Joe De Sena joined us this week to share his journey from selling fireworks as a kid to building Spartan, a global obstacle course race company known for its intense races, ranging from 5K sprints to ultra-endurance events.
Throughout Spartan’s expansion across 40+ countries, Joe remains focused on his mission to help people transform by pushing beyond their physical and mental limits.
On the podcast, Joe shares what it takes to keep going when things get tough, how he leads a team of 500 with a purpose-driven focus, and why starting a business is like running one of Spartan’s Death Races.
We also discuss how Spartan stays true to its mission, how Joe evaluates business risks, and the value of having the right team around you.
Listen to the full episode here:
Explore Joe’s thoughts on resilience, leadership, and building a purpose-driven business below:
Joe De Sena: I started my first business at 13 in Queens, New York, a tough neighborhood. I was surrounded by hustlers, both good and bad. My neighbor, the head of an organized crime family, gave me advice that stuck: always be early, go above and beyond, and never ask for money. I took those principles and built a pool-cleaning business with 700 clients by the time I graduated. From there, I went to Wall Street and eventually founded Spartan. The biggest challenge? Not knowing how difficult it would be—if I had, I might never have started. But ignorance was my ally—it pushed me through the tough stuff.
Joe De Sena: I've always valued toughness in the people around me. Early on, I had a couple of guys from Poland who were just hardcore—they worked harder than I did. That’s when I realized those were the types of people I wanted on my team. Fast-forward to Spartan, and while not everyone can match that level, our company culture naturally weeds out those who aren’t resilient. After going through a pandemic, it’s clearer than ever who’s fit for the journey and who’s not.
Joe De Sena: It comes down to three things: resilience, honor, and mission. You have to be tough and willing to push through when things get hard. You have to be honorable—do the right thing even when no one’s watching. And finally, you have to believe in the mission: we’re here to change lives. When you're facing tough days, it’s the mission that keeps you going. If everyone’s on board with that, we have a fighting chance.
Joe De Sena: I’d say, don’t. The reality is brutal. Everything that can go wrong will go wrong. You have to be a little crazy and definitely tough to survive it. Most people don’t realize how hard it is until they’re in it. My best friend started a business recently, and I tried to talk him out of it. I always tell people to prepare for it like a Death Race—expect the worst, and then be ready for more challenges than you ever imagined.
Joe De Sena: I take a long-term view. Every business I’ve ever started, I went in with death as my exit strategy. I don’t believe in quick exits or rapid growth just to sell. If you optimize for speed, you end up cutting corners. Spartan is a 2,500-year-old brand—I think about how we’re just custodians of something much bigger than us. If I focus on that, the short-term pressures don’t derail the mission.
Joe De Sena: These days, I have candidates read Endurance, the Shackleton story. I tell them, “If you can see yourself in that, then you’ll do fine here.” We need people who are willing to grind through tough situations and stay resilient. A lot of people lie to themselves about what they can handle, but those folks don’t last long in our organization.
Joe De Sena: For me, it’s about disconnecting from the chaos. I’ll go for a long bike ride or hang out with my dog, who always seems to know when I need a break. It’s important to have something that takes your mind off work, whether it’s a workout or time with family. If you don’t have those outlets, the stress will break you.
Joe De Sena: As a leader, I put myself last. My team knows I’m in the trenches with them, and I take all the risks. What keeps people motivated is seeing the impact of what we do. Every day we get emails and videos from people whose lives have changed because of Spartan. That’s powerful, and it reminds the team why we’re here. When you know you’re making a difference, it’s easier to push through tough times.
Joe De Sena: There’s too much focus on fast growth and quick exits—it feels like a Ponzi scheme. Beyond that, businesses aren’t prioritizing health. Companies are so focused on making things cheaper and faster that they’re not considering the impact on people’s wellness. Look at the food industry or pharma—growth at any cost is dangerous, and we’re seeing the consequences.
Joe De Sena: I take a lot of risks, but I always evaluate the downside. If the downside is fatal, I don’t do it. If it’s something we can recover from, I’ll take the risk. The key is pushing forward without risking the entire company—it’s about smart risk, not reckless risk.
.svg)
