalachian Trail https://www.amazon.com/North-Finding-While-Running-Appalachian/dp/0316433799/ref=sr_1_1?ie=UTF8&qid=1528762039&sr=8-1&keywords=scott+jurek

Scott Jurek’s website: http://www.scottjurek.com/

 

Ep. 31: Nicola Benedetti: Vibrant Violin Virtuoso

Nicola is one of the most sought-after violinists of her generation.  She is one of the most influential classical artists in the world and has played with the finest orchestras and symphonies from around the globe. She was the BBC Young Musician of the Year at age 16, twice the Female Artist of the Year at the classical BRIT awards and has sold millions of records.

 

Some interesting insights from this episode:

  • As early as the age of 5, she was so emotionally moved by music that she would often be brought to tears while playing.
  • It’s important to focus early on in life. Once you learn to push through certain barriers, you can apply that discipline to other areas in which you choose to devote your life.
  • She never had any long term goals of becoming a world class violinist but rather, was always hyper focused on just improving one day at a time.
  • Beyond her technical mastery, she had a natural stage presence which enabled her to take her talent to the next level.
  • When she performs she enters the “flow state” whereby she becomes so engrossed in playing that she’s no longer thinking but rather, enters a period of emotional timelessness.
  • Learn how she was able to top not only the classical charts but the Top 30 Pop Album charts as well.
  • Excellence isn’t just about the discipline, dedication and relentless work ethic but also about being immensely curious about the larger philosophical questions outside of their areas of expertise.

Ep. 23: Nik Wallenda: Living Life High on the Wire

Nik Wallenda is an acrobat, daredevil, high wire artist and author.  He is known for his high-wire performances without a safety net.  He holds nine Guinness World Records for various acrobatic feats but is probably best known for walking a tightrope stretched over Niagara Falls.  He is the author of a book entitled: Balance: A Story of Faith, Family and Life on the Line.

 

Some interesting insights from this episode:

  • “Life is on the wire and everything else is just waiting.”
  • “Fear is a choice and it’s up to us to decide whether we’re going to allow that fear to enter our mind or not.”
  • “I’d rather live free doing what I love and what I have passion for than to live in a bubble.”
  • “I consider a negative thought like a weed growing in the garden. If you don’t pull the weed out, it will eventually take over the garden.”
  • “Whatever you’re facing in life, whether physical, mental or emotional, anything is possible.”
  • “Every negative experience has led me to where I am today.”
  • “Excellence is the way we treat the everyday person, whether we like them or not.”

Ep. 21: Scott Kelly: Astronaut Extraordinaire

Scott Kelly is a retired NASA astronaut and a veteran of four space flights.  He is best known for spending nearly a year on the International Space Station and the second most time in space of any American.  He recently wrote a book now available about his space travels called Endurance: A Year in Space, A Lifetime of Discovery.

 

Some interesting insights from this episode:

  • He struggled academically for many years until he read Tom Wolfe’s The Right Stuff which would finally give him the focus he needed to turn himself around and become a model student.
  • Despite the odds of success of becoming an astronaut being stacked against him, his attitude was if you don’t even try, then you know for certain that the odds are zero.
  • Learn how spending a year in space tests your psychological endurance as much as your physical endurance.
  • When you’re doing a very challenging task, try to focus only on the things you can control and then ignore the rest.
  • His mother’s passing a rigorous physical exam to become a police officer served as a role model for Scott overcoming his own challenges.
  • Excellence is the ability to focus 100% of your ability and attention on one thing.

Ep. 13: Rich Wilson: Record-Setting Solo Sailor

Rich Wilson is the fastest American skipper to race solo around the world.  He completed the Vendee Globe 27,000 mile solo round-the-world yacht race this year in 107 days.  At 66 years old, he was also the oldest skipper to complete the race.  Rich is the founder of the SitesAlive Foundation, a non-profit platform to connect K12 classrooms to adventures and expeditions around the world.  He has a degree in mathematics and an MBA from Harvard and a Masters in interdisciplinary science from MIT.   He currently resides in the Boston area.

