What does it take to reinvent an entire sport? Well, today we sit down with Chris Williams, the commercial leader behind Supertri, the revolutionary triathlon league, shaking up endurance sport From securing game-changing partnerships to creating a team franchise model that financially supports athletes.

Supertri is on a mission to make triathlon faster, more exciting and more sustainable for pros and fans alike. But Chris's journey goes far beyond boardrooms. He's an endurance athlete himself, and in this episode he shares the jaw-dropping story of his attempted Atlantic row and the dramatic rescue that followed.

We talk about resilience, risk and bouncing back from failure, as well as what endurance sport can teach us about success in life and business. So if you want to know how the sport is evolving, how to push your limits and how to turn passion into opportunity, this is an episode you can't afford to miss.

Highlights:

• Chris’ Unconventional Journey into Sports Business
• From Rowing the Atlantic to Finding Purpose
• The Role of Psychology in Leadership and Sales
• Lessons in Resilience from a Life-Threatening Capsize
• Anchoring Emotions with "Where Do I Need to Be?"
• Supertri’s Mission to Modernize Triathlon
• Creating High-Impact, Short-Course Triathlon Events
• The Power of Storytelling in Growing the Sport
• Supertri’s Mixed-Gender Team Franchise Model

Links:
Connect with Chris Williams through XXX.

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline

Imagine standing on the start line of your very first Ironman and the 3rd in history in Oahu in 1980—no high-tech gear, no fancy nutrition plans, just raw endurance and a relentless drive to push human limits. Now, fast forward 44 years, and that same athlete has just completed his 50th Ironman in Kona in 2024. Kurt Madden—also known as Coach K or Mad Dog—is an endurance sports pioneer, a champion ultraman, and a world-class triathlon coach. In this episode, we dive deep into his journey: what led him to that historic start line in 1980, the lessons learned from five decades in endurance sports, and the business and life principles he’s extracted along the way. We’ll explore what it takes to endure—both as an athlete and as a coach—why he is devoted to helping others achieve their peak performance, and how AI is about to change the future of coaching. Whether you’re an aspiring triathlete, a business leader, or someone looking for the mindset to go further, this episode will inspire you to redefine your own limits.

Highlights:
- Kurt's Journey to His First Ironman
- The Challenges of the First Ironman
- The Evolution of Ironman and Kona
- Racing in Kona: A Special Experience
- The Meaning of Ohana on a Race Day
- Lessons from The Ultraman: A 100-Mile Run
- The Hard Rock Race Experience
- Leadville and the Taharamar Indians
- Coaching Influences and Personal Growth
- TriDot and AI in Training vs a Coach
- Reflections on Kona and World Championships

Links:
Connect with Kurt Madden through Instagram.

Explore The Limitless Life Workshop
We are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline

Today’s guest is a master of endurance—not just in sport, but in business and life. Ed Chang was a successful lawyer, an Ironman triathlete, and the co-founder of Varlo Sports, a rising force in endurance apparel. But what makes his story remarkable isn’t just the accolades—it’s the mindset, the strategy, and the lessons he’s learned along the way. How do you balance a legal career, a start-up, and training for one of the toughest endurance events on the planet? What can triathlon teach us about building businesses, and what can business teach us about racing smarter? Ed breaks it all down. Not only that, but Varlo as a business really know their 'Why' and they are on a mission to change the sport for good. Stick around to hear how Ed applies endurance thinking to every area of life and how you can do the same.

Highlights:
- Ed's Journey into Endurance Sports
- Building a Community-Centric Brand
- Advocacy and Community Engagement
- Balancing Law and Endurance Sports
- Embracing Challenges and Growth
- The Role of AI in Endurance Sports
- The Irreplaceable Human Touch
- Utilizing AI in Business Communications
- Balancing Endurance Sports and Busy Careers
- Memorable Triathlon Moments and Highlights
- Books That Inspire: From Triathlon to Business
- The Power of Community and Mental Endurance
- Reflections on Personal Growth and Future Goals

Links:
Connect with Ed Chang through Instagram.

