WEBVTT - Businessweek Extra - Jesse Itzler 0:00:02.520 --> 0:00:06.400 This is Bloomberg business Week from Bloomberg Radio. His bio 0:00:06.480 --> 0:00:09.360 says he only eats fruit till noon. I'm sure everybody 0:00:09.400 --> 0:00:11.479 who covers him says this because it's a great line 0:00:11.520 --> 0:00:14.000 in your bio. He's a former rapper. He's also author 0:00:14.000 --> 0:00:16.160 of the New York Times bestseller Living with a Seal 0:00:16.560 --> 0:00:18.880 thirty one Days Training with the Toughest Man on the Planet. 0:00:19.079 --> 0:00:21.920 He co founded the private jet card company Marquis Jet, 0:00:21.920 --> 0:00:25.000 that was sold to Berkshire Hathaway. He has done so 0:00:25.079 --> 0:00:27.640 much in his life. Owner of the NBA Atlanta Hawks 0:00:27.680 --> 0:00:30.720 father for now, He's a millionaire life coach. He was 0:00:30.760 --> 0:00:33.360 recently the subject of the opener of the Pursuit section 0:00:33.680 --> 0:00:36.680 of Business Week magazine, and Jesse Hitler is joining us. 0:00:36.760 --> 0:00:39.760 I'm so delighted to have you here with us. Thank you, 0:00:39.840 --> 0:00:43.559 And you're not done yet? Are you know? What is 0:00:43.560 --> 0:00:45.400 it about your DNA, because you've gone a lot of 0:00:45.400 --> 0:00:47.360 different places. What is it that kind of drives you 0:00:47.400 --> 0:00:51.120 in your life? Uh? I'm a big check the box 0:00:51.120 --> 0:00:53.479 and move on guy. So I really just want to 0:00:53.920 --> 0:00:57.480 have a big appreciation for where I am in my life, 0:00:57.600 --> 0:01:00.400 and I believe in building my life. Resume more than 0:01:00.400 --> 0:01:04.000 my traditional resume. So I'm just always kind of like 0:01:04.200 --> 0:01:07.319 finished something and onto the next, never looking back. No, 0:01:08.520 --> 0:01:10.319 you know what, Carol, I want to go through this 0:01:10.400 --> 0:01:13.080 life like i'm and at the end of the journey 0:01:13.160 --> 0:01:14.640 be like I don't want to look back and be 0:01:14.680 --> 0:01:17.319 like I was the eight percent version of myself. So 0:01:17.600 --> 0:01:20.200 I really am sensitive to how much time I have 0:01:20.360 --> 0:01:22.759 left and just you know, trying to do as much 0:01:22.760 --> 0:01:26.240 as I can. Right because you could write you're financially 0:01:26.240 --> 0:01:28.160 set that you could kind of just do whatever the 0:01:28.200 --> 0:01:31.040 heck you want, but you continue to help other people. 0:01:31.080 --> 0:01:32.959 Talk to me about this life coaching that you're doing. 0:01:33.000 --> 0:01:35.560 We talked about this, wrote about it, Andrew's Mellon wrote 0:01:35.560 --> 0:01:38.440 about it in the magazine Tell me what you're doing 0:01:38.480 --> 0:01:40.200 and why you're doing it. Well, I've had a very 0:01:40.319 --> 0:01:44.040 unorthodox business journey, you know. I started out in the 0:01:44.160 --> 0:01:47.400 music business. I had private jet company, the coconut Order 0:01:47.440 --> 0:01:49.440 with a company called Zico, which we sold the coca 0:01:49.480 --> 0:01:54.120 cola and everything in my life. Um, it wasn't really planned. 0:01:54.360 --> 0:01:56.720 I kind of just fell into it and started the 0:01:56.760 --> 0:01:59.760 process and turned it into a business. And this is 0:01:59.800 --> 0:02:02.200 not this is no different. I wrote a book called 0:02:02.240 --> 0:02:04.040 living with the Seal about a Navy seal that came 0:02:04.080 --> 0:02:06.480 to live with my family and myself for thirty one days. 0:02:07.280 --> 0:02:11.840 And it led to um speaking engagements and this and that, 0:02:12.000 --> 0:02:15.200 which turned into people wanting more. They want to know 0:02:15.320 --> 0:02:17.720 more about Well, what's it like? You know, we're all 0:02:17.840 --> 0:02:21.799 wired too and told to like be around like minded people, 0:02:22.240 --> 0:02:25.280 and like minded people tell us like minded things. And 0:02:25.320 --> 0:02:27.960 we learned from