 

Some interesting insights from this episode:

  • Learn how his lifelong battle with asthma has provided the motivation to persevere both on and off the water.
  • 80% of success on the water is done prior to the start of the race.
  • Ironically, even in a solo racing voyage, the team is the most critical element of success.
  • Learn how he had not just one but two incredible strokes of luck which helped save his life when his boat capsized during one of his races.
  • Learn how he educated hundreds of thousands of kids around the world through the experiential learning platform of his sailing expeditions.
  • Excellence is knowing you put out your best effort on whatever axes are part of the equation.
  • “Most people will have a dream about what you should do but find what you dream to do and go do that one.”

Ep. 9: Marquis Grissom: Baseball Legend

Marquis Grissom is a former professional baseball player.  He led the National League in stolen bases in 1991 and ‘92, was a member of the National League All Star team in 1993 and ’94 and won four consecutive Golden Gloves.  He joined the Atlanta Braves in 1995 where he helped them win their first and only World Series.  In all, he played 17 years in the majors, hitting 227 homers, stealing 429 bases and finishing with a batting average of .272.   Today he runs the Marquis Grissom Baseball Association, a foundation he started which teaches kids how to perform at their highest levels, both on and off the baseball field.

 

Some interesting insights from this episode:

  • How hard work at a very young age would help prepare him for a successful baseball career.
  • Learn which sport he always dreamed of playing as a professional. Hint: It’s not baseball.
  • Hear what his Plan B and Plan C were if baseball didn’t work out.
  • Hard work, discipline, focus and determination were the keys to his success.
  • How he was able to turn around a season-long slump just in time to help the Braves win its first World Series.
  • The lessons learned in baseball are life lessons kids will carry throughout life.
  • The way to not live in the past is to be even happier living in the present.

 

You don’t have to look real hard to see where Marquis Grissom’s work ethic comes from. He didn’t have a cozy lifestyle growing up.  If he wasn’t pumping water to boil for his parents and fourteen siblings, he was chopping wood, laying bricks, mixing mortar or doing a number of other odd jobs. His parents laid the foundation early on that you have to work hard to achieve anything in life.

It’s that strong work ethic ingrained in him at an early age that would underpin much of his success as a professional baseball player.  He was willing to do whatever it took to become the best he could be.  Being competitive wasn’t good enough.  He strove to be the fastest, the strongest and the smartest player on the field at every game.  That meant more batting practice, more fielding practice, more running, more conditioning and pretty much more of anything and everything to gain that extra edge. When the odds of a high school baseball player making it to the major leagues are a miniscule 1 in 5,000, it’s no surprise that it would take this kind of herculean effort to realize his dreams.

As talented and as driven as he was, he also had a good head on his shoulders.  He attended college instead of chasing the quick buck. Education was a value he always embraced, even with the lottery ticket to fame and fortune. And knowing that a prolific career in professional sports is never guaranteed, he always had a backup plan.  Had baseball not worked out, he could have been just as happy as a fireman or construction worker.

So when you’ve had a standout professional sports career with all the fame and money and glory that comes along with it, how do you prevent yourself from looking in the rearview mirror for the rest of your life?  It sounds like a worn platitude to say you just need to find something after retirement that fills you with as much passion.  But that’s exactly what Marquis did in founding the Marquis Grissom Baseball Association.

The mission of the foundation is to teach kids how perform at their highest levels both on and off the baseball field.  The staggering odds of making it as a professional baseball player aren’t lost on Marquis.  He knows the vast majority of these kids won’t ever see a dime from the sport. But if he can prepare these kids to go to college, whether or not baseball is part of the package, he’ll feel like it was worth all the effort.  And with 83% of his students going to college, mission accomplished.

