The Business of Strength: Leadership Is Built Under Load with Joe Riggio

Joe Riggio (Varsity House, Business of Strength) joins Pieter Vodden to talk about what really separates gyms that grow from gyms that fade out: business fundamentals, leadership, culture, and having the humility to get coached.

They go back to the early Jim Jones days—why traveling for education builds confidence, camaraderie, and “earned” self-respect—and how that same mindset became a blueprint for building better businesses. Joe breaks down the origin of Business of Strength (from early workshops to mastermind groups), why most gym owners hit the “coach-owner paradox,” and how perspective, systems, and community can pull you out of the weeds.

They also recap their Cactus to Clouds attempt—training prep, pacing, hydration, gear, and why you don’t do this hike casually. The conversation widens into endurance vs. strength, VO2 max and longevity, fatherhood, resilience, and why doing hard things on purpose makes real life easier.

If you’re a coach, gym owner, or someone trying to build strength that carries into the real world—this one is for you.

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