When Joe De Sena, a former Wall Street trader, hosted the first Spartan Race in 2010 near his current home in rural Vermont, 700 competitors showed up. Last year, more than 500,000 people participated in 120 Spartan Races in 17 countries. De Sena knows competition: He has run several of those courses, and competed in Ironman triathlons, ultramarathons, and over 100 other major races. For our July cover story, we profiled the Spartan race founder and during our interviews he offered us these six rules for doing business.
Lose, but Lose Fast
When I turned 45 I realized that time is the only asset that matters. I realized it was time to start losing some of the things that are non-core – distractions that are easy to get sucked up in. Money, cars, none of it matters if you don't have time. So if that's taking time from me, then who gives a fuck if I sell it? I need to get my time back.
Credit: Photograph by Peter Yang