Explore The Limitless Life Workshop
We are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline

What does it take to not only survive but thrive against impossible odds? Imagine being diagnosed with terminal brain cancer—not once, but four times. Now, imagine taking on the world’s toughest endurance races in the middle of that battle. That’s exactly what today’s guest, Richard Wright, has done. Richard is more than an endurance athlete; he’s a radical optimist, bestselling author of The Power of Purpose, and a man who refuses to be defined by his diagnosis. In this conversation, he reveals the mindset shifts that separate survivors from victims, the power of endurance in life and business, and the deeply personal story behind his “I Am” tattoo. This episode will change how you see adversity. Whether you're an athlete, entrepreneur, or someone fighting your own battles, Richard’s wisdom will leave you with practical strategies to redefine resilience, rediscover purpose, and push your own limits. Let’s dive in.

Highlights:
- Competing in Ironmans While Battling Cancer
- The Power of Purpose: Endurance Sport and Cancer Treatment
- The Gifts of Cancer: Mental Resilience and Endurance
- The Importance of Physical Activity During Cancer
- Overcoming Personal Challenges and Discovering Ironman
- A Life-Changing Diagnosis: Survivor vs Victim Mentality
- Facing a Terminal Diagnosis vs The Power of Mindset
- Balancing Parenthood and Treatment: Overcoming Obstacles
- The Ironman Challenge and A New Perspective on Survival
- The Return of Cancer vs The Power of 'I Am'
- Questioning Beliefs and Identity: Conditioning and Expectations
- The Gift of Authenticity: Embracing Vulnerability Power
- Books That Shaped the Journey and The Importance of Purpose
- Lessons from Bonsai Trees: Endurance and Reinvention

Links:
Connect with Richard Wright through his website.

Explore The Limitless Life Workshop
We are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline

Welcome to this episode of The Business of Endurance, where we dive deep into the extraordinary journey of Colin Cook—a man who has transformed his life from the grips of addiction to becoming an elite triathlete, a Sub 9 Ironman finisher, and coach to some of the sport's best. Colin’s story is one of redemption, resilience, and relentless pursuit of excellence, and in today’s conversation, he opens up about these battles. From overcoming personal demons to building a thriving business and competing at Kona many times, Colin shares the lessons he’s learned about grit, mindset, and balancing life’s demands. You’ll hear powerful insights into leveraging tech & AI in endurance sports, maximizing recovery, and how to shift from destructive habits to life-changing passions. Whether you're chasing your first marathon or balancing family, career, and athletic goals, this episode will inspire and equip you to push boundaries, endure challenges, and live your most fulfilling life.

Highlights:
- Introduction and Early Sporting Life
- Transition from Ice Hockey to Endurance Sports
- Struggles with Addiction
- Turning Point: Embracing Endurance Sports
- Balancing Family, Coaching, and Training
- Ironman Journey and Achievements
- Winter Training Opportunities
- Using Wearables for Sleep and HRV
- Recovery Techniques and Gadgets
- AI in Endurance Sports
- Balancing Life and Triathlon
- Future Goals and Reflections

Links:
Connect with Colin Cook on Instagram.

Explore The Limitless Life Workshop
We are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline

Welcome to The Business of Endurance, where we explore the mindset, strategies, and stories of the world’s most extraordinary athletes and coaches. Today, we have a truly remarkable guest: Jo Spindler, one of the most respected figures in triathlon, both as a former professional athlete and now as a world-class coach. Jo's journey is filled with lessons that will inspire and equip you, whether you're an athlete pushing your physical limits or a professional seeking endurance in your personal and business life. In this episode, Jo opens up about the pivotal moments that shaped his career, the highs and lows of turning pro, and the priceless lessons learned from his time under legendary coach Brett Sutton. We dive deep into his unique coaching philosophy, the secrets behind guiding athletes like Rico Bogen to world championship & T100 victories, and game-changing innovations in the world of sport and coaching. There really are some phenomenal insights within this conversation with, Jo Spindler.

