Spartan World Championship with Joe de Sena

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I’ve never met a leader who embodies his company culture quite like Joe De Sena.

At the Spartan World Championship in Abu Dhabi, Joe didn’t just talk about pushing limits—he made us live it.

For the opening of the VIP experience, most of us expected a comfortable gathering at the hotel. But Joe had other plans.

He told us we had to earn it.

Instead of a lounge, he led us on a mile-long walk through the desert to a beautiful tent set up in the dunes.

That’s where we had our talks, connected, and shared ideas—before making the mile-long trek back.

It was completely aligned with what Spartan stands for: doing hard things and pushing boundaries.

Joe’s approach isn’t just inspiring—it’s a lesson for all of us building businesses.

You gotta eat your own dog food.

Lean into what you care about, let it define your brand, and bring others along for the journey.