stepping into the unknown and being around 0:02:27.960 --> 0:02:32.519 people that aren't like us, so a little uncomfortable, I think, yeah, 0:02:32.840 --> 0:02:34.680 So when I look back at my life and the 0:02:34.760 --> 0:02:38.160 various life experiences, I believe like the more you experienced, 0:02:38.200 --> 0:02:41.440 the more you have to offer. And um, it just 0:02:41.560 --> 0:02:44.840 morphed into people asking me a lot of questions about business, 0:02:44.840 --> 0:02:49.400 about parenting, about I lived with on a monastery for 0:02:49.400 --> 0:02:52.520 for almost a month, and it just led to a 0:02:52.520 --> 0:02:54.359 lot of questions that, you know, how could I help 0:02:54.560 --> 0:02:58.040 the most amount of people and share my experiences in 0:02:58.080 --> 0:03:01.000 these different buckets. And it turned to coaching program. We'll 0:03:01.040 --> 0:03:03.320 tell us about this coaching program. Who actually, I think 0:03:03.520 --> 0:03:05.520 you know, who actually are the people who come to 0:03:05.560 --> 0:03:08.400 do it? These are very successful people, right, there's walks 0:03:08.440 --> 0:03:11.360 of life, Well, it's people from all different stages of life. 0:03:11.360 --> 0:03:15.000 It's from CEO s two moms and dads that are 0:03:15.040 --> 0:03:18.280 just feel overwhelmed and are looking for guidance. It's called 0:03:18.280 --> 0:03:22.200 Build your Life Resume, and it's really it's It's interesting 0:03:22.240 --> 0:03:25.000 because it's not a business coaching course, although I offer 0:03:25.080 --> 0:03:29.000 business strategies and tips from my journey. It's really about 0:03:29.320 --> 0:03:31.519 most of us play defense in our life. Like our 0:03:31.560 --> 0:03:35.200 calendars fill up with appointments and meetings and weddings and 0:03:35.160 --> 0:03:37.680 all these different things than our calendar is full, and 0:03:37.760 --> 0:03:40.200 like the year goes by, and like what do we 0:03:40.200 --> 0:03:43.040 do this year? And this is really about playing offense. 0:03:43.320 --> 0:03:45.280 It's about what do you want to do, What are 0:03:45.280 --> 0:03:46.960 the things that you want to prioritize, What are the 0:03:47.040 --> 0:03:48.560 races you want to run, what are the adventures you 0:03:48.600 --> 0:03:50.320 want to take, what's the r V trip you want 0:03:50.320 --> 0:03:54.040 to take with your family, and scheduling that first, prioritizing 0:03:54.080 --> 0:03:57.680 yourself first, and letting those other appointments fill in around that. 0:03:57.800 --> 0:03:59.680 So at the end of the year, when you look back, 0:04:00.080 --> 0:04:03.000 you're like, WHOA, I accomplished da da da da da, 0:04:03.040 --> 0:04:05.960 instead of Wow, I'm living in routine. I'm going through 0:04:06.000 --> 0:04:08.040 like this life like this. Then all of a sudden, 0:04:08.040 --> 0:04:09.760 I'm seven to eight and I'm like, whoa, I can't 0:04:09.800 --> 0:04:12.680 run that marathon anymore. You know, it's very much more 0:04:12.680 --> 0:04:14.760 on the offensive, right, that's what you're saying, and not 0:04:14.840 --> 0:04:18.600 being a defensive What's interesting though, is it's it's physical, right. 0:04:18.640 --> 0:04:20.560 This is the equivalent of kind of I think the 0:04:20.560 --> 0:04:22.440 way we wrote it in the story, Andrews wrote it 0:04:22.640 --> 0:04:25.760 equivalent to kind of climbing Mount Everest. Well, I have 0:04:25.839 --> 0:04:31.240 an event called yeah, yeah, um, you know that's separate. 0:04:31.480 --> 0:04:34.600 It's separate, it's separate. I'm a really big There's an 0:04:34.600 --> 0:04:37.080 old Japanese ritual I learned about this from a guy 0:04:37.160 --> 0:04:40.400 named Kyle Corver played for the Hawks, called the Missaggi. 