Previously on building the brand.

I was lucky enough in 2021 to have been given the opportunity to run Leadville 100.

If you weren't prepared, it would bury you.

It would crush you.

Leadville 100 was this turning point and the brand's trajectory because we became a content

and storytelling machine.

You can't buy that.

You got to build it.

And when you build it from the ground up, it is authentic to your mission.

It is authentic to your values.

It's authentic to what you believe in and your passions.

That's how you build a brand.

These preps that we document, it helps people reach their goals, whether

fitness related or personally. What I'm obsessed with is improvement, getting better. That's what

drives me. I want to fail because I'm setting these goals so ambitiously, so bold, so big,

and as a brand, we have the opportunity. As as a business you have the opportunity to create these

moments for people along the journey along the way to remember forever you have to keep showing up

even on the days that you don't want to and log the long slow base building miles that's not only

applicable to endurance training that is is applicable to life. That is

applicable to business. We play the long game. We know our mission. We know our vision.

We've established our values. We shared those things. And we only pursue objectives and goals

and growth strategies that align with those things that we've established.

...