An Interview with Joe De Sena, the Host of ‘No Retreat: Business Bootcamp’

Joe De Sena (Photo by: Scott Eisen/CNBC)

Joe De Sena is a former Wall Street broker turned entrepreneur and he is also the founder of the world-renowned endurance sports and wellness brand, Spartan, and his latest venture, is bringing his business acumen to the masses via the new CNBC series No Retreat: Business Bootcamp, and we here at Nerds That Geek were fortunate enough to sit down with Joe to discuss his new show, before it makes its debut, tomorrow, March 8, 2022 at 10 p.m. EST on CNBC. 
 
John Betancourt: So, if we could, let’s start off by getting you to know a little bit. If you maybe tell us what it is about business in general, that ignites such a passion in you?
 
Joe De Sena: I grew up in a household where my father, all he did was talk about business. All he did was do business, everybody in the neighborhood that I grew up in did business. And quite honestly, I never really had a job. In my lifetime, I sold one of my companies, but it's really all I know. Since I was indoctrinated into entrepreneurship at such a young age, I know what it takes, at least I think, and it requires pushing all day, every day. And I think the thing that drives me batty is when I see others with so much more potential not grinding to the level they can.
 
John Betancourt: What was it that motivated you to want to step in and help other businesspeople?
 
Joe De Sena: I mean, I just want to help everybody, kids, dogs, people, businesses, push, push and just squeeze the most out of life, that they can. Squeeze the most out of their business, that they can, right? Stretch $1. I just hate waste.
 
John Betancourt: Now to shift gears a little bit and focus on your new show, what motivated you to create the supremely impressive venue, The Farm?
 
Joe De Sena: I had a picture of a red barn on my trading desk for years. I was attracted to like, if you watch a TV show, and you see some really, you know, 1700s old cabin or whatever? Even the place where Shrek lived, right? I don't know, I'm attracted to that. So, I always wanted a farm, where I'd go back to the 1800s and get some simple living. I found it with my wife in Vermont. So, the goal was to turn it into a place of transformation, a place that people could come to where they, you know, let down their guard. And they'd be willing to, like, get way outside their comfort zone and in the process transform. And so, it was an idea in 2020, 22 years ago. And for whatever reason it worked, people just started showing up. I mean, I get emails and calls, literally every day from around the world. Could be active-duty military, that says: “Look, I'm not supposed to, but I really just need two weeks on the farm, can I go?” So, it's just a place that transforms.
 
John Betancourt: Now what is it that motivates you to select a particular business to appear on the show?
 
Joe De Sena: Well, tons of companies reach out like I said, I get inquiries every day. It's been happening for 20 plus years. And the biggest question is like, are you serious? Are you willing to do the work? Because if you're not, you're wasting your time, you're wasting my time. We don't have time. So, it's us quickly trying to ascertain is this individual, is this group of people, willing to lean in and do the work?
 
John Betancourt: What does it mean to you personally, to be able to do this for as long as you have?
 
Joe De Sena: Oh, my God, I got to pinch myself every day. Unbelievable. I get to do this. The only thing I pray for is that one day, the Pentagon or Department of Defense will wake up and say wait a minute, Joe is doing a public service here. Why don't we help him? That's the only thing. This is amazing. I get to do this.
 
John Betancourt: What does it mean to you to be able to have the world see what you do on a regular basis?
 
Joe De Sena: Well, I've always wanted it to be scalable, right? I, my goal is to change 100 million lives. It's hard to do it if the only people that know it are the few neighbors on the farm, right? If we can let the world know that this is what we do, and that by doing hard stuff, you'll be better for it. Now I got a platform, we got a big platform that hopefully is going to help transform more people. And that's the goal at the end of the day.
 
John Betancourt: So, now that you’re able to get your message out, what are you hoping audiences take away from this show?
 
Joe De Sena: I think, I want… would be entrepreneurs to really think twice. I'd love everybody to be an entrepreneur, but there are realities associated with that, that not everybody's ready for. So, I think it's good for the would-be entrepreneurs to really do a, you know, a head check. Those that are in the game already and running their businesses, hopefully, they wake up and realize, listening to a podcast or reading a Harvard Business Review, that they might need more than that. We all become really complacent in our own personal lives as well as in our business lives. And the reality is 95% of businesses fail. So, if 95% of businesses fail, we got to look in the mirror and say, “You know, why is that?” And I think the show helps rattle and wake up the folks that are running these businesses, so that less businesses fail.  
 
John Betancourt: That’s a really good point and it also brings up a follow-up question. Since so many businesses fail, how often have you had folks simply shutter their business right there since your program makes it clear that this is more than they can handle?
 
Joe De Sena: More than I'm proud of. They literally just pack it in. And you try to talk to them. And you try to walk through it. And explain that all you got to do is live to fight another day. But yeah, folks pack it in. And look, it would have happened anyway. Might have been a year later. It's better to just to rip the band aid off and find out... maybe you weren't designed to be an entrepreneur.
 
John Betancourt: That’s fair, and that’s a message we don’t talk about enough. Now what would you say you’re most proud of when it comes to The Farm?
 
Joe De Sena: Well… my family. All my kids were born there. And the fact that that people find it as valuable as they do. Even though it's a place that puts people under extreme pressure, and, and transforms, folks, it still is a place that's quiet and is a place of… I don't know… a place that you know, is a change from everybody's -- all of our ridiculous lives that are just inundated with so much nonsense, right? So, it's, you know, a place of refuge, juxtaposition to a torture chamber if that makes sense.
 
John Betancourt: I totally get it. Speaking of pride, what would you say you’re most proud of when it comes to this show?
 
Joe De Sena: The fact that I was able to sit still long enough and film for like 65 days. (Laughter erupts from both Joe and John.)
 
John Betancourt: There you go, an honest answer. Last question, what’s the biggest message you hope people take away from this series?
 
Joe De Sena: I think I think the biggest takeaway is like business is a combat sport. And so, let's train for it. Let's treat ourselves like Olympians and then not be upset if we don't, and we don't get the results we plan.
 
This interview has been lightly condensed and edited for clarity.

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