You won’t find too many superstar athletes as modest as Marquis.  With all of his incredible talent and disciplined work ethic, it’s somewhat of a surprise that it’s luck to which he attributes most of his success.  It’s hard to argue that serendipity plays a role in just about any success story but in this case, it’s a very minor supporting role.  That said, for Marquis, it’s all beside the point.  For that was then and this is now.  And all that matters now is to show gratitude by dedicating this next chapter of his life to teaching the next generation the fundamentals of baseball and of life.

 

Ep. 6: Mandy Rae Krack – Fearless, Freediving Phenom

Mandy-Rae is an accomplished freediver based in Vancouver, British Columbia.  She holds 7 freediving world records and 13 national records.  She owns Performance Freediving International where she teaches freediving courses to the general public.

 

Some interesting insights from this episode:

  • Entering a flow state allows you to hyper focus and achieve amazing results.
  • The mammalian dive reflex is a survival mechanism we share with whales and dolphins.
  • Visualization plays a critical role in the pre-dive planning.
  • She views the 14 underwater blackouts including one trip to the ER not as deterrents but as learning experiences.
  • Success is as much mental as it is physical.
  • Working toward achieving ambitious goals should be fun and enjoyable, not feel like a chore.
  • Anyone can be trained to hold their breath for several minutes and dive deep. We all have the potential to push ourselves further than we think possible.

 

What’s so special about holding your breath under water?  Not much if your plan is to dive down 10 feet in a pool while holding your breath for a few seconds. But try going down 500 feet in the ocean while holding your breath for several minutes.  That’s what the competitive sport of freediving is all about.  It’s about as “pure” a sport as you’ll find.  No fancy equipment.  No burdensome rules.  No crowds.  It’s just you and the water and your willingness to see just how far you can push yourself.

So how is Mandy-Rae able to do it?  How is she able to submerse herself to depths fifteen times the pressure we experience on dry land while holding her breath many times the average human breath hold?  It turns out there’s both a physiological component and a mental one.

Let’s start with the physical.  There’s something known as the mammalian dive reflex that humans share with whales, dolphins and most mammalian sea creatures.  It’s essentially a survival mechanism that kicks in the minute you submerse yourself in the water. First our heart rate slows way down which reduces oxygen consumption.  Next, the blood vessels constrict, reducing blood flow to the limbs while maximizing blood flow and oxygen to the most critical organs in the body – the heart, brain and lungs. Finally, the blood accumulation in the lungs acts as a protective barrier, preventing the lungs from collapsing under extremely high pressure.

As with any endurance sport, the physical element is just half the battle, sometimes even less.  The mental toughness is what separates the wheat from the chaff.  It is the mental edge which gives champions like Mandy-Rae the ability to set new world records over and over again.

First there is the pre-dive prep.  For Mandy-Rae, there is a mental shift that occurs from being a land-based human to a marine animal. It’s not just about the physiological transformation but the mental one. In her own words, you must learn to “become part of the water”.  For the next few moments, that underwater world is one in which you must feel very much at home.

Next is the visualization.  Just like with skiers going through an entire slalom race, turn by turn, in their heads before they leave the gate, so too does Mandy-Rae go through an entire dive before she ever submerses herself.  This exercise includes working through potential issues that may arise during the dive so if and when they happen, she’s already dealt with them and can be calm while working through them.

Finally, she enters what is commonly known as the flow state.  This will allow her to focus 100% of her mental abilities on the task at hand.  This will remove all external distractions as well as the internal ones – those voices in our head that give us pause and make us second guess ourselves.   In the flow state, there is no thinking and there is no feeling.  There is just doing.  It’s a hyper-focused mental state that allows her to push herself to the limits and achieve extraordinary results.

