Spartan Race Founder Joe De Sena’s Biggest Lessons Growing a $100M Empire

In Part 1 of this Business Mastery 2026 conversation, Tony Robbins sits down with Joe De Sena, Founder & CEO of Spartan, the global endurance brand that's pushed millions of people to test their limits across 40+ countries, to unpack the mindset, resilience, and decision-making required to build a global business from the ground up.

Joe shares how nearly losing everything during the pandemic reshaped his leadership, why "fire, ready, aim" beats waiting for the perfect plan, and how deliberately choosing discomfort builds the mental toughness required to lead at scale. Together, Tony and Joe explore why most people quit before they ever begin, how to iterate your offer until the market responds, and why mission-driven leadership outperforms motivation when the pressure is on. 

This is a must-watch for entrepreneurs, founders, and leaders — and for anyone who wants to build something meaningful without waiting for ideal conditions!


*Want to experience transformational growth for your own business? Join Business Mastery, happening virtually and in person from August 12–16, 2026, to learn directly from Tony Robbins and world-class faculty. 

*Secure your spot to Business Mastery here: https://tonyr.co/4cB5IkU