Early Struggles, Heavy Squats & Sustained Success w/ Bert Sorin
Live from the NSCA Tactical Conference, Tex sits down with Bert Sorin, CEO of Sorinex Exercise Equipment.
Many years ago, Bert recommended a book to Tex called Predictable Success. In this episode, they use its seven stages as a roadmap: early struggle, fun, whitewater, predictable success, treadmill, the big rut, and the death rattle.
Bert shares how his dad, Pops, hacked a trail through the woods so Bert and his team could build a five-lane highway. He opens up about chasing the Olympics and Highland Games while the business sat in whitewater, and the moment he had to hold up the mirror. He explains why culture isn't a poster on the wall. It's everyone with a hand on the wheel, bringing their best dish to the party.
Then Bert gets personal. A funeral. A heavy squat. And the last conversation with his dad that keeps him hungry today.
If you lead a team, a program, or a business, this one is for you.
In this episode:
- Why passion is the fuel that gets you through early struggle (5:29)
- When the phone starts ringing the other way (8:32)
- Whitewater, growth pains, and the mirror (11:13)
- Walking away from competing to lead the business (16:39)
- Culture, ownership, and "knowing the deal" (21:00)
- Summer Strong, the Home Run Derby, and trusting your people (25:34)
- The treadmill and why it's a passion problem (31:07)
- The antithesis of a funeral (35:58)