0:04:40.800 --> 0:04:43.080 And the notion around the Missaggi as you put one 0:04:43.080 --> 0:04:46.200 thing on your calendar so hard every year that the 0:04:46.279 --> 0:04:49.000 benett that kind of defines the year, and the benefits 0:04:49.080 --> 0:04:52.000 last the entire three sixty four other days of the year. 0:04:52.640 --> 0:04:55.320 And I was thinking, well, you know, looking for something 0:04:55.360 --> 0:04:57.120 I could do with my wife and my friends in 0:04:57.160 --> 0:05:00.440 the endurance sports kind of category. Because us I'm an 0:05:00.480 --> 0:05:05.039 endurance athlete. I love the celebration around endurance. How it 0:05:05.040 --> 0:05:07.600 makes you feel when you accomplish that, et cetera. I 0:05:07.600 --> 0:05:09.240 want to share that with more people. But I was 0:05:09.279 --> 0:05:12.200 frustrated because a lot of the options required you to 0:05:12.279 --> 0:05:15.200 be a great swimmer, an obstacle course racer, or a 0:05:15.200 --> 0:05:17.880 great runner, and that eliminates a big pool of people 0:05:18.000 --> 0:05:20.000 had to do so much to get to that point, right, 0:05:20.320 --> 0:05:23.039 So I wanted something that could reach a wider group 0:05:23.080 --> 0:05:26.560 of a wider audience. We created this event called nine, 0:05:26.560 --> 0:05:30.560 which basically is we rent a mountain, you hike up 0:05:30.600 --> 0:05:33.680 the mountain, you take the gondola down, and you repeat 0:05:34.040 --> 0:05:36.400 until you climb the equivalent amount everest right, and you 0:05:36.440 --> 0:05:38.800 do it within a set amount of thirty six hours. 0:05:39.360 --> 0:05:42.640 So we've had eight sold out events and my wife 0:05:42.680 --> 0:05:45.240 has participated. I know, you know, my wife, Sarah Blakely, 0:05:45.320 --> 0:05:48.960 founder of Spanks. Yeah. Yeah, And there's no winner. It's 0:05:49.000 --> 0:05:51.480 just kind of like a you verse you challenge, and 0:05:51.520 --> 0:05:56.279 it's really something where, um what I love about endurance events, 0:05:57.160 --> 0:05:59.280 no no go, go go if they forced you to 0:05:59.320 --> 0:06:01.279 be where you feed are, and they forced you to 0:06:01.320 --> 0:06:04.960 be super present in a really busy world. And um, 0:06:05.160 --> 0:06:10.440 these challenges have been amazingly successful because they're outdoors and 0:06:10.839 --> 0:06:14.680 they come down to one thing. Will not like you 0:06:14.839 --> 0:06:17.200 on this amazing Olympic athlete, but like, do I have 0:06:17.240 --> 0:06:20.440 the will to stay in and do this right? Because 0:06:20.440 --> 0:06:22.560 it's lengthy, right, I think you know, you have to 0:06:22.600 --> 0:06:24.800 have patience to do it right. Like, you know, it's 0:06:24.839 --> 0:06:27.520 not something you're gonna be done in four hours, right, 0:06:27.560 --> 0:06:29.880 You've got to keep going right, Yeah, the last one 0:06:29.920 --> 0:06:32.760 took me twenty seven hours. Well, what do you make 0:06:32.800 --> 0:06:34.920 of my coach Jason Kelly and I We have a 0:06:34.920 --> 0:06:38.240 lot of guests on you know, we are both um 0:06:38.279 --> 0:06:39.640 just kind of in a what's going on in the 0:06:39.680 --> 0:06:42.479 wellness and fitness world, And I do think it's evolving 0:06:42.520 --> 0:06:45.240 to a place where even the medical community is realizing 0:06:45.520 --> 0:06:48.280 how much how important this is. It's not just to 0:06:48.360 --> 0:06:50.039 go to the gym once a week and you know, 0:06:50.080 --> 0:06:51.680 eat crop the rest of the week, you know what 0:06:51.760 --> 0:06:53.520 I mean? And I think you play into that that 0:06:53.560 --> 0:06:56.200 people are really thinking about this is important. Set your 0:06:56.200 --> 0:06:58.719 goals at the beginning of the year, but it's it's 0:06:58.720 --> 0:07:00.880 something that's going to have a much more lasting impact 0:07:00.960 --> 0:07:03.320 on you. See. I don't even like the word goals 0:07:03.440 --> 0:07:07.760 around wellness. It's lifestyle because if you start thinking goals 0:07:07.839 --> 0:07:13.240 and deprivation that never works. And you know, it's about lifestyle. 