Highlights:
- Transition to Triathlon
- Diverse Athletic Background
- Professional Highlights and Challenges
- Coaching Philosophy and Experience
- Insights on AI and Technology in Sports
- Success with Athlete Rico
- Impact of T100 on Triathlon
- Professionalism and Broadcast Quality
- Future of Triathlon
- Off-Season Strategies for Athletes
- Innovations in Cycling Biomechanics
- Philosophical Influences on Coaching
- Dealing with Fear of Failure

Links:
Connect with Jo Spindler on Instagram & Web.

Explore The Limitless Life Workshop
We are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline

In this episode of The Business of Endurance, we dive into one of the most inspiring stories you'll ever hear. Our guest, Joey Evans, turned the darkest moment of his life—an accident that left him paralyzed—into an awe-inspiring journey of resilience and triumph. For ten years, Joey pursued an impossible dream: to compete in the world’s toughest off-road race, the Dakar Rally. Against all odds, he not only regained the ability to walk but crossed the finish line of the brutal 9,000km Dakar, dragging his battered bike through unimaginable adversity. In this conversation, Joey reveals the mindset and strategies that kept him going when everything seemed lost. You'll discover how goal setting, resilience, and sheer determination can overcome even the most insurmountable challenges. Whether you're an athlete, entrepreneur, or simply someone navigating life's hurdles, Joey’s insights will leave you with practical takeaways to redefine your limits, overcome setbacks, and chase your own dreams with renewed vigor.

Highlights:
- Joey's Introduction to Motorbike Racing
- Understanding the Dakar Rally
- The Dangers of Motorbike Racing
- A Life-Changing Crash in 2007
- The Road to Recovery
- Facing the Brutal 2017 Dakar Rally
- Surviving the Andes and Harsh Weather
- A Devastating Crash and Unyielding Determination
- The Final Push and Unbelievable Triumph
- Reflections on Resilience and Overcoming Adversity
- The Impact of the Accident and Life Lessons
- Technological Advances in Racing and Future Challenges

Links:
Connect with Joey Evans on Instagram & Web.

Explore The Limitless Life Workshop
We are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline

Today’s episode is truly special as we dive into the world of elite triathlon with none other than Non Stanford and Aaron Royle. As a married couple and being current and former professional triathletes turned coaches, they’ve experienced the highs of world championships and Olympic races, as well as the challenges of balancing personal lives with intense training schedules. Together, they share the secrets behind their career highlights, the pivotal lessons from working with the best coaches in the sport, and what they’ve discovered about optimising performance without burning out. But it doesn’t stop there—this episode offers powerful insights for anyone aiming to excel in any field. Non and Aaron discuss the art of resilience, overcoming under-fuelling, and the mental strategies they use to endure when things get tough. Whether you’re an athlete looking to elevate your performance or someone striving for personal growth, this conversation is packed with practical advice and inspiring stories that you won’t want to miss.

Highlights:
- Non's Journey into Triathlon
- Aaron's Early Start in Triathlon
- The Importance of a Diverse Athletic Background
- Challenges and Rewards of Transitioning to Long Course
- Standout Moments in Their Careers
- The Impact of the 2016 Rio Olympics
- Balancing Professional and Personal Lives
- Non's Transition to Coaching
- The Challenges of Self-Coaching
- Embracing Technology in Training
- Heart Rate Variability and Remote Coaching
- Nutrition in Triathlon: Short Course vs. Long Course
- The Evolution of Nutrition Culture in Triathlon
- Guiding in the Paralympics: A Unique Experience
- Inspiring Resources and Recommendations
- Future of Marathon Records and AI in Sports
- Looking Forward: Exciting Prospects for 2025

Links:
Connect with Non Stanford on Instagram & X.
Connect with Aaron Royle on Instagram & Web.

Explore The Limitless Life Workshop
We are living in a time of abundance, where entrepreneurs have more opportunities than ever before. With the rise of AI, colossal advancements in technology and the scope to reach millions of people in seconds, it has never been a more exciting or easily accessible time for your business to thrive. But are you riding that wave of exhilaration, or are you crashing and burning in a downhill spiral?

Please Subscribe to Business of Endurance on Apple Podcasts, leave a comment, and give us a 5-Star review.

This episode was sponsored by The Trusted Team and 4th Discipline