On this episode of Launch Stories, my guest and fellow Cornellian Joe De Sena ’90 – founder and CEO of Spartan – shares how his path from Ithaca led him to creating the world’s leading endurance sports brand with a community of over 10 million athletes globally. He talks about what coming from a family that didn’t attend college and being accepted to Cornell after this fourth attempt taught him about persistence, how what he learned on campus made him a better entrepreneur and how he has applied these experiences to creating the ‘Louis Vuitton of hard stuff.’