0:07:13.320 --> 0:07:16.040 When I have a goal, if that becomes my life 0:07:16.120 --> 0:07:18.679 right now, that's my lifestyle until the goal is done 0:07:18.800 --> 0:07:20.720 and then I go back to my regular life. But 0:07:20.760 --> 0:07:22.400 I don't look at as a chore. I don't look 0:07:22.440 --> 0:07:25.600 at it like I'm depriving myself. I have like this 0:07:25.640 --> 0:07:28.160 is what I'm doing and it's part of my daily routine. 0:07:28.600 --> 0:07:30.840 This month, I'm doing something called the Calendar Club that 0:07:30.880 --> 0:07:34.280 I coined, where every day I run the amount of 0:07:34.280 --> 0:07:36.640 miles the corresponds to the day of the month it is. 0:07:36.680 --> 0:07:40.840 Today is the's February as we speak, I'll run twenty 0:07:40.840 --> 0:07:46.280 four miles and it's hard, brutally hard. But it's my lifestyle. 0:07:46.520 --> 0:07:49.120 It's a commitment that I'm going through and I don't 0:07:49.120 --> 0:07:52.600 negotiate those goals. They don't I don't negotiate my goals 0:07:52.640 --> 0:07:56.520 like it's just that's baked into what I'm doing today. 0:07:56.880 --> 0:07:59.240 And I'm so yeah, I'm just surprised that people are 0:07:59.240 --> 0:08:01.960 all of a sudden are like, wow, the benefits of 0:08:02.000 --> 0:08:05.760 this was like, you know, look how you feel you accomplish, 0:08:06.000 --> 0:08:07.320 But do you know what I mean, it's not just 0:08:07.360 --> 0:08:09.000 like go to the aerobics class and just have some 0:08:09.000 --> 0:08:10.760 fun with your friends and then kick back the rest 0:08:10.800 --> 0:08:12.520 of the week or whatever. Like, I do feel like 0:08:12.560 --> 0:08:15.840 we're thinking more holistically about taking care care of this 0:08:15.920 --> 0:08:18.200 incredible machine that we've been given, right, and that we 0:08:18.240 --> 0:08:20.840 tend to abuse a lot. I think there's a big 0:08:20.880 --> 0:08:22.960 trend in that, obviously, And I think there's a big 0:08:23.000 --> 0:08:26.480 trend in experiences. And I think the days of vacationing 0:08:26.520 --> 0:08:28.240 on the beach are starting to go a little bit 0:08:28.280 --> 0:08:31.520 like this, and people want more, they want experiences, they 0:08:31.520 --> 0:08:34.760 want to learn. You know, it's like Gandhi said, it's like, um, 0:08:35.120 --> 0:08:38.000 live like you're gonna learn like you're gonna live forever. 0:08:38.679 --> 0:08:41.200 And wait, what did you say, learn like you're gonna 0:08:41.240 --> 0:08:44.439 live forever, Live like you're gonna die tomorrow. Yeah. Right, 0:08:44.440 --> 0:08:46.560 It makes you think about things differently. You know, you've 0:08:46.600 --> 0:08:48.440 gone through so many different stages in your life. I 0:08:48.480 --> 0:08:50.240 feel like, you know, I mean, it's fun to read 0:08:50.280 --> 0:08:51.920 your bio and I'm sure everybody asked you, you you know 0:08:52.040 --> 0:08:54.960 rapper and started these companies. I mean, what have you 0:08:55.440 --> 0:08:56.920 take us back to one of those moments? I mean, 0:08:56.960 --> 0:08:59.360 I don't know whether it was, um, you know, the 0:08:59.679 --> 0:09:03.080 jet company, or whether it was the drink company, Like, 0:09:03.920 --> 0:09:06.080 is there a moment in time that really just made 0:09:06.480 --> 0:09:08.720 a market difference on you in terms of your perspective 0:09:08.720 --> 0:09:11.960 on life. I've had so many of those moments, you know, 0:09:12.040 --> 0:09:15.400 and most of those big moments are around failure. And 0:09:15.520 --> 0:09:18.720 I remember when my music career started, I was on 0:09:18.720 --> 0:09:21.200 a show called Club MTV. At the time, it was 0:09:21.240 --> 0:09:22.760 like a big deal at on top of the world. 