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participants as "transformational" experiences. Joseph De Sena, 44, is an avid entrepreneur who began his business career literally with a bang, selling fireworks at the age of eight. In college he built a multimillion-dollar pool business, eventually creating a Wall Street trading firm. But it is athletics as life endeavor that consume him. "[Sena] knows what it feels like to succeed outside the office…throughout his lifetime, he's competed in any extreme sports adventure he could find, testing his mental and physical endurance against nature," competing in over fifty "ultra-events" and fourteen Ironman events in a single year. Most of his races are a hundred miles or more with a few traditional marathons in the mix; he called a mere 26.2-mile marathon "adorable." Feats of strength and endurance in a typical Spartan HYLAND

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