Why does she do it?  What drives her to go deeper toward the ocean depths again and again?  For one, it’s fun for her.  She truly enjoys going through the rigorous training and discipline it takes to set a new record.  She likes seeing how hard she can push herself. But just as importantly, achieving something you once thought impossible can be life changing.  She sees this in many of her first time dive students. The breakthroughs they have in the pool change them in profound ways by giving them the confidence to try new things in life and achieve other breakthroughs outside the water.

Mandy-Rae is the first to admit that she has a few physiological advantages that give her a slight edge on her record setting dives.  Her lung volume is larger than average and she’s able to equalize her ears rather easily.  But her confidence, her attitude, her mindset and her belief in herself are the advantages that any of us can share with her.  If there’s something you want in your life and you believe in yourself and apply yourself, there’s nothing holding you back.

 

Ep. 5: Michael Coles: The Cookie King

Michael Coles is a successful entrepreneur, investor, advisor and community leader.  He co-founded The Great American Cookie Company and grew it into the largest franchisor of cookie stores with 350 locations and sales of over $100 million when he sold the company.  He was also the CEO of Caribou Coffee which became a publicly traded company.  He is a big supporter of Kennesaw State University, whose business program is fittingly named the Michael J Coles College of Business.

 

Some interesting insights from this episode:

  • How he turned $8,000 into a $100 million cookie empire.
  • One minor detail almost derailed his entire business on opening day.
  • How a near fatal motorcycle accident inspired him to set a transcontinental bicycle record.
  • “If it ain’t broke, you haven’t looked hard enough.”
  • It’s not about being the biggest but being the best.
  • “The biggest handicaps we face are the limitations we place on our vision and our imagination.”
  • Real learning comes from understanding our personal responsibility with setbacks instead of blaming others

 

There are two levels of entrepreneurialism for kids.  The one that 99% of kids fall into which is the “go hustle and make a buck” kind.  Delivering papers on a route, raking leaves, etc.  Then there’s the 1% who have the vision and hustle to go to the next level of securing all the contracts with the homes in the neighborhood and then hiring all the other kids to service those homes.  That’s Michael Coles for you. His entrepreneurial brilliance shone through at a very young age.  Michael realized the real money wasn’t in raking leaves or shoveling snow.  It was managing the leave rakers and snow shovelers.  It wasn’t hard to see how the future career of Michael Coles would unfold.

He never set out to build a cookie empire.  His goal when he opened his first cookie store was a modest one – simply to bring in some extra income while trying to figure out his next career move.   But there was one little problem.  Michael was way too savvy of an entrepreneur and the industry was way too stagnant for him to settle for just a little extra income.  While most the cookie store owners operated as bakers, Michael saw this opportunity through the lens of a retailer.  He expanded the merchandise offerings, added promotions, introduced cross-selling and upselling and started sampling.  These days such commonplace retailing strategies are straight out of the merchandising 101 playbook but not back in the 70’s and 80’s and not in the cookie business.  Michael reinvented the way bakery products were marketed and sold.

While his vision and tenacity allowed him to persevere in the end and build a thriving business, like with any good story, he had his fair share of setbacks along the way.  The biggest one was a near-fatal motorcycle accident just a few weeks into starting the company.  He was lucky to be alive but was told that we would never walk again unaided.  For most people, such a fire prognosis often becomes a self-fulfilling one and they’ll be content to lead the rest of their lives as a cripple.  But not Michael.  He was so driven to prove the doctors wrong that he not only fully recovered but actually increased his exercise regimen from before the accident.  He picked up a bicycle, which he hadn’t done since he was a kid, and started riding.  And riding.  And riding.  He rode across the state of Georgia and didn’t stop peddling until he reached San Diego.  He ended up setting a new transcontinental bike record which would be broken just a few years later… by Michael once again.