0:09:22.800 --> 0:09:24.600 And then I went to do my first performance in 0:09:24.600 --> 0:09:26.800 Pittsburgh and I got off the plane and on the 0:09:26.880 --> 0:09:29.040 cover and a magazine rack. When I walked off the 0:09:29.040 --> 0:09:32.319 plane was a magazine called Rap Pages and my picture 0:09:32.480 --> 0:09:34.240 was on the cover of Rap Pages. It was like 0:09:34.400 --> 0:09:36.800 the equivalent of being on like a find like you know, 0:09:36.800 --> 0:09:39.440 like this. It was unbelievable. So I'm like, oh my god, 0:09:39.480 --> 0:09:41.720 I gotta buy all these and send them to my family, 0:09:41.760 --> 0:09:43.800 and my parents are gonna So I bought all these 0:09:43.840 --> 0:09:45.839 magazines and I'm at the check out and I look 0:09:45.880 --> 0:09:48.600 at the headline and says a white rappers ruining hip 0:09:48.679 --> 0:09:53.439 hop and it was my picture. And I didn't want 0:09:53.440 --> 0:09:56.360 to leave. For six months, I felt like I didn't 0:09:56.400 --> 0:09:57.960 eve want to go out in the public, you know. 0:09:58.320 --> 0:10:01.480 But guess what nobody w members that. A couple of 0:10:01.520 --> 0:10:03.760 years later, we were doing a hundred fifty million dollars 0:10:03.760 --> 0:10:06.960 at Marquis Jet. Like your life in any second can 0:10:07.080 --> 0:10:09.720 shift and you can have this, you know, your one idea, 0:10:10.160 --> 0:10:14.320 idea away from this life changing moment. And in that 0:10:14.400 --> 0:10:17.760 time that I felt like the biggest failure, you know, 0:10:18.360 --> 0:10:20.400 and I felt like the whole world was looking at me. 0:10:20.760 --> 0:10:23.160 But I needed that as a twenty one year old kid, 0:10:23.160 --> 0:10:26.679 because it made me realize that, like people have their 0:10:26.679 --> 0:10:29.760 own stuff going on, and I'm gonna have setbacks like this, 0:10:30.440 --> 0:10:32.680 and I have to get over it. I'm twenty one, 0:10:33.160 --> 0:10:35.800 I have sixty seventy more years of life. I can't 0:10:35.880 --> 0:10:39.640 live in this moment. And we often get stuck and 0:10:39.640 --> 0:10:41.600 where we are right now, I think we're never going 0:10:41.679 --> 0:10:44.120 to get past where we are right now. But we 0:10:44.200 --> 0:10:46.040 get out of it, and we evolved and we grow 0:10:46.080 --> 0:10:49.160 and we get better and we have companies. And I realized, like, 0:10:49.320 --> 0:10:51.959 all right, I'm gonna have setbacks, but I'm gonna get 0:10:51.960 --> 0:10:55.120 through it. How How do you go from I mean, Jesse, 0:10:55.240 --> 0:10:56.960 it's just a case of being at the right place 0:10:57.000 --> 0:10:59.319 at the right time, or I don't know, go from 0:10:59.320 --> 0:11:02.199 somebody who was rapper. Right, you wrote a song. I 0:11:02.240 --> 0:11:07.480 think they got an Emmy. Correct, well, yeah, Emmy, Emmy okay, 0:11:07.520 --> 0:11:09.959 and Emmy and then like and then you you create 0:11:10.080 --> 0:11:12.720 several companies. How do you go from step to step? 0:11:13.080 --> 0:11:16.440 You know, it's not necessarily that logical pathway. I don't know. 0:11:16.559 --> 0:11:18.440 Logical is probably a cheap word, but you know what 0:11:18.480 --> 0:11:20.680 I mean? Is it Is it a case of that 0:11:20.679 --> 0:11:22.719 you're always looking for something else, or it was an 0:11:22.720 --> 0:11:26.000 interest or being, like I said, at the right place 0:11:26.040 --> 0:11:28.600 at the right time. I want to say, right place 0:11:28.640 --> 0:11:30.600 at the right time. I think you create your own 0:11:30.640 --> 0:11:32.959 luck by putting yourself in the position where luck can 0:11:33.000 --> 0:11:37.120 find you. Um. But I've always just when I get 0:11:37.120 --> 0:11:40.360 excited about I love newness, and when I get excited 0:11:40.360 --> 0:11:45.000 about something, I'm kind of like a ready fire aim entrepreneur. Um. 0:11:45.040 --> 0:11:46.360 I like to get my foot in the door and 0:11:46.400 --> 0:11:49.560 figure it out as I go. But um, I always 0:11:49.600 --> 0:11:51.560 go to the end of the movie. So I say 0:11:51.600 --> 0:11:54.080 to myself, in four or five years, what's the end 0:11:54.120 --> 0:11:57.120 of the movie. Look of this script look like a 0:11:57.240 --> 0:11:59.600 Marquis jet Um. If you would have said to me 0:11:59.679 --> 0:12:03.440 Carol Um. You have to get Department of Transportation approval 0:12:03.600 --> 0:12:06.200 f A A approval, You have to get investors and 0:12:06.240 --> 0:12:08.720 build a sales team and then find customers. I'd be like, 0:12:09.120 --> 0:12:11.440 I was a kiddie pool attendant four years ago, how 0:12:11.480 --> 0:12:13.160 am I going to get f A approval. I would 0:12:13.160 --> 0:12:17.320 have been like, no way. But I love challenges, and 0:12:17.320 --> 0:12:19.280 I said, Okay, let me take this big. Let's find 0:12:19.320 --> 0:12:21.560 the lawyer that can get f A approval, and then 0:12:21.559 --> 0:12:23.800 when we get that, let's go to the next task. 0:12:24.040 --> 0:12:27.160 I like those challenges, and that's maybe that's one of 0:12:27.200 --> 0:12:31.560 the reasons why I'm drawing to endurance sports and the challenge, right. 0:12:31.640 --> 0:12:35.080 I like challenges, and I like and so I just 0:12:35.160 --> 0:12:37.440 think that, you know, when I find something that I 0:12:37.520 --> 0:12:39.480 go to the end of the movie and I say, Okay, 0:12:39.559 --> 0:12:41.480 we're going to build a big jet company. We're gonna 0:12:41.480 --> 0:12:44.000 sell it. Then it's just filling in the script and 0:12:44.040 --> 0:12:47.120 the plot changes and the script changes, but that end 0:12:47.160 --> 0:12:49.480 of the movie is unwavering. But it's interesting. Jesse, like, 0:12:49.520 --> 0:12:51.200 you know, some might say, okay, you start a jet 0:12:51.200 --> 0:12:52.880 company and then you sell it. Maybe you would do 0:12:52.960 --> 0:12:55.520 something similar in that industry, but it's not what you do, 0:12:55.600 --> 0:12:58.560 and it's not about staying in the business right like you, 0:12:58.720 --> 0:13:00.760 it sounds like you've always thought I'm gonna build this 0:13:00.840 --> 0:13:02.199 and then I'm gonna sell it. Same thing with a 0:13:02.240 --> 0:13:05.000 drink company. I'm assuming right, maybe the plan was never 0:13:05.360 --> 0:13:07.920 to stay with it, right. It's like this is how 0:13:07.960 --> 0:13:10.400 I look at it, um and it goes back to 0:13:10.440 --> 0:13:13.800 my relationship with time. The average American lives to be 0:13:13.840 --> 0:13:16.280 seventy eight years old. I'm fifty one. If I'm average, 0:13:16.280 --> 0:13:19.080 I have twenty seven years left. Okay. If I'm not 0:13:19.120 --> 0:13:22.320 doing something that I'm excited about, I have to get 0:13:22.320 --> 0:13:24.760 out of it. I have to make a shift. And 0:13:24.960 --> 0:13:27.319 if I do something and I accomplish it, I don't 0:13:27.360 --> 0:13:29.199 want to sit there and clap my hands and celebrate 0:13:29.240 --> 0:13:31.960 it because I have thirty more years left on earth 0:13:32.040 --> 0:13:35.080 to maximize. And everything that I've done in my life 0:13:35.160 --> 0:13:38.320 from here to fifty one, it's done. No one cares 0:13:38.320 --> 0:13:41.480 who won the NBA Championship five years ago, it's done. 0:13:41.800 --> 0:13:44.559 What I care about is from here until my ride 0:13:44.640 --> 0:13:47.720 is done? And how do I maximize this amount of time? 0:13:48.120 --> 0:13:50.079 So when I look at businesses, where I look at 0:13:50.120 --> 0:13:53.160 adventures or challenges, if I have an opportunity to create 0:13:53.200 --> 0:13:55.920 a moment or a memory, or get into a business 0:13:55.960 --> 0:13:58.679 I'm excited about. I take it because I don't want 0:13:58.679 --> 0:14:00.960 to look back and be like, oh my god, why 0:14:01.040 --> 0:14:03.480 didn't I do that? Why did I Why didn't? It 0:14:03.480 --> 0:14:04.960 goes back that we said at the beginning of this 0:14:05.480 --> 0:14:10.000 I don't want to be I don't and so that's 0:14:10.000 --> 0:14:12.160 how I live my life and I've always done that. 0:14:12.800 --> 0:14:16.360 So what's next? I don't know. Well, what do you 0:14:16.400 --> 0:14:18.480 find that's interesting in this world? Because it does seem 0:14:18.520 --> 0:14:22.040 