Bert Sorin is the president and co-owner of the legendary Sorinex Exercise Equipment, which was founded by his father Richard Sorin. Sorinex equipment can be found in college and professional weightrooms across the country and in the home gyms of icons like Joe Rogan, Jocko Willink, and Cam Hanes.Growing up with a barbell in his hand has been pivotal in charting the course of Bert's life and led him to become a 4-time Division 1 All-American in Track and Field (Hammer and 35 lb. Weight Throw), Southeastern Conference Champion, former record holder in Weight Throw, and an Olympic trials athlete.Bert is an avid lifter with a passion for the outdoors and has proven to be a brilliant business owner as well. Bert has a superpower to see the best in others, to truly see them not as they are, but as they are capable of being, which he uses in his seemingly endless pursuit to pour into his friends and employees, veterans, and countless others who follow him online. But above it all, Bert is an amazing man, husband, and father, which is why I am so excited to have him on the show.DISCUSSION POINTSBert’s morning routineThe importance of being able to perform when it countsBuilding the FortressPerforming unconditionallyThe importance of intentionallyBert’s first time at Jocko’s houseThe lessons Bert is focusing on with his kidsWeightlifting is streamlined hardshipStreamlined hardshipsDiscussing the book Comfort Crisis by Michael EasterLaura Zerra enjoys being uncomfortableBert talks about his wife and the role she plays in their familySpeaking truth into our kids and othersCommunicating differently with each kidWhat Burt fears his kids won’t remember about himLINKSBert on Instagram: @bertsorinSorinex on Instagram: @sorinexSorinex Outdoors on Instagram: @sorinex_outdoorsSquatober on Instagram: @Sorinex_SquatoberSorinex Outdoors on InstagramSorinex Website: www.sorinex.com

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