As many endurance athletes can attest to, the benefits of exercise usually spill over into other parts of one’s life. Such was the case with Michael.  He came back from record-setting rides refreshed and hungrier than ever.  He was suddenly able to see the business in an entirely new light.  Sure, the business was doing fine.  It was profitable and growing.  But fine wasn’t good enough.  The market was evolving, the competition was increasing but The Great American Cookie Company more or less stayed the same.  So he reengineered the business from the ground up – new recipes, a modernized store design and better training just to name a few areas.  It wasn’t about being the biggest but the best.  These changes allowed him to scale the business to over $100 million in revenue and the rest, as they say, is cookie history.

While Hollywood couldn’t write a better script than Michael’s wild success in the cookie business, not every story in his life would have such a Hollywood ending.  He took over the helm of Caribou Coffee but while he doubled the size of the business and took the company public, the stock took a tumble.  Running a public company with the constant pressure of meeting quarterly expectations was not a great experience.  And his bids for the U.S. House and Senate would not prove successful.  But he’s the first to tell you that we learn more from our setbacks than we do from our successes.  Real learning comes from understanding our personal responsibility with such setbacks as opposed to blaming others.

Michael is one of a kind.  He’s more than earned the right to pack it in and enjoy the good life.  But he’s still very active sitting on Boards, mentoring first time entrepreneurs and overseeing multiple philanthropic efforts.  He’s as passionate today about giving back as he was about business success over the course of his illustrious career.  He’s made his mark in many areas but he’ll forever be known as the Cookie King.

Ep. 4: Sid Mashburn: Men’s Fashion Aficionado with Southern Hospitality

Sid is the co-founder and owner of Sid Mashburn men’s clothing store.  Both Esquire and GQ have named Sid Mashburn one of the best menswear shops in America.  Today they have five stores in five cities and 135 employees and are continuing to add new stores every year.

 

Some interesting insights from this episode:

  • How Sid sees himself in the hospitality business, not the retail business.
  • To find the white space, just follow your heart.
  • How a company culture kit is critical to scaling a business.
  • What are economy of time, economy of mind and economy of money.
  • How trying to be all things to all people can be an effective business strategy.
  • You can have enormous success by just taking things one step at a time.
  • Aiming to be the best at something is more important and rewarding than trying to be the biggest.

 

Walking into a Sid Mashburn store is not like walking into any other men’s clothing store.  It’s a full sensory experience, from the classic rock ‘n’ roll tunes cranked up high to the stuffed wildlife protruding from the walls to the seagrass on the floor to the aroma of freshly brewed coffee.  Oh, and of course there’s also the ping pong table.  This is all part of a master plan to make the store feel like a warm and inviting place to anyone who walks through the doors.  “The store is meant to feel like a fraternity that everybody gets a bid to”, as Sid conveys the ambiance he’s trying to capture.

This unique in-store aesthetic is just the tip of the iceberg in Sid Mashburn’s retail experience.  It’s all about the high-touch service you’ll find the minute you enter the shop.  You’ll be greeted with a smile and offered a beverage of your choice. They’ll ask if you’d like to have a seat while they hang up your jacket. What you won’t find here are high pressure sales tactics. That’s because the sales people are not on commission.  The goal is simple – to have you feel like you’re walking into someone’s home.

Sid was raised in a small town in Mississippi and it’s not hard to see how the southern hospitality he grew up with has become a core piece of the brand DNA.  It’s not fake.  It’s not for show.  It’s just an authentic expression of who Sid is as a person. He doesn’t see himself as being in the retail or clothing business but rather, the hospitality business.  He craves having that intimate relationship with the customer which is why he likes to benchmark against best-of-breed hospitality brands – think Danny Meyer in the restaurant space and the Ritz in the hotel world.

Marketers are taught that you need to have a well-defined target audience to succeed. Sid never got that memo. He wants everyone to feel welcome in his shop which is why you’ll find a $65 pair of Levis just a few feet away from a $10,000 suit.  Customers range in age from 11 to 87 and between his physical stores and his e-commerce business, he touches pretty much every corner of the country.