like you're on trends you know that become pretty established, 0:14:22.040 --> 0:14:24.080 whether it was the jet company or whether it's you know, 0:14:24.600 --> 0:14:26.480 different kinds of drinks that you know, and now we 0:14:26.560 --> 0:14:28.320 see so many. So what is what are some of 0:14:28.320 --> 0:14:30.240 the trends that are out there that you think are interested? Well? 0:14:30.280 --> 0:14:33.640 I like what we've started with this nine because people 0:14:33.680 --> 0:14:36.600 want experiences, they want to feel challenged, and this event 0:14:36.680 --> 0:14:40.840 makes people feel like world class athletes, you know, without 0:14:40.880 --> 0:14:43.160 having to have that background. So I like what we're 0:14:43.200 --> 0:14:45.680 doing in that space. But I also think to myself 0:14:45.760 --> 0:14:49.080 often like if I took all the energy that I've 0:14:49.160 --> 0:14:51.320 used in my life as an entrepreneur, you know, all 0:14:51.360 --> 0:14:54.720 the late nights and the meetings and the embarrassment on 0:14:54.720 --> 0:14:57.120 the magazine cover and all those kind of things. And 0:14:57.160 --> 0:14:59.600 I channeled all of that now with the people that 0:14:59.680 --> 0:15:02.200 I know, with the resources that I have, into doing 0:15:02.280 --> 0:15:05.640 something that could really help the world. That would be amazing. 0:15:05.880 --> 0:15:08.480 You know, like we use so much energy as entrepreneurs, 0:15:08.520 --> 0:15:10.320 but like if we could just use more of that 0:15:10.400 --> 0:15:13.520 to do good. So with four kids, four young kids, 0:15:13.520 --> 0:15:15.680 that's something that's that's very important to me. I don't 0:15:15.720 --> 0:15:18.480 know what that looks like yet, but that's definitely something 0:15:18.520 --> 0:15:21.280 that's that's on my radar, and like how can I 0:15:21.400 --> 0:15:23.120 you know, you start to think about legacy, and you 0:15:23.120 --> 0:15:26.640 start to think about, you know what, what's the story 0:15:26.680 --> 0:15:28.680 your your kids want to tell about you? And you 0:15:28.680 --> 0:15:31.000 want to leave behind right the lasting impact. And I 0:15:31.040 --> 0:15:34.440 do go back to the challenge that you do with people. UM, 0:15:34.480 --> 0:15:38.200 you know, I do wonder if you see some kind 0:15:38.200 --> 0:15:40.640 of outcome when people do that those endurance testing and 0:15:40.640 --> 0:15:44.120 they spend the thirty six or forty eight hours right climbing, Like, 0:15:44.520 --> 0:15:46.000 what what do they get out of it? Because these 0:15:46.000 --> 0:15:48.600 are you know, it's funny and had an interesting line 0:15:48.600 --> 0:15:51.360 in a story about it. UM that these are people 0:15:51.360 --> 0:15:53.520 who have worked really hard. They're making a lot of 0:15:53.560 --> 0:15:57.800 money to be able to enjoy the comforts of life, right, 0:15:58.080 --> 0:16:00.360 and then they put themselves in these situations where they 0:16:00.360 --> 0:16:03.440 really test themselves. And I'm curious, what do you see 0:16:03.640 --> 0:16:05.920 these people who go through it? I think two things. 0:16:06.000 --> 0:16:08.320 I think for starts, if I were to ask you, Carol, 0:16:08.400 --> 0:16:10.320 what did you do in two thousand and twelve that 0:16:10.440 --> 0:16:12.600 was big you probably most people would struggle what you 0:16:12.680 --> 0:16:14.840 do eight days ago? Most people would not be able 0:16:14.880 --> 0:16:17.720 to tell you. This is a memory that's that you 0:16:17.760 --> 0:16:20.720 can that lasts forever. You're proud of yourself. There are 0:16:20.800 --> 0:16:24.760 lessons that you carry into business, into parenting, etcetera. So 0:16:25.000 --> 0:16:27.880 there's enormous takeaways. I mean, there's a lot of studies 0:16:27.880 --> 0:16:31.520 around the benefits of challenges like this um and so 0:16:31.600 --> 0:16:33.840 that's one. And the second thing is like most of 0:16:33.920 --> 0:16:36.400 us live in