#474 Joe De Sena, Founder of Spartan Obstacle Course Racing, on Why We Need to Teach Our Kids to Do Hard Things

After building a multimillion-dollar pool and construction business in college, and creating a Wall Street trading firm, Joe De Sena set his sights on ripping 100 million people off their couches by creating the Spartan lifestyle. He moved his family to Pittsfield, Vermont to operate an organic farm, a bed and breakfast, and a general store for hikers. It was here his passion grew for ultramarathons, adventure races, and endurance events, and thus the idea for Spartan was born.

With more than one million annual global participants at more than 270 events across more than 40 countries, Spartan offers heats for all fitness levels and ages, from beginner to elite and Kids as young as four-years-old. The brand has transformed more than seven million lives since it was founded in 2010. Joe turned an interest in endurance racing into a passion. His racing resume is the stuff of legend – over 50 ultra-events overall and 14 Ironman events in one year alone. De Sena is also the New York Times Best Selling Author of "Spartan Up" and "Spartan Fit," and recently released his third book, "The Spartan Way."

Connect with Joe: www.joedesena.com or www.spartan.com

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