We’ve all heard the cliché to follow your passion.  It’s usually easier said than done.  But Sid Mashburn has done just that since day one.  He’s as enamored today about fashion as he was in his youth when clothing defined his childhood as much as music and sports.   And you can see that he truly just enjoys helping people.  He’s as happy to patch and repair an old worn pair of pants if that’s what you need as he is to sell you an elegant handmade suit.  His business goals are much more centered on taking care of people, both employees and customers, than they are on growth and profits.

This isn’t to say Sid isn’t ambitious.  He’s very success-oriented.  It’s just that success in his mind is defined much more by quality than it is by quantity.  The overarching goal is simple – to become the best shop in the world.  And judging by the accolades bestowed upon him by GQ and Esquire, he’ll already well on his way.

Ep. 2: Andrew Skurka: Extreme Backpacker, Extreme Adventurer and Extremely Happy

Andrew Skurka is an accomplished adventure athlete, known for his solo ultra-long-distance backpacking trips.  In total he has traveled by foot, ski and raft over 30,000 miles.  He has been named “Adventurer of the year” by Outside Magazine and National Geographic Adventure and “Person of the year” by Backpacker magazine.  And he’s also an ultra-runner with top 3 finishes in a couple of the big 100 mile races.

 

Some interesting insights from this episode:

  • Learn about his Alaska/Yukon hike which covered over 4,700 miles in the frigid temps of the Alaskan backcountry without using any trails or guidebooks.
  • How he learned to follow his heart and pursue happiness despite all the pressure from family and friends.
  • “Fun” is when you’re pushing yourself to the limit, both physically and mentally.
  • It’s not just about the destination but the journey that matters.
  • The key to accomplishing something incredibly challenging is to simply start small and figure things out one step at a time.
  • How he feels so strongly about his expeditions that he’s willing to risk his life.
  • The steps he took to turn his passion into a full time career.

 

You’ve likely heard of the Appalachian Trail (commonly called the A.T.), a 2,200 mile trail stretching from Georgia to Maine.  It’s considered the granddaddy of long distance trails and quite an impressive feat if you can hike the entire thing.  Andrew knocked that one off just for fun one summer during college.  And he loved it.  It was at that moment that he knew he was hooked.

But always seeking a greater challenge to push the envelope, he later hiked a 7,800 mile Sea to Sea trail connecting the Atlantic and Pacific Oceans across the northern United States.  That’s the equivalent of doing the entire A.T. three times over and then throwing on another 1,200 miles for good measure.  What’s even more amazing is that this incredible accomplishment wasn’t the culmination of a long hiking career, but rather, just the beginning of it.

Never wanting to stay too long in his comfort zone, he would continue to discover and conquer even bigger challenges. When marked trails became too boring, he bushwhacked his way in the untouched backcountry.  When the weather became too comfortable, he moved his expeditions to regions with sub-zero temperatures.  And when hiking wasn’t enough, he added skiing and rafting to the mix.

You might be wondering how in the world someone can balance these multi-month expeditions with a career.  The answer is simple.  These adventures are his career.  He’s figured out how to monetize his passion and feels anyone can do the same if you’re entrepreneurial and resourceful enough.

It was in the beautiful Blue Ridge Mountains over the summer during college when he was first exposed to people who were living life much more spontaneously and pursuing happiness above everything else.  Life was about climbing mountains and running rapids, not about pursuing careers and accumulating wealth.  That was when he had his first aha moment.  That’s when the tired cliché “life is short” came into sharp focus.

So instead of caving into the peer pressure and following the herd, he decided to follow his heart.  And he’s been following it ever since.  Have you ever felt such joy and pleasure about something that you’d be willing to risk your life for it?  Very few of us have.  Andrew Skurka has.

Getting Back on the Horse

I was standing on the edge of a mountain peak, 3,000 feet from the valley below.  I had trained for over two years to be in a position to make this paragliding flight.  I was…