routine, you know, so this forces and 0:16:36.440 --> 0:16:39.800 we feel overwhelmed and busy, and this forces you to 0:16:39.840 --> 0:16:42.400 be super present, and it forces you to tap into 0:16:42.440 --> 0:16:45.960 this reserve tank that we all have. We all have 0:16:46.000 --> 0:16:48.120 so much more, we just don't want to access it 0:16:48.160 --> 0:16:53.000 because it's uncomfortable. These kind of challenges forced you to recognize, like, whoa, 0:16:53.600 --> 0:16:56.680 I have more in my tank, So maybe that means 0:16:56.800 --> 0:16:59.440 I'm gonna stay home and do more emails because instead 0:16:59.440 --> 0:17:01.280 of watching the game, I can sit here. It just 0:17:01.320 --> 0:17:04.600 forces you to get more out of all the buckets 0:17:04.600 --> 0:17:06.600 in your life. And that's why I love challenges like 0:17:06.640 --> 0:17:09.480 that in terms of the buckets that you've done, um, 0:17:09.520 --> 0:17:14.000 you know, starting businesses versus you know, endurance, UM training 0:17:14.160 --> 0:17:17.480 or you know, various challenges. What do you like more? 0:17:19.200 --> 0:17:20.520 Is there something that you like? I mean, do you 0:17:20.560 --> 0:17:24.800 like starting businesses? I do? I do, But I'm really 0:17:24.920 --> 0:17:28.320 drawn to the personal development and personal challenges. It sounds 0:17:28.359 --> 0:17:30.920 like it. Yeah, And um, you know, if you think 0:17:30.960 --> 0:17:34.160 about it, if you work forty hours a week, right, 0:17:34.480 --> 0:17:38.680 the average Americans works it right? Well, most people work 0:17:38.760 --> 0:17:42.320 nine to five. Um, you know that's x amount of hours, 0:17:42.320 --> 0:17:44.600 But there's so many more hours when you add the 0:17:44.640 --> 0:17:47.080 weekends and nighttime. And how do we we focus so 0:17:47.160 --> 0:17:49.160 much on those forty hours? What is there a hundred 0:17:49.200 --> 0:17:51.800 and fifties something other hours? How do what do we 0:17:51.840 --> 0:17:55.240 do at that time? And that to me is really important. 0:17:55.720 --> 0:17:57.320 You know, I started this talking to you about like 0:17:57.359 --> 0:17:59.520 kind of what's in your d n A. What was 0:17:59.560 --> 0:18:01.480 it about out? I mean, I'm just curious. I was 0:18:01.520 --> 0:18:03.760 loved going back to I think about my childhood. You 0:18:03.760 --> 0:18:05.560 grew up in Long Island. What was it about. What 0:18:05.640 --> 0:18:08.359 were you like as a kid. What do you remember 0:18:08.480 --> 0:18:11.120 while I was the youngest of four and my parents 0:18:11.359 --> 0:18:13.919 really gave me a long leash, you know, if I 0:18:14.040 --> 0:18:16.920 was They let me try everything, and that was the 0:18:16.960 --> 0:18:19.320 greatest gift that they gave me. They didn't steer me 0:18:19.440 --> 0:18:23.240 or put pressure, and they always praised the effort. They 0:18:23.280 --> 0:18:25.800 always it was never about the success. It was always 0:18:25.800 --> 0:18:28.840 about the effort. And that's something that I tried to 0:18:28.880 --> 0:18:32.439 do with our children. Is really emphasized, like, wow, it's 0:18:32.480 --> 0:18:34.879 not about how many points you score. But I loved 0:18:34.880 --> 0:18:37.439 watching how hard you tried and and that kind of stuff. 0:18:37.920 --> 0:18:40.879 And you know, disappointment has been stripped from kids today. 0:18:41.080 --> 0:18:45.600 There's participation trophies. Everybody makes every team. And my parents 0:18:45.600 --> 0:18:48.920 were really good at balancing the disappointment that they let. 0:18:49.000 --> 0:18:50.919 Of course they want to shield me from that, but 0:18:51.040 --> 0:18:53.600 also allowing me to feel the hurt, because that's a 0:18:53.640 --> 0:18:57.080 lesson in itself. As you said, failure, it's one of 0:18:57.080 --> 0:18:59.479 the biggest, most important things is how do you how 0:18:59.480 --> 0:19:01.359 do you deal with a kind of disappointment? Do you 0:19:01.400 --> 0:19:03.600